7 Replies Latest reply on Sep 21, 2018 12:41 AM by Grégoire Michel

    mql as success step in channel?

    Pia Simeoni

      Does anyone see an issue with adding another success step of MQL to Tradeshows and Webinar channels? So in addition to "Visited booth," or "Attended/Attended on Demand" I'd like to add one more for MQL.

        • Re: mql as success step in channel?
          Matjaž Jaušovec

          MQL is a "characteristic" of a contact/lead, not a type of interaction with the marketing program. MQL is usually derived from what the lead does (interactions) and who s/he is (company, job level, etc). So I'd advise attaching that to a lead, not a program.

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            • Re: mql as success step in channel?
              Pia Simeoni

              Thank you! That makes sense. When we go to events, we come back with names marked as "hot leads." How would you show in the SFDC campaign, out of the hundreds of leads and contacts that registered, attended/were absent etc, which ones are MQLs?

                • Re: mql as success step in channel?
                  Willow Allen

                  There is a "contact now" field on the lead record in your SFDC instance. When you upload members to a campaign via Marketo, include a flow step that says "Change data value" of "Contact now" to True.

                   

                  In SFDC, create a Campaign Members report that displays members of a campaign with the lead attribute of "contact now."

                   

                  Alternatively, you can simply use the same Flow step to do the following:

                  • MLQ = True
                  • MQL Date = {{system.date}}
                  • Lead Status = Marketing Qualified
                  • Product Interest = (product line)

                   

                  ^ This will auto route your leads to the correct sales rep within your instance. In this situation, you build 2 reports in SFDC. Campaigns with Contacts, MQL = true AND Campaigns with Leads, MQL = True.

                   

                  I agree, program success steps would not be the correct venue for displaying this data. Doing so shifts a SFDC Lead from being an MQL and instead says that the Campaign member is the MQL which means a sales rep assigned that lead would not see the MQL status on the record assigned to them without checking the campaign object first.

                    • Re: mql as success step in channel?
                      Pia Simeoni

                      Hi Willow Allen! Thanks for your reply. The problem we're coming across is that if we get a demo request for NimbleUser on 9/7, and then a demo request for MIP on 9/10, the MIP info will overwrite the NU MQL Date and product line. We can't accurately count MQLs if lead and contact records are constantly overwritten.

                        • Re: mql as success step in channel?
                          Willow Allen

                          That was by the initial design. Because an MQL is an MQL is an MQL... Otherwise you'd be double counting your MQLs each month. Because of the way sales was intended to operate, sales would be responsible for handling all product sales for a given customer. So, as soon as an MQL was assigned to a rep, that rep was supposed to followup and work in deal for multiple products because a change in product interest does not reassign the lead to someone else.

                  • Re: mql as success step in channel?
                    Dan Stevens

                    All of our program channels include progression steps (program statuses) all the way to closed-won (the four highlighted ones below).  For us, we use program status as a key attribute for lifecycle reporting.  There are many ways to accomplish this - for us, this was the ideal way when we setup our instance - especially since we're in a MS Dynamics CRM environment, where the Campaign object is not part of the native sync like it is with SFDC.

                     

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                    • Re: mql as success step in channel?
                      Grégoire Michel

                      I am not a big fan of this because it seems to tell that MQL are driven by a specific campaign. Moving from a last touch mind set, where Marketing and sales fight to be the source of the lead to a situation where both teams collaborate and contribute to the identification and development of leads requires a lot of change management and clear messages. Anything that tends to identify 1 specific program as being the source or the one that made the lead MQL will slow down the change.

                       

                      So, if you use such program statuses, be very careful on how you communicate them.

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