campaign

Challenge: Fixing Salesforce Campaigns Reporting!

I’m currently trying to crack down Reporting on my campaigns using Salesforce and Marketo.

The goal is (seems to be!) quite simple: I need to know, on a monthly basis:
A) How many Sales-Ready Leads each of my campaigns are generating.
B) How much revenue each of my campaigns are generating.

(See below for the description of a typical scenario.)

Challenge 1: Multiple “level” of leads
We have different “level” of leads, so no I cannot simply use the number of lead member a campaign have.  We have “Prospect” & “Sales-Ready Leads”. Sales-Ready Leads are the one that have been qualified by our Triage team and assigned to sales rep. We differentiate the 2 level using the Lead Status in Salesforce. So my need is to report only the Sales-Ready Leads

Challenge 2: Campaign attribution

Most of our leads are touched by multiple campaigns and I don’t believe that I should only attribute the last or the first campaign.

With the current way Members to Campaigns relationship works in Salesforce, when I report on multiple campaigns, I get a higher total number of leads & revenue than the reality. For example,
- Lead is member of Campaign A & Campaign B.
- Lead is converted with an opportunity
- The opportunity close at 100$

The Campaign reports will show me:
- Campaign A generate 1 lead and 100$
- Campaign B generated 1 lead and 100$

So if I report to the board that each campaign generated 100$ and the total revenue of the company is actually 100$, my CEO will fire me on the spot! ;-)

Maybe the solution is outside Salesforce?
We also have a deep integration with Marketo, our Marketing automation platform. So if I can find a way to get that kind of reporting in Marketo instead of Salesforce, I would be as satisfied!

I don’t mind having to do some manual work to get the numbers, but I certainly do not want to start building complex Spreadsheets and CSV files manipulation to report on my campaigns.

Description of a typical scenario:
We sponsor a Webinar: 1,000 people registered, 50 request a demo and qualify right after the event. In the following 2 weeks another 50 leads become qualified Sales-Ready Leads by visiting our website and completing a demo request form. 2 Leads purchase a widget for $10,000. The following month, thanks to nurturing program, an additional 50 prospects become Sales-Ready Leads and 5 more leads purchased a widget for $10,000.

What I would like to know at the end of the month is:
After Month 1: Campaign Webinar generated 100 leads & $20,000.
After Month 2: Campaign Webinar generated 150 leads & $70,000.

Update: I posted it on Salesforce Community Website as well.

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Friday, February 12th, 2010 Marketing, Marketo, Salesforce.com 6,809 Comments

Tag your URLs for Google Analytics directly in Salesforce.com

Here is a quick hack that can allow you to generate Google Analytics Tagged URL straight from a Campaign in Salesforce.com (SFDC) instead of going back and forth from SFDC and Google Analytics URL builder. More over, it allows you to standardize your tags.

Follow those 2 easy steps:

  1. Create a custom picklist field for each of the fields* you normally use to tag your URLs with Google URL builder.
  2. Create a custom formula fields that will actually build the tagged URL for you. Use the following generic formula by replacing each ___ with the SFDC field name:
    “?utm_source=”+___+”&utm_medium=”+___+”&utm_term=”+___+”&utm_content=”+___+”&utm_campaign=”___

And Voilà! You now have a Tagged URL ready to be added at the end of your destination URL.

*Tag URLs allow you to use the following 5 fields (bold fields are mandatory):

  • Campaign Source (utm_source)
  • Campaign Medium (utm_medium)
  • Campaign Term (utm_term)
  • Campaign Content (utm_content)
  • Campaign Name (utm_campaign)

Here is an example of how I did it for a customer:

I only used the 3 mandatory fields for Google URL tagging: Campaign Source, Campaign Medium and Campaign Name (See below screenshot).

  1. I used the SFDC Campaign ID as the Campaign Name (but you could also use the Campaign Name)
  2. I used the standard field “Type” for the Campaign Medium
  3. I created a custom picklist field called “Source” for the Campaign Source”Source” in which I have listed all my differents ads sources.
  4. I used the following formula*:
    “?utm_source=”+TEXT(Source__c) +”&utm_medium=”+TEXT(Type)+”&utm_campaign=”+ Id

* Don’t forget if you use a picklist fields to add the function “TEXT” in order to get the actual picklist value.

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Thursday, September 17th, 2009 Lead Management, Salesforce.com 3,933 Comments