I am often asked about the best ways to use the RCE Program Opportunity Analysis Report. Here are some of the business questions you can answer using it.
- How much pipeline did a given channel create or influence?
- How much pipeline did a given program create or influence?
- Which channels and programs are generating the most new leads which ultimately result in pipeline created?
- Which marketing activities (e.g. programs) are influencing opportunities being created?
- What is the ROI of my marketing activities?
I like to look at pipeline created rather than revenue won but here is a comparison chart of when you might use one versus the other.
Look at Pipeline When… | Look at Revenue When… |
Evaluating programs whose primary objective is demand generation, e.g.: - Website forms - Tradeshows - PPC | Evaluating programs whose primary objective is conversion to sale, e.g.: - Emails - Nurture campaigns - Demos/trials |
You’re analyzing acquisition attribution (FT - new names) | You’re analyzing success attribution (MT – Influence of progress on existing records) |
Your sales cycle is long | Your sales cycle is short |
Marketing often does not have a lot of influence over and involvement in the sale (B2B) | Marketing often has a lot of influence over and involvement in the sale (B2C) |
Marketing team is measured on MQLs or new leads generated | Marketing team is measured on revenue |
Attribution Overview
- Attribution tracks the influence of a program (marketing activity) on an opportunity created or won
- Acquisition attribution gives opportunity credit to the program which acquired the new record
- Success attribution gives opportunity credit to all the program(s) where the record reached success
- To qualify for attribution, the Acquisition or Success date must be on or before the opportunity created or closed date. The exact time the opportunity is created or won is irrelevant. Marketo calculates attribution based on the day and not the day/time.
Acquisition Attribution Summary
- In acquisition attribution, all acquisition credit for any opportunities ever created or closed for that record will be given to the acquiring program
- The record doesn’t need to reach success in the acquiring program
- Acquisition attribution may be a fraction if there are multiple leads attached to the same opportunity that are acquired by different programs
- Acquisition must happen before or on the day the opportunity is created to get pipeline or revenue won credit. If the opportunity is created the day before the record is acquired, the program will not get acquisition attribution credit.
- The record must have a ROLE or be the Primary Contact for the opportunity
- Acquisition attribution is displayed as (FT) in Marketo
Success Attribution Summary
- In Success attribution, credit for the opportunity is split equally among all the programs that the records reach success in. The record doesn’t have to be acquired by any of these programs.
- Success attribution may be a fraction if there are multiple programs that a record reaches success in. Success attribution may also be a fraction if multiple records are attached to the same opportunity that reached success in different programs.
- Success must happen before or on the day the opportunity is created to get pipeline or revenue won credit
- The record must have a ROLE or be the Primary Contact for the opportunity
- Success attribution is displayed as (MT) in Marketo
Successes Before and After Opportunity Creation
- Successes in programs before or on the day of opportunity creation will credit both for pipeline and won revenue
- Successes in programs the day after opportunity creation will not get credit for pipeline
- Successes in programs the day after opportunity creation but before they are closed will get credit for revenue won
Attribution exercises, Part I and Part II.
Link to Checklist for Attribution Reporting.
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