Cheat Sheets

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 alignmentby 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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