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.
Here is a typical scenario:
Marketing is sending email campaigns and some emails are bouncing back. Marketing would like to give visibility to sales on which of their leads bounced.
Why should sales care about invalid email addresses?
Most of the time, email addresses are bouncing because the person left the company. So knowing that suddenly one of your lead has left the company is a good opportunity to reengage with this account. Sales could call to find out who replace the person that left and and create a new lead.
On the other hand, for you clients, if suddenly your internal champion leaves the company, you want to make sure you reach out to the account to help them continue to use your product. The last thing you want is to loose an account because someone left the company and you were not aware…
Now you can do it easily using Marketo and Salesforce.com!
Watch this 4 minutes tutorial video to learn how to setup properly both Marketo and Salesforce.com.
*** For a larger view, click the small screen icon at the bottom right corner of the player ***
Learn how to cleanse and harmonize data across Marketo and Salesforce.com. Here are the notes I took from what Diana Lustenader, Marketing Specialist at Kapow technologies presented at the Marketo User Summit 2009.
- Lack of admin
- Multiple entry point
- Business process change
- User turnover
- Leads giving fall info
- Improper use
- List purchase
Effect of Dirty Data
- False or incomplete record
- Missed opportunities
- Missing business data
- Lower user adoption
- Misleading or incomplete reports
- Inconsistent formatting
- Prevent new duplicates
- Identify and merge existing dupes
- Capture more lead data
- Standard template for lead forms
- Increase visibility for sales and marketing
- Start to finish reporting
- Existing false or incomplete records
- Improper use (missed business data)
- Turnover (missed opportunities)
On the same topic, the next Montreal Salesforce Usergroup on October 7th, 2009 will be covering the Data Quality Challenge.
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:
- Create a custom picklist field for each of the fields* you normally use to tag your URLs with Google URL builder.
- 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:
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).
- I used the SFDC Campaign ID as the Campaign Name (but you could also use the Campaign Name)
- I used the standard field “Type” for the Campaign Medium
- I created a custom picklist field called “Source” for the Campaign Source”Source” in which I have listed all my differents ads sources.
- 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.
For us who work in technology, we sometimes don’t really appreciate how new technology can evolve some of the basics because we are constantly looking for the new thing that will come out. But today, I witness how simple things came become way better with a little help of technology.
I went to the dentist for my annual cleaning. They updated my file by taking pictures of my teeth. Yes, they took about 12 pictures inside my mouth and saved them in my file. Now next time I will come they will be able to compare the evolution and everything a dentist would like to check.
Ok, no big deal, no revolution. But I just realized how technology can create brand new businesses. Camera and PC are taken for granted now, but with the quality of image that improve all the time, the fact that cameras are now small enough to fit in a phone, all you need is to find a new way to use them. The camera look like a tooth brush with a larger handle and when a picture is taken, a couple a small LED light up and Click… Your teeth are on the PC.
You bundle that with easy to use software to manage picture for each client and you have just created a brand new business that sells a very powerful product that every Dentist in the world will want to use. No need to invent new technology, just sit back and look where new technology can be use and you may find the next holy Graal!
Now the next step for that industry is marketing! Can someone tell me why I do still need to take a piece of paper to note my next appointment and that the receptionist will call me the day before? Please send my appointment to my calendar (Google…), remind me by email and why not sending me 2-3 offerings during the year… Now we are talking CRM… Apply what I just mention above and you might be on the edge to create brand new SAAS for Dentist Appointment Management based on Salesforce. No technology development, just packaging and commercialization…
I finally made my mind about how I will manage my contacts. We all have business contact and family/friends contact. I was not sure if I should sync them between Google and Salesforce but after thinking about it, my call is yes. At first I was only updating my Salesforce contact to Google and not my Family/friends one. Than I realize that I was mainly updating my contact in Google because I was using mainly Google all day long. I was not going back to Salesforce just for update. It is more convenient to stay in Google and do it from there.
In order to avoid all contact everywhere in Salesforce, I created a new account called “Friends” and I imported all my “Family/friends” contact under that Account. Now I sync all contact between the 2 application with Appirio Personal Sync and I have always access to each of them. If a contact emails me his new cell phone, I simply update it in Google and it get sync to Salesforce.
But first, why would someone want to be in the cloud? What difference does it make?
Well, here is my current setup: I use a desktop at home and at the office, I have laptop, sometimes I use my girlfriend’s computer and I use a Smartphone (ok, I know, the Treo 700 is not that smart, but still…). So I guess it is obvious that it sometimes it gets hard to have access to my most accurate information.
There are many tools available to synchronize but most of the time they require to install stuff on your computer and it is not always possible. So the solution is to go with only web base application, this way, no matter where I am or which device I use, I just need an internet access and I am done! Here what I did.
I bought a new domain name (apelletier.com) and I bought a hosting package for the next 10 years at iWeb technologies (come on, just above 200$ for 10 years). I setup a Google Apps account with this domain. I now have a personal email (more personalized than a gmail account) that will never change and I also use the calendar.
To manage my contact, I opened a Salesforce.com Group Edition account (99$ / year). This way I can use the power of this CRM to track and keep a log of the activities I have with my contacts and follow all my tasks.
I also signup for Appirio Personal Sync to synchronize automatically my info between Google Apps and Salesforce. All the information in both calendar and contact are now sync.
I have install Wordpress on my hosting account to start blogging about my passions and I have personalized it with a new theme. This blog will become the center piece of my online presence.
Google Apps and Salesforce get most of the job done, but I still need to find a solution to have my bookmark everywhere. This is why I use Delicious. It is very easy to manage and access my bookmarks online.
The next real challenge is to have my contact sync with my phone. There is no easy way for now, except if you have the new T-Mobil G1 Android phone (Techcrunch review) that sync with Gmail contact, but beside that I still need to find something.
Also, I’m not 100% done with managing my personal contacts. I’m still wondering if they should or not be in my Salesforce.
Google Docs is interesting, but I so use to Office that it might take me a little longer to switch for that.
Lastly, I have a Twitter account, but I haven’t start using it so far. Maybe it will come, I’m not sure of the value yet.