This webinar will help you build reports to better understand which SalesLoft Cadences, Email Templates and Channels are the most effective at driving business results.

1. Salesforce Reporting:
SalesLoft Opportunity
Generation Reporting

2. Jimmy Conley
Sr. Technical Architect,
Professional Services
Meet Your Speakers
Ginger Tranter
Sr. Training Manager, Customer
Education

3. Housekeeping Items
● All lines are muted
● Use the Q&A box
● Recording will be emailed a few
days after the webinar

4. Background:
● 5+ years at Salesforce
● Dedicated Salesforce Consultant for Enterprise Customers
● 2+ years Marketing Automation Implementations
(SMB to Enterprise Customers)
● Georgia State University - Marketing & Economics
Hobbies/Interest:
● Playing guitar and bass
● Avid Atlanta sports fan
● Traveling
● Outdoor activities with my dog, Charlie
● Scuba Diving
Introduction
Certifications:
● Salesforce Advanced
Administrator
● Salesforce
Administrator
● Salesforce Consultant
● Pardot Consultant
● Pardot Specialists
● Salesforce Marketing
Cloud Email Specialist
Jimmy Conley
Sr. Technical Account Manager
Jimmy Conley - Sr. Technical Account Manager
SalesLoft Professional Services Team

5. ● IS: Review options for leveraging SalesLoft data in Salesforce Opportunity reports
● IS NOT: Provide step by step guidance on building SalesLoft Opportunity reports using
SalesLoft data
Goal of Training Session
Want to become a Salesforce expert?
● Create a FREE Developer Org: https://developer.salesforce.com/signup
● Use Salesforce Trailhead: https://trailhead.salesforce.com/en/home
○ Reports & Dashboards Trail: Introduction to Reports and Dashboards
● Salesforce Help & Training: https://support.salesforce.com/support
● SalesforceBen.com: Very useful site with a ton of Salesforce information

6. ● Data and Processes needed to build reports:
○ Opportunity Contact Roles - What they are and why they are so important
○ Custom Fields & Mapping - Opportunity, Contact, Lead, Task
○ Process Builder & Flows - What they are and why you need them
○ Salesforce Campaigns - SalesLoft use case
● Reporting Examples:
○ Useful Out-of-Box Salesforce Reports
○ SalesLoft Cadences that generate the most Opportunities
○ SalesLoft Email Templates that generate the most Opportunities
○ SalesLoft channel for driving Opportunity creation
Agenda

7. Opportunity
Contact Roles

8. Opportunity Contact Roles
Contact
Record
Opportunity
Record
Opportunity
Contact Role
Junction Object
● Build a relationship between individual Contacts and an Opportunity Record
● Opportunity Contact Roles is a Junction Object that is related to both Contact and Opportunity objects
● SalesLoft Opportunity Reports are more complex due to Contact Role relationship
Junction Objects
provide many-to-many
relationship unlike
‘Look-up’ fields

9. Opportunity Contact Roles
Common Use Cases for Primary Contact Role:
● Show influence from Sales or Marketing on an Opportunity
● Leveraged for out of box Salesforce Campaign Influence reporting
SalesLoft Use Case:
● SalesLoft is used to engage with People records
● Contact Roles associate People directly to Opportunities in Salesforce
Adding Contacts to Opportunity
How a Primary Contact Role is added to an Opportunity:
● Converting a Lead record to a Contact and new Opportunity
(Converted Lead is Primary Contact)
● Creating an Opportunity from an existing Contact record (Contact is
Primary Contact)
● Adding Primary Contact to existing Opportunity (One per
Opportunity)

10. Opportunity Contact Role - Limitations
Contact Role Limitations:
● Not available in Salesforce Workflow Rules or Process Builder
● Contact Role Relationship cannot be used in Salesforce Formula fields
● Cannot be used in Validation Rules on an Opportunity
(i.e. Ensure Contact Role is added to Opp)
Solutions for these Limitations:
● ‘Primary Contact’ custom field on the Opportunity Object (Lookup Relationship)
● Salesforce Visual Flow and Process Builder to automatically populate the
‘Primary Contact’ field
● Salesforce Visual Flow and Process Builder to automatically create Primary
Contact Role
NOTE: Based on ‘Primary Contact’ custom Opportunity field
● Use a Salesforce AppExchange Package to require a Primary Contact Role
NOTE: These are not Salesforce or SalesLoft products and all support code
coverage is 100% is handled by the publisher of the application.

