A lead lifecycle model serves as a fundamental framework for effective lead management, enabling organizations to provide targeted engagement and nurturing based on a lead's stage of readiness to make a purchase. Marketo offers robust tools to support the development and management of lead lifecycles, but inheriting another model, refining something already active or even just getting started can pose unique challenges. Join us to gain valuable insights into developing and managing lead lifecycles strategically, straight from a Champion. We will delve into best practices and processes to ensure successful lifecycle implementation, while also highlighting common pitfalls to avoid in order to maintain long-term effectiveness.