Opportunity Contact Role Mapping
While most clients use Account ID mapping, Marketo Measure can look up to the contact roles (contacts associated to the Opportunity) within an Opportunity to break down the attribution process. This means that Marketo Measure will only push marketing interactions associated to the contact roles on the Opportunity as Buyer Attribution Touchpoints. Below is a representation of this process.
Pros: If your team has a well-defined contact roles process, this type of attribution mapping may be ideal for you. It helps align sales and marketing a bit more as everyone would fully understand how attribution is broken down. This process is also helpful when organizations are targeting multiple business units within a large company and when they are selling different products at the same time.
Cons: However, if there’s no contact role process in place, marketing loses a lot of marketing data and the team will end up receiving a lot less credit for their marketing efforts that are influencing opportunities.
Opportunity Primary Contact Role Mapping
Beyond simply looking at the contact roles on the opportunity, Marketo Measure can focus even more to look at only the Primary Contacts on an Opportunity. With this setup in mind, Marketo Measure only grabs the marketing touchpoint associated to the primary contacts on an opportunity and push that information into the attribution story of that specific opportunity. See the image below.
Pros: If your team is only interested in understand the marketing influence on contacts that are set as ‘primary’ on the opportunity, this type of mapping suits the team best.
Cons: This is certainly the least used mapping process and can highly undermine marketing influence that’s moving the needle across other contacts on an opportunity.