Can you report on cost per MQL?

[Anonymous]

I can run several reports that give me cost per new name and cost per success at the program and channel level - good and fine. Since many of those new names are potential duds, I'm curious how others get to their cost per new MQL? Is there a way to filter the report? Or do you just take non-MQL leads out of your programs?

[Anonymous · Accepted solution]

Marketo helped me figure it out - it had to be enabled as a custom field sync into RCE: Enabling Custom Field Sync for Revenue Cycle Analytics - Marketo Docs - Product Docs 

[Chris_Johnston]

Are you tracking velocity? You should be able to determine cost/name (like you said you are), say 50 new names in 1 month @ $1/name. If your velocity suggests that they move through the funnel to MQL in the same month, say 5 new MQLs, it can be easily determined that you are $50/5 MQLs = $10/MQL.

If Velocity suggests it takes 2 months, than you take the previous months value.

Jan = $50 - 50 Leads (5 MQL)

Feb = $45 - 45 Leads (3 MQL)

Mar = $40 - 40 Leads (4 MQL)

Thus in January $50/3 MQL = $16.67/MQL.

February it would be $45/4 MQL = $11.25/MQL

March - you can't report on until you see how many MQLs appear in April

I am not sure that you can do this in Marketo specifically, but the reports are there to get the information to do the last quick calculation.

[Anonymous]

Right but Chris this doesn't help me align which channel or program is yielding the lowest cost MQL - unless I read your notes incorrectly? This might give me an overall CPMQL but I want to drill down.

[Chris_Johnston]

You would have to run a report of MQLs with the channel filter. It is a little bit of effort but doable. As for what Josh was talking about RCE is not part of the base Marketo but is an addon that you can purchase that runs a lot more in-depth reports like this and isn't RCA.

[Anonymous]

So I think I do have RCE (Revenue cycle explorer?) But still am unable to filter in any meaningful way to get cost per MQL. Am I missing something? Can you guys tell me which report this would be a part of?

[Josh_Hill13]

You can do this in RCE and, to some degree, Program Perfomance. But you need Cost Periods filled in. Otherwise, you will have to export data and add in your budget $

[Anonymous]

Hey Josh nice to hear from you again - Is RCE the same as RCA? I do have cost periods filled in religiously...where do I go about seeing this data?