Can you report on cost per MQL? | Community
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A
Anonymous
September 7, 2016
Solved

Can you report on cost per MQL?

  • September 7, 2016
  • 2 replies
  • 3306 views

I can run several reports that give me cost per new name and cost per success at the program and channel level - good and fine. Since many of those new names are potential duds, I'm curious how others get to their cost per new MQL? Is there a way to filter the report? Or do you just take non-MQL leads out of your programs?

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Best answer by

Marketo helped me figure it out - it had to be enabled as a custom field sync into RCE: Enabling Custom Field Sync for Revenue Cycle Analytics - Marketo Docs - Product Docs 

2 replies

A
Anonymous
Accepted solution
September 19, 2016

Marketo helped me figure it out - it had to be enabled as a custom field sync into RCE: Enabling Custom Field Sync for Revenue Cycle Analytics - Marketo Docs - Product Docs 

    Chris_Johnston
    Chris_Johnston
    New Participant
    September 8, 2016

    Are you tracking velocity? You should be able to determine cost/name (like you said you are), say 50 new names in 1 month @ $1/name. If your velocity suggests that they move through the funnel to MQL in the same month, say 5 new MQLs, it can be easily determined that you are $50/5 MQLs = $10/MQL.

    If Velocity suggests it takes 2 months, than you take the previous months value.

    Jan = $50 - 50 Leads (5 MQL)

    Feb = $45 - 45 Leads (3 MQL)

    Mar = $40 - 40 Leads (4 MQL)

    Thus in January $50/3 MQL = $16.67/MQL.

    February it would be $45/4 MQL = $11.25/MQL

    March - you can't report on until you see how many MQLs appear in April

    I am not sure that you can do this in Marketo specifically, but the reports are there to get the information to do the last quick calculation.

    Josh_Hill13
    Josh_Hill13
    New Participant
    September 8, 2016

    You can do this in RCE and, to some degree, Program Perfomance. But you need Cost Periods filled in. Otherwise, you will have to export data and add in your budget $

    A
    Anonymous
    September 13, 2016

    Hey Josh nice to hear from you again - Is RCE the same as RCA? I do have cost periods filled in religiously...where do I go about seeing this data?

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