Building a Lead to Revenue Operating Model

Michael Madden is the VP of Demand Generation at AlphaSense and was previously Director of Demand Generation at Marketo. In this guide, he lays out how to define lead-to-revenue stages and marketing to sales handoffs, how to think about attribution, and how marketing should own revenue goals (vs. lead-based vanity metrics).

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Questions covered in this guide:

What does it mean to build an operating model?

Which parts of the marketing org does this apply to?

What are the lead-to-revenue stages to define?

What treatment should you give to leads that fall out of the funnel?

Roughly, what conversion rates should you look for from one stage to the next?

What types of marketing activities and channels should you focus on at the lead stage?

How should marketing be involved with an opportunity after it’s been passed to sales?

How should you think about attribution?

What reports should you build to monitor regularly?

How should marketing and sales share revenue goals?

What goals should marketing sign up for, and how should they track progress toward those goals?

How should you track and measure the success of different marketing programs?

What types of lead and account scoring should companies do, and how should they use those scores?

What are the key tools in the Martech stack?

What are the most important pieces to get right?

What are the common pitfalls?

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