RevOps Special | Forget St Valentine, let's Report on Pipeline!

Forget St Valentine, Let’s
Report on Pipeline!
London MUG | 6th Feb 2024

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Upcoming User Group Meetings Calendar
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DATE MUG CHAPTER FORMAT TOPIC
02-06 London MUG In Person Meeting RevOps Special | Forget St Valentine, let's Report on Pipeline!
02-06 North America Virtual MUG Virtual Meeting Elevate Your Marketing Ops: Expert Tips to Save You Time in 2024 (Part 2)
02-07 Marketo Measure User Group Virtual Meeting Marketo Measure User Group - February 7, 2024
02-07 New York MUG Virtual Meeting 'Ask Me Anything' with Inga Romanoff and Sandy Whiteman (Zoom)
02-07 Higher Education VMUG Virtual Meeting We Belong Together: Connecting Email Analytics and Web Data
02-08 Champion Office Hours MUG Virtual Meeting February 2024 Marketo Champion Office Hours
02-21 India Virtual MUG Virtual Meeting Deep Dive into Adobe Marketo Engage and CRM Integration
02-29 Paris MUG Virtual Meeting
Unlocking Marketo's Potential: Beyond Native Integrations - Virtual User
Group

Forget St. Valentine, Let’s
Talk about Pipeline!
Shivani Bhatt
Director, MarTech Architecture + Analytics
Cloudflare

Confidential.
What We’ll Cover Today
1. Intro
2. Why Pipeline?
3. Walk the Walk
4. Common Scenarios (Pitfalls)
5. Metrics + Marketo
6. Q&A

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Imagine this scenario.

Confidential.
What’s at stake?
Credibility
Influence
Partnership

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Why Pipeline?
Metrics Actions

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Walk the Walk
How is it measured?
How is it modeled?
What are the different types of pipeline?

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Your Pipeline Glossary
Pipeline is measured by…
1
Source Pipeline $ Pipeline #
Marketing $4M 4
Sales $2M 4
Partner $2M 2
TOTAL $8M 10

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Pipeline is modeled by
2
Source Pipeline $ Pipeline # ACV*
Marketing $4M 4 AT CLOSE
Sales $2M 4 AT CLOSE
Partner $2M 2 AT CLOSE
TOTAL $8M 10 AT CLOSE

Confidential.
Different kinds of pipeline
3
In-quarter
create
Out-quarter
create
Geos, sources

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Common Pitfalls
Too much
detail
Wrong Metric
Right
Question
Right metric
Wrong
audience

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What are the ‘right metrics’?
RevOps
Pipeline
Influence
MQLs
MQAs
*Revenue closed is also acceptable

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CMO
Pipeline
influence
MQLs
MQAs

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Practioner
Pipeline
influence
MQLs
MQAs

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How can Marketo set up support
Appropriate
Fields
Lifecycle /
constraints
Out-of-the-box
reports

Confidential.
Best practices
Set of blessed
reports
Start small,
iterate
Ask questions

Confidential.
Thank you & Questions

RevOps Special | Forget St Valentine, let's Report on Pipeline!

RevOps Special | Forget St Valentine, let's Report on Pipeline!

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