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Hi Lindsay, are you loading your lists through a list import? The acquisition program is a mandatory field during a list import so shouldn't be blank. Are you sure it's the acquisition program that you haven't been indicating, or would it perhaps be lead source?
You can set Acquisition program to None during List Import.
The question is, do you know the Sources? Do you want to track each import this way? The reason I ask is if you already have these leads from SFDC and load them in via Marketo (for deduping?), then maybe knowing the acquisition program isn't a good idea.
Acquisition Program means that this lead is associated as a net new lead in that Program - this Program is fully responsible for the First Touch. If that's true, great. If not, then you can just make the lead a Member of the Program.
Our sources at the moment are not very consistent, so it hasn't proven very accurate in deciding where these leads should be attributed to. This is also throwing some of the analytics off, such as the Program Analyzer - they are all flatlining at the bottom of the bottom of the graph because there is no FT Pipeline Created in any of our programs.
I find having the program acquisition is an easy and quick way to see how many new leads we had coming in from each marketing activity. I know it's not perfect (leads may be using a different email address or we may not have known their email address previously), but it gives us better insights. So if there is a way of finding the historical information on program acquisition (even just the past 6 months), that would be really helpful.
Were you able to solve this? We have an approach that looks at a handful of fields and chooses the winners based on a combination of dates and priority. Happy to discuss in detail.