It’s hard to even know where to start. Even after you get everyone to agree on a model and stages, you need to figure out how to deploy this thing. We’re going to give specific advice on the types of properties you need to deploy a basic lifecycle. Your mileage may vary depending on your tool or your business model, but the general principles hold true.
Okay, you’ve got everyone to agree on a flow chart; you look like a wizard for building it all out, now the easy part, right?
Is it the easy part?
It should be the easy part but what I’ve often seen is that folks deploying lifecycle are doing it for the first time; often they are unsupported except some high level guides from vendors. Once you get it down, it can be highly formulaic.
As a marketer, you’re kind of in between your data team/revops/IT/bizops and sales, your end users. I see the role bridging the gap between was possible on the tech side and balancing what the end user wants, not always sales, sometimes marketing.
But it can be stressful managing these projects. Some companies have massive programs that are triggered off of lifecycle stage changes. So what’s the formula?
First, you need strong stage definitions. Hand-in-hand with this is knowing what constitutes a transition. I think the transition part of lifecycle is often where people get hung up.
Mechanism for transition needs to be a data signal of some sort. Moving from Marketing side of the fence to Sales side needs a clear hand off.
3 typical mechanisms for transitioning records are:
- Lead Scoring – Marketing
- Contact Status – Sales handoffs
- Opportunity Staging – Sales pipeline
Question – You’ve talked to me quite a bit about the difference between lifecycle stages and contact statuses. This can be super confusing to folks new to automation. What’s the difference and why’s it important?
Lifecycle Stage = Roadmap
Contact Status = Traffic lights
One of the big value points of deploying a solid lifecycle is reporting. What are you doing during set up to make sure your reporting is top-notch post deployment?
- Timestamp fields — super easy!
- Contact status fields — review your rejected leads
- Attribution fields — hard code these values
- Take a look at tools within the systems themselves: HubSpot has attribution tools, Marketo has revenue cycle modeller
How simple is all this really? I mean, once you know your way around lifecycle, it’s actually not that hard to deploy?
In terms of a technical problem, it’s a solved problem. You can mix and match components, and tailor things to your needs. The real challenge will always be getting buy-in:
- You might have genius idea for contact status that requires additional data input from sales people.
- This is a great way to turn people against you, and our finale will dive deeper into this!
Thanks for listening!
Set yourself up for long term success with a solid Lifecycle program. Not only does it help you exert control and mastery over your reporting, it provides a framework for…
It is so easy to go down rabbit holes when revamping or deploying a lifecycle model. Be very careful not to overthink your lifecycle by creating too many microstages, or…
It’s hard to even know where to start. Even after you get everyone to agree on a model and stages, you need to figure out how to deploy this thing.…
You need a good MQL model so that marketing leads make it to sales and get followed up. There are a lot of ways to define MQLs and pass them…
Every Mops/CRM needs lifecycle in some form or another to function optimally. You cannot make lifecycle work long term if you don’t partner with sales, not dictate to them, not…
<< Previous episode
Next episode >>
- December 2023
- November 2023
- October 2023
- September 2023
- August 2023
- July 2023
- June 2023
- May 2023
- April 2023
- March 2023
- February 2023
- January 2023
- June 2022
- May 2022
- April 2022
- September 2021
- August 2021
- July 2021
- June 2021
- May 2021
- April 2021
- March 2021
- February 2021
- January 2021
- December 2020
- November 2020
- October 2020
- September 2020
📫 Never miss an episode or key takeaway 💡
By subscribing to our newsletter we’ll only send you an email when we drop a new episode, usually on Tuesday mornings ☕️ and we’ll give you a summary and key takeaways.
Future-proofing the humans behind the tech