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Read the following scenario and try to determine the numbers that should be in the grid.

  • April 11 | Fred is acquired by (Tradeshow)
  • April 15 | Margo attends (Webinar) - success
  • April 22 | Fred is associated (role) to the opportunity
  • April 22 | Opportunity is created for $3,000


Program Name(Tradeshow)(Webinar)
(FT) Opty Created
(FT) Pipeline Created
(FT) Opty Won
(FT) Revenue Won

Show Answers


First is to understand that some types are COUNTS and others are CURRENCY. Opty Created is a count, an integer. Pipeline is a currency. In Marketo, the currency will conform to your admin locale settings.

The reason the Tradeshow received all credit is because Margo was not associated with a role in the opportunity. No role, no credit.

Attribution Rules

  1. Credit is split evenly
  2. You can't give more credit than you earned
  3. You can't give credit for something that happened in the past


Try all of the examples and you will be an attribution pro!




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