#MWD161
Jerry ReidCo-Founder
@passagetech #MWD162
ARE MY CAMPAIGNS BUSTED OR BOOMING?
Calculating and tracking marketing's impact on your revenues in Salesforce
3
Midwest Dreamin’ Platinum Sponsors
#MWD164
Midwest Dreamin’ Gold Sponsors
#MWD165
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
#MWD166
CAMPAIGN BASICS
7
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?
#MWD168
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
#MWD169
Has revenue attributed to it
Has a defined cost to launch & run
Has start and finish dates
Has ROI tracking requirement
Campaign Characteristics
#MWD1610
Step One
Customer fills out a form on website (First Touch)
01
Step Two Step Three Step Four
02 04
03
Mass Email
Outbound Calling Campaign
15% off promotion (Last Touch)
Multi-Touch Campaign Example
#MWD1611
What is missing from this campaign?
#MWD1612
13
Solution: Campaign ROI Analysis Report
#MWD1614
Campaign ROI Analysis Report
#MWD1615
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
16
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
17
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
18
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
19
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
20
Return on Marketing Investment (ROMI) %
Contribution Margin - Marketing Spend
_____________________________
Marketing Spend x100
#MWD1621
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%
22
CAMPAIGN STRUCTURE & INFLUENCE
23
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
2
3 Campaign
Influence
Process
Campaign Data Management
1
24
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
26
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?
27
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.
#MWD1628
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.
#MWD1629
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.
#MWD1630
QUESTIONS
31
#MWD1632