Lead pipeline reports (length of time at each stage)

[Sheena_Archer3]

I need to provide reports that show conversion reates, and average length of time for marketing source leads at each stage - MQL, SQL, Opportunity, etc. Does anyone have advice on the best way to do this?

Thanks!

Sheena

[Grégoire_Miche2]

Hi Sheena,

The first place to look at is (if you have the appropriate options) to use the success path analyzer or the revenue explorer. Both will rely on a revenue cycle model that needs to be implemented.

Another way to do this is to create date fields for each stage. Then, you create smart campaigns that set the value of each of these fields when the statuses change (use triggered campaigns, with the "Data value changes" trigger and "change data value" flow step, new value is {{system.date}}). Then you can extract the leads in Excel and compute the difference between the dates.

-Greg

[Dan_Stevens_]

Hi Greg - what do you do when those leads qualify for future opportunities down the road and run through the lead lifecycle all over again (and the fields get overwritten)?

[Grégoire_Miche2]

Hi Dan,

Indeed, this approach only tells you the very last oppy for each lead Keeping a whole historical value is almost impossible without an external datawarehouse.

-Greg

[Rachit_Puri2]

Hi Sheena

Do you want to do this in Marketo or do you want to leverage Salesforce? If you have RCE, this might be easier to do in Marketo. Else, I would recommend using Salesforce Campaign object to build a report like this.

Below are dummy snapshots of 2 reports which we recently created in Salesforce using the Campaign Object:

If you need more details, drop me a message. I will be happy to explain.