Building a Source of Truth: Tracking Changes in Marketo Lifecycle and Scoring Models

“It’s important to have a source of truth that shows all the decisions you’ve made to change your model, to ensure continuity and troubleshoot issues like drops in MQL volume.”

Without a clear log of changes, it can be difficult to diagnose issues like unexpected drops in Marketing Qualified Leads (MQLs) or to understand how adjustments to lead scoring criteria have impacted the sales pipeline.

Establishing a Source of Truth

Elicia advises that businesses track all changes made to their lifecycle models and lead scoring systems in a centralized document. This ensures that marketing teams can reference past decisions, understand the rationale behind changes, and quickly identify potential problems.

“When you document every change, you avoid the guesswork. If something goes wrong, you can quickly see what changed and when.”

This documentation should include:

• Change Logs: A record of every change made to lifecycle models, scoring criteria, and automation workflows.
• Rationale: The reason behind each change, including the data that drove the decision.
• Impact Analysis: An analysis of how each change impacted key metrics like MQL volume or lead conversion rates.

Troubleshooting with a Source of Truth

When issues arise—such as a sudden drop in lead volume or unexpected shifts in campaign performance—having a detailed source of truth allows marketing teams to quickly pinpoint the cause.

“When something goes wrong, you need to look at the changes made in the last few weeks. That’s usually where the answer lies.”

Conclusion

Maintaining a source of truth for tracking changes to lifecycle models and lead scoring systems is crucial for continuity and troubleshooting. By keeping detailed records of changes, businesses can diagnose issues faster and make more informed decisions about future adjustments.