Three inhibiting themes for B2Bs attempting to achieve Lead-to-Revenue visibility
14 Feb, 2017
Ask any CEO, and they'll tell you that one of the things they expect from their exec team is to provide them with maximal visibility into primary business processes, and their results. The challenge? doing so for Lead-to-Revenue is tough. Here's why.
In this LinkedIn post
, I explore three themes that inhibit the achievement of accurate Lead-to-Revenue visibility within B2B organizations.
The shaky handshake or the broken evidence chain? which lead-to-revenue inhibitor have you experienced? https://t.co/NJmT9w8Uhd
Marketo has been communicating this architectural change to its customers worldwide since August of 2016, yet only lately it has become clearer that the change will affect more than a few fields. Specifically this is true for Marketo customers whose Salesforce CRM edition is the Professional edition.
Tip: if you're unsure which edition your Salesforce org is running on, log in to your account there and simply hover the cursor on the browser tab where Salesforce loaded. The tab tooltip will show you the edition.
If you're not a Salesforce Pro user, you can stop reading here; the change won't affect you beyond the 16 fields that you were asked by Marketo to recreate in Salesforce (see here
, Marketo login required).
It's hard to overstate the degree to which Marketo's Email Editor 2.0 has improved on the previous generation. In fact, it has become, in one fell swoop, the most powerful email editor in the marketing automation space - and we know quite a few of them very well.
One of its most striking features is the use of variables to expose many aspects of email design and functionality to the editor's user interface, enabling users to quickly and easily manipulate their email's elements, without resorting to source code edits or fighting the whims of the rich text editor.
To fully benefit from this feature, though, it's important to understand the two types of variables available to you: global and local. Mastering them and configuring your templates accordingly can greatly improve your (or your users') email editing experience in Marketo.
One of the key functions of any marketing operations role, or system, is to ensure the proper handling of new leads. Depending on your business process implementation, this may involve any combination of the following sub-procedures:
Auto response triggering
Email address validation
Tagging the record with complementary information, e.g. inbound campaign data, automated record enrichment data, etc.
Basic de-duplication, i.e. identifying the pre existence of a database record with similar key values and preventing the creation of a duplicate record
Advanced de-duplication, i.e. identifying the pre-existence of a database record and initiating processes like record linking, record merging, deletion or human decision request.
Lead scoring, e.g. based on the demographic details included in the inquiry
Syncing to CRM, or the suppression of sync
Assignment to lead owner or queue, including sending out email alerts or CRM notifications to the record owner
Associating the lead to a campaign object, useful for future first-touch or multi-touch ROI analysis