As a Marketo Consultant, I’ve seen firsthand how organizations grapple with budget cuts and staffing shortages. It’s a challenging time for many, especially when tasked with keeping the marketing engine running smoothly with limited resources. With the right strategies, it’s possible to manage and thrive under these conditions.

In this post, I’ll share some practical tips on conquering Marketo with limited resources and shifting organizational objectives.

Prioritize High-Impact Activities

  1. Focusing on what truly moves the needle is crucial when resources are tight. Start by identifying the core campaigns that drive the most revenue or lead generation for your organization. These activities should command the majority of your attention. 
  2. Simplify workflows by removing any unnecessary steps. We often overcomplicate processes, thinking more is better, but in times like these, simplicity is key. 
  3. Leverage Marketo’s automation capabilities to handle repetitive tasks. Automation isn’t just a time-saver; it’s necessary when your team is stretched thin. By automating routine tasks, you can free up time for more strategic initiatives, ensuring that your limited resources are used where they’ll have the most impact.

Optimize and Document

  • A cluttered Marketo instance can slow you down and make it harder to stay on top of important tasks. Regularly auditing your instance and archiving unused assets, templates, and old lists is essential to reducing clutter and improving system performance, making your day-to-day operations more efficient. 
  • Documentation is your friend! Maintain clear, up-to-date documentation for essential processes so that anyone on your team can step in and handle tasks as needed, saving time and preventing errors when team members need to pick up tasks they’re not familiar with.

Marketing – Sales Alignment

  • Now more than ever, marketing and sales need to be in lockstep. Strengthening communication between these teams ensures everyone is aligned on goals, messaging, and the handoff process. When both teams are on the same page, your marketing efforts are more likely to resonate with potential customers, leading to better results. 
  • Lead scoring is another area that might need your attention. It’s essential to focus on quality over quantity. Reassess your lead scoring model to ensure it’s still relevant to your objectives. Fine-tuning this model will help you target the most promising leads, making your efforts more efficient and effective. 
  • Nurturing high-quality leads is another area on which to focus your attention. To make the most of your limited resources, concentrate on leads that are more likely to convert.

Stay Agile

  • Organizational goals will likely shift as your company adapts to a new reality. To keep pace, you need to stay agile. Be prepared to pivot strategies as needed, and don’t be afraid to adjust your approach on the fly. I’ve had to do this in my own work, and while it’s challenging, it’s also necessary to stay relevant and practical. 
  • It’s also important to regularly reevaluate your metrics. The KPIs that mattered before budget cuts may not be as relevant now. Make sure your metrics align with your organization’s current objectives so that you’re constantly measuring what matters most. 
  • Finally, emphasize cross-functional collaboration. When resources are limited, working closely with other teams can help you achieve your goals more efficiently. Collaboration is critical to maximizing what you have, whether it’s sharing insights, pooling resources, or simply staying in sync.

Back to the Basics

  • Marketo offers several built-in features that can help you work more efficiently. 
  • Set up Smart Campaigns to run critical processes smoothly with minimal manual intervention, freeing up time for other tasks. 
  • Use dynamic content to personalize your messaging without creating multiple assets. This will save time and resources while delivering targeted communication to your audience. 
  • Program templates help save time and ensure consistency across your campaigns. They streamline programs and reduce the risk of errors, allowing you to focus on strategy rather than troubleshooting and correcting errors later.

Hire a Consultant

Hiring a consultant might seem counterintuitive when budget cuts and staffing shortages hit. However, it can be a smart financial move.

Consultants provide specialized expertise without the overhead costs associated with permanent employees. You get the benefit of expert guidance and execution without the long-term commitment.

Consultants also offer scalability and flexibility, allowing you to scale your efforts up or down as needed.

Whether you need support for a major project or just an extra pair of hands during peak times, a consultant can assist you. Additionally, with deep knowledge of Marketo, a consultant can help ensure your system runs smoothly, allowing your team to focus on core activities.

Conclusion

We’re all feeling the effects of budget cuts right now. I advise my clients to focus on high-impact activities, optimize their Marketo instance, align marketing with sales, and stay agile to meet shifting goals.

Hiring a specialized consultant can also help if you need extra bandwidth from time to time or need guidance on navigating these challenges.

I’m here to help! Feel free to reach out if you need a quick consultation or ongoing support. Let’s work together to ensure your marketing efforts remain strong.

About the Author: Tonya Walker

Tonya has been developing and implementing marketing strategies for startups, SMBs, Fortune 500 and Fortune 100 companies for over 19 years. Her extensive experience in traditional direct marketing and marketing automation is unparalleled.