11. Salesforce Custom Fields

12. Lead Fields:
● Most Recent Cadence - Cadence ID
● Most Recent Cadence - Cadence Name
● Most Recent Cadence - Last Completed Step
● Most Recent Email Template
● Most Recent Channel
Contact Fields:
● Most Recent Cadence - Cadence ID
● Most Recent Cadence - Cadence Name
● Most Recent Cadence - Last Completed Step
● Most Recent Email Template
● Most Recent Channel
Opportunity Fields:
● Most Recent Cadence - Cadence ID
● Most Recent Cadence - Cadence Name
● Most Recent Cadence - Last Completed Step
● Most Recent Email Template
● Most Recent Channel
● Primary Contact
Custom Fields Needed (Based on Webinar Examples):
Salesforce Field Mapping:
Navigation: Setup > Build > Customize > Leads > Fields > Custom Lead Fields >
Map Lead Fields Button > Map to Contact & Opportunity
NOTE: Useful if you create Opportunities while converting Lead records.
Task Fields:
● Email Template Title
● Step Type

13. Why not Formula Fields
or Cross Filters?

14. Issue with Cross Object Formula Fields & Cross Filters
Cross Object Formula Fields:
● Formula fields referencing a field value from a parent object record or related lookup field
(i.e. Account fields on a Contact record)
○ Issue with Opportunity Reporting:
■ As Contact or Lead field values update, your formula fields would update as well
Scenario: Contact added to new Cadence after Opportunity is created
■ Doesn’t maintain most recent Lead or Contact field values prior to Opportunity creation
Cross Filters in Reports:
● Include or exclude records in your report based on related objects and their fields
○ Adds ‘with or without’ function to reports
(i.e. Contacts with related Closed Won Opportunities)
○ Issue with Cross Filters:
■ As Contact or Lead field values update, your reports would update as well
Scenario: Contact is added to new Cadence and completes additional steps, the
SalesLoft ‘Most Recent’ values will update resulting in inaccurate data
■ Doesn’t maintain most recent Lead or Contact values field prior to Opportunity creation

15. Process Builder & Flow

16. Salesforce Lightning Process Builder (Article):
● Create automated business processes
○ Similar to Workflow Rules with more features (Update Related Object Records)
○ Leverage both Standard and Custom Objects
● Drag and drop graphical representation
Salesforce Lightning Process Builder
NOTE: Available in all Salesforce editions
Why is Salesforce Process Builder needed for SalesLoft Opportunity reporting?
● Automatically write field values from Primary Contact record to Opportunity Record
Examples of processes used for SalesLoft advanced reporting in Salesforce:
● Writing SalesLoft Tasks field values to the related Lead or Contact
● Writing SalesLoft Lead or Contact field values to related Opportunity record
● Invoking Salesforce Flow to populate ‘Primary Contact’ custom Opportunity field
● Writing SalesLoft Lead, Contact, or Task field values to a related custom object record

17. Why use Salesforce Visual Flow (Article) for Opportunity reporting?
● Automatically populate ‘Primary Contact’ field, or create Primary Contact Role
● Opportunity Contact Role object not exposed in Process Builder or Workflows
● Opportunity Contact Role object is available in Salesforce Visual Flow
Salesforce Visual Flow
SalesLoft Opportunity Reporting Use Cases:
● Automatically populate the ‘Primary Contact’ custom field on an Opportunity
OR
● Automatically create a Primary Contact based on the ‘Primary Contact’ Opportunity
field
Instructions for Creating these Flows:
● Blog post by Judi Sohn with instructions for creating either of the Flows listed
above:
○ Using Salesforce Process Builder & Flow with Opportunity Contact Roles

