How to set up one-way SMS from Marketo using Twilio and webhooks.

I recently had the challenge of setting up a workflow to send one-way SMS alerts triggered from Marketo. The timeframe to execute was tight (5 hours) and it was a Friday, which meant any vendors that could help us were not getting back to us too quickly.

Thanks to the internet I was able to find a cost-effective solution that I could implement by the end of the day. This was achievable due to the video below by Marketo Pre-Sales Solution Consultant Petar Obradovic. Peter explains how to set up an account on Twilio and create a webhook in Marketo to send the SMS details once a workflow is triggered.

The total effort was 5 hours research, testing, and implementation. Cost of the Twilio phone number: $USD1.00 per month + SMS charges.

While one way SMS has its drawbacks, it can be a simple solution for one-off communications such as lead alerts to sales and web form fill-out confirmations. I wouldn’t suggest it for ongoing marketing campaigns as there isn’t unsubscribe functionality.




Twilio Launchpoint page

Twilio SMS for Marketo Implementation Guide

SMS for Marketo – The Definitive Guide by Fab Capodicasa

Drag and drop in Streak

Streak CRM got a nice little update which lets you customise your sidebar with some drag and drop functionality, easier contact and organisation updates and autocomplete in the pipeline spreadsheet. Streak is one of the most innovative CRMs I have seen for a while. It lives in Gmail so you don’t have to leave your inbox to keep your CRM up to date and you can use it for more than the usual use cases. Definitely worth checking out if you use Gmail and are looking for a fast and clever CRM.





A model for Growth

When working with teams to  develop their roles over a period of time, a good tool to use is the GROW Model.

Current Reality.
Options (or Obstacles).
Will (or Way Forward).

The context I commonly apply this framework to is when a team member working in a fast paced company has developed their role to the point where they are doing a lot of different tasks, in different areas and have become a jack of all trades. This is usually due to showing initiative, proactivity and a general willingness to help people within the organisation.  The downside of this is a heavy disparate workload and also the perception of low value by others as their work is spread thin and not specialized enough.

Photo: Gabriel Rojas Hruska

The Grow Model provides a simple 4 column framework to use when sitting down with your team to flesh out what the Goal is, what is the current Reality, what are the Options/obstacles and finally what is the Will to move forward. The time frame I suggest for this type of goal setting is 6 months but you can apply this to any timeframe.


  • Complete one column at a time left to right.
  • Sit with your team member to populate each section. Ask questions and listen more than you speak.
  • Suggest options to help contribute to the goals.
  • Validate way forward.
  • Once complete, check in on Grow Plan regularly to track progress and readjust where necessary.

Having a Grow Plan is a great way to zoom up out of the weeds and see how a team member’s role can be optimised for efficiency and fulfilment. This is more times than not a win-win for the organisation.

GROW Plan Template .xls