There should definitely be some more flexability in Marketo to solve this as noted above. Or even develop a seperate set of program progressions designed for lifecycle measurement.
My thinking keeps coming back to the bigger picture processes and philosophy...."If someone wasnt part of a past oppty, why should their new activity get credit for influencing a older deal?"
The reasoning is the new event had little to nothing to do with the success of that previous won deal. Of couse, if that person then renews after the event, it should count.
If you truely want to give credit, this could become more of a process issue of enforcing reps to add people to the opportunity earlier in the Sales process. This doesnt help w net new but it does help w existing people.
Above being said, maybe your measurement isnt influence in the traditional sense since the event didnt "influence" the past deal. Maybe it's a "money in the room" measurement or whatever you want to call it. Thats extremely valuable for events where your focus can be to get Oppty value to events as opposed to people. Sounds like a good ABM feature. A few third party event platforms are thinking in this area too.
On another note, I see you have Dynamics. Wanted to ask you a few questions on that at the Summit.See you next weekq
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