Checklist for Attribution Reporting

Hello! This is a super helpful article, thanks so much for sharing!
I do have a question, maybe someone has confronted the same situation.

We have implemented a new instance of Marketo this year in April and we have only used the reports out of Marketo for less than 1 year. We currently operate with the Implicit Attribution Model, due to the fact that we cannot have the Contact Role mandatory on the Opportunities. We're almost 100% reporting the Programs Marketing Influenced Pipeline and Revenue from Marketo. We are using the Program Opportunity Analysis report to follow-up on each program's results.

Our concern is the accuracy of the reporting in time. What will happen when we will pass to the next year? Will next year created and closed-won opportunities continue to be attributed to 2019 created programs if Marketo finds successes in 2019 of people from the same Account?

Is it possible to restrict the period of time in which Marketo searches for Programs Success that happened before the Opportunity was created/closed?

Thanks,
Lavinia

Regarding Marketo automatically changing the program status: I understand that we do have to define e.g. a success status and a trigger campaign to set this status.
But what about a simple Email Blast program?
In Marketo, it is set up the following way:
10 Clicked
10 Opened
10 Sent
20 Converted (Success)
30 Unsubscribe

In our smart smart canpaign, we said:

1. Send Email
2. Change Program Status to "Email Blast -> Sent"

We thought once the email has been sent out and the leads are program members, that Marketo would automatically update the program statuses to "Open" or "Clicked", just like the reporting tracks opens and clicks.
Is there anything wrong in our setup or do we also need different trigger campaigns for each status change, like:

Opened email is XY

-> Change Program Status to "Email Blast ->Opened"

Clicked email is XY

-> Change Program Status to "Email Blast ->Clicked"

This is something I unfortunately did not fully understand yet.

Many thanks in advance for any helpful explanation.

-Mareike

Hi Yen, I am only aware of filtering opportunities in the Program Opportunity Analysis report by closed and created Year, Quarter and Month.

I would like to know this answer as well

Hi Brian Law, I have 1 question: let's say we only want to count marketing attribution (MT) if the program success is within 1 year before opportunity creation date (to avoid claiming influence on an opportunity when the only touch was a booth visit 3 years ago, for example). Does RCE allow us to add this type of filter?

Thanks,

Yen

Thank you, Brian! At times the flexibility of the system makes me worry that I have done something wrong, so I was inquiring on your recommendation vs. what I do. I have noticed that a few other experts (1) change the status and then (2) set success in the Flow, per your recommendation. However, I avoid having to do this extra step in each and every program by making sure that the status I am changing the lead to in the 1st step is already marked as a "success" in the Channel that the Program is using.

As long as you are already setting the program status to success you are good. I clarified my bullet point. Thanks!

Thank you, @Brian Law I do set the Program Status in the Flow currently, so I am in the clear on where/when to set/update the status.

However, my question was regarding bullet #4, where you state we should "create a Smart Campaign to mark success for each Program member". I am confused why one would need to take this step. I was under the impression that this is already taken care of when you utilize the Flow to set/update the Program Status field to a value which has already been identified as a "successful" when creating the Channel being used for the Program. Thank you!

All of them are excellent points.

A couple of additions :

Name your tags in a way that remembers you how to name the program. For instance, I would name webinar channel as "Webinar (WBR)". The user will know that the keyword WBR will be in the program name whenever the program channel is "Webinar (WBR)"

With regards to your last point, making sure that the opportunities always have a contact, there are a couple for things that one can do in SFDC: prevent creation of opportunities anywhere but on the contact page layout. It's easy to remove the "new opportunity" button for the account layout. It's a little harder to remove it from the opportunity tab screen (it takes a custom visualforce page).

And a last point, vote here:

.

​

-Greg

Hi Rachel. I would recommend having the smart campaigns in each individual program like how you have it set up. Having everything in one program makes it easier to follow a checklist or clone a program. Great job.