midwest dreamin 2016 - are my campaigns busted or booming?

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Jerry ReidCo-Founder

@passagetech #MWD162

ARE MY CAMPAIGNS BUSTED OR BOOMING?

Calculating and tracking marketing's impact on your revenues in Salesforce

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Midwest Dreamin’ Platinum Sponsors

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Midwest Dreamin’ Gold Sponsors

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Learn some Campaign basics

Learn how to structure your Campaign object and how campaign influence works

How to do more complex reporting in Salesforce to identify incremental revenue produced by each campaign

Best Practices

Agenda

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CAMPAIGN BASICS

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Convert prospects into customers

Grow your business

Influences behaviorGenerate new prospects

Tracks response rates

A marketing initiative that attempts to generate a positive return on investment (ROI)

What is a Campaign?

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Email(e.g. quarterly customer newsletter)

Events(e.g. Dreamforce 2016)

Direct Mail(e.g. invitation to product demonstration or fundraising event)

Content Offer(e.g. Download this whitepaper)

Advertisement(e.g. Billboard)

Promotion(e.g. Get 20% off - This weekend only)

Campaign Types

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Has revenue attributed to it

Has a defined cost to launch & run

Has start and finish dates

Has ROI tracking requirement

Campaign Characteristics

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Step One

Customer fills out a form on website (First Touch)

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Step Two Step Three Step Four

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Mass Email

Outbound Calling Campaign

15% off promotion (Last Touch)

Multi-Touch Campaign Example

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What is missing from this campaign?

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Solution: Campaign ROI Analysis Report

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Campaign ROI Analysis Report

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Limitation:One campaign gets the

credit from each closed won Opportunity

Solution:Evaluate custom “campaign split”

solution,-or- AppExchange apps

-or or keep it simple

Campaign ROI Analysis Report Challenge

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Limitation:Cannot calculate ROI for parent campaigns

Solution:Create a custom report

with a custom ROI formula field that uses

the out of the box HIERARCHY fields

instead.

Campaign ROI Analysis Report Challenge

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Limitation:Does not integrate well

with website ads clicked or landing

page forms completed

Solution:Evaluate Pardot or a Web to Lead solution

to determine if it meets your needs

Campaign ROI Analysis Report Challenge

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Limitation:Does not factor in multiple years of revenue (annual subscriptions) if you use multiple opportunities for

this.

Solution:Consider rolling up a

custom amount field that factors in multiple years of

revenue using Rollup Helper, rather than the

default Opportunity Amount (which typically is

for just 1 year)

Campaign ROI Analysis Report Challenge

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Limitation:100% of the

Opportunity Amount goes to marketing

Solution:Implement a Return on Marketing Investment

(ROMI) (See Next Page!)

Campaign ROI Analysis Report Challenge

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Return on Marketing Investment (ROMI) %

Contribution Margin - Marketing Spend

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Marketing Spend x100

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Campaign-Level 1 Year ROMI Example

Contribution Margin (3) = How much INCREMENTAL revenue did marketing achieve through this spend?

▫ Base Revenue (1) = Total Value Won Opportunities In Hierarchy ($84,977.71)▫ Contribution Margin % (2) = What % of revenue does marketing get credit for? (93.10%)▫ Contribution Margin (3) ($79,114) = Base Revenue ($84,977.71) * Contribution Margin % (93.10%)

Return On Marketing Investment (ROMI %)▫ Marketing Spend (4) = Actual Cost ($47,358)▫ Contribution Margin (($79,114) - Marketing Spend ($47,358) / Marketing Spend ($47,358))*100▫ Campaign-Level ROMI % = 67.06%

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CAMPAIGN STRUCTURE & INFLUENCE

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Dreamforce 2016

Parent Campaign

John Smith Campaign Member

$100 of WidgetsOpportunity

John Smith (Contact)

Dreamforce 2016

Booth Campaign

Dreamforce 2016

Breakout Sessions

John SmithEmail

Invitation

John SmithContact Role

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3 Campaign

Influence

Process

Campaign Data Management

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Campaign Influence Process

You must use Opportunity Contact Roles...to achieve this functionality, but Salesforce doesn’t allow enforcement of Opportunity Contact Role record creation.

Only one campaign is primary….for the purpose of campaign-level ROI reporting.

Campaign Influence is not configurable

...in Salesforce that will allow you to match which campaign should be associated to the Opportunity outside of the campaign influence process.

No support yet in Lightning….Under safe harbor, this is coming in Winter 2017!

Campaign Influence allows marketers to measure and report on multiple campaigns that have influenced a single Opportunity. Influential campaigns can be associated to opportunities manually or automatically.

Automatic association will add influential campaigns to opportunities when the campaign is related to a Contact that is assigned a Contact Role on the Opportunity prior to the Opportunity close date.

Key Takeaways:

COMPLEX REPORTING & BEST PRACTICES

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Comparing Your Campaigns!

Use a formula that returns Amount * Campaign.Contribution_Margin_Pct__c

Use “bucket fields” in a matrix report to group your opportunities by their primary campaign source and close date.

How much of the pie does marketing drive?

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Campaign Best Practices

• Review each Opportunity to determine primary campaign.

• Automate Campaign Influence process as much as possible to avoid manual data entry of campaign members. This can be done with Process Builder, Triggers, or Pardot.

• Forecast what the ROMI will be future campaigns where possible.

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Best Practices - Continued

• Be Conservative; Apply Contribution % to rolled up Opportunity amounts instead of taking 100% credit for marketing

• Use Multiple Year of Revenues for ROI calculation - Give your campaigns visibility to the entire revenue stream they create. You can use Rollup Helper to help with this.

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Best Practices - Continued

● Make sure to add the correct “HIERARCHY” fields onto your page layout.▫ If the out of the box Campaign HIERARCHY fields don’t calculate what

you need, use Rollup Helper.• Make sure your sales teams is trained on inputting the Opportunity

Contact Role data on every opportunity.

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QUESTIONS

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