Salesforce Custom Object For B2B Funnel Tracking

Crissy outlines what data we track when we build custom object funnel/lifecycle tracking for our clients.
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[@christiediedrick7567]

Hi Crissy, super interesting! Especially because we tried to capture the same level of info on a Velocity object at my last job. Will ask on LinkedIn.

[@revenuegrowtharchitects]

glad you liked it!

[@joaodobbin]

The stages mentioned on the custom object are, to me, a combination of Lifecycle Stage and Lead Status. How does this map back to the buyer-record lifecycle? Or do you drop this logic completely? E.g. A buyer asks for a demo on the website and fits ICP, therefore the Contact/Lead lifecycle is MQL and a lifecycle record is created at the Sales-ready stage. Once the sales team reviews the buyer record, they update lead status to Working, which triggers an update to the Lifecycle Record. This logic could be replicated to all GTM (Otb, partner sourced etc.). Am I reading this correctly?
Btw, awesome video, thank you.

[@revenuegrowtharchitects]

João Dobbin we have a mapping of Lead Status to Lifecycle Stage (some are 1:1 like Sales Ready on the Lead/Contact is Sales Ready on the Lifecycle, same with Working)
We create the Lifecycle record at Sales Ready (we also call this the tipping point when the Lead/Contact is sent to sales).
Then as the Lead/Contact progresses through the stages, an opp is created, and the opp is won the Lifecycle record gets updated.
And yes, we apply this to all GTMs. For example, a partner referral will be deemed Sales Ready and a Lifecycle Record will be created and the Source of the record would be Partner Referral.
Hope this answered your questions! Let me know if you have more

[@StephenSchimmel]

Question -- Are sales reps working "Leads" and/or "Contacts" (which updates a custom object record), or are they working directly on the custom object? Thanks!

[@revenuegrowtharchitects]

good question! They work their usual objects: lead, contact, opps. The custom object gets created/updated based on updates to the lead/contact/opp. That being said, you can use the custom object to effectively join leads/contacts so you can have one report showing reps both their leads and contacts that they need to work