Create a Marketing Automation Playbook

With the close of the Marketing Rockstar’s Guide to Marketo, I’ve decided to release the templates I used for the book.

A few clients asked me for these templates so they could create playbooks or manuals of their own. I also have used the template for client playbooks. It’s very important to write down all the organizational knowledge about how your Marketo instance works. Otherwise, when your Marketo guru leaves for a firm willing to pay twice as much for her skills, you aren’t up the creek without a paddle.

The playbook can be constructed however you want. I do recommend a few sections, which you may recognize from my Guide.

Recommended Marketo Playbook Sections

• Naming and Organization – codify the structure and naming scheme for easy use.
• Lead Scoring – how yours works, threshold changes, counts, etc.
• Analytics – which reports are used to build other reports?
• RCA/RCM – used to document your system.
• Program Templates – this might list out templates, uses, names, My Tokens, and Tags, and Cost Periods
• Marketo Admin – the Marketo and CRM notes on how your system is connected.
• Archiving – how you handle archiving and the frequency of changes.
• Active Asset Templates – examples and links to templates in use and how to insert new templates.
• Checklists – you can modify my marketing checklists or Marketo checklists.

Marketo Playbook Template [dotx]

Simply open it up and start typing. The chapter section can be refreshed, so be sure to keep it as is. Also, be careful when retyping the Chapter Header on Page 1 or it will lose it’s formatting.

Marketo Icon Template and Quickparts [docx]

You can copy these sections to drop in as call outs. For example:

 

 

 

 

 

So regardless of which marketing automation system you use, you can build a playbook and manual for your business’s systems.

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