Where do you put CRM/Sales created leads on your Success Path/Model? | Community
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A
Anonymous
May 24, 2017
Question

Where do you put CRM/Sales created leads on your Success Path/Model?

  • May 24, 2017
  • 2 replies
  • 3611 views

I've been told that new-from-CRM leads should go first in as Sales Accepted Leads on the model (I know every model is different). Is this consistent with what others are doing? Does it negatively affect funnel metrics from SAL downwards?

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    2 replies

    Devraj_Grewal
    Devraj_Grewal
    Level 10
    May 24, 2017

    Naor,

    I would move this discussion to Products​ as it is Marketo-specific and you will receive a more prompt response.

    Justin_Norris1
    Justin_Norris1
    Level 10
    May 24, 2017

    Naor Chazan​

    This is one of those things that every company does a little bit differently.

    My personal views are:

    1) Sales created leads should go directly to SAL (or equivalent stage), with the exception of contacts like Accounts Payable, Legal etc. customers, which should be shunted off the path to some bucket where you know to exclude them from marketing emails.

    2) They should not be deemed to pass through earlier marketing-related stages as it will inflate those metrics, e.g., they were never marketing qualified so we shouldn't pretend they were. Yes, uncorrected, this will lead to unusual ratios which leads to the next point...

    3) It's useful to have some dimension (either in the lead source field or through a boolean checkbox etc.) to indicate whether someone is marketing or sales generated. This will allow you to filter them out of reports and get a clear view of the funnel from the perspective you want.

    Side note: the new "Demand Unit Waterfall" from Sirius Decisions really throws this on its head and renders these sorts of questions less relevant. There's no easy way as of yet to operationalize it in Marketo, that I can see, but it's interesting to consider how it alleviates this sort of concern from a reporting perspective.

    ---

    Justin Norris | Perkuto​​

    A
    Anonymous
    May 24, 2017

    This is very helpful and also the way we had it set up for the years prior, so now that Im ony implementation #5 I wanted to ensure my logic was right. I like your other suggestion for lead source as well. Marketing technically doesn't use the lead source field anymore as we've adopted a utm parameter based approach which captures FT and LT source in separate fields. I think we're still working through why the sales guys and sales management would want to leverage the in-built Lead Source field for their own reporting, so maybe we can still use that field given that ANY value there other than "Marketing" will indicate sales generated.

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