How Marketo Score Field Updates Affect Funnel Metrics

Marketo Lead Score Management package changes

Due to SFDC integration architecture updates, Marketo is retiring their MLM package, requiring Marketo customers to migrate their current Lead Score fields and other fields. This change affects Funnel Metrics customers.

• Refer to Marketo Release Notes to get a more in depth look at Marketo's updates.

How does this impact Funnel Metrics?

Marketo Lead Score changes will affect fields within:

• FCCRM Threshold Formula Fields (on Lead/Contact objects)
• Set Admin Score Increment Workflow Rules (on Lead/Contact objects)

The following Campaign Member formula fields will be affected:

• Original Search Phrase
• Original Search Engine
• Original Referrer
• Original Source Type

The Funnel Metrics functionality impacted includes:

• Scoring
• Rescoring Trigger/Rescoring Reactivation Scenario
• Audit Fields

Migrate data from existing Lead Score Fields

• In order for Funnel Metrics to continue evaluating Lead Scores, you should migrate existing Lead Score field data to the new Lead Score field, using the Data Loader. The Data Loader is recommended because it will update the Lead Score field immediately, while Marketo will update in hourly batches, which could cause disparity in the data until the batches are completed.
  • NOTE: If you have a large amount of Lead and Contact data, performing this update may cause a delay in the Salesforce to Marketo sync. Please contact Customer Support if you need assistance or more information.
• Consider doing this before you perform additional modifications listed below, in order to avoid the Rescoring Trigger or Rescoring Reactivation Scenario.

FCCRM Threshold Formula Fields

• The Lead Score field is referenced in the FCCRM Threshold custom formula fields on the Lead and Contact objects.
• These fields are used to determine whether a Lead/Contact is qualified.
• You will need to update the existing Lead Score field for both Lead and Contact objects to reference the new field.
  • Refer to Marketo documentation for new field reference.

Rescoring Trigger/Rescoring Reactivation Scenario

Not all customers are using this feature. If you implemented the Full Circle Generalized Score Reevaluation Unmanaged Package (prior to Funnel Metrics v. 1.21) or the Rescoring Reactivation Scenario (Funnel Metrics v.1.21 and beyond) you may need to change the criteria in the Set Admin Score Increment workflow rules. It is possible that some customers may have enabled the RM Score Evaluation Setting (part of the Full Circle Generalized Score Reevaluation Unmanaged Package) or the Rescoring Reactivation Scenario (Funnel Metrics v.1.21 and beyond) to key directly off the Marketo Lead Score field rather than the Set Admin Score Increment field, in which case, these settings need to point to the new Lead Score fields.

Set Admin Score Increment Workflow Rules

• The Lead Score fields are referenced in the Set Admin Score Increment workflow rules that trigger when scoring changes.
• These are the workflows that determine whether or not Funnel Metrics rescoring functionality should be triggered.
• You will need to update the Set Admin Score Increment workflow rule criteria for both Lead and Contact objects, to reference the new Lead Score fields.
  • Refer to Marketo documentation for new field reference.