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How to attribute contacts referred by existing leads from the same company

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Level 3

How to attribute contacts referred by existing leads from the same company

We know the revenue/pipeline credits are split evenly between all the contact roles under the opportunity, so it is very important for us the associate those contact roles with our Marketo program.

But in some situations, the person we have touched (sent email, reach by advertising or met at trade show) is not the right person, or for some other reasons he/she pulled their colleagues into the conversation, so the colleagues are entered into SFDC by our sales as a contact role for the opportunity, without any previous marketing engagement. In this case, marketing will not get any credit for the potential opportunity.

I'm curious to know how other people are dealing with this situation?

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Level 7

Re: How to attribute contacts referred by existing leads from the same company

You're using the marketo built-in program analyzer, good to know. Going back your opening post, sales should be adding person A as an influencer in the opportunity, that way marketing gets some credit for the opportunity - fair enough that sales had to uncover the primary contact for the opportunity that they should be getting some credit themselves.

It may be just a small training/process change you're after

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3 REPLIES 3
Level 7

Re: How to attribute contacts referred by existing leads from the same company

are you using your own attribution modelling set up or a purchased one like bizible? can you explain a bit more about how your attribution model is set up?

Level 3

Re: How to attribute contacts referred by existing leads from the same company

Hi Jay,

We use Marketo multi touch attribution model within Market.

Basically the model will check the list of contact roles associated with the opportunity and programs they had success with, and split the credit evenly.

Let's say A attended our webinar and became a MQL, sales reached out A for a meeting, and then A pulled his colleague B to the meeting. B is entered into SFDC by our sales and not associated with the webinar we hosted (because he never attended the webinar).

Now both A and B became SQL and we got credit for opportunity.

How does the credit split between 2 people, one had no program success in the past?

Level 7

Re: How to attribute contacts referred by existing leads from the same company

You're using the marketo built-in program analyzer, good to know. Going back your opening post, sales should be adding person A as an influencer in the opportunity, that way marketing gets some credit for the opportunity - fair enough that sales had to uncover the primary contact for the opportunity that they should be getting some credit themselves.

It may be just a small training/process change you're after

View solution in original post