Hi Marketo Nation!
We are updating our revenue modeler (a pretty big change!) and wondering how everyone else is handling contacts who might need to repeat the revenue model. For example,
The way we have it set up now, it seems like having multiple opportunities would move the leads to the wrong stage on the success path. Any ideas on how we can show leads who are already a customer or have been previously lost, have a new opportunity? We still want them to go through the lifecycle so we can report on current status.
We're thinking about making the gates (see below) into inventory stages. Is that going to mess up the flow in the success path analyzer?
Any inisight anyone has would be greatly appreciated!!
We primarily sell/market to existing customers (vs. net new leads). Because Marketo was originally designed for the latter, we had to deploy a purposeful duplicate process - which has now created a major headache for us. But at the time (> 2 years ago), that was the only option (we're on MS Dynamics CRM). We're now in the process of completely re-architecting our lead lifecycle, now that the custom sync filter is available. Here are the details (and history) behind this:
Here's our integrated sales and marketing funnel:
Here is our Revenue Cycle Model in Marketo (that's based on our lead lifecycle above):
And here's an overview of our lead assignment, routing and qualification workflow:
To give you an idea of the complexity of our lead lifecycle workflows, here are the smart campaigns built to support it (some of these have a large number of triggers, filters and flow steps). We continue to optimize these over time - for example, we have setup specific routing/alert smart campaigns (LL Operational) - since this, alone, is complex in that everything is country based and have marketers assigned by country - that are requested by a number of the main smart campaigns
As you know, if a CONTACT already exists in CRM (which exists as a lead record in Marketo), you cannot sync this over as a CRM LEAD record (if only that were the case, it would make our lives so much easier). We often sell into existing accounts, so we had to come up with a solution that would allow this. A couple years ago, we deployed a purposeful duplicates process:
Today, we are in the process of re-architecting the purposeful duplicate workflows. We will be taking advantage of the custom sync capabilities of the Marketo CRM plug-in. In a nutshell:
The main advantages to this are that it lets us retain our existing lead lifecycle processes, it prevents having massive duplicates in Marketo, and it still lets us create leads for the sales team to follow up on with minimal risk of missing reporting data while we wait for sales to work the lead. Most importantly, we are back using a "single record of truth" approach!
Jessica, the main issue that I'm seeing with your screenshot is you should:
there are several threads on this and I've posted on those steps before.
As for Recycling Leads or Lost Opps, it should look more like Dan's screenshot. They should all be connected. You may want to use a special Score counter to see how many times people go through this loop. Some people may want a separate set of inventory stages to manage that differently due to how MQLs are handled and defined.
Wow, Dan you've got your work cut out for you.
Josh, what do you mean by using a special score counter? We handle the MQL before the lead is converted to a contact so no need to account for that after an opportunity has been opened and subsequently closed-lost or closed-won (customer).
Maybe a better explanation of the use of gates would be helpful for our team. We have to keep the sales process and success path as is but need to be sure that contact who is previously closed-lost won't be prevented from cycling back through the success path. We plan on connecting all the stages with transition rules once we better understand how to account for different types of lost opportunities.
As special score counter is a score field you create in Marketo and each time a person goes through one of the steps (for instance the MQL one or the Recycled one), you Add +1 to the score.
Thanks for sharing this with everyone! There is a lot of work here. 2 potential enhancements:
Through this technique, you can manage in 1 smart campaign all the situations that are supposed to end up in MQL stage, whatever the starting point, and flowing throught each intermediary stage so that you do not mess up with the stats at each stage.
Sorry to dredge up the "ghost of posts from the past" but after encountering a lot of the same issues you describe in my current situation (MKTO<>DCRM) and actively working to move our CRM to the cloud, I'd be extremely interested to know how your approach to lead life-cycle management may have evolved over the last two years. Any key learnings or insights?
Thanks in advance for your kind reply!