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Hi Justin, have you looked into the revenue cycle modelers? They are in the analytics section, and once you map out your buyer's journey they can provoide visibility into how many people are in a stage at a certain time, and also how individuals move through the process.
Unfortunately we do not have Standard Marketo Edition with RCA. We're working off of the Spark Edition which makes it a bit more challenging to get this kind of insight.
Do you pull this data in your CRM? If so, I've had success building the demand funnel in SFDC.
Ah, sorry Justin. I got that you didn't have RCA, but you're right that this is something included in Standard -- not Spark.
We get this out of our CRM (Salesforce). Just capture funnel stages there and date stamp when a lead reaches each stage. When a lead is converted to an account, you can flip to account-based metrics. We do this for SQLs and beyond.
You might want to enable field history tracking on those date/time stamp and funnel stage fields in Salesforce too. Will help in tracking movement and regression too.
Hi Justin,1 of 1 people found this helpful
We had the exact same problem. We don't have RCA and are not connected to a CRM. Our solution was to set up an analytics report based on Lead Routing/Scoring. Our awesome consultant, Maneeza, figured this out for us 2 years ago.
For each of our major areas we want to measure (members of certain industries, contacts who have expressed an interest in specific products, members of specific marketing programs, etc.) we created an analytics report for EACH that I subscribe to monthly.
The report shows that for product x, we have x people who have a score from 1-19, x with scores of 20-59 and x from 60-100. For us, 100 = MQL. (see below)
I plug those numbers into an excel stacked bar chart. There is a separate bar for each product or interest area that our management wants to track. (see below)
Its a lot of manual work each month, but it is a great way for management to understand the marketing pipeline in a snapshot.
If I were more diligent, I could subtract the previous month from the current month to show monthly growth. But that would be a lot of work for all 4 buckets (1-19, etc.) for every program.
When we licensed Marketo we thought this was something Marketo could do for us without all the manual effort.
Example of a Marketo Lead Routing report for a single product or industry (or whatever you want to measure).
Excel Bar Chart for 4 Marketing Programs (industries, products, etc.)
Blue is least qualified (1-19 points). Purple is 100+ or MQL.