Marketo’s Lead-to Revenue Practices: A Behind the Scenes Look

Lead-to-revenue marketing drives revenue growth by thinking about leads in a more productive, nuanced way and by aligning sales and marketing. At Marketo, we’ve developed a formal approach to this alignment, by building an original foundation that allows both teams to work more smoothly toward a common goal and more easily measure the metrics that matter. In this cheat sheet, you’ll learn: How Marketo creates alignment between sales and marketing teams with a formal lead-to-revenue model The six elements of the end-to-end process, including names, definitions, and approaches to each stage How to measure performance across the entire funnel to better understand the customer journey and optimize experiences by stage.


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