1. India VMUG: Rev Up Your
Revenue with Marketo's Revenue
Cycle Modeler
Ajay Sarpal, Founder and CEO, Unicorn Martech
Darshil Shah, Consultant, Deloitte
May 24, 2023

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Share in chat:
• Where are you joining us from?
• What are you hoping to learn today?
• What’s your favorite drink?

3. Agenda (Indian Standard Time)
Section Time
Welcome, Introductions, and Housekeeping 7:30p – 7:40p
What is RCM? 7:40p - 7:45p
RCM Stages, Transitions, and Path 7:45p – 7:55p
Ways to set up RCM Transitions 7:55p – 8:05p
Best Practices 8:05p – 8:10p
RCM Reporting 8:10p – 8:15p
Q and A 8:25p onwards

4. Speaker Introductions

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Introductions
Darshil Shah
Consultant, Deloitte
 2022 Marketo Engage Champion and Champion of the Year
 Adobe Marketo Engage Certified – 2x Solutions Architect, 3x
Expert
 Adobe Certified Subject Matter Expert
 India VMUG and Delhi User Group Leader
 Marketing Nation Community Advisor

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Confidential.
Introductions
Ajay Sarpal
Founder and CEO, Unicorn Martech
 2020 Marketo Engage Champion of the Year
 4x Marketo Engage Champion
 3x Adobe Certified Subject Matter Expert
 India VMUG and Virtual Marketo Measure Group Leader
 Fearless 50 and MCSA

7. Housekeeping

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Adobe Marketo Engage User Group House Rules
In order to ensure our MUGs stay user-focused and a
safe space for members of the Marketing Nation to learn,
network, and problem solve, we ask that all MUG
attendees follow these rules:
• No self-promotion or pitching of any kind is permitted
at MUG events
• Don’t contact people outside of the User Group
without their consent
• If MUG members share their use case at the User
Group, please don’t share that information without
their consent

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Confidential.
This MUG Meeting is being Recorded.
 To ensure that we are abiding by the MUG Code
of Conduct, we are informing all user group
attendees at India VMUG MUG meeting on 24
May 2023 at 7:30 PM IST that this meeting will be
recorded and posted on the MUG YouTube
Channel to promote training, education, and future
learning.
 If you do not wish to participate in a LIVE
recorded session, please feel free to watch the
recording at a later time, which will be linked after
the meeting concludes, and send us any
questions you may have to
darshil.marketo@gmail.com
jayshee1204@gmail.com, or

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Stay connected with our chapter!
Sign up for Bevy – the new tool for Adobe Marketo
Engage User Groups!
 Step 1: Navigate to the India VMUG page
 Step 2: Create an account using the email associated with
your Adobe Marketo Engage Account
Once you’ve joined the chapter you’ll receive notifications and
reminders about new events that the chapter has posted!

11. Upcoming Opportunities for
Chapter Members

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Share your Adobe Marketo Engage Experience on Gartner Peer
Insights!
12
Take ~10 minutes to leave a review of Adobe Marketo
Engage on the Gartner Peer Insights ratings and reviews
platform
Deadline: Wednesday, May 10, 2023
 Earn a $25 gift card as a thank you for your time
 Help your peers to make better buying decisions
 Impact Adobe’s standing in Gartner Magic Quadrants
Things to keep in mind:
 Reviews are anonymous. Only your role, industry, and
organization size are displayed.
 Personal emails aren’t accepted by Gartner.
Register/log in using your business email.
 Be thorough in your answers.
Start your review here:
https://gtnr.io/OmUuD5WEd

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Confidential.
New Webinar series: Champion Deep Dives
The Adobe Marketo Engage Champions are
launching a new webinar series titled "Deep Dives."
 The series will focus on Marketo features and
functionality including; marketing activities, Admin
responsibilities, Database/Analytics, Design studio and
much more!
 These will be technical, screen-share style
presentations with the goal of being able to follow along
and implement this live within your instance of Marketo
Engage.
 If you're interested, please join our community;
https://mugs.marketo.com/adobe-deep-dive-mug/
Join the chapter for updates!

14. © 2021 Adobe. All Rights Reserved. Adobe
Confidential.
Need to update your Marketo Engage certification?
Adobe now has 3 certifications for Marketo Engage
• Adobe Certified Professional - Adobe Marketo Engage: This new exam is ideal for marketers who
have about 3 - 6 months of Marketo Engage training and hands-on experience. (Update to the former
Marketo Certified Associate)
• Adobe Certified Expert - Adobe Marketo Engage Business Practitioner: This exam is ideal for
marketers and marketing consultants who have at least 18 months of Marketo Engage hands-on or
field experience. (Update to the former Marketo Certified Expert)
• Adobe Certified Master - Adobe Marketo Engage Architect: This certification defines a new standard
and process at the highest level. This certification is ideal for current Adobe Certified Experts who
have at least 5 years of experience designing marketing automation using Marketo Engage
Visit https://express.adobe.com/page/8OCuJK38uQWuT/ for more information &
exam guides!

