Measure Program Lifecycle Success and Progression

Measure Program Lifecycle Success and Progression

How do you answer the simple question…”How many MQLs did webinar X help generate?” This feature request involves adding a set of Lifecycle progression statuses to measure the effect of programs on the funnel.

Marketo gives great flexibility for measuring where someone is within a Program (Member, Filled out form, etc). Marketers can also use the current progression process to measure lifecycle but those lifecycle progressions don’t exactly fit. Marketo forces marketers to use the same progression bucket to track two different successes.
For example, if someone attended a webinar and then became an Oppty, wouldn’t it be great to know that the person did both? Under the current process, you’d have to set the progression as Oppty and lose the Attended progression.

Desired – A Lifecycle Progression that is SEPERATE
Just like the regular progressions, give marketers the ability to give programs lifecycle success.  

Using the below example, we can see that the finance case study produced 900 registrants. But the real question is “What happened to those Registrants?” Adding a Lifecycle progression gives us the ability to see that 200 turned into MQLs, 15 became Opptys and 10 became won—this a pretty powerful story to tell. And there is no need for custom Smartlists or advanced RCA knowledge.

Yes, there is some stuff you can do in RCA but that reporting is relatively weak in this area.



Example of a few Lifecycle progression campaigns:
If Member of Program changed to Registered in past 30 days AND
-----Trigger Lead Status Changed to MQL, then change Lifecycle Progression to MQL
-----Trigger Lead Status Changed to Attempting Contact, then change Lifecycle Progression to TAL
-----Trigger Lead Status changed to Meeting, then change Lifecycle Progression to SAL
Not applicable
Goodness yes! 

We do most of our lifecycle reporting outside of Marketo in a separate BI tool precisely because Marketo is quite inflexible in this area. 

I have created custom program statuses to be able to show lifecycle progression in our program reports but then you lose nuance about behaviour in the program and lifecycle which is sub-optimal. 

E.g., we send direct response emails to our database and want to attribute purchases to that email campaign. I have rules set up so that if someone opened the email in the last two weeks and purchases they get moved to a "purchased" status within the program but then we lose insight into whether they opened then bought or clicked then bought...etc. 
Not applicable
Great Justin, sounds like we have exactly the same dilemma.
Community Manager
Status changed to: Open Ideas