Salesforce offers two main ways to track and subsequently measure your campaign efforts. If you're a Salesforce admin, or Salesforce features a lot in your day to day, the predicament of which method to use is probably not new to you! We can use:
> Primary campaign source: this is dictated by the last associated campaign on a lead prior to lead conversion (for conversion reporting), or the last associated campaign on a contact, when converted to an opportunity. This behaviour is hard-coded in Salesforce and happens with no prior setup needed (it's also pretty hard to get around without developer help!). You can however, change this value manually upon an opportunity being created.
> Campaign influence: allows you to associate an opportunity to multiple campaigns. This is can be setup to happen automatically; you just need to create a rule (under Campaign Influence > Auto-Association Settings) which will associate any campaign to an opportunity created within a period of days that you define. You can also be more specific with the criteria you define when it comes to campaign (success) association, i.e. only associate when campaign member is marked as 'Responded = True'. It's up to you! More on campaign influence here.
Two important notes
Although these are two independent features, they do overlap when it comes to impact on opportunities. Some people use one or the other, some use both. There is a good discussion on this here, that goes a little more granular.
Both of these options rely on using contact roles in your opportunities.
Building reports on your Reachdesk Campaigns
Half the battle is choosing how you want to measure campaign attribution, once this is done, we can dig into report building.
We have an unmanaged package of reports which can be used to measure the effectiveness of your Reachdesk campaigns in Salesforce. You can find more information this package, here.
A quick note on all of these reports: when it comes to creating charts, you will need to group, bucket, count and sum fields; you may also need to play with the axes to get the data to display as you wish. Salesforce has a plethora of information on this in their help portal.
Reports built using Primary Campaign Source
Campaign ROI analysis
Campaigns > Campaign ROI Analysis Report.
If you're filling in your campaign costs in Salesforce, you'll be able to utilise this. We'd recommend doing this, even if your costs aren't 100% accurate, it does provide a good base. This shows which of your campaigns are bringing in the best bang for your buck, and which aren't hitting the mark. (Note that this is a snapshot of time and some campaigns may still be in progress).
Closed Won Opps
Opportunities > Opportunities. Add an additional filter for opportunities with the 'Closed Won' stage. If you just want to look at Reachdesk campaigns, we'd suggest using a naming convention which makes them easily identifiable. As the name suggests, this will show any closed won opportunities, bucketed by their primary campaign source, with a sum of their value.
Opportunities closing this year/Open Opportunities
Opportunities > Opportunities. Add a time frame for 'current calendar year'. As above, if you want to look at a subset of (Reachdesk) campaigns, this is where a campaign naming convention would come in handy. This is exactly the same format as closed won opportunities; except it will show any open opportunities, bucketed by their primary campaign source, with a sum of their value.
Leads converted to Contacts
Campaigns > Campaigns with Leads and Converted Lead Information. This takes the last associated campaign (puts into the primary campaign source), and attributes that to the reason the lead was converted to a contact.
Reports built using Campaign Influence
Campaigns with Influenced Closed Opps
Campaigns > Campaigns with Influenced Opportunities. Add an additional filter to only see 'Closed Won' opportunities. This report shows the value of closed won opportunities broken down by influential campaigns (criteria defined by you). These are opportunities over all time; you can change the date criteria and how you present the data as you see fit (we like how the pie chart looks 🤓).
Campaigns with Influenced Open Opps
Campaigns > Campaigns with Influenced Opportunities. Add an additional filter to see just open opportunities or filter out closed won/lost opportunities. As above, this report shows the value of open opportunities broken down by influential campaigns (criteria defined by you).
Meeting generated by campaigns
Activities > Activities with Campaigns. Add a filter, 'Converted Date not equal to null', otherwise it shows leads that are not yet converted, too. As the name suggests, this shows any meetings that have been created as a result of a campaign. This does rely on someone manually assigning this campaign in the 'Related to' field on the activity.
Campaigns with Responses
Campaigns > Campaigns with Campaign Members. This picks up anyone who is marked as 'Responded = True' in a campaign. A high level way to see which campaigns are getting the most responses/success, though this does not take any spend or financial returns into account.
Building out your dashboards
This is where all of your reporting efforts come together, and what most execs want to see. Simply head to your dashboards tab, hit create, and drop your reports in.
This dashboard is purely based on Reachdesk campaign reporting and ROI; you can of course build these reports into your current dashboards, too. If you're already doing some cool stuff (reporting on your Reachdesk campaigns), we'd love to know!
For further guidance, please get in touch and we'd be happy to help.
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