Marketo Architect Master key terms

A defined sequence of stages that traces a person from first touch through closed business, with entry and exit criteria for each stage. It gives marketing and sales a shared vocabulary for pipeline progression.

A person field whose allowed values mirror the lifecycle model stages. Stage changes are typically driven by automated rules rather than manual edits, keeping progression consistent across all acquisition channels.

The end-to-end path from anonymous visitor to won opportunity, measured at each conversion point. Architects use it to decide which stages are marketing-owned, sales-owned, or shared.

A workspace boundary that separates people and account records so teams can operate with distinct data sets and access rules. Partition assignment is usually permanent for a record, so design decisions must be made early.

A logical container that isolates marketing assets, programs, and user access for a brand, region, or business unit. People and assets can be shared across workspaces only through deliberate configuration.

The configuration that makes programs, landing pages, or other assets usable across workspaces without duplicating them. It balances reuse against the isolation each workspace is meant to provide.

A user-defined record type linked to people or companies, used to store structured data such as event sessions, product entitlements, or contracts. It supports segmentation and dynamic content through linked fields.

A non-email interaction record, such as a webinar attendance or survey response, that streams into the platform from an external system. It feeds triggers, scoring, and reporting without altering the person record schema.

The overall structure of stored records, their relationships, and their allowed values. A sound model limits duplication, keeps field counts manageable, and supports reliable segmentation and reporting.

Collecting additional data points from a person over multiple form submissions instead of asking everything at once. It reduces friction while gradually enriching the database for segmentation and routing.

Ongoing practices that keep records accurate and actionable, including deduplication, normalization, validation, and suppression of invalid or inactive contacts. It protects deliverability, routing accuracy, and reporting integrity.

Detecting and merging or suppressing duplicate person records that represent the same individual. It prevents conflicting scores, double routing, and inflated funnel counts.

Standardizing field values, such as country names or job titles, into consistent formats and controlled vocabularies. It makes segmentation, routing, and reporting rules predictable.

Dividing the audience into meaningful groups based on attributes or behaviors so messaging, routing, and reporting can be targeted. Segments are usually implemented as smart lists or dynamic lists.

A saved set of filter and trigger rules that evaluates membership on demand. It underpins targeting, suppression, and reporting queries across the database.

A list whose membership updates automatically as people meet or stop meeting defined criteria. It is commonly used for ongoing nurture audiences and exclusion logic.

A rule set that assigns points based on fit attributes and behavioral activity to estimate readiness for sales engagement. Scores are usually split into demographic and behavioral components.

The portion of a lead score driven by actions such as page visits, form fills, or event attendance. It typically changes frequently and often decays over time.

A rule that gradually subtracts points when a person has been inactive for a defined period. It keeps scores reflective of current interest rather than historical enthusiasm.

Automated assignment of people or accounts to owners based on territory, segment, score, or round-robin rules. Good routing balances workload, respects ownership, and avoids duplicate outreach.

Distributing new records evenly among eligible owners in a repeating sequence. It is often combined with eligibility filters so only qualified reps receive assignments.

A sequence of automated touches delivered over time to a defined audience, with entry and exit rules. Tracks are usually organized by persona, stage, or interest to keep content relevant.

A program type built to deliver recurring content streams and measure member engagement through a scoring or status model. It supports multiple tracks and automated transitions between them.

The per-person progression value within a program, such as registered, attended, or no-show. Status changes drive reporting, scoring, and downstream automation.

A template that defines the allowed statuses and success criteria for a program type. Consistent channels make cross-program reporting comparable.

The designated sequence of statuses that counts a program member as successful. It informs success metrics and attribution credit for the program.

An outbound HTTP call fired by a campaign trigger that sends data to an external service. It enables real-time integration without waiting for batch synchronization.

The cap on how many requests an integration may send in a time window. Architects must design batching, retries, and backoff so bulk operations do not exhaust the allowance.

Moving many records between systems in scheduled batches rather than one call at a time. It suits large backfills and reconciliation but introduces latency compared with real-time calls.

The bidirectional exchange of people, accounts, and opportunities between the marketing platform and the sales system. Field ownership and conflict rules determine which system wins.

The rule deciding which connected system is authoritative for a given field. Clear ownership prevents sync loops and silent overwrites of curated data.

The rule set that distributes revenue or conversion credit across the touchpoints a buyer encountered. Model choice shapes which programs appear effective and how budget is defended.

Giving full credit to the earliest known interaction that introduced a person. It highlights acquisition channels but undervalues later nurturing and closing activities.

Splitting credit across several interactions along the buyer journey using weights or rules. It gives a more balanced view of program contribution than single-touch models.

The practice of controlling which fields exist, who may edit them, and what values are permitted. It keeps the data model lean and protects reporting from drift.

Tracking and honoring each person's communication preferences and legal basis for contact. It determines who may be marketed to and must be enforced across every send channel.

A set of addresses or records excluded from sends, such as unsubscribes, competitors, or legal holds. It must be applied consistently in every campaign and channel.

Rules defining how long records and activity history are kept and when they are purged or anonymized. It supports privacy obligations and keeps database size manageable.

A campaign trigger that fires when a specified field value changes, such as a lifecycle or score threshold. It is the backbone of automated stage progression and handoff.