Love it or List it, Marketing Automation Platform (MAP) Edition

We’ve all been there – that moment when you realize your home no longer meets all of your needs. Maybe your family has grown, or your lifestyle has changed, and the layout that once felt perfect now feels a little less-than-perfect. You start daydreaming about an office nook or a playroom that doesn’t overtake the living room. Do you move, or can a renovation make it work?

This dilemma is common with many types of technology platforms, including Marketing Automation Platforms (MAPs) like Marketo. You might dream of a fresh start, but is it possible to breathe new life into your existing system?

This post provides a framework to help you navigate this decision.

Drivers for the Change

A new platform instance may be necessary after significant business shifts, such as a change in go-to-market strategy. In some cases, a new instance becomes essential, such as the need for a new Marketo instance when you get a new Salesforce instance.

However, when considering a new instance as an optimization, the decision becomes less clear-cut. There are many factors beyond cost to consider, and different stakeholders may have varying priorities. Use this table to guide your decision-making process!

House Hunting or Renovating: Decision-Making Process

Deciding between a new platform instance and optimizing your current one is like choosing between the Farmhouse with double the closet space, or renovating your Victorian to fit the need. Both options have pros and cons, and the best choice depends on your specific needs and circumstances. Here’s how to get started:

Create your Decision-Making Team

Include stakeholders from different teams to get diverse perspectives.

Score your Options & Crunch the Numbers

1. Weigh the criteria based on organizational priorities.
2. Score each option based on how well it aligns with your needs. For example, if you migrate to a new instance, you might lose historical data, so you’d score Data Integrity & History lower for that option.
3. Use the scores and weights to provide a clearer picture of the best choice.

Beyond the Scorecard

While numbers provide valuable insights, they shouldn’t be the only factor in your decision. Qualitative elements, like internal resources and team morale, also play a key role. Even if the data points to sticking with the current system, lingering frustration with legacy issues can still influence the decision.
Ultimately, assign one person to make the final decision, weighing both quantitative data and qualitative feedback from stakeholders. And let’s face it—sometimes, the budget is the decisive factor. However, even in those situations, going through this structured process helps ensure you’ve done your due diligence and fully understand the various factors at play before making a choice.

Some technical scenarios may limit your options, such as when a new Salesforce sync requires a new Marketo instance. This scorecard is adaptable to other platforms, but it’s crucial to factor in technical limitations throughout the decision-making process..

Implementation & Beyond

Once you make your decision, invest time and resources into the implementation. Whether you choose a fresh start or start pulling out the toolbox, ensure you have a clear plan and proper support to ensure success.