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
By ‘good’ I mean ‘nerdy’ and by ‘things’ I mean ‘experiments’. But let’s start at the beginning. One of our clients, a classic B2B multi national firm, uses data to track which product line would be of interest to a specific contact in their database. They do it so they can send better targeted information in their campaigns, direct inquiries to the appropriate product people internally, and because I told them to.
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.