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Sheena_Archer3
Sheena_Archer3
Level 2
April 26, 2017
Question

Lead pipeline reports (length of time at each stage)

  • April 26, 2017
  • 2 replies
  • 2484 views

I need to provide reports that show conversion reates, and average length of time for marketing source leads at each stage - MQL, SQL, Opportunity, etc. Does anyone have advice on the best way to do this?

Thanks!

Sheena

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2 replies

Grégoire_Miche2
Grégoire_Miche2
Level 10
April 26, 2017

Hi Sheena,

The first place to look at is (if you have the appropriate options) to use the success path analyzer or the revenue explorer. Both will rely on a revenue cycle model that needs to be implemented.

Another way to do this is to create date fields for each stage. Then, you create smart campaigns that set the value of each of these fields when the statuses change (use triggered campaigns, with the "Data value changes" trigger and "change data value" flow step, new value is {{system.date}}). Then you can extract the leads in Excel and compute the difference between the dates.

-Greg

Dan_Stevens_
Dan_Stevens_
Level 10
April 27, 2017

Hi Greg - what do you do when those leads qualify for future opportunities down the road and run through the lead lifecycle all over again (and the fields get overwritten)?

Grégoire_Miche2
Grégoire_Miche2
Level 10
April 27, 2017

Hi Dan,

Indeed, this approach only tells you the very last oppy for each lead Keeping a whole historical value is almost impossible without an external datawarehouse.

-Greg

Rachit_Puri2
Rachit_Puri2
Level 5
April 27, 2017

Hi Sheena

Do you want to do this in Marketo or do you want to leverage Salesforce? If you have RCE, this might be easier to do in Marketo. Else, I would recommend using Salesforce Campaign object to build a report like this.

Below are dummy snapshots of 2 reports which we recently created in Salesforce using the Campaign Object:

If you need more details, drop me a message. I will be happy to explain.

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