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CurrentMARKETO MCSACERTIFICATION PROCESSProcess for Candidate to follow whenapplying Version 4.3June 19, 2021
MCSA CERTIFICATION PROCESSTABLE OF CONTENTSINTRODUCTION3OVERVIEW3SAMPLE CANDIDATE APPLICATION3AREAS OF EXPERTISE3ACCREDITATION5METHODS TO BECOME CERTIFIEDMETHOD USEDDOCUMENTATION REQUIREDEXPIRATION OF CERTIFICATION5556PASSING REQUIREMENTS6KNOWLEDGE OF SUBJECTWRITING ABILITYSPEAKING ABILITYSTRATEGY, DESIGN, IMPLEMENTATION, AND SUCCESS OF THE PROJECTPROFESSIONALISM78889DOCUMENTATION ELEMENTS9CASE STUDYSUPPLEMENTAL DOCUMENTATIONTIPS91111FOLLOW UP FOR NOT PASSING12CONCLUSION12Page 2 of 12 Copyright 2021, Adobe.Marketo Proprietary and Confidential
MCSA CERTIFICATION PROCESSINTRODUCTIONThis document serves as a reference for any consultant who is considering applying for their MarketoCertified Solutions Architect credential (MCSA) or one of the specializations associated with theMCSA. It details what information is needed, how the process works and what knowledge/expertise isconsidered when determining if a consultant meets the requirements necessary for their MCSAcertification and/or specialization.OVERVIEWThe MCSA process is conducted like a college thesis, with the consultant presenting a case study to aboard of Marketo industry leaders to show that they not only understand how to use Marketo but area trusted advisor to their clients.SAMPLE CANDIDATE APPLICATIONThe following information is required of all applicants when applying to attain the variousspecializations needed for MCSA designation. There is an additional form you will need to submitwhen you are ready to request a certification interview. Date:Name:Business Email Address:Personal Email Address:Company:Job Title:Country:Current Number and Level of Certifications as well as Types of Specializations Achieved, ifapplicable (include Expiration Date):MCE:o Date Passed:Specializations:Current MCSA Specializations:MCSA Certificate:o Date PassedAREAS OF EXPERTISEPage 3 of 12 Copyright 2021, Adobe.Marketo Proprietary and Confidential
MCSA CERTIFICATION PROCESSNext, you will need to indicate areas you are proposing to present during the MCSA assessment. Youshould present as many as three (3) areas of expertise at any one time as we only want to allot 1 ½hours to the presentation at most.Note: You must attain the Marketo Lead Management (MLM) specialization when first pursuing areasof expertise. Also, a minimum of three (3) specializations are required before you are awarded theMCSA Certification.AREAS of EXPERTISE APPLYING FOR:Marketo Lead Management (MLM – formally MCC) - RequiredWeb Personalization (WP)Account Based Marketing (TAM)IntegrationsNativeCustom (API)Digital AdvertisingAdministrationMobileCenter of Excellence (CoE)Advanced AnalyticsMigrations - Marketo to MarketoAdvanced Creative (Velocity/API)Note: A candidate should not present in more than three (3) areas at one time.Page 4 of 12 Copyright 2021, Adobe.Marketo Proprietary and Confidential
MCSA CERTIFICATION PROCESSACCREDITATIONMETHODS TO BECOME CERTIFIEDThe following is the process Marketo will use to grant the MCSA certificate to a candidate.METHOD USEDCo-Delivery – A Marketo Professional Services Consultant must validate successful completionOnsite Certification – Consultant presents in person to boardVirtual – Consultant presents via online webinar complete with video(Please remember your presentation will be video recorded whether it is a virtual or onsitepresentation.)You will need to provide the following to achieve your certification for MCSA: Possess a current MCE certificate You must submit and pass at least three (3) areas of concentration (advanced specializations)to attain MCSA certification. You will receive a gold specialization identifying you as MCSAcertified in the Marketo Community. For each specialization to be awarded, it will be required to show that the client projectswere successfully implemented and you have the results to support your presentation. Documentation will be expected to ensure you cover the key areas of strategy, design,implementation and results of the project. PDF/MS Word documents, Excel spreadsheets (ifneeded) as well as any other documentation necessary to confirm your expertise are requiredto accompany your PowerPoint presentation. In addition to outstanding content, you will also be judged on your professionalism inpresenting your findings.Sign off from a Certification Review Board consisting of Marketo consultants, support and/orengineering personnel will be required to confirm that you possess the proficiency needed to attain aspecialization/certification.DOCUMENTATION REQUIREDDocumentation is needed to support the consultant’s presentation in attaining a specialization andsubsequent MCSA certification. It is expected that the consultant will create a technical spec and/ordesign document showing the strategy, the design, the implementation process and the analysis ofPage 5 of 12 Copyright 2021, Adobe.Marketo Proprietary and Confidential
