Whether you already have a defined lead lifecycle in place or you are looking to implement this process, chances are there is a good chance you’ll have some leaks when you turn on the lead faucet. A water tight lead funnel enables you to report on some of marketing's most meaningful metrics, volume in each stage, conversion ratio and velocity. Added together these metrics can give insight into everything from conversion bottlenecks to revenue forecasting.

1. HELP! Call a Plumber!
RUSTY HALL
How to fix a leaky lead funnel

2. Today’s Host
Rusty Hall - Account Executive at Etumos
Rusty Hall is a long time practitioner of marketing
automation and digital engagement. With 10 years of
marketing automation experience, Rusty has worked
across multiple platforms, systems and in many
industries. From B2B, B2C and Non-Profit, Rusty works to
help marketing organizations pull maximum return out
of their MarTech investment. Part-time rock star, full-
time family man and ardent advocate for marketing
automation ROI, Rusty has a passion for helping clients
optimize their MarTech stack.

3. What We Will Cover
• Where to start when designing a watertight lead funnel / Lead Lifecycle process
• Common cracks and leaks to watchout for
• Finding lead leaks and reporting
• Fix it with Flex Seal or put in a whole new pipe (temporary vs permanent fix)
• How much is that dripping faucet really costing me (Reporting on the value of lost
leads)
• A little Q&A
• Additional resources
Fixing a leaky lead funnel

4. Build it Right
Build it Tight01

5. Decide on the Build
What are we trying to solve
with this?
● How many leads in each
stage
● How are they moving stage
to stage
● How quickly do they move
Build it right, build it tight

6. Here’s What We Are Driving At
Concept
Volume
The most basic metric of
our funnel is simply
knowing how many leads
are in a given stage at a
given point.
Conversion Rate
Conversion rate is what
gives our funnel its shape.
Obviously there is fall off
stage to stage but tracking
this helps us avoid a flat
funnel scenario.
Velocity
How quickly can we move
that water! (leads) from
stage to stage? Knowing
velocity helps us look into
the future and make
predictions on what our
volume will look like at a
future date. (System Time
Stamps)
Revenue Forecasting
Can we hit $X revenue
target by X Date? Let’s do
the math and reverse
waterfall forecast!

7. Lifecycle Processing Program: An architected lead
lifecycle program in Marketo which automatically routes
leads as they are created into appropriate lifecycle
stages based on agreed-upon system proxies.
Operational programs triggered by Lifecycle Processing
stage changes will be consolidated into this Lifecycle
Processing program.

8. Common Leaks
02

9. Look for the obvious first
● Are all new leads getting
tagged (from all entry
points)
● Are leads “skipping” over
stages due to triggers
● TIMING TIMING TIMING!
Common leaks

10. Here’s What We Are Driving At
Concept
Lead Created
Processing
Make sure that your lead
intake processing
accounts for all channels
Detours and
reroutes?
Adding in too many stage
detours can get out of
hand quick. It’s best to
simply “fast track” if your
business uses auto MQL or
SQL processes rather than
detour.
Processing Timing
Whether you handle timing
through Campaign
Requests triggers or T/F “Is
Processing” fields, timing in
your funnel process is
critical. There’s more to it
than “Wait Steps”.

11. Etumos Framework
● One “Lead is
Created” Trigger
● ALL processing is
driven by
“Campaign is
Requested”
● Reduces errors and
misses

12. Finding Leaks
03

13. So Where Do I Look for Leaks?
● Snap shot with Smartlists
● Listen for leaks in each
stage with Smartlists
● People performance
report grouped by funnel
stage
Finding leaks

14. Here’s What We Are Driving At
Concept
Is the Lifecycle stage
populated?
Simple enough with a
smartlist right? Also check
for date and time stamps
while you are at it.
Smartlist for each
stage
If we know that there’s a
value populated, then we
can create simple smartlists
for each stage to take a
snapshot day to day.
Check for anomalies.
People Performance
Report
Build a People
Performance report and in
setup, group by Lifecycle
stage for a quick view to
report out to stakeholders

15. Easy Examples

16. Fix it With Flex Seal
Or Fix it for Good?04

17. Fix it For Good or Flex Seal?
● How bad is the leak?
● How long has this been
leaking?
● Is it repairable for now OR
is it time to consider a
rebuild of your funnel
processing?
Fix it

18. What’s the Cost of
that Dripping Faucet05

19. What Has This Leak Cost Me?
● What’s the cost per lead
acquisition (by channel)
● What does average deal
size look like
● Can we recover lost leads
(Stalled in a stage e.g.
Recycled)
What is the cost

20. What’s Next?06

21. What’s Next
● Use Cohort Analysis to
Better Understand
Conversion and Velocity
● Better Visualization of
Lead Performance
● More meaningful views of
of KPIs based on Inbound
Source

22. What’s Next
View the Blog Here

23. Q&A
Ask Rusty