Program Aquisition Question (It Waterfalls...)

[Anonymous]

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!

Sonia

[Dan_Stevens_]

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:

[Anonymous]

Thank you Dan!

[Josh_Hill13 · Accepted solution]

• Acquisition can happen in a variety of ways, and it isn't clear to be when this really happens, so most firms now do what Dan suggests and manually set it during the response Flow
  • Automatic - should happen when a lead fills in a Form in that Program or becomes a Member at FT
  • List Import - you must set this on the last page of the Import process
  • Manual - flow action step with Acquisition Program, Program Name, and Acquisition Date. In theory, Date should  be automatic, but do it any way.
• Opportunity Attribution
  • Please go to the University and take the videos again.
  • FT Attribution only happens if the Lead has a Member Status and was Acquired By
  • MT Attribution only happens in a Lead had a Success in that Program.
• Contact Roles
  • No, you cannot do a sorting method in Marketo as you described. SFDC can probably help.
  • Marketo RCE looks at this using Strict (needs Contact Role), Hybrid (Contact Role, otherwise use every Contact in Account); and Loose - use every Contact. So you do not 100% need Contact Role, however, it is always good to encourage or enforce this on the SFDC side.

[Anonymous]

Thanks! I will watch the Opp Attribution videos in Marketo again. This was esp helpful:

• FT Attribution only happens if the Lead has a Member Status and was Acquired By
• MT Attribution only happens in a Lead had a Success in that Program.