Marketo’s Revenue Lifecycle Modeller

Outline and optimise the path to success

Marketo’s Revenue Lifecycle Modeller is your key to automating the movement of leads through your sales funnel in stages, from first interactions to conversions.

Even better: it doesn’t need to be complicated, it only gets better with use over time, and it’s easy to show the results in board meetings.


Step away from the spreadsheets

We’ve all seen page after page on spreedsheets, flip-charts and whiteboards that try to track what leads are doing as they move through the sales funnel.

There’s no more long-winded way than showing customer journey stages than by doing it that way, for 3 reasons:

  • By the time you’ve managed to lay all the data out, it’s outdated
  • No one understands how it fits together as a whole
  • The amount of time spent on it far outstrips how long you show it for

That’s where the Marketo Revenue Cycle Model (RCM) comes into play.

See marketing's impact on revenue


See real-time conversion data at a click

Revenue Cycle Models are built up of a range of stages that follow the “path to success”. A model is comprised of three key elements:

Segments of your database


Segments of your database that fall into a stage of your buying cycle.

Service Level Agreement JTF Marketing


A Service Level Agreement: a timeframe where a revenue model stage is expected to advance, e.g. activation within 24 hours, or sales follow-up within 72 hours.

real-time conversion data


A filtering mechanism where we are qualifying the lead in or out of an action. E.g. what warrants an automated vs. in-person sales follow up, or a step that disqualifies certain leads from the next step.


Build live customer journeys and identify sticking points

Revenue lifecycle modelling improves your marketing by:

  • Segmenting your entire database with progress stages, focusing marketing and sales efforts
  • Improving lead management and SLA enforcement, boosting alignment
  • Increasing the focus on driving revenue and how certain activities impact the customer experience
  • Tracking acquisition and retention efforts to ensure they’re driving results
  • Better understanding of the buying cycle within your business

You’ll have immediate visibility within just a few weeks of the model going live. Optimisation and tweaks as the model gathers your ongoing customer journey data will refine it further.


We understand the nuances, milestones, and data required at each stage of the customer journey.

And we’ve helped our customers set up and manage all kinds of revenue models, whether they need single-stream acquisition models to multi-campaign monsters.

By using our services, you know that your model will be built to best-practice standards by certified experts.

shipserv JTF Marketing
ConstructionLine JTF Marketing
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Allianz JTF Marketing
TechData JTF Marketing
Cytiva JTF Marketing

Build in better visibility over your sales funnel

We’ll email you within 1 business day to discuss your needs.