Marketo Engage | Executable Campaign VS Request Campaign

Holaa! 

If you’re a Marketo user then you must have got super excited like me after watching the roll up of new features updates and enhancements in the May’21 release. (Click on the link incase you missed it) 

As part of this release, Marketo has introduced Execute Campaign Flow Steps which has gained a lot of buzz! Everyone was so excited to see how it works and started reviewing their existing flows to re-define their existing processes. 

After a bit of research, I have outlined a few benefits and limitations. So, why wait? Let's get started.

Executable campaign is the new smart campaign type. So, while you create the smart campaign you’ll find a check box where you can make the campaign work as an Executable campaign.

Execute campaign is similar to the request campaign. Then, you would definitely ask me what’s the key difference between the Request campaign vs Execute campaign? And, in which all are the cases we need to prefer using execute campaign instead of request campaign. 

Basically, the execute campaign is designed to make the existing process work better with much data accuracy and avoid race conditions. Request campaigns will be part of the existing campaign queues and they’ll probably create more backlogs. But executable campaigns won't process through the trigger campaign queues and will be executed once they’re called. 

And, the flow steps will get executed one-by-one as per the order of flow steps.

The Executable campaign will complete entirely before the original campaign moves on to its next flow step. And the biggest benefit is the Original campaign will wait until all executed campaign flow steps are completed. 

And, there are few limitations too..

We can't have a webhook, wait step or execute campaign flow step within an execute campaign. Means no nesting! And, the executable campaigns can not be triggered or requested. 

As of now we can inherit the custom token values from the program of the campaign that executes it. In further releases we might be able to use program/campaign or member tokens in the campaign. 

Below flow chart will explain what’s possible and what’s not possible with the executable campaign. (Sorry we can not call nested execute campaigns)

I would highly recommend watching this YouTube video from a Marketo Champion - Beth Massura

Everything you need to know about Executable Campaigns | Houston Marketo User Group

This video will explain everything about executable campaigns along with few use cases.

I hope this is insightful, please comment and share it with your Marketo folks :) Happy Marketing! Dinesh Puvvada