Each of our channels have the key stages of our lead lifecycle as the final program statuses:
- achieved MQL status
- achieved SAL status
- converted-to/influenced opportunity
- opportunity won
This helps us report more efficiently (especially since we're on MS Dynamics CRM and can't sync to the campaign object).
Every Marketo program then includes a common smart campaign as follows:
The values for the DVC trigger, include:
And the FLOW looks like this:
It's also important that leads can qualify for this every time (so that they can continue to progress):
True, but we also have the ability to provide very detailed insight for our regional marketers by using this approach. For example, you can't get a report like this using "Model Performance Analysis" in RCE (whereas "Program Membership Analysis" does give you this level of insight if you have your channels/program status setup like we do):
Every one of our smart campaigns where success can be achieved, we include the following CDV flow steps:
The "last touch xxx" is a proxy field that then populates the "MQL channel, date, program, ID", "SAL channel, date, program, ID", etc. so that we know which program was responsible for progressing the lead to the appropriate lead stage.
And we're still able to report on all programs that contributed to the progression. Now, it gets a bit difficult when we're dealing with repeat customers that qualify for running through our lead lifecycle again after an opportunity has closed (or recycled). But overall, this works best for us.
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