What is Orchestration? [Infographic]

March 31, 2020 mara McLean

Marketing orchestration is a great concept: by coordinating all the interactions your revenue team has with a customer, you provide a pleasant buying experience (and realize more pipeline and revenue while you’re at it).

Yet while the concept of orchestration is simple, actually putting it into practice can be less so. That’s where plays come in. At Engagio, we like to break orchestrated plays into five categories:

  1. Intent and engagement plays are a great way to make sure that you’re getting the most out of your intent and engagement data, hence the name. Use them when a potential buyer is in the research and discovery phase.
  2. MQA plays should be used when a prospect has reached MQA, and you’re trying to get them to take a meeting. Keep in mind that they shouldn’t be receiving communication from marketing, since those are designed for a different stage of the funnel.
  3. Shake the tree plays are great for when you’ve had a prospect talk to Sales, but then they’ve gone dark. Letting go of these prospects means letting go of potential deals, so it’s worth the effort to re-engage.
  4. Closed won plays (i.e. retention, expansion, advocacy) are important in a SaaS environment, since you have renewals, cross-sell, upsell, and customer advocacy to consider. Customers deserve orchestrated marketing too!
  5. Closed lost plays are here to catch you when the deal falls through. These can help you to learn what you did wrong so that you don’t repeat the same mistakes in the future, or help you to poach them from your competition (or maybe a little bit of both).

For example plays from each category and some more information about orchestration, check out the infographic below! And if you want more, you can always check out the ebook Orchestration and the Next Generation of Automation.

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