Do you want the ability to report on your sales funnel process? Do you want to show the management and board not only the number of leads at each State, but also the conversion percentages with high accuracy?
You can. With the Lead Lifecycle.
Setting up a Lead Lifecycle (LLC) is part of the marketing automation implementation process. You may already have an existing business workflow, but now that needs to be translated into an automated system to route and record data. There are two big wins in marketing automation: time and transparency. The LLC does both.
Most firms will setup a basic sync to the CRM, passing some or all leads to Sales (or SDRs). This is only the first step in building a full Lead Lifecycle system. When you go through my workshops, you will come out the other side with a fully functioning lead funnel, complete with reports.
The Workshop
When I visit you and your team, we will work together to understand the existing business processes along with each team’s data needs. The goal is a clear workflow chart and a set of items that need to be recorded.
The Process Charts
Together, we will review the results of the Workshop as a set of Process Charts to ensure everyone is in alignment on the changes and training involved.
The Plan
Then I will build a set of Marketo instructions along with any CRM plans to implement the system. Everyone will review these to remain aligned.
The Build
I will build the necessary workflows in Marketo. I may need your CRM team’s assistance in modifying the CRM to work hand-in-glove with Marketo’s Lead Lifecycle and Revenue Cycle Model.
The Test
In most situations, we will conduct a thorough test before going live. During the test phase, I recommend we design a training program for Sales so every Salesperson understands now expected of them when using the CRM.
The Funnel
Launch! Once the Lead Lifecycle system and RCM are turned on, the data and leads will flow from your website through to your Sales team. Each step will be recorded so that your reporting tools can show accurate funnel conversion data. If desired, I can also implement Revenue Cycle Explorer and its reports to show you both Funnel and Attribution information.
Now that you have achieved the Vision of marketing automation, you will have a seat at that revenue table. Let’s get moving: hello {at}marketingrockstarguides.com.
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