As the Adobe Marketo Engage Consultant, what are the effects of the lifecycle if this suggestion is implemented?

Won: Leads that are attached to opportunities that we have closed and Won

In a meeting to discuss how to increase the amount of sales leads, someone suggests scoring leads who have clicked a link in an email with +35 points.

As the Adobe Marketo Engage Consultant, what are the effects of the lifecycle if this suggestion is implemented? (Choose two.)
A . Conversion from Lead -> Sales Lead would increase
B. Conversion from Opportunity -> Won would increase
C. Conversion from Known -> Engaged would decrease
D. Conversion from Sales Lead -> Opportunity would decrease
E. Conversion from Sales Lead -> Opportunity would increase

View Answer

Answer: A,D

Explanation:

The effects of the lifecycle if this suggestion is implemented are that the conversion from Lead -> Sales Lead would increase and the conversion from Sales Lead -> Opportunity would decrease. This is because scoring leads who have clicked a link in an email with +35 points would make them jump from Known to Sales Lead in one step, bypassing the Engaged and Lead stages. This would increase the number of leads sent to Sales, but it would also decrease the quality and readiness of those leads, as they may not be truly interested or qualified for the product or service. This would result in lower conversion rates from Sales Lead to Opportunity, as well as lower sales efficiency and effectiveness.

References:

https://docs.marketo.com/display/public/DOCS/Success+Path+Analyzer

https://docs.marketo.com/display/public/DOCS/Best+Practices%3A+Lead+Scoring