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Marketo CertifiedRevenue Cycle AnalystPreparation Guide:The Complete Guide to AchievingMarketo Revenue Cycle AnalystCertification2015, v3Marketo Inc.901 Mariner’s Island Blvd., Ste 200San Mateo CA 94404
CONTENTSProve your skills with Marketo Revenue Cycle Analytics! .2Purpose of this Preparation Guide . 2Overview of the Revenue Cycle Analytics Credential . 2Where does the Revenue Cycle Aanalytics Exam fit in the Marketo Certification program? . 2Learning and Experience Prerequisites for the Marketo Revenue Cycle Analytics Exam: . 2Benefits of Passing the Marketo Revenue Cycle Analytics Certification Exam. 3The Marketo Revenue Cycle Analytics Exam . 3Maintaining your Certification . 3Exam Content . 4Marketo Revenue Cycle Analytics Exam Content Groups . 4Setup .5Exam Objectives . 5Revenue Cycle Modeler.5Exam Objectives . 5Success Path Analyzer .5Exam Objectives . 5Opportunity Influence Analyzer .5Exam Objectives . 5Program Analyzer .6Exam Objectives . 6Revenue Cycle Explorer .6Exam Objectives . 6Sample Exam Questions .7For More information . 10Marketo Proprietary and ConfidentialCopyright 20151
Prove your skills with Marketo Revenue Cycle Analytics!A pre-requisite for taking this exam is to be a Marketo Certified Expert with an active Marketosubscription. The Marketo Revenue Cycle Analytics Exam is a challenging, advanced level exam thatvalidates your expertise in using the analytics features and concepts in Marketo including Modeler,Analyzers, Revenue Explorer, Program attribution and analytics admin. To pass this exam, we highlyrecommend you have at least one year of extensive hands-on experience using all the advancedanalytics features included in the Select Edition or Revenue Cycle Analytics add-on product.Purpose of this Preparation GuideThe Marketo Revenue Cycle Analytics Exam Preparation Guide is designed to help you prepare to takeand pass the exam. The guide includes: program information a description of the target audience exam objectives information about exam preparationMarketo recommends a combination of training, documentation, community sharing, and on-the-jobexperience to increase your chances of passing the exam.Overview of the Revenue Cycle Analytics CredentialYou must be a current Marketo Certified Expert to take the Marketo Revenue Cycle Analytics exam. Thisadvanced level credential assumes a wide range of knowledge and skills in the implementation of theadvanced features of Marketo RCA.Where does the Revenue Cycle Aanalytics Exam fit in the Marketo Certificationprogram?The Marketo Revenue Cycle Analytics Exam is the first in a series of advanced exams allowing anindividual to prove his knowledge and skills in specialized areas of his Marketo implementation.Learning and Experience Prerequisites for the Marketo Revenue Cycle Analytics Exam: Current status as a Marketo Certified Expert with an active Marketo subscription. A minimum of twelve months implementing and using the advanced analytics features includedin the Select Edition of Revenue Cycle Analytics add-on product. Significant, hands-onexperience with this is the best method of preparation for this exam. Completion of the Marketo University Revenue Cycle Analytics Workshop including all exercisesMarketo Proprietary and ConfidentialCopyright 20152
Consumption of Marketo Product Docs. Participation in Marketo Learning Passport program webinars and topics as well as MarketoCommunity discussions is recommended.Benefits of Passing the Marketo Revenue Cycle Analytics Certification ExamTo the CandidateCustomers that meet the preparation requirements and pass the Marketo Revenue Cycle Analytics Examwill receive the following benefits in addition to an increased skillset and industry recognition. Recognition in the Marketo Community as being a Certified Revenue Cycle Analyst An electronically delivered certificateTo the Candidate’s Company Faster onboarding of certified individuals Better use of Marketo Revenue Cycle Analytics to meet business needs Better knowledge sharing with internal team on best practices and practical build adviceThe Marketo Revenue Cycle Analytics ExamThe following are characteristics of the Marketo Revenue Cycle Analytics Exam: Content: approximately 50 multiple choice items Time allotted to complete the exam: 90 minutes Registration fee: 175 (USD) Before taking the exam, candidates must accept a legal agreement, which bars the candidatefrom sharing or exposing the content of the exam.Candidates are not allowed any assistance from individuals, print, or electronic media while taking theexam. Candidates are prohibited from copying exam content, removing it from the testingenvironment, and circulating it publicly.All Marketo exams are delivered by Kryterion, Marketo’s exam delivery partner. To register for theRevenue Cycle Analytics exam visit: www.webassessor.com/marketo/Maintaining your CertificationThe Marketo Revenue Cycle Analytics Exam is valid for one year from the date you pass the originalexam. You can take the new exam any time before your anniversary date of your original certificationMarketo Proprietary and ConfidentialCopyright 20153
