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Creating and Managing a Lead Lifecycle in Marketo That Will Make Your Sales Team Happy

Steve Susina
Marketing Director
Lyons Consulting Group

April 24th at 1:15pm

Location: Room 2018/2020
Champion

Achieving a well-managed lead lifecycle in Marketo requires equal parts negotiation between marketing and sales, strong change management, and technology know-how. A well-managed lead-to-revenue management process gives marketers the ability to see leads move through their system, and provides clarity on where marketers can provide deep insights to drive actions. In this session, you'll hear a practical, real-world approach on how one company traveled the journey to achieve the elusive lasting peace between marketing and sales. In this presentation, the audience will learn:

  • Finding common ground while defining a lead lifecycle: identifying stages within your revenue cycle, entry and exit criteria between stages, and reporting progress
  • Differences between Revenue Stage in Marketo and lead stage visibility in your CRM, and what you need to do to keep them in sync
  • A deep dive of the Marketo Smart Campaigns and reports created to keep lead flow organized and provide management with data needed for oversight
  • The presentation will include perspectives not only from marketing but the sales organization as well, with the inside sales team lead providing perspective from the sales org.