Why most Marketo audits start at the wrong layer

Most Marketo audits focus on cleaning up the instance, but that often misses the real problem: unclear operating rules outside the platform.

A lifecycle rebuild can reveal deeper issues, like the team never agreeing on a current MQL definition.

If business rules are inconsistent, better campaigns, fields, and smart lists won’t stop the same reporting and process problems from returning.

The article argues that marketing operations and RevOps should audit the decision layer, not just the Marketo setup.