Will I properly pull leads into my Revenue Cycle Modeler?

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Anonymous
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Will I properly pull leads into my Revenue Cycle Modeler?

Hey Everyone!

As always, I really appreciate all of the help and feedback from this community. I've been watching a ton of krewechats and similar materials on creating our organizations first Revenue Cycle Modeler. As of now I'm building an initial map to propose internally, but I'm a bit lost on one portion. Here at our organization, like I think at many others, we differentiate form submissions by those that are either downloading a guide (prospect) or directly requesting a demo (MQL).

While the guide downloads will be going through a nurturing series of triggered engagement programs until they convert to a demo and move to sales, the direct demo MQLs will be pushed to sales directly. My question: do I have to create a separate funnel entry for those that are starting as a direct MQL as opposed to those that are starting as a guide download? So for example, does someone have to enter as a prospect in order to be added to an MQL stage, or can they do that directly? I attached a screenshot of my current map if it helps!

Thank you everyone for any feedback!

5 REPLIES 5
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Re: Will I properly pull leads into my Revenue Cycle Modeler?

How about simply allow them to move directly from a known/MCL (marketing captured lead) lead to the MQL stage (like the screen shot in my best practice model)? Then you don't have to create a new entry point - you are just taking them from known/captured to MQL. Notice here it's just a "detour" path along the success path.

Screen Shot 2017-03-22 at 2.13.24 PM.png

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Anonymous
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Re: Will I properly pull leads into my Revenue Cycle Modeler?

First off, love your name, it's like mine but better. Also, thank you for the answer, that makes sense! This is how I've updated it. I was initially afraid that creating a transition that skips from known to MQL would nullify the known --> prospect and prospect --> nurturing. So this looks about good to you? Thanks again!

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Re: Will I properly pull leads into my Revenue Cycle Modeler?

Well, it wouldn't nullify them, it would just "skip" them (but the same would be true if you brought them in through your initial proposal too).

I have seen models where people set up their RCM smart campaigns to take someone through each step, even if it's literally just for 1 minute, just to kind of keep the flow steps whole (like "If Status is Known, change data value to Prospects," otherwise do nothing, flow step wait 5 minutes, next flow step "If Status is Prospects, Change to MQL" etc.) so that you still get the in-flow, outflow data from one success path stage to the next. (Tag and release program. Haha). Other organizations are fine with allowing prospects to skip certain steps in the success path and have direct paths (sometimes called "fast tracks").

The key ultimately is making sure that anywhere you think you might allow someone to go off path and - almost as important - if they can come back ON path - that there are arrows reflecting that.

Anonymous
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Re: Will I properly pull leads into my Revenue Cycle Modeler?

Thanks so much for this, Michaela! My only question is: it looks like my flow isn't bringing in every single MQL our website generates, but instead only the individuals who started as known THEN moves to an MQL. So not if MQL was their starting point.

So my Known --> MQL transition is "Fills out form "Demo Request".  But it looks like that only fires if they fill out a demo request once they're already known. Have you seen anything like that before?

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Re: Will I properly pull leads into my Revenue Cycle Modeler?

Your model is built so that someone can only move from Known to MQL or from Nurturing to MQL. If you want to be able to have people move to MQL from other stages (prospect, recycle, etc.) then you need to add arrows for those transitions as well.