Opportunity Attribution for Dynamics Integrations


Determining how an Account/Contact is associated with an Opportunity depending on the creation process.


The Contact/Account can be associated to Opportunity in two ways:

1. While creating an opportunity, the Contact (lookup field on the form to contact) and/or Account (lookup field on the form to account) can be set. In either cases, these values are stored in Potential Customer (customerid) field in dynamics. This field does not show up on the opportunity form, but can be added from settings. This field can contain only 1 value - either contact or account. See http://riics.com/main/relationship-between-opportunity-to-account-or-contact-records/ for more information. In this case, Marketo does the following:

  • If the contact value is set, and account is left empty, Marketo creates an opportunitycontactrole and also sets the account on the opportunity to the contact's account. If the contact doesn't have an account, then this field is left empty.
  • If the account value is set and contact is left empty, Marketo will only set the account on the opportunity to this account.
  • If both values are set, Dynamics picks account as the value for customerid, so the behavior would be same as  above.


2. Through Stakeholders : Dynamics uses connections to connect opportunity to contact through stakeholders from the opportunity create page. For this we will create an opportunitycontactrole record for every new stakeholder.