The document provides guidance on how to effectively communicate marketing operations initiatives to executive leadership. It recommends tailoring messages to leadership's goals and priorities, highlighting efficiency gains and cost savings, showcasing insights with data, and presenting a clear implementation plan tied to business outcomes. Common mistakes discussed include failing to link initiatives to strategic objectives or quantify impact using leadership metrics.

1. Adobe Marketo Engage User
Groups
Housekeeping Slides | May 2023

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Adobe Marketo Engage User Group House Rules
In order to ensure our MUGs stay user-focused and a
safe space for members of the Marketing Nation to learn,
network, and problem solve, we ask that all MUG
attendees follow these rules:
• No self-promotion or pitching of any kind is permitted
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without their consent
• If MUG members share their use case at the User
Group, please don’t share that information without
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This MUG Meeting is not being Recorded.
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5. Upcoming Opportunities for
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New Webinar series: Champion Deep Dives
The Adobe Marketo Engage Champions are
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Upcoming User Group Meetings Calendar (English)
DATE MUG CHAPTER FORMAT TOPIC
05-10 New York MUG Virtual Meeting
NYMUG Marketo Q&A with Inga Romanoff and Sandy Whiteman
(virtual)
05-10 Netherlands MUG In Person Meeting Netherlands User Group @ DHL Express
05-11 Champion Office Hours MUG Virtual Meeting May Marketo Champion Office Hours
05-11 Phoenix MUG Virtual Meeting
[Tips/Tricks] Marketo Measure - Demystifying Attribution
Reporting
05-11 Ottawa MUG In Person Meeting
Ottawa MUG | Maximizing Efficiency: Scaling Your Campaign
Operations
05-18 Seattle MUG In Person Meeting Translating Marketing Ops to Exec Leadership
05-23 New York MUG In Person Meeting NY MUG: Happy Hour at Adobe
05-24 India Virtual MUG Virtual Meeting Rev Up Your Revenue with Marketo's Revenue Cycle Modeler
06-07 New York MUG Virtual Meeting
NYMUG Marketo Q&A with Inga Romanoff and Sandy Whiteman
(virtual)

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Upcoming User Group Meetings Calendar (In language)
DATE MUG CHAPTER FORMAT TOPIC
05-12 Japan - Marketo Foundation MUG In Person Meeting
マーケターは顧客とどう向き合うのか？基本から実践の入り口
まで解説｜オフライン開催@東京
05-18 Japan MUG In Person Meeting Japan MUG - 採用マーケティングを考える会
05-18 Japan - SFKETO MUG In Person Meeting new SFKETO vol.7 『全ユーザー待望！ PMCF祭り』
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kinKETO MUG - kintone連携ってどうやってる？#2 事例紹介
とMarketoの悩み相談会
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TELKETO - Marketo Sales Insight・Marketo Sales Connectを使
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06-13 München MUG In Person Meeting Marketo User Group am 13. Juni in München
07-11 München MUG In Person Meeting Marketo User Group am 11. Juli in Hamburg

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Need to update your Marketo Engage certification?
Adobe now has 3 certifications for Marketo Engage
• Adobe Certified Professional - Adobe Marketo Engage: This new exam is ideal for marketers who
have about 3 - 6 months of Marketo Engage training and hands-on experience. (Update to the former
Marketo Certified Associate)
• Adobe Certified Expert - Adobe Marketo Engage Business Practitioner: This exam is ideal for
marketers and marketing consultants who have at least 18 months of Marketo Engage hands-on or
field experience. (Update to the former Marketo Certified Expert)
• Adobe Certified Master - Adobe Marketo Engage Architect: This certification defines a new standard
and process at the highest level. This certification is ideal for current Adobe Certified Experts who
have at least 5 years of experience designing marketing automation using Marketo Engage
Visit https://express.adobe.com/page/8OCuJK38uQWuT/ for more information &
exam guides!

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Agenda
Tips for Translating Ops to Execs (Discussion Topic)
Group Problem Solving
Open Discussion & Topic Requests

12. Tailored messaging isn’t just for
nurture, it’s also crucial for executive
buy-in.

13. © 2021 Adobe. All Rights Reserved. Adobe
Confidential.
Understand Leadership’s Goals
 Identify leaderships’ key priorities and align your message with their initiatives
 Link marketing operations to broader business outcomes and strategic objectives
 When communicating value, be concise and use language that resonates with leadership
Examples: How does a MOPs initiatives drive revenue growth, customer acquisition,
retention, or market share expansion?
Common mistake: presenting an initiative without tying it back to leadership’s priorities
Bad example: we’ll have the ability to… personalize messaging, prioritize leads, avoid sync
errors etc
Good example: we’ll drive an additional $X dollars in revenue through improved lead
conversion

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Confidential.
Highlight Efficiency and Cost Savings
 Emphasize how marketing operations initiatives add value and save costs
 Use real-world examples to provide proof that efficiencies can be achieved
 Use data to quantify the impact on the business
Common mistake: focusing on the work completed rather than the impact on the business
Bad example: we localized 100 campaigns in 10 languages over the course of the last 3
months
Good example: through localization we increased conversion resulting in an additional $10
million in estimated pipeline

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Confidential.
Showcase Data and Insights
 Tell a clear story with data that accurately communicates the impact
 Leadership metrics include revenue, operating costs, customer retention, and market
expansion
 Use company accepted values for estimating project value and/or savings
Common mistake: failure to use leadership accepted values or metrics when estimating the
value of a marketing ops initiative
Don’t: provide an estimated project value based on metrics you’ve estimated for campaign
performance, lead conversion rates, employee costs, and avg deal size, etc
Do: provide an estimated project value that references marketing established campaign
benchmarks, forecast conversion rates, HR pay bands, sales established avg deal size, etc

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Confidential.
Present a Clear and Concise Plan
 Provide a clear plan for implementing marketing ops initiatives
 Outline major milestones, costs, and measurable results that impact the bottom line
 Demonstrate you’ve thought through the implementation process and are ready to execute
 Avoid highlighting trivial, potential blockers. Understand them and account for them in your
plan
Common mistake: providing unnecessary details that distract from the benefits and business
impact
Don’t: provide overly-detailed execution, trivial blockers, or unaccounted for dependencies
Do: provide clear, concise info with timelines that account for risks and have answers for
potential show-stoppers in the appendix