Needless to say, the Lifecycle Report is a god-send for knowing how many prospects, MQLs, SQLs, and Won Deals exist. It enables us to report on pipeline generated from marketing campaigns, as well as actual revenue achieved to-date. What’s more, the velocity chart gives an indication as to the time it takes to go from prospect to a won deal which really helps you to plan your future campaigns! While the Lifecycle Report comes out-of-the-box, it is possible to customise it by creating custom fields in both Salesforce and Pardot for MQL and SQL types and dates, mapping the fields and recreating the Velocity field. This level of customisation is suitable for businesses: • with lead data entering Salesforce from sources other than • assigning all prospects immediately entering Pardot. Pardot i.e. Leads straight into Salesforce. • using a more complex sales funnel i.e. with more stages than the default. Our friends at Salesforce Ben have written a great blog about customising the Lifecycle Report, which you can read here. A few guidelines from Salesforce about the Lifecycle Report: • New Pardot clients can see skewed lifecycle reports during the • Prospects don’t move through the lifecycle funnel more than first month or quarter because Pardot doesn’t back-date creation once, even if they are associated with multiple won opportunities. and assignment dates. • For Pardot to sync Opportunity data, the Opportunity must be • The Lifecycle Report doesn’t account for unassignments that are associated with a contact in the CRM. then reassigned or for opportunities created and then deleted. When the prospect is added to a stage, you can’t move the stage • Multiple contacts tied to the same opportunity appear as separate backward or remove it. The prospect can only wait in the current entries in the SQL portion of the report. However, when the deal stage until the next stage’s criteria is met. closes, the Opportunity appears as one win in the Won Deals end of the funnel. 19 marcloudconsulting.com