AD0-E556: Adobe Certified Master - Adobe Marketo Engage ArchitectDemo

By Adobe · Question Mode

QuestionQ12

Section 3: Reporting and Attribution

Referencing the success-modeler lifecycle diagram above (Question Image), a company wants to increase the number of leads passed to Sales, while Sales and Marketing must still meet their quarterly conversion-rate goals. Both teams use the out-of-box Adobe Marketo Engage success (only) modeler, whose stages are defined as follows:

  1. Anonymous – Leads for which web activity is tracked, but whose identity is not yet known
  2. Known – Leads for which an email address or other information is available that allows marketing to them
  3. Engaged – Leads that have engaged by filling out a form, clicking a link in an email, or visiting the website at least 10 times within a week
  4. Lead – Leads with scores greater than 25
  5. Sales Lead – Leads with scores greater than 30
  6. Opportunity – Leads that also have an opportunity attached to them
  7. Won – Leads attached to opportunities that have been closed and Won

During a meeting on how to increase the number of sales leads, someone proposes assigning +35 points to leads who click a link in an email.

As the Adobe Marketo Engage Consultant, what are the effects on the lifecycle if this suggestion is implemented?

Choose two
  • A Conversion from Lead -> Sales Lead would increase
  • B Conversion from Opportunity -> Won would increase
  • C Conversion from Known -> Engaged would decrease
  • D Conversion from Sales Lead -> Opportunity would decrease
  • E Conversion from Sales Lead -> Opportunity would increase
Explanation

Because the Lead and Sales Lead stages are score-based (score >25 and >30 respectively), assigning +35 points for a single email-link click means that one click instantly exceeds both thresholds. This causes leads to move from Lead to Sales Lead almost immediately, increasing the Lead → Sales Lead conversion rate. However, since qualifying as a Sales Lead now requires only a single low-effort action rather than genuine sustained engagement or fit, the pool of Sales Leads becomes diluted with unqualified prospects. These lower-quality Sales Leads are less likely to actually generate real sales opportunities, so the Sales Lead → Opportunity conversion rate decreases. Engagement stage criteria (form fill, link click, or 10+ visits/week) are behavioral definitions unrelated to point scoring, so Known → Engaged conversion is unaffected, and Opportunity → Won conversion depends on sales-cycle factors unrelated to this scoring change.

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