B2B lead-to-revenue alignment
Align Marketo Engage, CRM and Adobe Experience Platform for B2B: lifecycle stages, scoring, account data, audiences and pipeline reporting.
B2B lead-to-revenue alignment makes marketing automation, CRM and customer data agree on who a lead is, what stage it is in and when sales should act. Typical components are Marketo Engage for lifecycle and scoring, CRM sync for ownership, Adobe Experience Platform for unified person and account data, and analytics that connect campaigns to pipeline.
The business problem
Marketing and sales often argue about lead quality because each system defines stages differently. Scoring rules drift, account data is fragmented and pipeline attribution is disputed.
Reference architecture
Lifecycle
Shared stage definitions and service-level agreements between marketing and sales.
Scoring
Behaviour and fit scoring with owners and review cadence.
Data
Person and account data unified in AEP; audiences activated back to Marketo where licensed.
Reporting
Campaign-to-pipeline reporting agreed with finance and sales.
Read more: Marketo Engage and AEP
Delivery approach
- Align — agree lifecycle stages and SLAs
- Audit — review scoring, programs and sync rules
- Integrate — connect Marketo, CRM and AEP
- Activate — build account and buying-group audiences
- Report — pipeline reporting with agreed attribution
- Govern — owners and quarterly reviews
How success is measured
- Lead-to-opportunity conversion
- Speed to lead
- Share of leads with a clear owner
- Scoring accuracy versus closed-won
- Data sync error rate
- Pipeline influenced by programs
This page describes a solution pattern we deliver. It is not a client case study, and results depend on each organisation's data, licensing and execution.
Frequently asked questions
Can AEP replace Marketo?
No. They play different roles: Marketo Engage handles B2B marketing automation, while AEP provides unified data and audiences that can feed it.
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