How are people standardizing their program status structures? | Community
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Nate_Oosterhous
Level 7
November 11, 2016
Question

How are people standardizing their program status structures?

  • November 11, 2016
  • 4 replies
  • 5324 views

Hi All!

Question:

How are people standardizing their program status structures?  In every program, do you always want a Has Opportunity and/or Won Opportunity program status that will be updated through a program smart campaign?  Is this unneeded?  What is THE best practice?

Thanks ahead of time!

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4 replies

Devraj_Grewal
Devraj_Grewal
Level 10
November 11, 2016

We actually sync our programs with SFDC Campaigns, so we adopt the program statuses of those in SFDC. It really depends on the program and it's goal to determine their program statuses.

For our lead nurturing programs we use the following SFDC campaign statuses to determine a lead's advancement through a program:

Member (default status)

Contacted

Disqualified

Paused

Meeting Booked

Dan_Stevens_
Dan_Stevens_
Level 10
November 11, 2016

Each of our channels have the key stages of our lead lifecycle as the final program statuses:

  • achieved MQL status
  • achieved SAL status
  • converted-to/influenced opportunity
  • opportunity won

This helps us report more efficiently (especially since we're on MS Dynamics CRM and can't sync to the campaign object).

Every Marketo program then includes a common smart campaign as follows:

The values for the DVC trigger, include:

And the FLOW looks like this:

It's also important that leads can qualify for this every time (so that they can continue to progress):

    Josh_Hill13
    Josh_Hill13
    Level 10
    November 11, 2016

    Generally I never do it this way because the lifecycle should manage that, but it can be interesting at the tactical level.

    Dan_Stevens_
    Dan_Stevens_
    Level 10
    November 11, 2016

    True, but we also have the ability to provide very detailed insight for our regional marketers by using this approach.  For example, you can't get a report like this using "Model Performance Analysis" in RCE (whereas "Program Membership Analysis" does give you this level of insight if you have your channels/program status setup like we do):

    Josh_Hill13
    Josh_Hill13
    Level 10
    November 11, 2016

    See options

    LeanData | Setting Up Program Channels for Success

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    Nate_OosterhousAuthor
    Level 7
    December 2, 2016

    Has anyone heard of just using two status' for every channel?

    1. Member
    2. Success

    I have heard this is a best practice is that true?  What will you miss out on and/or gain if you do this?

    Dan_Stevens_
    Dan_Stevens_
    Level 10
    December 2, 2016

    I'd highly advise against doing this - especially in some channels (like events) - since specific trigger activity takes place based on the program status (e.g., "registered").

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