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Best Way to Measure Leads that Skip Stages RCA

Anonymous
Not applicable
‎10-11-2013 07:02 AM
‎10-11-2013 07:02 AM

Best Way to Measure Leads that Skip Stages RCA

Any updated best practices on how to measure leads that skip stages in RCA? Or get fasttrackked? Basically should the skipped stages get credit for the lead passing through? I compare this to the game of monopoly when you get a chance card that tells you to go to GO. Since you are passing over Boardwalk, would Boardwalk get credit for you passing by even though the card says to go directly to GO?

The question revolves around Sales reps digging into different buckets to manually bring leads through the system. The end goal is to add appropriate conversion metrics to each stage of the funnel. If stages are getting skipped and not counted, that skews the results of that conversion stage.

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Edward_Masson
Level 10
Level 10
‎10-15-2013 02:06 PM
‎10-15-2013 02:06 PM

Re: Best Way to Measure Leads that Skip Stages RCA

Hi Jeff,

Each stage will get credit (tagged) if the lead passed through it based on the set up! If your sales reps are going to do that behavior as you describe above, you need to capture it in your setup/lifecycle flow.
In your example:
  • Your leads in Interested stage will bypass Lead stage (and receive no credit) and go directly to Sales lead because there was no direct path from Interested to sales lead.
  • Same for Recycled, you have no transition (path) to Sales Lead. The leads did not follow a Direct path but followed an Indirect path.
To figure out how leads flowed into Sales Lead stage you will have to use a model attribute ‘Is Direct Transition’. As you build Model reports, you have to take into account Direct vs Indirect transitions in stages. Your report would show a number flowed in to Sales lead stage on your given time frame. 

By using this filter, your questions can be answered like:
  • What previous/other stages did these leads come from?
  • What was the conversion?
This is direct path:
  • Prospect > Interested
  • Interested > Lead
  • Lead > Sales Lead
InDirect Path:
  • Interested > Sales Lead
  • Recycled > Sales Lead
Here is an old article that can help understand the Direct/Indirect transitions:
http://community.marketo.com/MarketoArticle?id=kA050000000KzPUCA0

Hope this helps
Regards
Ed.
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