Upskilling in Marketo: Why Training Matters

However, many companies fall into the trap of assigning specialized roles to individuals, which can limit their understanding of the broader functionalities of the platform.

The Problem with Role Specialization

Kacper explains that organizations often designate specific tasks to individual team members, such as campaign execution or database management. While this specialization can increase efficiency in the short term, it restricts the individual’s exposure to the platform’s full range of features. 

This siloed approach can result in underutilization of Marketo’s capabilities and limit the organization’s overall marketing performance.

According to Kacper, this issue can be addressed by comprehensive upscaling training. “Upscaling training should not only enhance the specific skills related to a person’s immediate tasks but also broaden their understanding of the platform as a whole,”he states.

By exposing team members to different aspects of Marketo, companies can develop a versatile marketing team capable of handling complex tasks and adapting to various roles.

Implementing Comprehensive Training

Kacper advocates for training programs that go beyond basic usage, focusing on advanced features such as tokenization, dynamic content, segmentation, and reporting. 

Training should be ongoing, with periodic refreshers to keep the team up-to-date with new features and best practices. 

He also suggests that organizations encourage knowledge sharing among team members, allowing those with specific expertise to mentor others.

This approach not only improves individual performance but also contributes to a more cohesive marketing strategy. 

A well-rounded team of Marketo experts that understand the tool in its entirety can develop more effective campaigns, adapt to changes quickly, and ultimately drive better marketing outcomes.