What is Marketo? A Guide for the C-Suite

Making the Case for Marketo

It’s that time of year again to renew your Marketo contract. You know Marketo is the best marketing automation platform out there, but now you’ve got to get the higher-ups on board—especially the C-level execs who hold the pen on that contract renewal. I can't tell you how many times I've gone to get a contract signed, only to have someone ask me "What is Marketo?" -  I then gasp, and say "ARE YOU KIDDING ME?" (I'm joking, don't say that to your CFO. 😂) Most likely, your CFO or Legal team isn't going to know all the software you use. 

So, if you need to answer the question "What is Marketo?" to get things moving... Here’s a straightforward, no-nonsense guide to help you make your case, ease any concerns, and get that renewal signed off without a hitch.

What is Marketo?

In simple terms, Marketo is a powerhouse marketing automation platform. It’s not just another tool in the kit; it’s the toolkit. Marketo helps you manage and optimize your marketing campaigns across all channels—from email to social media, and beyond. It’s like having a 24/7 marketing assistant.

Why Your Business Needs Marketo (and Not a Cheaper Alternative)

Sure, there are cheaper options out there, but here’s why Marketo is worth every penny:

1. It Grows with You: As your business scales, Marketo scales with you, handling more complex campaigns and larger data sets without breaking a sweat. 
2. Seamless Integration: Marketo plays well with others—especially your existing CRM and other tools. This means no data silos, no misalignment, just smooth operations across marketing, sales, and customer service. It’s a dream if you have a clean Salesforce instance. 
3. All the Bells and Whistles: While cheaper alternatives might cover the basics, Marketo gives you the full suite—advanced lead scoring, predictive analytics, personalized customer journeys, and more. 
4. Top-Tier Support and Security: Backed by Adobe, Marketo comes with rock-solid support and security. You’re not just getting a tool; you’re getting a safety net that ensures your data is protected and your team has the help they need when they need it from an industry leader.

How to Pitch This to the C-Level

When talking to the C-suite, keep it high-level and focused on outcomes:

1. ROI, ROI, ROI: Start with the bottom line. Marketo may require a higher upfront investment, but the return is worth it. Better campaign performance, higher lead conversion rates, and ultimately, more revenue. Show them the money, and they’ll listen.
2. Risk Mitigation: Explain how Marketo reduces risks. With its integration capabilities, there’s less chance of data getting lost in silos or departments working at cross purposes. It’s all about efficiency and alignment with business goals.
3. Future-Proofing the Business: Marketo is not just a tool for today’s needs; it’s a long-term investment. As the market changes, Marketo’s robust features and adaptability mean you won’t have to keep shopping for new solutions every few years.
4. Compliance and Security: Assure them that Marketo meets the strictest compliance standards and has top-notch security features. This is especially important for protecting sensitive customer data and staying on the right side of regulations.

Conclusion: Get the Signature

Marketo isn’t just another line item in the budget; it’s an investment in the future of your business. By framing the conversation around ROI, risk reduction, and future-proofing, you’ll make it easier for your C-level execs to see the value and sign off on that contract renewal without hesitation. So, go ahead—present your case confidently, and get ready to keep harnessing the power of Marketo for another successful year.