Why Attend

With Adobe announcing a wave of new AI capabilities for Marketo, including Callable Agents, the Marketo MCP Server, and AI-assisted content and segmentation features, the natural question becomes: is my instance actually ready for this? The answer for most teams is not yet. AI features depend heavily on how your instance is structured. If your templates are inconsistent, your tokens are underused, your naming conventions are loose, and your folder hierarchy is hard to navigate, AI tools will struggle to deliver meaningful results, no matter how powerful they are.

This session brings together Marketo Champions and practitioners to walk through the foundational setup decisions that determine whether AI features will work well or fall flat in your instance. You will learn how to structure templates, organize tokens, implement naming conventions, configure channels, and build folder hierarchies that make your instance legible to both humans and AI systems. These are not new concepts, but they take on new urgency when AI needs to read, interpret, and act on your instance structure programmatically.

Whether you are preparing for the AI features announced at Adobe Summit or simply want a more organized and scalable Marketo instance, you will leave this session with practical guidance you can apply immediately.

Description

This session focuses on the foundational Marketo setup practices that make AI features effective. As AI capabilities in Marketo move from announcements to reality, the instances that benefit most will be the ones that are already clean, consistent, and well-organized. Our panelists will cover the key areas where instance setup directly impacts AI readiness: template architecture, token strategy, naming conventions, channel configuration, and folder structure.

Rather than focusing on the AI features themselves, this session focuses on what needs to be true inside your instance before those features can deliver value. The panel will share real examples of how poor foundations create friction and how intentional setup decisions compound over time. Attendees will walk away with actionable patterns for organizing their instance in a way that supports both current operations and future AI adoption.

Target Audience

• Marketo Users: Professionals already using Marketo who want to prepare their instance for AI-powered capabilities.

• Marketing Operations Professionals: MOPs teams responsible for instance architecture, data quality, and operational standards.

• Marketo Administrators: Those managing templates, tokens, channels, folder structures, and overall instance governance.

• AI/Automation Adopters: Organizations looking to get maximum value from Marketo's new AI features by building the right foundation first.

• Revenue Operations Teams: RevOps professionals who depend on clean Marketo data and consistent structure for reporting and attribution.