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Marketo

By Adobe

2 recommend/use · 4 sourced episodes

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Related frameworks

Leadership5 steps

Brain-Dump, Group, Vote, Single-Author (Company Values Workshop)

Crowdsource the raw material for values, but never write the definitions by committee

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Strategy4 steps

Build AND Buy

Reframe build-vs-buy as build-and-buy: buy 90% off the shelf, build the 10% that differentiates.

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Strategy4 steps

CDP vs Reverse-ETL Stack Decision

Choose a centralized CDP stack or a warehouse-plus-reverse-ETL stack based on your engineering resources.

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Marketing6 steps

Company-Generated, Company-Distributed Content Loops

Build loops where your product creates branded content and distributes it into other people's workflows.

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Marketing5 steps

Dual-Track Category Building (Sell Into Today's Budget, Build Tomorrow's Category)

Rank in the funded category you already fit while running a long-tail campaign to shift the market to your new one

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Sales6 steps

Freemium Plan Design by Motivations for Motion

Design plans by mapping what drives someone to move up a tier — and measure product-driven revenue.

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Marketing4 steps

Future-Proof MTA Data Collection

Instrument first and last UTMs on day one so you can move to multi-touch attribution without waiting.

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Strategy4 steps

Intuition-to-Automation Buildout for PLS

Build product-led sales as an evolution, not a revolution: intuition, then regression, then platforms.

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Marketing4 steps

PQA Signal Detection

Find the exact usage signals that mean 'engage sales now' using users, volume, velocity, and behavior.

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Productivity3 steps

Problem-People-System (PPS)

Diagnose a systems request by problem and people first, never jump straight to the tool.

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Leadership4 steps

Product Accountability for Pipeline

Make product — not marketing — own PQA pipeline, with leaders on revenue and PMs on the KPIs that feed it.

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Marketing6 steps

Rebrand as a Product Development Process

Run a rebrand with sprint teams, owners, and transparency — not as a marketing reveal

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Marketing5 steps

The Category Creation Go/No-Go Test

Four checks — budget, buyer language, competition, and vision scope — decide whether to invent a category or win an existing one

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Marketing4 steps

The Four-Channel Category Rollout

Customer language, PR testing, analyst/directory validation, and content — the mechanics of making a category real

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Leadership7 steps

The Growth Org Triad: People & Process, Strategy, Data

A growth org only works when all three of people/process, strategy and data are healthy at once.

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Communication5 steps

The Impacts & Learnings Review

The one meeting a growth team can't skip: discuss learnings and implications, never status.

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Strategy6 steps

The Loop-Based Growth Strategy Model

Document how you actually grow as connected loops, then let the biggest constraint pick your quarter.

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Strategy5 steps

The Narrow-and-Deep Community Wedge

Win one persona, one context, one use case in a community you can meaningfully influence — then widen.

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Leadership5 steps

The Nirvana Vision / Relentless Mission Framework

Vision = the customer's Nirvana state, with your company deleted from it. Mission = how you'll get them there.

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Sales3 steps

The Product-Led Sales Escalator

Convert self-serve usage into large enterprise contracts by bridging individual, team, and enterprise value.

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Strategy6 steps

The Team-Based Activation Ladder (Setup → Aha → Habit)

Find the habit moment that predicts retention, then work backwards to the aha and setup moments.

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Sales3 steps

The Three Lead-Attribution Channels (PQA / PQL / MQL)

Route leads by whether usage and a buyer exist, because each channel has different conversion rates and playbooks.

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Marketing3 steps

The Three Pillars of Self-Serve Monetization

Lift free-to-paid conversion by fixing awareness first, then checkout friction, then the model itself.

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Innovation5 steps

The Two Paths to Opinionated Software

Either encode a best practice that already exists without technology, or teach a better way and enforce it in the product

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Marketing5 steps

The Values-Encoded Brand System

Build the brand as a system whose elements each encode a company value, so every touchpoint stays on-brand without training

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Mindset3 steps

Thinking Gray

Defer black-or-white judgments about decisions and people until the last responsible moment.

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Leadership4 steps

Tool-Agnostic Hiring Test

Screen martech candidates for curiosity, engineering scrappiness, and freedom from tool bias.

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Leadership4 steps

When to Centralize a Martech Function

Use the 100-150 person threshold and b2c/b2b axis to decide when and where to own martech.

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