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A
Anonymous
January 13, 2015
Question

How do you demonstrate to leadership that leads are moving down the funnel?

  • January 13, 2015
  • 7 replies
  • 2192 views
In setting goals for this upcoming year, one of them is to be able to demonstrate to leadership how leads are flowing through our funnel. I've tried setting up a few Smart Lists in the Lead Database (01. Known, 02. MEL, 03. MQL...) to be able to track this using data on the lead records, but I'm interested in hearing if people have other ideas.

Keeping in mind, we do not have the standard edition with RCA...
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7 replies

Dory_Viscoglio
Dory_Viscoglio
Level 10
January 13, 2015
Hi Justin, have you looked into the revenue cycle modelers? They are in the analytics section, and once you map out your buyer's journey they can provoide visibility into how many people are in a stage at a certain time, and also how individuals move through the process. 
A
Anonymous
January 13, 2015
Hi Dory,

Unfortunately we do not have Standard Marketo Edition with RCA. We're working off of the Spark Edition which makes it a bit more challenging to get this kind of insight.
A
Anonymous
January 13, 2015
Hi Justin,
Do you pull this data in your CRM? If so, I've had success building the demand funnel in SFDC.
 
Dory_Viscoglio
Dory_Viscoglio
Level 10
January 13, 2015
Ah, sorry Justin. I got that you didn't have RCA, but you're right that this is something included in Standard -- not Spark. 
Delinda_Tinkey1
Delinda_Tinkey1
Level 5
January 13, 2015
We get this out of our CRM (Salesforce). Just capture funnel stages there and date stamp when a lead reaches each stage. When a lead is converted to an account, you can flip to account-based metrics. We do this for SQLs and beyond.
 
T
Tyler_Harris2
Level 2
January 13, 2015
You might want to enable field history tracking on those date/time stamp and funnel stage fields in Salesforce too. Will help in tracking movement and regression too.
A
Anonymous
January 14, 2015
Hi Justin,
We had the exact same problem.  We don't have RCA and are not connected to a CRM.  Our solution was to set up an analytics report based on Lead Routing/Scoring. Our awesome consultant, Maneeza, figured this out for us 2 years ago.  
For each of our major areas we want to measure (members of certain industries, contacts who have expressed an interest in specific products, members of specific marketing programs, etc.) we created an analytics report for EACH that I subscribe to monthly.  

The report shows that for product x, we have x people who have a score from 1-19, x with scores of 20-59 and x from 60-100.  For us, 100 = MQL.  (see below)

I plug those numbers into an excel stacked bar chart.  There is a separate bar for each product or interest area that our management wants to track. (see below)

Its a lot of manual work each month, but it is a great way for management to understand the marketing pipeline in a snapshot.  

If I were more diligent, I could subtract the previous month from the current month to show monthly growth.  But that would be a lot of work for all 4 buckets (1-19, etc.) for every program.  

When we licensed Marketo we thought this was something Marketo could do for us without all the manual effort.

Example of a Marketo Lead Routing report for a single product or industry (or whatever you want to measure).


Excel Bar Chart for 4 Marketing Programs (industries, products, etc.)
Blue is least qualified (1-19 points).  Purple is 100+ or MQL.

 
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