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Anonymous
February 3, 2017
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Tracking Program Statuses

  • February 3, 2017
  • 2 replies
  • 3767 views

I am considering making changes to Marketo program statuses in order to better track lead lifecycle movement, but before I do so, I am wondering if anyone else in the community has thoughts on the subject, arguments for doing this one way vs. the other, or other things I should consider.

Ultimately, I am looking for a way to track both Lead Lifyecycle Status AND Lead Campaign Status.

Right now, I am using Program Statuses to track literal program statuses, such as:

Webcast -  Invited / Registered For Webcast / Attended Webcast / Registered For Webcast, Did Not Attend / Viewed Webcast Recording

Event: Invited To Event / Registered For Event / Registered For Event, Did Not Attend / Attended Event / Attended Event, Visited Booth / Attended Event, Asked For Follow-Up

Etc, etc...

The upside of tracking statuses this way is that you can easily see how each contact interacted with the program - I can easily get a report and find out exactly who attended a given webcast or event.

I am considering making the following changes to Program Statuses:

Webcast -  Invited / Registered For Webcast / MQL / SQL / Opportunity / Closed Won / Closed Lost

Event: Invited To Event / Registered For Event / / MQL / SQL / Opportunity / Closed Won / Closed Lost

The plus side of doing it this way is that you can more easily see what type of results the program influenced. The downside is that you lose visibility into specifically how leads interact with campaigns.

Does anyone have any thoughts on this? Is there a good way to track both of these things (Lead Lifyecycle Status AND Lead Campaign Status)? Thanks in advance!


Steve

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Best answer by Josh_Hill13

There's a good webinar I did with Adam New-Waterson awhile ago.

Your current method is the best, IMHO. If you use Statuses for Lifecycle, instead of using the RCM for Lifecycle, you are then only saying you care about FT or LT within the PRogram. It's not really effective in my view. It's also not how  Marketo is supposed to be used since RCM/RCE will play off the success status for attribution on MT. And you could do the same thing with other BI tools.

2 replies

Josh_Hill13
Josh_Hill13Accepted solution
Level 10
February 3, 2017

There's a good webinar I did with Adam New-Waterson awhile ago.

Your current method is the best, IMHO. If you use Statuses for Lifecycle, instead of using the RCM for Lifecycle, you are then only saying you care about FT or LT within the PRogram. It's not really effective in my view. It's also not how  Marketo is supposed to be used since RCM/RCE will play off the success status for attribution on MT. And you could do the same thing with other BI tools.

Josh_Hill13
Josh_Hill13
Level 10
February 3, 2017

LeanData | Setting Up Program Channels for Success

A
Anonymous
February 8, 2017

Thanks Josh -- just watched the webinar, it was very insightful.

Dan_Stevens_
Dan_Stevens_
Level 10
February 4, 2017

We use a similar approach.  Although, some of the changes you're considering do a lot of assuming in terms of what's considered an MQL (which may be absolutely fine for your business).  For example, I see you've replaced "attended event" with "MQL".  If that's how you define an MQL, that's fine.  But for us - considering our long sales cycles - not all event attendees are considered MQLs (of course, there are always a handful that are fast-tracked).  In terms of how we leverage program statuses to track lead progression/attribution, have a look at this thread: Re: How are people standardizing their program status structures? 

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