Case Study
Database Governance and Marketo Cost Reduction
A data hygiene initiative that reduced platform cost while improving operational control.
The Problem
The marketing database had accumulated years of records that increased renewal cost, complicated governance, and made segmentation harder to manage.
Reducing the database could not be treated as a simple deletion exercise. The work required privacy review, business ownership, sales alignment, and confidence that operational records would not be removed incorrectly.
The Build
I led a cross-functional governance initiative with Privacy, Sales Ops, BI, Salesforce, and Finance to define removal logic, validate record populations, and create a defensible reduction plan.
The project combined platform cleanup with stakeholder governance so the business could reduce spend without weakening compliance or go-to-market execution.
What Changed
- Defined candidate populations and removal logic for inactive, low-value, or non-actionable records.
- Partnered with Privacy and Salesforce stakeholders to validate governance and downstream impact.
- Coordinated with Finance to connect database reduction directly to Marketo renewal savings.
- Created a repeatable operating model for future database hygiene and governance reviews.