Get insight into building a Revenue Cycle Model for razor sharp visibility into the complex Lead Lifecycle; and learn proven ways to get up and running quickly by properly aligning your people process with technical processes & systems. Learn how to get practical insight from your Model and Revenue Cycle Explorer to deepen prospect engagement and improve marketing efforts. Key Takeaways include: Getting started - the planning phase Pitfalls and roadblocks to watch out for Reporting for tactical and strategic needs Using multiple models for complex scenarios

1. Lead lifecycle Management and Analytics
for the Complex Sale
Eric Hollebone
Marketing Director,
Algonquin College
Rhoan Morgan
CEO, DemandLab

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Intros
Eric
• Marketo Champion ‘12,’13,’14
• MUG-Ottawa Leader
• Customer since 2008, have the T-shirt
• Bought x4, Partner x1, Consultant x15
• Forms 2.0 with Glen Lipka
Rhoan
• Marketo Champion
• MUG Leader-Philadelphia
• Using Marketo since 2009
• Worked in over 50 client instances of Market

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A little about Algonquin
• 20,000 FT & 35,000 PT Students
• 4 campuses + online
• Marketo client for 3 years
• Currently
 Using Marketo to manage mktg
automation
 Prospects/Admissions
 Student
Communications
 Corporate Training
• Future
 Employee Communications
 Alumni Communications
• Located in the national capital
• 1M population, bilingual (English,
French)
• Voted best city in Canada, 3 years
in a row

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Getting Started

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Getting Started: Mapping
• People Processes

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Getting Started: Mapping
• People Processes (ouch!)

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Getting Started: Mapping
• Nice. Neat. Linear. Reality?

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Getting Started: Translation
• Create your blueprint
• People
• Technology
• Other systems
• Other inputs
• Exceptions

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Getting Started: Mapping
• Example flow chart

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Business Model: Recruiting for Higher Education
• Complex, long sale
• Buyer education
required
• Multiple touches
• Considered purchase
• High dollar value
• Lots of competition
and alternatives
• Buyer has a team of
influencers.
• Driven by brand
awareness and
reputation
• Personas &
segmentation
• High volume -
60,000 opps/year
• Constrained by
public funding

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Traditional Higher Ed Sales funnel

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Our Funnel and Model (simplified)
Unknown Name Lead Applicant Fees StudentOffer
Sales & Marketing Admissions & Registrar

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Selling simultaneous seats
Cycle Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug
Fall
Winter
Spring

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Using Multiple Models
Fall
Winter
Spring

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Using Multiple Models
• In the current
modeler design, a
lead can only be in
one stage of a model
• Having multiple
opportunities for
multiple terms at
different stages
broke the model.
• Ah moment was
when leads were
trying to move
backwards in stages.
Fall
Winter
Spring

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Getting Started: Mapping
• Connect people with technology

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Getting Started: Translation
• Build using programs
• Campaigns
• Fields
• Modeler
• Backfilling
• Reporting (plan from the start)
• RCE
• SFDC

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Getting Started: Translation

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Getting Started: Translation
Program Status
Custom Field: LL Status
Revenue Stage

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Getting Started: Translation
23 Active
Campaigns

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Executive Visibility – SFDC Dashboard

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Revenue Cycle Reporting

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Revenue Cycle Reporting

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Revenue Cycle Reporting

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Tactical Reporting
• Marketing Programs

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Tactical Reporting
• Source to Oppty Reporting

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Tactical Reporting
• Marketing Channels

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Tactical Reporting
• Engagement to Opportunity Trends

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Pulling it All Together
1. First time Execs have a visible pipeline
2. Only modeler could pull the entire funnel
together truly closing the entire loop for all
terms
3. Simultaneous opportunities for time-based
sales drove multiple models
4. Test and look for exceptions, test and test
again

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Best Practice Tip
Always connect your opportunities to people.
Opportunity Contact Roles Validation (free)
https://appexchange.salesforce.com/listingDetail?listingId=a0N300000025Vs1EAE
Require Opportunity to have identified Contact Role or Primary
Contact Assigned at a certain stage in the Opportunity Selling
Process. Easily customizable validation rule to fit your specific
selling methodology.

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Five Keys to Success
• Modeler
• What do you actually need?
• Keep it simple
• Two Active Models
• Archiving but no deletion
• Adding active models

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Five Keys to Success
• Communication & Buy-In
• Spend time on discovery
• How do all pieces of the process fit together
• What are the pieces that do not fit
• Where is the middle ground
– People process?
– Technical process?

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Five Keys to Success
• It ain’t over ‘til it’s over
• Marathon, not a sprint
• Keep at it until you have 95% to
98% accuracy
• Some leads will just not fit the
process… and that’s ok

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Five Keys to Success
• Testing and QA
• Take time to do it right
• Hours/days needed
• Question everything that
does not fit
• Watch out for “phantoms”

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Five Keys to Success
• Devil in the Details
• Field naming
• Triggers vs batch
• Timing is everything

36. Thank You!
Rhoan Morgan
CEO
DemandLab
rhoan@demandlab.com
(267) 297-2181
linkedin.com/in/rhoanmorgan
twitter.com/DemandLab
Eric Hollebone
Director, Marketing
Algonquin College
hollebe@algonquincollege.com
613 727-4723 x5054
ca.linkedin.com/in/erichollebone
twitter.com/erichollebone