Krewe Chats Episodes 7 & 8: Lead Lifecycle and Revenue Cycle Modeler | Community
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Dory_Viscoglio
Dory_Viscoglio
Level 10
October 22, 2016

Krewe Chats Episodes 7 & 8: Lead Lifecycle and Revenue Cycle Modeler

Hey Marketo! We're at it again with another two episodes of Krewe Chats! Two weeks ago, and also today we covered Lead Lifecycle and the Revenue Cycle Modeler. It was way too much to fit into just one episode, so we had to cut our first chat short and follow up on the next episode.

In these episodes, we cover a ton of useful lifecycle stuff! MQL, SQL, OMG!! (I just like saying that, but hey... who doesn't?!) @Juli James​, @Sydney Mulligan​, @Jenn DiMaria​, @Rachel Egan​, @Geoffrey Krajeski - Production​, @Joe Reitz​ and I get down into the nitty gritty of first steps to setting up the lifecycle modeler, who should be involved in the conversations, and then how you can actually get the ball moving, and what to do with the data once you're done.

Check out Episode 7 here: #KreweChats Episode 7: Lead Lifecyle & Revenue Modeler - YouTube

And Episode 8 here: #KreweChats Episode 8: The Revenue Cycle Modeler - YouTube​

In these episodes we cover:

  • Our favorite random facts, and favorite beverages
  • Common stages that you might see in a lifecycle model
  • Who else should be involved in the conversations about setting up a lead lifecycle? (Hint: Not just marketing!!)
  • What are some of the key questions that you should be asking in these initial discovery conversations?
  • How do lifecycle stages translate and tie into Marketo's Revenue Cycle Modeler?
  • Now what in the world do we do with all of this data?!

Also, here's the lifecycle that we shared during the chat. This is basic, but can always be tweaked to your specific needs!

We look forward to our next chat, be sure to join us on November 4th, at 3:30pm ET for the next #KreweChats

Check out Episode 7 here: #KreweChats Episode 7: Lead Lifecyle & Revenue Modeler - YouTube

And Episode 8 here: #KreweChats Episode 8: The Revenue Cycle Modeler - YouTube​

    15 replies

    Anonymous
    December 15, 2016

    I just watched a webinar about Marketo reporting, and they clarified the naming (this shit is confusing!). What used to be Revenue Cycle Analytics is now 3 products, but it's only for people who purchased/renewed in 2016:

    1) Advanced Report Builder

    2) Life Cycle Modeler

    3) Program Analytics

    If you are an older Marketo customer who purchased a multi-year subscription before 2015, you'll still have RCA.

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      Anonymous
      December 15, 2016

      I'm no beer expert, but I do love Abita Strawberry! I'm also a huge fan of Old New Orleans Spiced Run—add it to sweet tea (or iced tea + simple syrup) to make cajun spiced rum. YUMMMMMM.

      Translate
      Joe_Reitz
      Joe_Reitz
      Level 8
      December 15, 2016

      Yes! And it's totally possible to have an RCM without having RCE, which would net you the above reporting tools... but in most cases (and to get the most value out of the additional cost for an RCM), I see folks opt for an RCM and RCE. Much more granular detail on reporting across the board, particularly in regards to attribution.

      Translate
      If it doesn't look cool, you're probably doing it wrong.
      Joe_Reitz
      Joe_Reitz
      Level 8
      December 15, 2016

      Come on, Amy Connor​! I love the great state, but beer is not our best export...

      Translate
      If it doesn't look cool, you're probably doing it wrong.
      Grégoire_Miche2
      Grégoire_Miche2
      Level 10
      December 15, 2016

      Hi Amy,

      With Revenue Cycle model in the analytics section of Marketo, you will have a few reports types available:

      • Program analyzer
      • Success Path ANalyzer
      • Opportunity Influence Analyzer (all this one might be available to all customers)

      These, reports provide valuable information, but a really limited when it comes to customizing or filtering, or manipulating the data. For instance, the success path anaylizer in Analytics will only enable you to look at the success path of the revenue model, while the Rev explorer will enable you to get all the data on all transitions and stages.

      -Greg

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        SydneyMulligan
        SydneyMulligan
        Level 7
        December 15, 2016

        Hey Amy! I can't speak on how much the RCE add on costs, but as @Joe Reitz​ likes to say...if you don't send your rep home crying after your contract negotiation, you didn't negotiate hard enough

        What you have in the Analytics tab will give you everything you need to run basic reports with *some* opp info, but to get the full FT/MT functionality I think you need RCE. You should have everything you need to build an RCM with what you have though!

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        Anonymous
        December 15, 2016

        Episode 8 was also super interesting!

        @Joe Reitz @Dory Viscogliosi @Sydney Mulligan We have the Revenue Cycle Modeler in our Analytics, but we don't have the Revenue Cycle Analytics add-on. How can I parse out what's available with our current instance vs what we'd have to pay for with RCA? The documentation is not clear. (Also, do you know how much we'd have to shell out for RCA, ballpark?)

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        Anonymous
        December 15, 2016

        @Joe Reitz​ I am disappointed that your fave drink is not Abita Amber or Strawberry!

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        Joe_Reitz
        Joe_Reitz
        Level 8
        December 10, 2016

        Here's a couple links to tokens documentation  

        System Tokens Glossary - Marketo Docs - Product Docs

        Tokens Overview - Marketo Docs - Product Docs

        Translate
        If it doesn't look cool, you're probably doing it wrong.
        Anonymous
        December 10, 2016

        Thanks! This is really helpful. I didn't even realize that there were time-stamp tokens, those could be quite useful.

        Haven't watched the second video yet, but looking forward to watching it and learning more. You guys are great!

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