Scenario: A lead was added to a Tradeshow Program via list import. which became the first action he took (attending the event), yet the program did not become his acquisition program.
Question: What are the rules of program acquisition? It seem straight forward but in reviewing this situation there may be parts of the process I am missing.
Second Scenario: An opportunity was created and closed based off this same lead's attendance of the Tradeshow, but the opp does not show up on the Program Opportunity Analysis Report, even though he is a member of the program. Our hunch is that because he doesn't have an "Acquired by" status, he is not showing up on the corresponding report.
Second Question: Does the Program Opportunity Analysis report only pull Opps in which the contact role was acquired by that program? Or does it pull opps based on if the contact role has program membership in general? If it is the former, is there an analytic tool to see opp details from all contact roles that have program membership and not only acquisition?
Thanks in advance!
Solved! Go to Solution.
For your first question, AP is the program that is responsible for acquiring that lead in Marketo. In our situation, when we upload lists for an email campaign, for example, we leave AP blank since it's US who are bringing this lead into Marketo - the leads themselves didn't exhibit any specific behavior to be considered acquired by this program at this time. What this does, though, is it prevents the lead from obtaining the true AP name once they do engage (since once a lead is in Marketo, Marketo won't add the AP name down the road - we need to force that). Therefore, we include this simple flow step in every smart campaign where engagement can take place:
Thanks! I will watch the Opp Attribution videos in Marketo again. This was esp helpful: