Supercharge Your Sales Funnel with Marketo’s Revenue Lifecycle Modeller

James T Fletcher
CEO, Principal Consultant

25/10/2024

In today’s fast-paced digital landscape, relying on scattered reports or endless spreadsheets to track lead progress often leaves marketers in the dark. These outdated methods provide only basic insights and fail to reveal where leads are in the sales cycle, which parts of the process are working, and where the bottlenecks are.

Marketo’s Revenue Lifecycle Modeller solves this by giving you full visibility into every stage of your sales funnel, helping you monitor lead velocity and identify conversion challenges. Unlike static spreadsheets, Marketo’s models are always on, delivering real-time insights into your leads’ journey—from first touch to conversion, even tracking recycled leads as they re-enter the funnel.

You know what we love most about this feature of Marketo? It’s included in your licence fee already!

Here are four powerful ways this often underutilised tool can transform your marketing strategy:

1. Gain Visibility into Customer Journeys

Marketo’s revenue models provide much-needed transparency into the conversion process, helping you uncover sticking points and opportunities for improvement. With this increased visibility, you can better understand your audience, optimize content, and boost engagement—ultimately driving more leads through your funnel.

We developed an easy to populate guide to help you start thinking about your Customer Journey, which you can download here:

2. Refocus on Revenue

Marketo’s automated revenue cycle models enable you to quickly identify issues in your sales funnel, improving conversion rates and sales velocity. The best part? It lets you refocus on what really matters—revenue. By automating lead movement, you can focus on strategies that directly impact revenue growth, making your marketing efforts more aligned with business outcomes.

Whilst most marketers are focused on acquisition there is also much to be said for monitoring your key advocates for retention, upsell and cross sells.

3. Boost Alignment Between Teams

Revenue models foster better alignment between Sales and Marketing teams by creating a shared framework that both teams can operate within. Enhanced visibility and accountability improve lead management, making it easier for Sales and Marketing to collaborate and close deals faster.

When we talk about Service Level Agreements (SLAs) revenue models can fully automate if they are being met, and auto-recycle leads.

4. Enhance the Customer Experience

By segmenting your audience into distinct progress stages, you can personalize your outreach, making it more targeted and relevant. Tailoring marketing and sales efforts to match customer behaviors and pain points creates a more seamless and engaging experience for your prospects, increasing the chances of conversion.

Not Sure Where to Start?

We understand that setting up revenue models can feel daunting, but it doesn’t have to be. Our team has extensive experience helping clients create revenue models tailored to their business needs—from simple, single-stream acquisition models to complex, multi- product models.

Book a call today and get your model built to best-practice standards by certified Marketo experts. Let us help you unlock the full potential of Marketo’s Revenue Lifecycle Modeller to drive measurable results.