MCSA CERTIFICATION PROCESSthe project used to successfully address the needs of the client in the specific area of expertise.Candidates will provide this documentation no less than one week prior to their scheduledpresentation.This documentation may be used to create case studies, if the candidate’s client agrees, that thepartner and/or Marketo may want to post to their websites. This documentation may also serve asthe foundation for potential presentation decks for use at various partner events and/or at Marketo’sannual Marketing Nation Summit. Additionally, these documents may be used to support, if needed,any questions that may arise of this consultant’s ability to implement a solution.In addition to the required documentation, the consultant/candidate will present a PowerPointpresentation during the oral exam. This presentation will be videotaped and provided to theconsultant upon request.EXPIRATION OF CERTIFICATIONQuality work is expected of everyone who receives a specialization or their MCSA certification. If youare not meeting the required level of service; for example, loss of clients, too many “How to”questions to the support team, negative reviews from clients, etc., this could potentially be groundsfor the removal of a specialization(s) and/or certification.Additionally, you will be required to maintain your MCE certification via exam every two years.PASSING REQUIREMENTSWhether a candidate passes or not will be determined by a majority vote of the Review Board. Atleast three (3) members of the Review Board are needed to evaluate the video, live presentation anddocumentation before reaching a judgement2.These are the key areas that will be used in judging a candidate’s competency in achievingcertification: Knowledge of the Subject (50%)Writing Ability (15%)Speaking Ability (15%)Strategy, Design, Implementation, and Success of the Project (10%)Professionalism (10%)Each member of the Review Board will rate the consultant on a scale from 1–10, with 10 beingexcellent for each of these five areas.The scoring would be dependent upon the weighted average of each area of expertise. For example,if someone received an 8 for Knowledge they would be awarded 40 points, 7 for writing and speakingPage 6 of 12 Copyright 2021, Adobe.Marketo Proprietary and Confidential
MCSA CERTIFICATION PROCESSwould be 10.5 points each, 10 for strategy equals 10 points, and 9 for professionalism being 9 points.Their total would be 80 pointsA passing grade would be 75 points on average of all the Review Board members.Notes: 2 In the case of using Co-Delivery as the means of certification, the assigned MarketoProfessional Services person will confirm subject knowledge and presentation skills. The rest ofthe Board will review the documentation provided to determine if the consultant passes.KNOWLEDGE OF SUBJECTMCC/MLM: This will be the same process that Marketo uses for the MCC certification where theconsultant needs to provide a proficiency in the core Marketo functionality; including governance,lead lifecycle including activating and maintaining the Modeler, program best practices, andreporting.WP: Implementation of campaigns on the client’s website, including predictive content, and theresults from these campaigns. Some actual understanding of how the tag system works for a websitewill be required.TAM: Candidates must show that they have run an TAM workshop working with Sales and Marketingto understand the client’s sales strategy, show how they implemented successful programs and sharethe results stemming from these programs.Integration: We will require both native and custom integration experience for this specialization. Native: Through the administration section of Marketo, candidates must show that they havean advanced knowledge on how to integrate Marketo with 3 rd party solutions. This willtypically be the CRM solution. (We are not looking for someone who can set up a