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

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
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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