Codify Campaign + Lead Contracts
Document the lifecycle: program statuses, lead stages, MQL criteria, SLA expectations. Capture it in Notion or Confluence and enforce it in Marketo smart campaigns and Salesforce flows.
Use Azure Functions or Workato to sync campaign membership, scores, and activities in near real time while eliminating duplicates.
- Log every sync failure with context and remediation steps.
- Ensure every campaign has an owner, KPI, and review cadence.
- Feed campaign metadata and ROI into the copilot so GTM teams get instant answers.
Operationalize Feedback
Stand up a fortnightly RevOps calibration: marketing shares pipeline influence, sales reports lead quality, and the pod prioritises fixes. Surface insights in a shared dashboard and push key takeaways into Slack.
When sales dispositions a lead, route that insight to Marketo for nurture adjustments automatically.
- Track SLA breaches and surface them to sales leadership daily.
- Score nurture content based on influenced revenue.
- Use copilots to summarize sales call themes and feed them back into Marketo content planning.
Enable The Field
Launch a copilot inside Salesforce that surfaces campaign context, recent Marketo touches, and recommended follow-ups. Give sales one-click actions to request content or signal poor lead fit.
Document runbooks for SDRs, AEs, and marketing ops. Train them on the same dashboards and copilots so handoffs stay seamless.
- Measure time-to-first-touch, conversion rate, and pipeline velocity monthly.
- Highlight wins where marketing automation influenced expansions or renewals.
- Keep a living backlog of ops enhancements prioritized by revenue impact.