Assess and Optimize Marketing Operations in Marketo Engage to Enable Scalable Campaign Performance
Challenge
BDO Norway faced persistent challenges in realizing the full value of its marketing automation investment. Marketo Engage was in place, but configuration, data quality, and program design did not keep pace with evolving marketing and lead management needs. The result was limited scalability, inconsistent campaign execution, and missed opportunities to improve productivity. Teams often relied on workarounds or accepted platform constraints, which reduced their ability to deliver targeted campaigns and manage leads with confidence. Without structured processes and best-practice program design, it was difficult to scale marketing efforts or measure impact reliably. The platform’s potential remained underused, and the marketing team could not support business growth as effectively as needed. For B2B organizations like BDO Norway, these gaps create operational friction, slow campaign delivery, and make it harder to respond to changing business requirements.
Solution
To address these challenges, Chapman Bright conducted a comprehensive assessment of BDO Norway’s Marketo Engage instance. The assessment surfaced critical gaps in process design, data quality, and program structure. Based on the findings, Chapman Bright developed a strategic roadmap to prioritize improvement opportunities and translate business objectives into actionable use cases. Each use case was then designed and implemented as a Marketo program, covering both customer-facing campaigns and core operational processes such as lead lifecycle management, data governance, and marketing process automation. The approach combined iterative testing, optimization cycles, and hands-on enablement for BDO’s marketing team. With a roadmap-led methodology, BDO Norway aligned platform improvements with business priorities, ensuring each initiative supported marketing and lead management goals. This structured transformation helped the team move beyond isolated fixes and instead build a scalable, governed marketing automation operating model. The work focused on root causes, improved platform utilization, and established a foundation for ongoing optimization and future growth. Coaching, documentation, and knowledge transfer supported sustainability so improvements could be maintained and strengthened as BDO’s needs evolved.
Impact
The structured assessment and roadmap-driven improvements delivered clear progress toward a more mature and scalable marketing automation operation. BDO Norway now benefits from improved campaign delivery, a higher volume of qualified leads, and stronger alignment between marketing activities and business objectives. Data quality and governance enhancements improved the reliability of reporting and campaign targeting. Operationally, the marketing team spends less time on manual workarounds and more time on value-adding activities. The new foundation supports continuous optimization, enabling BDO Norway to respond faster to market changes and client needs. While specific metrics are still evolving, early indicators include increased campaign throughput, more form fills, and a clearer understanding of client requirements. The result is a Marketo environment that is more productive and better positioned to support commercial growth.