5 Replies Latest reply on Mar 30, 2017 6:43 AM by Michaela Iery

    Will I properly pull leads into my Revenue Cycle Modeler?

    Michael Patterson

      Hey Everyone!

       

      As always, I really appreciate all of the help and feedback from this community. I've been watching a ton of krewechats and similar materials on creating our organizations first Revenue Cycle Modeler. As of now I'm building an initial map to propose internally, but I'm a bit lost on one portion. Here at our organization, like I think at many others, we differentiate form submissions by those that are either downloading a guide (prospect) or directly requesting a demo (MQL).

       

      While the guide downloads will be going through a nurturing series of triggered engagement programs until they convert to a demo and move to sales, the direct demo MQLs will be pushed to sales directly. My question: do I have to create a separate funnel entry for those that are starting as a direct MQL as opposed to those that are starting as a guide download? So for example, does someone have to enter as a prospect in order to be added to an MQL stage, or can they do that directly? I attached a screenshot of my current map if it helps!

       

      Thank you everyone for any feedback!

        • Re: Will I properly pull leads into my Revenue Cycle Modeler?
          Michaela Iery

          How about simply allow them to move directly from a known/MCL (marketing captured lead) lead to the MQL stage (like the screen shot in my best practice model)? Then you don't have to create a new entry point - you are just taking them from known/captured to MQL. Notice here it's just a "detour" path along the success path.

          Screen Shot 2017-03-22 at 2.13.24 PM.png

          1 of 1 people found this helpful
            • Re: Will I properly pull leads into my Revenue Cycle Modeler?
              Michael Patterson

              First off, love your name, it's like mine but better. Also, thank you for the answer, that makes sense! This is how I've updated it. I was initially afraid that creating a transition that skips from known to MQL would nullify the known --> prospect and prospect --> nurturing. So this looks about good to you? Thanks again!

              2017-03-22_1325.png

                • Re: Will I properly pull leads into my Revenue Cycle Modeler?
                  Michaela Iery

                  Well, it wouldn't nullify them, it would just "skip" them (but the same would be true if you brought them in through your initial proposal too).

                   

                  I have seen models where people set up their RCM smart campaigns to take someone through each step, even if it's literally just for 1 minute, just to kind of keep the flow steps whole (like "If Status is Known, change data value to Prospects," otherwise do nothing, flow step wait 5 minutes, next flow step "If Status is Prospects, Change to MQL" etc.) so that you still get the in-flow, outflow data from one success path stage to the next. (Tag and release program. Haha). Other organizations are fine with allowing prospects to skip certain steps in the success path and have direct paths (sometimes called "fast tracks").

                   

                  The key ultimately is making sure that anywhere you think you might allow someone to go off path and - almost as important - if they can come back ON path - that there are arrows reflecting that.