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

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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
  • A Modify the “Opportunity” stage and update the Max Age from 7 days to 4 days
  • B Add an additional stage between “Opportunity” and “Won”. Set type to SLA and set Max Age to 3 days
  • C Add an additional stage between “Sales Person” and “Opportunity”. Set type to SLA and set Max Age to 3 days
  • D Modify the “Sales Person” stage from Type: Gate to Type: SLA and set Max Age to 4 days
  • E Modify the “Sales Person” stage from Type: Inventory to Type: SLA and set Max Age to 4 days
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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