webinarvendor.)Custom (API) – With the use of our API solution, candidates must display that they have aproficiency in understanding Marketo REST and/or SOAP API.Digital Advertising: This will require a candidate discussing the strategy methodology used toimplement digital solutions at a client, and the successful use of the Marketo Ad Bridge solution.Administration: Candidates will demonstrate backend knowledge of the Marketo solution, includingadvanced governance (workspaces and roles, deliverability management, data management, websiteset up (predictive content, munchkin codes, 3rd party solutions), and subscription management.Mobile: Candidates must show proficiency in working with our SMS solutions, webhooks, 3rd partyvendors, and responsive landing pages in providing a user experience consistent across multipledevices.Page 7 of 12 Copyright 2021, Adobe.Marketo Proprietary and Confidential
MCSA CERTIFICATION PROCESSAdvanced Analytics: This requires that candidates set up custom reporting in RCA or RCE thatprovides the client with KPIs that address their needs at each level of management; from the CEO, toSales, to the marketing managers.Center of Excellence (CoE): Candidates must show the ability to manage a client on an ongoingproject where they provide leadership in setting up and maintaining a CoE. They should provideevidence that they are a trusted advisor for Executive steering committees, perform QuarterlyBusiness Reviews, drive general monthly meetings, implement process and change management,provide Marketing Maturity assessments, and drive roadmaps to ensure the expansion of the Marketosolution, when needed, at the client.Migration: We are looking for a candidate who has managed a migration from Marketo or Marketosandbox/dev site to new production. This would involve the assessment of what assets to migrate,previous campaign, and historical data.Advanced Creative: Candidates must demonstrate the ability to enhance Marketo assets by usingMarketo HTML template markup/syntax, HTML/CSS, Velocity Scripting, JavaScript and/or theContent API.WRITING ABILITYThe board will examine the overall writing ability of the consultant. Do they provide a clear concise document where the audience can follow the process used toimplement the solution? Evidence will include proficiency in creating MS Word documents,PowerPoint presentations and/or any other support documents.SPEAKING ABILITYHow are the consultant’s presentation skills? Do they possess the vocabulary necessary to communicate well with the client and otherconsultants?Do they speak clearly?How is their body language?Do they have the confidence to lead a room in a strategy session?STRATEGY, DESIGN, IMPLEMENTATION, AND SUCCESS OF THE PROJECTDid the consultant use best practices, logic and efficiency when implementing the project? Were themethods employed the best way to implement and did their approach clearly show success in theproject?Page 8 of 12 Copyright 2021, Adobe.Marketo Proprietary and Confidential
MCSA CERTIFICATION PROCESSPROFESSIONALISM Do they appear professional?o Courteous, and professional in their demeanoro Not allowing distractions during a presentation (phone ringing, popups on desktop,etc.)o On timeo Dressed professionallyDOCUMENTATION ELEMENTSWhen putting together your case study to present, you should include all the following components.CASE STUDYCase Study TitleAuthor: names, job titles, institutional affiliations, short professional biography and a professionalphotograph.Executive Summary (Abstract): Summarize key points for busy readers in 150 – 200 words. Used inpromotional communications.Case PresentationProblem Statement: Describe the challenge that the initiative or program sought to address,including its scope. Provide readers with a brief history that helps them understand theproblem/challenge in context, highlighting the key factors that led to the decision to develop theinitiative or program, including opportunities and partnerships that made that decision possible andobstacles surmounted. (Tip: address relevant policies, pressures, incentives, and sources of support.)Initiative/Program Description: From design to implementation, describe the plan/course of actiontaken to address the problem or challenge.Contributors: Identify all contributors on the client team, Marketo, and any additional partnersinvolved. Describe the roles they played in relation to the overall initiative or program (i.e.technical solution, as a sponsor, key contributors).Page 9 of 12 Copyright 2021, Adobe.Marketo Proprietary and Confidential