and up to 2 weeks after that date. Your re-certification will be effective as of the date you pass theexam. If you do not re-certify at the time, you will lose your status and benefits as a Marketo credentialholder until you take the current exam. Marketo will provide multiple learning opportunitiesthroughout the year to support the learning effort.Exam ContentThe Marketo Revenue Cycle Analytics Exam measures the candidate’s knowledge and skills related tothe content areas listed below. A candidate should have hands-on experience as a Marketo practitionerand have the ability to perform the tasks listed as Exam Objectives within each content area.Marketo Revenue Cycle Analytics Exam Content GroupsObjectiveSetupWeighting (Approx.)6%Revenue Cycle Modeler10%Success Path Analyzer10%Opportunity Influence Analyzer10%Program AnalyzerRevenue Cycle ExplorerMarketo Proprietary and Confidential6%58%Copyright 20154
SetupExam Objectives1. Maintain a healthy, organized lead database2. Optimize Marketo programs for reporting3. Fix historical program data errors4. Manage configuration for data warehouse & reportingRevenue Cycle ModelerExam Objectives1. Create, manage and maintain a Revenue Cycle Model2. Describe the model approval lifecycle including updating and resetting3. TroubleshootSuccess Path AnalyzerExam Objectives1. Describe the usage and purpose of the Success Path Analyzer2. Define and interpret the available metrics3. Configure the Success Path Analyzer to show specific informationOpportunity Influence AnalyzerExam Objectives1. Describe the usage and purpose of the Opportunity Influence Analyzer2. Define and interpret the available indicators3. Configure the Opportunity Influence Analyzer to show/hide specific informationMarketo Proprietary and ConfidentialCopyright 20155
Program AnalyzerExam Objectives1. Describe the usage and purpose of the Program Analyzer2. Define and interpret the available metrics including First-Touch and Multi-TouchAttribution3. Configure the Program Analyzer to show/hide specific informationRevenue Cycle ExplorerExam Objectives1. Define the different analysis areas and their intended business domains2. Describe the Revenue Explorer user interface and how to create and manage reportsand dashboards3. Define each metric in detail4. Analyze different business scenarios to derive insightful reports. To do this, describe indetail the way Marketo tracks and stores information.5. Manage the sharing and subscription to different reportsMarketo Proprietary and ConfidentialCopyright 20156
Sample Exam QuestionsThe following questions are representative of those on the Marketo Revenue Cycle Analytics Exam.These questions are not designed to test your readiness to successfully complete the Certification Exam.Instead they are meant to familiarize you with the types of questions on the exam. The actual examquestions may be more or less difficult than the questions below.1. What is conversion ratio in the Success Path Analyzer?a. the ratio at which leads convert from one stage to the nextb. the average number of days it takes a lead to transition from one stage to the next onyour success pathc. the number of leads who entered or exited a stage during the reporting periodd. the ratio of leads that existed in a stage at the end of the analysis period2. Which report allows you to view Marketing’s contribution and measure the impact ofprograms and other key engagements that led to opportunity generation?a.b.c.d.Opportunity Influence AnalyzerProgram AnalyzerProgram Opportunity AnalysisProgram Membership AnalysisMarketo Proprietary and ConfidentialCopyright 20157
3. Review the figure before responding. What number would you expect to see in the cellmarked with the question mark? Assume there are no other leads in the model.a.b.c.d.00.512Marketo Proprietary and ConfidentialCopyright 20158
4. Review the figure before responding. What number would you expect to see in the cellmarked with the question mark? Assume there are no other leads in the model and you areviewing the report on May 1.a.b.c.d.00.512Marketo Proprietary and ConfidentialCopyright 20159
5. Review the figure before responding. What number would you expect to see in the cellmarked with the question mark? Assume there are no other leads in the model and you areviewing the reports on May 1.a.b.c.d.0120.5For More informationHave a question about Marketo Certification? Check out the Marketo Certification FAQ or emailcertification@marketo.com for additional details about the program.Marketo Proprietary and ConfidentialCopyright 201510
Marketo Certified Revenue Cycle Analyst Preparation Guide: The Complete Guide to Achieving Marketo Revenue Cycle Analyst Certification 2015, v 3 Marketo Inc. 901 Mariner's Island Blvd., Ste 200 San Mateo CA 94404 . . The following questions are representative of those on the Marketo Revenue Cycle Analytics Exam.
