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If I remember correctly:
Admin > Sales Insight > Email Add-in Tab > Issue License
It's listed in the prerequisites at the top of article that you linked in your description.
Specific article: http://community.marketo.com/MarketoArticle?id=kA050000000KywACAS
Feature in general : http://community.marketo.com/MarketoDeepDive?id=kA5500000008QNNCA2
Thanks Jason & Cathal!