The Marketo Lead Lifecycle If a prospect exceeds 65 points, they are officially called a “lead” and their status is changed to “Lead” in Marketo and salesforce.com systems. After this status change occurs, Marketo starts an automated 21-Day lead lifecycle process. (I know it’s hard to believe, but this diagram came from Marketo, not me.) This process has multiple tracks and three outcomes. The tracks include: Fast Track: If a lead fills out a “contact me” form, requests a free trial or achieves a score of 65+, these leads receive personal follow-up within five minutes of their activity. The Inside Sales Reps get an automated and instant alert, telling them to follow-up with this lead immediately either by phone or email. Other New Prospects: If a prospect reaches a lead scoring threshold of 65 points but doesn’t match the “fast track” behavior, a sales task is set for the sales rep telling them to interact with this prospect within 24 hours.