Marketo
Marketo is powerful and unforgiving. We handle the smart campaign logic, trigger conditions, and program architecture that determine whether your demand generation actually runs.
Marketo rewards operators who understand how it actually works - and silently punishes those who don't.
Smart campaign logic, trigger constraints, qualification rules, and the program channel structure that drives reporting all interact in ways that produce invisible failures: programs that appear to run but skip records, scoring models that accumulate noise instead of signal, and sync behavior with Salesforce that quietly desynchronizes field values over time. Most Marketo environments we audit are doing something other than what their operators believe.
Our Approach
Our Marketo work begins with a structured audit of smart campaign architecture, trigger vs.
batch logic, qualification rules, and the Salesforce sync configuration. We map what the instance is doing against what it was designed to do - then trace every discrepancy to its root cause. The fix work rebuilds program architecture for operational reliability, corrects the sync layer, and installs the governance standards that prevent the same drift from compounding again. We also document everything in a format the internal team can actually use.
Discuss Marketo
Connect with Phil to discuss your operational environment, what's not behaving correctly, and how Tactical Marketing approaches the repair and governance work.
Contact Us"Tactical Marketing is like the guru of all things marketing. They are experts in automation, analytics, best practices, and demand generation. What really makes Tactical Marketing stand out is how they explain stuff – it's like they are speaking your language, even when it's technical and esoteric."
What We Do in Marketo
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Frequently Asked Questions
What does a Marketo audit actually cover?
We audit smart campaign architecture, trigger versus batch logic, qualification rules, filter combinations, program channel structure, lead scoring model behavior, and the Salesforce sync configuration. Most audits surface at least one program that's been misfiring silently for months - enrollment gaps, orphaned automations, or sync conditions that stopped behaving correctly after a CRM field change.
How do you approach the Salesforce sync when it's actively broken?
The sync layer is always part of the audit. We map every field that flows between Marketo and Salesforce, identify conflict rules and merge behavior, and trace discrepancies to the specific configuration that caused them. We don't patch the visible symptom - we fix the underlying field mapping, sync direction logic, and the data quality issues that cause the same conflict to recur.
Can you work with our existing Marketo instance or do you start over?
We always start from the existing instance. A full rebuild is rarely the right answer - and never the first recommendation. The audit identifies what's broken and why. Most of the time the architecture is salvageable; it just needs systematic repair and governance standards that prevent the same drift from recurring. When a rebuild is warranted, we make that case with evidence, not preference.
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Start the conversation.
If something isn't behaving the way it should, that's where we start. Phil reads every inbound personally and responds within one business day.