One of our most common projects we work on with clients is implementing Centralized Lead Management Processes (we call it Order of Ops). We are incredibly die hard about making sure that records get updated BEFORE they are sync'd to Salesforce so that leads can router properly with all of the necessary data. We've iterated on this approach dozens of times over the past few years. Just this week, we spent an hour on our "Caffeine and Brains" internal meeting debating how to handle behavior scoring. Only a room full of MOps professionals could you spend an hour determining if you should trigger it, call an executable campaign, set a data value, or use a smart list to determine scoring. As for the answer... it depends. For the time being, we are going to try calling an Executable Campaign to set behavior score from a local smart campaign and see how things go. What do you think? How are you handling behavior scoring in Marketo today? Do you have a way to ensure that the score field is updated before the Lifecycle updates are processed? And is that happening before someone is sync'd to Salesforce? Let me know! #marketo #marketingops #revops #marketingautomation
Hmmm, I’ve done it a multitude of ways depending upon business case, but would agree it’s typically done previous to CRM — it’s another one of those things that is largely business and use case dependent, I fear :/ in terms of forcing a certain order of operations, I will use things like adding or removing tags typically (if I can’t push a change through some kind of linear operational tool)
Oooh Order of Ops...makes me think of this. Is THIS what y'all are doing over there at CS2?? So cool!
🙋🏽♀️ Guilty as charged on the hour long debate lol
Xander Broeffle - you are trying the best method because Executable campaign forces to finish the current flow..then will move to the next one...hope this works as you expected!
Mum to a 6 year old and VP of Marketing at Traction Complete.
2moXander Broeffle Are you purely talking about syncing/routing engagement for action or next-step purposes? I am a firm believer that if you have an active BDR team a two-way sync should ALWAYS be in place so you see ALL engagements together. The risk of only syncing to Salesforce at a threshold or stage is that BDRs can import from their data sources and prospect the same lead that is being engaged by marketing all at the same time with no knowledge, leading to a poor experience. Especially if you are totally aligned on your ICP - I feel holding entirely can lead to more problems than it's worth... (hey, unless record counts are an issue - then that's a totally different problem) I say: Sync yes, route for action - not yet? (as long as duplicate alerts are in place 😉)