The foundation of measuring marketing's effectiveness hinges on being able to tie EVERYTHING to reveue. Understanding the intricacies of how Salesforce.com is organized will help you wow your management and the C-Level Suite with data driven insights and measurable results. A well executed integration with Salesforce.com can help you answer the Age Old question - which campaigns are working and which ones aren't. Presentation covers: Mastering the Basics- Role of the Contact - Building Campaigns - Tracking Lead Source - Importance of the Primary Campaign Source - Campaign Influencers - Understanding the Analytics - Myth of Leads v. Contacts - Importance of GOOD DATA - Rigorous data hygiene protocols

1. 10 Things Marketers Should be
Doing in Salesforce (But Aren’t)
Presented by
Cathy Otocka of MTI Solutions &
Consulting
&
Henry Schuck of DiscoverOrg

2. 10 Things You Should Know
 Master the Basic Concepts/Understanding Campaign Influence
 Build Campaigns
 Role of the Contact
 Tracking primary Lead Source
 Importance of the Primary Campaign Source
 Understanding the Analytics
 The myth of Leads vs. Contacts
 Importance of good data
 Rigorous data hygiene protocols
 Key takeaways

3. A little about me
 Functional expertise in sales/marketing/finance
operations
 10 years of experience with salesforce.com
 Irrationally passionate about marketing analytics

4. Ground Rules
Don’t
 Think you are smarter than Salesforce
 Try to rebuild the Campaign connections in
Salesforce
 Challenge the structure of the data
Do’s
 Be smart about interpreting the metrics to make
them actionable

5. Mastering the Basics
Salesforce Terms
Campaign – Marketing Program
Lead – Salesforce record that is a person. Not to be confused with a
Prospect
Lead Source –
A field on the contact and lead. Name of the Campaign that brings that
name into the SF for the very first time.
A field on the Opportunity
Primary Campaign Source – Last Marketing Campaign the contact
participated in when the opportunity was created.
Campaign Influence – All of the campaigns that the contact participated in
during the influence period

6. Campaign Influence Settings = 6
months
Nov
2012
• Cathy is added to the database from DiscoverOrg
• Contact Lead Source = DiscoverOrg
Dec
2012
• Cathy Participates in an Webinar – not part of the influence
March
2013
• Cathy downloads a whitepaper
July
2013
• Rep creates an opportunity in SF
• Sets Primary Campaign Source = Whitepaper

7. Campaign Influence Settings
Aug
2013
• Cathy stops by Tradeshow booth
Sept
2013
• Cathy downloads analyst brief
Oct
2013
• Cathy becomes an Opportunity – Closed Won!
Nov
2013
• Cathy attends Customer User Group – Not part of the
influence

8. Building a Campaigns
Campaigns = records that represent your marketing
programs
 Include $$
 Types and hierarchies make analytics easier

9. Campaigns
Campaign Members = Participants
Member Statuses can be customized
Standardization of statuses is IMPORTANT
Sample Campaign Status for Webinars
Default status – Invited
Responded status – Registered
Responded status - Attended

10. Example Campaign Hierarchy
2013 Campaigns
Webinar
Webinar #1
Webinar #2
Webinar #3
Tradeshows
Tradeshow#1
Tradeshow#2
Tradeshow#3
Downloads
Whitepaper
#1
Whitepaper
#2
Whitepaper
#3

11. Role of the Contact
Contacts and Leads are members of campaigns
 Allow you to relate opportunities to campaigns
 Associate pipeline and closed won $$$
 Without Contact you lose mechanism for
accurate ROI metrics

12. Role of the Contact – cont-
 Contacts get associated with Opportunities via
the CONTACT ROLES related list
 Designation of PRIMARY contact is relevant to
the PRIMARY CAMPAIGN SOURCE
 Salesforce can be configured in several ways to
ensure that a contact is attached to each
opportunity

13. Lead Source v. Primary Campaign
Source
Lead Source – The Campaign that FIRST brought
the name into the database
 Added to the records at the time of entry into the
database either by marketing, the end user or by data
integrations
 Lead source on Opportunities should be discontinued
when you adopt the use of Campaigns
Primary Campaign Source – The LAST Campaign
before an Opportunity
 Will be populated by salesforce.com. Should NOT be
something chosen by an end user

14. Analytics
Key elements are easily measured when ALL your
programs and data adhere to this
structure/process
Complete view of the funnel
Campaign Participants
Campaign
Respondents
# of
Opportunitie
s Created
Won

15. Analytics – cont -
Uncover:
1. How many campaigns does the average person
respond to during the sales cycle?
2. Which campaigns are effective:
 Bringing new names into the database – Lead Source
 Which start sales cycles – Primary Campaign Source

16. Clean data has to be a priority
How the data ends up in Salesforce is essential to its
usefulness
 33% of sales/marketing professionals expressed data
accuracy as their biggest concern
 58% of users rely on Sales team to keep CRM data
current
No Duplicate Accounts and Contacts is essential
 Every product you use that integrates with salesforce
(marketing automation and DiscoverOrg) map using
email addresses. EACH EMAIL ADDRESS CAN ONLY BE
IN SF ONE TIME!

17. Graphic of org chart I drew

18. Why “Leads” Ruin Your Analytics
 Leads “database” is a separate from the
Accounts/Contacts database
 Sacrifice cohesive campaign analytics
 Lack of context = lack of usefulness to sales

19. The Myth of “Conversion”
 The core of most marketing metrics hinges on
the grey “convert” button in Salesforce
 Artificial significance in the business process and
related analytics

20. Key Takeaway Points
 Organize your Campaigns well
 Make sure a contact is attached to each
opportunity
 Clean, well organized data is essential
 Adopt a process of 100% Lead conversion

21. Questions and Follow Up
 Cathy Otocka –
cathy.otocka@misstheiceberg.com
 Henry Schuck – hschuck@discoverorg.com