Marketo Measure Continued Enablement for Intermediate Users
If you feel comfortable navigating Marketo Measure basics, this next set of resources is for you! Assuming you understand core concepts like touchpoints, attribution models, and standard reporting, it’s time to go deeper — refining your data, strengthening reporting accuracy, and expanding how the platform supports your business decisions.
At this stage, success is less about learning what Marketo Measure is and more about optimizing how it works for you. That means understanding the difference between Buyer Touchpoints and Buyer Attribution Touchpoints, implementing thoughtful suppression rules, validating channel mappings in Salesforce, ensuring revenue and spend data are configured correctly, and leveling up your reporting across both Discover and Salesforce. You’ll also explore advanced topics like custom attribution models, sales activities attribution, dynamic field behavior, ABM capabilities, and strategic use of key fields for more sophisticated analysis.
These resources are designed to help you move from functional to strategic:
| Ensure you know the difference between Buyer Touchpoints & Buyer Attribution Touchpoints, and when to use each for reporting | |
| Make sure you have Suppression rules to eliminate unneeded attribution data (like touchpoints for your own employees) | |
| Detailed explanation for why special steps are needed if you want to pull from a custom field for revenue | |
| Does Marketo Measure have visibility into all your spend? This is vital for having comprehensive ROI reporting. If not, read here to understand the different spend management options available | |
| If you haven’t done so recently, do a quick audit in SFDC to ensure your channel mapping is working as intended. Use these instructions to create an easy report in SFDC to check Channel mapping accuracy | |
| Reminder of the benefits of reporting in Salesforce vs Discover | |
| Cheat sheet with descriptions of each 101 report (Salesforce) | |
| To get into more custom reporting, start with this how-to guide with step-by-step instructions for key reports | |
| Enhance SFDC reporting by creating an easy calculated field that will count # of Touchpoints (or whichever object you want) | |
| Ensure you understand how Marketo Measure’s dynamic fields like Medium, Touchpoint Source, etc. can be populated depending on what type of Touchpoint it is – this allows you to be more advanced with your reporting | |
| How you can be strategic with the Ad Campaign Name field for omnichannel reporting | |
| Take your attribution reporting further by creating a custom model with your own stages and assign the credit for your specific business use case | |
| Summary of best practices and tips & tricks for setting up the custom model | |
| Consider adding Sales touches to your attribution data. Start with this FAQ resource | |
| If you decide to set up Sales Activities Touchpoints, start with these tips & tricks | |
| Expand your reporting by incorporating an ABM lens |