If you had read the first part of the RCM article here , you would have realized by now that defining the different revenue stages and connecting them is quite easy in the visual modeler. Your next step would be to define the transition rules between each stage. If you were to define the transition rule within the visual modeler itself, then it might look something like the below screenshot, showing the transition rule from Marketing Captured Lead (MCL) to Marketing Engaged Lead (MEL). In this example, we are defining a MEL to be one with person score greater than zero.
By Abdul Hafiz
Lead Marketing Technologist
As mentioned previously, while this approach is not wrong, there are advantages to defining the transition logic outside of the visual modeler.
Defining Transition Logic within Smart Campaigns
To house the transition logic in smart campaigns within a dedicated lifecycle program would require you to use the “Manual Stage Change” trigger within the visual modeler as shown below. This tells the Revenue Cycle Model that you will be handling the transition within your own smart campaign.
If you have done this for every single transition arrow on the visual modeler, then it should look something like the below.
We are now ready to define the smart campaigns to handle the various transition logic. To do this, we have created a default program with a folder structure as shown below.
A smart campaign to handle the transition from Marketing Captured Lead (MCL) to Marketing Qualified Lead (MQL) might look something like the below. The important bit to take note of here is the need to define the revenue stage that the lead is currently in before the transition takes place. In this case, we have used a filter to define that the lead must currently be in the MCL revenue stage.
The flow step in this example would look something like the below. It basically changes the revenue stage to MQL. If you have managed to reach this step, then you would have at least fulfilled the basic requirements for a lifecycle process. Before you sit back and say that you are done, remember to test your model by pushing test leads through and ensure that they land in the right revenue stage as expected. I cannot keep on emphasizing how important this step is. Test and test until you are confident that you have covered every possible edge case.
Don’t stop here though, read on the final part of this series which will explain on how to further enhance your implementation. In the meantime, you can sign up for our newsletter below if you find such content useful for you or feel free to contact us if you need help with all things marketing.