Merging marketing automation platforms

May 1, 2021

Merging martech platforms after an acquisition can be challenging, upfront planning saves the day

As a marketing technologist, integrating marketing automation systems from acquired companies involves merging two distinct business operations, cultures, and technologies. This process requires a structured approach to ensure a smooth transition. Here, we outline the typical steps needed for an instance merge involving two organizations running Marketo and Salesforce.

The integration of marketing systems includes understanding how the acquired company's workflow and systems function, current marketing programs, lead-to-sales flow processes, and subscription management. It also involves analyzing and classifying programs and assets, planning data migration and QA, implementing custom fields and objects, building asset templates, and testing all assets and programs for accuracy.

Phase 1: Audit

The first phase of integration is to conduct a comprehensive examination of the current marketing system. This includes reviewing Salesforce workflows, webhooks, sales playbooks, Marketo assets, corporate web pages, and engagement programs. The goal is to analyze and classify programs and assets to inform the planning phase.

Key Activities

Review current programs, planned initiatives, paid media
Analyze and classify programs and assets (port, discard, let run and expire)
Engagement programs (emails, newsletters, webcasts, webinars, events)
Forms (gated content, landing pages)
Sales fast tracks (request a demo, contact us, sign up)
Internal processes and workflows

Phase 2: Planning

The planning phase involves mapping new lead-to-sales flow processes in the new system, compiling lists of assets to produce, and planning data migration and QA. This phase also includes identifying any technical or operational challenges that may arise during integration.

Key Considerations

Map new lead-to-sales flow processes in the new system
Compile lists of assets to produce (custom fields, custom objects, webhooks)
Plan data migration and QA
Identify potential technical or operational challenges

Phase 3: Buildout

The buildout phase involves implementing custom fields, custom objects, webhooks, and building asset templates. This phase also includes rescore new leads and staging them in the lifecycle.

Key Activities

Implement custom fields, custom objects, webhooks
Build asset templates (subscription center, best practices)
Rescore new leads and stage them in the lifecycle

Phase 4: Quality Assurance

The final phase of integration involves testing all assets and programs for accuracy. This includes lead flow, assignment, and alerting. Attribute and reporting should also be tested to ensure a complete understanding of the new system.

Key Activities

Test all assets and programs for accuracy
Lead flow, assignment, and alerting
Attribute and reporting

Key Stakeholders

When integrating marketing systems, several key stakeholders should be involved. These include:

Salesforce admins
Database administrators (if different from SF)
Project manager
Marketing/demand generation team (senior manager, practitioners)
Front-end developers

Their input and expertise will be necessary to ensure a smooth transition.

Executive Involvement

Senior executives should be informed of the integration process and its progress. Their involvement ensures alignment with corporate goals and provides a unified vision for the integration process.

By following this structured approach, you can ensure a successful integration of marketing systems from acquired companies.