Can the Acquisition Program be attributed by Salesforce?

[ThaísMacedo]

Hello Community!

I have a situation where leads fill an external form (not a Marketo form), and an API integration creates the leads in our Salesforce, which then is integrated to Marketo. There's a hidden field in this form with the Acquisition Program Name we want for these leads, and a campaign in Marketo with the same name.

This Marketo campaign contains a smart campaign triggered by "Lead is created / acq program is XXXX". But, testing it, we noticed that the leads don't come through. Actually, the leads arrive without an acquisition program.

Is this because the leads are created first in Salesforce? Is there something we can do to make these leads already arrive with the correct acq program?

[Darshil_Shah1 · Accepted solution]

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Is this because the leads are created first in Salesforce? Is there something we can do to make these leads already arrive with the correct acq program?

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Yes- that's the expected behavior. CRM inserted records don't get Acquisition Program populated OOTB. However, in your case, you can very well create a campaign that updates the Acquisition Program field with the respective Program Name (assuming you have that Program already created in Marketo) using the Change Data Value flow step when the lead gets created in Marketo from CRM. Unfortunatley, Acqusition Program can't be updated using tokens, so even if you have the hidden field synced over to Marketo with the AP data, you would not be able to use it as a lead token in the CDV flow step for setting the system Acquisition Program field.

Note that, this CDV will, of course, be after the Lead is Created activity, so people would still not qualify for your original trigger campaign looking for people with AP value at the time of lead creation, but you can request that Campaign from your Acquisition Program update campaign (or have those flow steps after the Acquisition Program update flow step). This may not be 100% what you want, but I feel it's something you should do anyway from an Attribution standpoint. I hope this is helpful. Let us know if you have questions. 🙂