18. Salesforce Campaigns

19. Salesforce Campaigns and SalesLoft
Using Salesforce Campaigns for Sales
Salesforce Campaigns:
● Salesforce Campaigns measure marketing attribution and influence on Opportunities
○ Salesforce offers out of box Campaign attribution and influence settings and
reports
SalesLoft Use Cases:
● SalesLoft does not create Campaign Member records in Salesforce
● Add Lead and Contact records to a Campaign prior to importing to SalesLoft Cadence
(i.e. Inside Sales “Parent Campaign”, Cadence Specific “Child” Campaigns)
NOTE: You can import Lead or Contacts into SalesLoft from a Salesforce Campaign Report
○ Value Added:
■ Determine if Sales or Marketing had first touch with Person
■ Shows Sales & Marketing efforts in same view
■ Utilize out of box Salesforce reports & settings

20. Example SalesLoft
Opportunity Reports

21. ● Report Type = Leads with Converted Lead Information
○ When this is applicable?
■ Team regularly converts Lead records directly to Contacts and Opportunities
○ What does this report show?
■ Lead field values prior to being converted to Contact & Opportunity
■ All Lead and Opportunity field data is available in this report
● NOTE: Contact Fields: Contact Name, ID, and Account are also available
Applicable Out of Box Salesforce Reports
● Report Type = Activities with Opportunities
○ When this is applicable?
■ Team is logging activities against Contact records associated with Open opportunities
○ What does this report show?
■ All Activities logged against ANY Contact related to OPEN Opportunity
■ All Activity, Opportunity, and Account field data is available in this report

22. SalesLoft Cadences that generate the most Opportunities
*Dashboard created from report
Report Requirements:
● ‘Primary Contact’ custom Opportunity field
● Value in Primary Contact Opportunity field
● Most Recent SalesLoft Cadence custom field
○ Lead, Contact, and Opportunity objects
● Most Recent SalesLoft Cadence custom field
○ Mapped: Lead > Contact > Opportunity
● Salesforce Process (Process Builder):
○ Write Contact ‘Most Recent Cadence’ field value
to Opportunity Record
Report Type: Opportunities
Show: All Opportunities - Open and Closed
Filters: Most Recent Cadence Name is not equal to “”
Format: Summary
Grouping: Group by Opportunity custom field
‘Most Recent Cadence - Cadence Name’

23. SalesLoft Email Templates that generate the most Opportunities
*Chart and Report in Salesforce Classic
Report Requirements:
● ‘Primary Contact’ custom Opportunity field
● Value in Primary Contact Opportunity field
● Most Recent SalesLoft Email Template custom field
○ Task, Lead, Contact, and Opportunity objects
● Most Recent SalesLoft Email Template custom field
○ Mapped: Lead > Contact > Opportunity
● Salesforce Process (Process Builder):
○ Write ‘Most Recent Email Template’ field value from
Task to related Lead or Contact
○ Write ‘Most Recent Email Template’ field to
Opportunity from ‘Primary Contact
Report Type: Opportunities
Show: All Opportunities - Open and Closed
Filters: Most Recent Email Template is not equal to “”
Summary Format: Summary
Grouping: Group by Opportunity custom field
‘Most Recent Email Template’

24. SalesLoft Channel that generate the most Opportunities
Report Requirements:
● ‘Primary Contact’ custom Opportunity field
● Value in Primary Contact Opportunity field
● Most Recent SalesLoft Channel custom field
○ Lead, Contact, and Opportunity objects
● Most Recent SalesLoft Channel custom field
○ Mapped: Lead > Contact > Opportunity
● Salesforce Process (Process Builder):
○ Update ‘Most Recent SalesLoft Channel’ field on Lead
or Contact when Task is logged
○ Write ‘Most Recent SalesLoft Channel’ field value to
Opportunity from ‘Primary Contact’
Report Type: Opportunities
Show: All Opportunities - Open and Closed
Filters: Most Recent SalesLoft Channel not equal to “”
Summary Format: Summary
Grouping: Group by Opportunity custom field
‘Most Recent SalesLoft Channel’*Chart and Report in Lightning Experience

25. ● Topic: SalesLoft Advanced Reporting - User Activity Metrics
○ Date: December 11, 2018
● Topic: SalesLoft Advanced Reporting - User Accountability Metrics
○ Date: January 15, 2018
● Topic: SalesLoft Advanced Reporting - Interaction Outcome Metrics
○ Date: February 19, 2018
Salesforce Reporting Webinar Series
Upcoming Webinar Topics

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