The final part of this article aims to equip you with some ideas to further improve on the RCM that you have set up in part 2.
By Abdul Hafiz
Lead Marketing Technologist
One of the enhancements you could do here is to include flow steps to handle leads in the MQL revenue stage. In order to do this, consider the below additional fields that you might want to create to aid in reporting.
- MQL Date
- Score at MQL
- Last MQL Date
- MQL Counter
The first 2 fields are highly recommended as it helps you better analyze and refine your qualification process later on. “Last MQL Date” and “MQL Counter” can be said to be optional fields. They will help you analyze at a more granular level if you were to implement them.
If you have created these fields and synchronized them with your Customer Relationship Management (CRM) system then the below screenshot shows additional flow steps that you can include.
Another idea that would help you better manage the lifecycle process would be to include error handlers so that you are kept informed of any edge cases that you might have missed out in your tests.
The below example shows how we might track leads who are supposed to be in the MQL revenue stage because their score is greater than 99 but are stuck in the MEL revenue stage for some reason. You could send yourself an alert if such anomalies are captured so that you may better refine your lifecycle model.
We have now come to the end of the article and I hope that you have found this guide useful in your journey in implementing a lifecycle process using the Revenue Cycle Model in Marketo.
If there is one important takeaway that you should remember in this article, it would be the importance of testing. Do not put yourself in a situation where management asks for a lifecycle report only to realize that your implementation logic is flawed and you are unable to correct the errors you have made.
Good luck and we hope that your journey goes as smoothly as possible! If you need professional help with your implementation or assistance on marketing matters, feel free to reach out to us here.