RCM numbers not matching with SFDC

[Anonymous]

We are currently building out Revenue Cycle Model and keep coming back to the same problem when pulling our smartlists for Sales Qualified leads. The numbers in Marketo and the numbers in SFDC are not coming close to one another.

What fields would you use to pull a smartlist for Leads that have been converted in SFDC and don't have an opportunity? I am currently using these fields: Leads was Converted > is not empty and Has Opportunity > is FALSE.

Marketo tells me there are 600+ current contacts in SFDC that meet this criteria and SFDC tells me there are 1600+ who meet the same criteria.

What are we doing wrong?

[Josh_Hill13]

1. are all of your records synced to SFDC?
2. Smart List should be SFDC Type=Contact, Has Opp=F

If you specifically want to track people who were converted in a time frame,then your smart list should provide some detail. Marketo may not understand that you want Contacts w/o opps. All it sees in that list are people it knows were converted, which it may not know properly before you connected the systems.

[Anonymous]

In the Admin section click on Revenue Cycle Analytics at the bottom. Then scroll down to the section "Attribution" and see what that is set to. If that is set on implicit, it's saying everyone at the company which has an opportunity be treated like it has one - regardless of opportunity role. 

My bet is that if you change this attribution tag to Explicit then you'll see similar numbers in reporting.