“Don’t optimize for conversions, optimize for revenue.” – Neil Patel
The Revenue Cycle Model (RCM) has changed the lives of many of our Marketo customers. When deployed properly, it can be a real game changer for marketers, facilitating more advanced capabilities and analytics within Marketo. However, majority of the Marketo users struggle getting optimum value out of this platform, simply because they’ve either not deployed RCM or not deployed it suitably. We’d hate for you to be one amongst that herd. Read on to know why RCM could be just the remedy that you need.
RCM empowers pertinent communication
Providing a summary of a customer journey is what a Revenue Cycle Model does. On the basis of their lead status, lead score, and opportunity stage, leads make headway through the stages of the model. Based on where a customer is at in the buying process, messages could be delivered through website personalization, nurture streams, and display ads. Its specific charm lies in the fact that you could set up automated communication and send it to the customers, based on wherever they are in their journey. You should then expect a faster and a better conversion rate, because of the brilliantly relevant content and messaging.
RCM depressurizes SLA enforcement and Lead Management
RCM enables you to effortlessly implement, evaluate, and manage service level agreements. This model acts as a metaphorical bridge between marketing and sales as it effectively manages leads between the two teams. The associated lead lifecycle program within the RCM model controls the lead handoff process between marketing and sales, and back when the leads need recycling.
RCM optimizes the benefits of Success Path Analyzer
The Success Path Analyzer helps you see how leads are making headway through the buyer journey, what their duration is in each stage, and where they may be snarling-up. Of the several reports that you can pull in Marketo, the Success Path Analyzer is one that you can benefit most from by deploying RCM. You’d end up with better analytics, is all. This would in-turn enable marketing and sales to be more meticulous and unambiguous while powering through content, campaigns, and sales hunts, wherever necessary.
Organizational adoption is key if you want your Revenue Cycle Model to be effective and meaningful. Incorporate Marketo’s RCM in your existing business processes. For that, trigger your stage changes on the basis of existing sales process or automated processes. Remember to keep it simple by not taking too many lead-stage detours besides lost, disqualified, and recycled.
If what you’re looking for is a stellar marketing and sales alignment, a fruitful service level agreement, a fantastic lead management, targeted nurturing, and deeper analytics, let Marketo’s Revenue Cycle Model be the catalyst between you and these goals. Taking on RCM, especially as a rookie, can be extremely challenging. However, if you view it as a boon and not a bane, you’d most likely hit it out of the ballpark!
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