ABM - revenue model and lead lifecycle set up

[Morgan_Corbett]

We're shifting from a general marketing strategy to a Named Account strategy. Does anyone have any suggestions for how the Marketo revenue model should be set up differently?

For instance, instead of MQL should we create a new stage called "AQL" - Account qualified lead.

If you have any experience with ABM, I am interested to know what's worked for you. Any best practices are welcome!

Thanks,

[Rachel_Noble · Accepted solution]

First step, if you haven't already: in your lifecycle model, click into each relevant lifecycle status and click the "Start Tracking by Account" button at the bottom. This will provide a little more insight in RCE (see the link for more info).

Have you considered the ABM add-on? If you don't intend to use it (we don't!) then you will need to rely pretty heavily on your CRM for reporting. Make sure you're set up for success by eliminating org. dups in your CRM (plus, this will help with consistency when you're using the Opportunity Influence Analyzer in Marketo Analytics).

[Shayna_Wilczyns]

Hi Morgan, I'm currently doing the same transition moving to names accounts. Curious on how you updated the revenue model, what issues did you face if any with the new set up?