Marketo
Marketo
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Papercrane
How much pipeline did your Marketo programs actually source?
Marketo alone can't answer that: the opportunities live in your CRM. Papercrane's AI agent joins Marketo program membership with Salesforce or HubSpot pipeline and builds a live dashboard leadership can open without a Marketo login.
Connect with credentials you create in Marketo's admin area, about ten minutes if you've never made a set. Free to connect and ask. Paid plans start when you publish a dashboard. See pricing
The report is a join
Marketo knows which programs a person touched; your CRM knows what the deal was worth. Leadership's report needs both, and native reports stop at the object boundary.
Counted from records your two systems already agree on. No revenue model to configure, no modeled credit.
Why this report keeps not existing
Reports stop at the object.
People, programs, and opportunities cannot be joined in one native report. The answer becomes three exports and a spreadsheet with your name on it.
The analytics ladder.
Journey analytics lives on higher plans, and Measure is its own line item. The question didn't change; the invoice did.
The warehouse project.
Adobe's own docs say to export your activity history and house it somewhere before the retention window closes. That is a data engineering job description, not a report.
Questions you can ask
How much pipeline did each program channel source this quarter?
Which programs touched the opportunities that closed this quarter?
Webinar attendees from the last two quarters: how many reached an open opportunity within 90 days?
Which nurture streams still get engagement from people at our target accounts?
Lead gen form fills from LinkedIn Ads: how many became Marketo leads, and how many became pipeline?
Which programs produced the most new names last quarter, by channel?
Every answer comes back as a chart on a live dashboard.
1. Connect Marketo with credentials you create in its admin area
2. Ask the pipeline question
3. The agent plans the queries, writes the join, and builds a hosted dashboard
4. It stays live, and errors route back to the agent
Read access only. Nothing installs in your instance, no fields are written, and every dashboard is code you own and can read.
Three ways to get the pipeline report
| The job | Marketo alone | Warehouse + BI stack | Marketo + Papercrane |
|---|---|---|---|
| Join programs to opportunities | Higher tier journey analytics with a maintained revenue model, or exports and a spreadsheet join | Yes, after the connector, the models, and the BI licenses | Ask; the agent writes the join and builds the dashboard |
| Hand it to leadership | Screenshots in a deck, or another Marketo seat | Another BI seat per viewer | A live link, no Marketo or BI login |
| Keep it current | Rebuilt every quarter, by you | Current while the pipeline jobs hold | Refreshes on schedule, hosted |
| When it breaks | The report is quietly wrong until someone notices | You are the on call | Errors route back to the agent automatically, so breakage gets fixed instead of discovered at the QBR |
| What it costs | Tier upgrades and the Measure line item | Connector platform, warehouse, and BI seats | Free to connect and ask; paid starts at publish |
When you don't need us
If you're on Prime or Ultimate with a maintained revenue model, Advanced Journey Analytics already answers funnel questions inside Marketo, with full history, and you should use what you're paying for. If the question is modeled multi touch credit, Marketo Measure is built for exactly that and we are not; nobody's counting rules replace a real attribution model if that's what your leadership signed up for. Papercrane is worth paying for when the answer spans Marketo and the systems around it, or when the result needs to live somewhere leadership can watch without a Marketo seat.
Questions operators ask us
The pipeline report is a join, so Marketo rarely connects alone. Most teams add Salesforce for opportunities, LinkedIn Ads for the spend side, and GA4 for the top of the funnel.
Connect Marketo, connect your CRM, and ask how much pipeline your programs sourced this quarter. The answer comes back as a live dashboard you can put in front of leadership.
Free to connect and ask. Paid plans start when you publish a dashboard. See pricing
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