RCE Report - Program Revenue Stage Analysis Report, but not only for new members?

David Gaible

I'm not sure Program Membership report is going to give the answers you're looking for (if I understand your requirements correctly).

Let's say you create a report of program members and segment it by lifecycle stage. You'll get something that looks like this:

This shows you people who are members of a program and what lifecycle stage those people are in right now. It doesn't necessarily indicate whether the program was responsible for moving the person into that stage, which is the question you are trying to answer.

Here's an alternative approach I've kicked around (caveat: have not fully tested in the wild yet). It will capture and preserve the name of the program that caused the person to reach MQL/SQL/XYZ or whatever other milestone you are interested in.

1) Create Custom Fields for Each Milestone You Want to Track

E.g, MQL Program, SQL Program, and so on. Put in SFDC if you want to report there as well.

2) Populate Most Recent Program Success

What we need is that every time someone reaches program success, we capture the name of that program in a field, for safekeeping.

Smart List

Program Status Changes, Program Is Any, Success = True

Flow

Change Data Value, MQL Program = {{trigger.name}}

Qualification

Every time

The magic secret here is that you can use trigger tokens on a program status changing - this is not officially mentioned in the docs but it does work! Hat tip to Paul Wilson who I think was the person that told me this.

3) Capture Milestone Program Success

In your lifecycle flow that changes the lifecycle to stage to MQL/SQL etc., capture the most recent program success into the MQL Program or SQL Program field right before you change the lifecycle stage. I would delay this by 5 minutes to allow any program memberships to be assigned first, so you get the most current data.

Flow

Change Data Value, MQL Program = {{lead.lastProgramSuccess}}

Now you have fields on the lead object that can be used as a dimension to group data in any lead-focused report and let you analyze the "tipping" program for your lifecycle milestones.

P.S.

Note that depending on your business model, one might object to the logic of assigning 100% credit to the most recent program success. If you want multi-touch attribution for every step of the funnel, talk to Grant Grigorian about Path to Scale.