Best Way to Tag Opportunities to Programs?

[Anonymous]

Hi all,

We're struggling a bit in identifying the ideal way to be able to attribute opportunities to programs that we ran over a period of time.

The major ways I see people doing this are as follows:
-Contact Roles
-Primary Campaign Source

Are there others that I'm missing? Seems like the best way is via Contact Roles, but I'm still up in the air on this one.

And how has your business best managed this process of tagging items so that they get appropriate recognition from a program standpoint? A lot seems to lie in the hands of sales, but we're struggling with adoption there.

Thanks

[Josh_Hill13]

The best way to is to do this:

1. Sync your Program to an SFDC Campaign
2. Review your attribution model in SFDC - usually Last Touch and if so, the SFDC Campaign is tagged to the Opp. So is Primary Lead Source=Lead Source. If you prefer the multi attribution, you need to set this in SFDC.
3. Enforce Contact Roles on opps. I do this by removing the Add to Opp button from Accounts. You can also enforce this on Creating an Opp. Marketo will also pick this up and use it in RCE and the Opp Analyzer. 
4. Train Sales on this.
5. Review Opps to make sure they pulled in Campaign and Lead Source

Do keep in mind that Marketo will see the Opp-Lead connection as long as there is one contact role attached to the Opp.

[Anonymous]

Hey Josh - Thanks for the reply. Totally with you on the contact role requirement, and I think this will help us greatly.

However, you lost me a bit on the SFDC attribution model stuff. How does the campaign get tagged on the opportunity level? Manually through sales?