How is success defined in a program within Marketo?

Success in a program within Marketo is defined by assessing the completion of desired outcomes at various stages. This approach focuses on understanding whether the program is achieving its intended goals and objectives, which might include lead generation, nurturing, engagement, or conversion. By evaluating various stages of engagement, marketers can gain insights into how well participants are moving through the funnel and whether the program is aligned with overall marketing and business strategies.

In contrast, looking solely at metrics like total clicks on an email, social media shares, or email open rates provides only a partial view of success. These metrics can indicate engagement levels but do not necessarily measure the effectiveness of the program in meeting business objectives or desired outcomes. Thus, defining success through the lens of outcomes allows marketers to optimize their strategies based on meaningful performance indicators that drive results.