15. India VMUG Survey
Thank you so much for being associated with our chapter.
We’re planning something very exciting and want your input.

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Confidential.
Win Amazon Vouchers worth INR 2500 TODAY!
Contest Rules
 During today's session, we will ask 3 multiple-choice questions (MCQs) related to
the topics covered.
 To participate, submit your response in the chat.
 The person to respond first in the chat, will be the Winner!
 In the event that the first respondent has already won a voucher in the previous
question, we’ll pick the next respondent.
 Winners, please send us your Name, Country, and Email Address on LinkedIn/ via
Email (darshil.marketo@gmail.com/jayshee1204@gmail.com).

17. What REALLY is Revenue
Cycle Modeler (RCM)?

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What REALLY is Revenue Cycle Modeler (RCM)?
 The Revenue Cycle Modeler visually represents the
customer journey from initial contact to final purchase.

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What REALLY is Revenue Cycle Modeler (RCM)?
 Customizable: Users can create customized models with different
stages of the buying process and the transitions between them.
 Measure: Marketers can track and measure key metrics and
conversions at each buyer journey stage.
 Optimize: It helps marketers understand and optimize their revenue
generation processes.

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Confidential.
What REALLY is Revenue Cycle Modeler (RCM)?
 Gain insights into how people move through the marketing & sales
funnel.
 The insights gained from the RCM enable data-driven decisions to
optimize revenue generation efforts.

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Where and How to create an RCM Model?
 Go to Marketo > Analytics > New > New Revenue Cycle Model
 New Revenue Cycle Model dialog

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Where and How to create an RCM Model?
 Click “Edit Draft”
 Revenue Cycle Modeler edit window – starter model presented

23. Quiz – Question 1

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Question 1
 In which of the following Marketo sections can we create a
Revenue Cost Modeler?
A. Marketing Activities
B. Design Studio
C. Admin
D. Database
E. Analytics

25. RCM Stages, Transitions,
and Path

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Components of Revenue Cycle Modeler
 Stages
 SLA: Short for Service Level Agreement stage. At some
stages, you will want to enforce a time limit for
processing people in a stage, e.g., MQL, SQL, etc.
 Gate: A Gate stage is meant for situations where you
want to filter leads into one of several choices. People
don’t stay at a Gate stage; they pass through it.
 Inventory: It looks like a box and is the most basic of
stages. Analytics will keep track of the inflow, outflow, and
balance of people in the inventory stages.

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Components of the Revenue Cycle Modeler
 Ways to set up RCM transitions:
 Using the “Change Revenue Stage” flow step in a smart
campaign
 Set up triggered transition rules in the Revenue Cycle Modeler
 Transitions allow marketers to set up the flow through the
RCM stages. Depicted by little blue arrows in the modeler.

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Success Path and Detour
 Stages and transitions within a success path are highlighted in
green.
 The Success Path in Marketo RCM illustrates the ideal or
intended progression of a lead from the initial stage to
becoming a customer.
 Stages and transitions not in the success path constitute the
detour path.
DETOUR
PATH

29. Quiz – Question 2

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Question 2
 Which of the following is not a valid stage/component of a
Revenue Cost Modeler?
A. Stream
B. Transition
C. Gate
D. Inventory

31. Ways to set up RCM
Transitions

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Confidential.
Ways to set up RCM Transitions
 Using the “Change Revenue Stage” flow step in a smart
campaign
 Transition rules within the Modeler – Triggers and Filters

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RCM Transitions using Smart Campaigns
 Use the “Change Revenue Stage” flow step in a smart
campaign
 Set transition rules within the Modeler – “Manual Stage Trigger”

34. Revenue Cycle Modeler
Best Practices

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Confidential.
Revenue Cycle Modeler Best Practices
Align your
Marketo
Revenue Cycle
Model with
your business
processes
Avoid
unnecessary
complexity
Create a
centralized
operational
program for all
smart
campaigns
Recycle Leads
Test, Review,
Assess!

36. Revenue Cycle Modeler
Reporting

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RCM Reporting
 RCA and Revenue Cost Explorer Reports
 Analytics Reports

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Sample Marketo Analytics Reports – People By Revenue Stage
Report

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Confidential.
Sample Marketo Analytics Reports – Success Path Analyzer

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Confidential.
Revenue Cost Explorer Reports – Available Measures and
Attributes
Model
Analysis
Report (Leads)
Model Analysis
Report
(Companies)

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Sample Revenue Cost Explorer Reports

42. Quiz – Question 3

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Question 3
 Which of the following can NOT be used for Revenue Cost
Modeler reporting?
A. Email Performance Report
B. People by Revenue Stage
C. Revenue Cost Explorer – Model Performance Analysis
Report (Leads/Companies)

44. Q & A