How does marketo report on leads new names that are associated with an existing opportunity, from a reporting perspective?

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How does marketo report on leads new names that are associated with an existing opportunity, from a reporting perspective?

Trying to understand some of the underlying math or attribution in Marketo.  Here's my scenario.

- A new lead comes in from a program (name did not previously exist)
- Sales looks at the lead and turns out it is a new name from an organization that we already have an associated opportunity in our CRM (SalesForce)
- Sales associates that new lead with the account / opportunity in SalesForce

So - how does marketo report on the opportunity as associates with that program and that lead? I'm assuming it should...
- Keep the FT lead source for that opportunity as the original program and not this new one, as the opportunity previously existed
- Don't count this as a conversion for the program (again, no new opportunity created)
- Count a MT touch for this program and that opportunity

Can someone confirm? 

Also, in revenue cycle analyzer, how are companies counted?  Is it by the Company field only, and therefore if that field is blank information, or companies are entered differently through forms (e.g. Company vs Company, LLC), the data isn't accurate?

Thanks
2 REPLIES 2
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Level 10 - Champion Alumni

Re: How does marketo report on leads new names that are associated with an existing opportunity, from a reporting perspective?

Many of our "leads" in Marketo that get fast-tracked to MQL status (often as a result of attending an event) are actually aligned to an existing opportunity - especially since we are very account-centric and market to existing customers vs. new business.  Due to some existing integration issues between Marketo and MS Dynamics CRM, we ended up creating a new program status called "Marketing Influenced Opportunity".  After an event, we'll upload all attendees into the event program in Marketo.  A handful will usually be "fast tracked to MQL status" or "Marketing Influenced Opportunity" (if the latter, we also have a custom field in Marketo called "OpportunityID" that gets populated with the ID from CRM).  By using program statuses, we have more flexibility within RCE to generate that reports (specifically, "Program Membership Analysis") that are more meaningful to us - at least until both of our platforms are comletely/properly integrated.
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Level 10 - Champion Alumni

Re: How does marketo report on leads new names that are associated with an existing opportunity, from a reporting perspective?

- Keep the FT lead source for that opportunity as the original program and not this new one, as the opportunity previously existed

YES.
- Don't count this as a conversion for the program (again, no new opportunity created)

Yes, it WILL count as a conversion for the Program this if your lead matched a Success status in that Program. If you setup your statuses to match your funnel, then I suppose it may not.

- Count a MT touch for this program and that opportunity


Yes, it will count as an MT touch because it has a Contact Role on the Opp before it closed and reached a Success in the Program. Again, if it did not reach Success, it will not count. If your process did not attach the Contact to the Opp fully, then it may not. But check your Admin > RCE settings. If you use Implicit or Hybrid, this will still count for MT.