MCSA CERTIFICATION PROCESSDesign: Describe the stated goals and measurable outcomes of the solution, the hypotheses it wasdesigned to test, the premise that influenced its design, and the framework selected to evaluate it.Implementation: Describe the implementation process. Address any unexpected hurdles,distractions, or other challenges that arose during implementation and how these were—or werenot—overcome.Supporting Technologies: Describe the process used to select supporting technologies, if needed,appropriate to the problem/challenge. Identify the technologies ultimately selected and thepractical rationale for selecting these specific technology approaches/partners.Evaluation and Outcomes: Describe the learning and/or outcomes of the solution and the results.How, and to what degree, did the initiative or program contribute to meeting the goal(s) of theclient? Did the solution ultimately address the original problem or challenge? Is it a viable solutionthat others should consider?Analysis, Discussion, Lessons Learned: Looking back, what were the essential factors leading to,or contributing to, eventual outcomes—for example, was it the creative, the timing of thecommunication, the technologies involved, etc.? Were there any roadblocks that had to be overcometo achieve the desired outcomes or made it necessary to redefine the goals? What lessons werelearned in executing the solution?Future Plans: Looking forward, describe your plans—if any—for ongoing iteration, integration, alongwith an overall marketing maturity roadmap for your client. Given hindsight, what would you dodifferently?Conclusion: Offer final thoughts and considerations. In your experience with this initiative orprogram, what conditions must be in place for the client to collaborate deliberately and successfully?What makes collaboration work—or not?Page 10 of 12 Copyright 2021, Adobe.Marketo Proprietary and Confidential
MCSA CERTIFICATION PROCESSSUPPLEMENTAL DOCUMENTATIONWe will expect you to have supplemental documentation to support your case study. We wouldexpect for you to present your case study in a PowerPoint presentation covering the areas above, aswell as Excel spreadsheets and/or PDFs when necessary.TipsSummary: Write the summary last.Provide Numbers: What was the original quantity vs what you have now once implementing thesolution? What was the delta change/improvement – with quantity, time, quality, etc.? Did you havea control group?Be Specific: So, you doubled the client’s website traffic or sales, right? How did you do it? This iswhere you sell your products or services simply by saying which ones you used and how they led tothe desired result. You shouldn’t just say “our online marketing services led to these results.”Instead, you should say “it was a combination of a three-month dedicated social media campaignfocusing on Facebook and YouTube as well as five months of link building that led to an increase inrankings plus the improved brand exposure that led to these results.”Page 11 of 12 Copyright 2021, Adobe.Marketo Proprietary and Confidential
MCSA CERTIFICATION PROCESSFOLLOW UP FOR NOT PASSINGIf a consultant is not given a passing grade, they may be asked to do one or more of the following: submit another area of expertisework on having a better knowledge of the solutionprovide another proven implementation of the subjectwork on their presentation skillswork on their writing skillsWe want consultants to succeed. The Review Board will provide quality feedback and guidance forthe consultant. For example, attending a PMCSA (Pre-MCSA) workshop might be a required next step.CONCLUSIONIn conclusion, the new MCSA certification process should resolve the issue of partners beingcertified without actual experience implementing a solution.If you have any questions, please contact Marketo Partner Enablement at grp-marketopartnerenablement@adobe.com.To initiate an application for MCSA certification, please visit this cation-requirements.html.Page 12 of 12 Copyright 2021, Adobe.Marketo Proprietary and Confidential
Note: You must attain the Marketo Lead Management (MLM) specialization when first pursuing areas of expertise. Also, a minimum of three (3) specializations are required before you are awarded the MCSA Certification. AREAS of EXPERTISE APPLYING FOR: Marketo Lead Management (MLM – formally MCC) - Required Web Personalization (WP)
