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

By Adobe · Question Mode

QuestionQ5

Section 2A: Marketo Data Architecture Design

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Refer to the lifecycle model shown above.

A company wants to improve the efficiency of its sales follow-up and enhance its velocity reporting across the funnel. The company currently uses the out-of-the-box Adobe Marketo Engage success path modeler. The stages are defined as follows:

  1. Anonymous: Leads whose web activity is tracked, but whose identity is not yet known.
  2. Known: Leads for whom 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 Person: Leads with scores greater than 30.
  6. Opportunity: Leads who also have an opportunity attached to them; the Max Age is set to 7 days before moving to "Lost."
  7. Won: Leads attached to opportunities that have been closed and Won.
  8. Recycling: People with scores below 25 who need to be nurtured.
  9. Disqualified: People who are not a fit for the company's products and services and should no longer be marketed to.
  10. Lost: People attached to opportunities that have been lost.

Once leads reach the "Sales Person" stage, 50% of them are not followed up by Sales until 7 days later. The Sales leader wants a salesperson to follow up with leads within 4 days.

Once a lead is in "Opportunity," there is an additional step a salesperson must move the lead to before it can be considered "Won" in the CRM. If the salesperson does not update the stage within 3 days, the lead should be disqualified.

Which two modifications should the Adobe Marketo Engage Consultant make to the lifecycle model to achieve these goals?

Choose two
Explanation

Marketo lifecycle stage types are Inventory, Gate, and SLA. An SLA-type stage enforces a time-based expectation (Max Age) and triggers an action/alert if a lead remains in that stage too long, which is exactly what's needed for time-bound follow-up requirements. Since 'Sales Person' is currently a Gate (score-based) stage, converting it to an SLA stage with a 4-day Max Age enforces the sales follow-up timing requirement. Separately, because the CRM requires an additional step between Opportunity and Won before a deal is truly Won, a new stage must be inserted between those two stages; setting it as an SLA type with a 3-day Max Age ensures that if a rep doesn't advance the record within 3 days, it is automatically disqualified, satisfying the stated business rule.

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