How to Administer a Marketing Automation System

As an administrator of Marketo, or any marketing automation system, you have power to do many things. The wise use this power carefully, delegating some of it to trusted marketers.

Security and Users of Marketing Automation

Administrators must decide on the Roles and Users to be allowed access. If you have ever administered a CRM or another critical system, you should treat Marketo the same. Marketo contains confidential data on your customers and prospects, including their email addresses – a valuable commodity on the black market. I recommend the following roles and users. The table is particular to Marketo, but the idea is applicable to other systems as well.