Learn how to alculate and track marketing's impact on your revenues in Salesforce.

1. #MWD16
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2. Jerry Reid
Co-Founder
@passagetech #MWD16
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3. ARE MY CAMPAIGNS BUSTED OR BOOMING?
Calculating and tracking marketing's impact on your revenues in Salesforce
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4. Midwest Dreamin’ Platinum Sponsors
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5. Midwest Dreamin’ Gold Sponsors
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6. 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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7. CAMPAIGN BASICS
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8. 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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9. 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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10. 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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11. Step One
Customer fills out a
form on website (First
Touch)
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Step Two Step Three Step Four
02 04
03
Mass Email
Outbound Calling
Campaign
15% off promotion
(Last Touch)
Multi-Touch Campaign Example
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12. What is missing from this campaign?
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14. Solution: Campaign ROI Analysis Report
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15. Campaign ROI Analysis Report
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16. 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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17. 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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18. 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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19. 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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20. 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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21. Return on Marketing Investment (ROMI) %
Contribution Margin - Marketing Spend
_____________________________
Marketing Spend
x100
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22. 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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23. CAMPAIGN STRUCTURE & INFLUENCE
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24. Dreamforce 2016
Parent Campaign
John Smith
Campaign Member
$100 of Widgets
Opportunity
John Smith (Contact)
Dreamforce 2016
Booth Campaign
Dreamforce 2016
Breakout Sessions
John Smith
Email
Invitation
John Smith
Contact Role
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3 Campaign
Influence
Process
Campaign Data Management
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25. 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:

26. COMPLEX REPORTING & BEST PRACTICES
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27. 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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28. 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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29. 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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30. 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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31. QUESTIONS
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32. #MWD16
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