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Campaigns to Cash: Tracking Marketing Programs with Campaign Management
- 1. Campaigns to Cash Elizabeth Smyth, salesforce.com Kirk Crenshaw, RevCatalyst Marketing I: Building the Funnel
- 8. Automated & Optimized Lead Management Closed business ties back to leads Leads tie to marketing campaigns Why track your marketing programs using campaigns? Complete Visibility of Campaign Effectiveness from campaign to revenue Closing the Sales & Marketing Loop
- 11. Inside Opportunities Field Opportunities Lead Capture Lead Qualify Website Events How to use campaigns Manage all types of campaigns and responses Phone Search Engine PR/Events Email
- 12. How to use campaigns Set your campaigns up for easy analysis and Reporting Tips & Tricks Have a naming convention: eg EMEA – FY08Q3 – City Tour - Brussels Tips & Tricks Set the right campaign record type eg email, events etc Tips & Tricks Define your lead source values so they tie back to budget dollars Tips & Tricks Tie campaigns together with a custom field like “Parent Campaign”
- 13. How to use campaigns Make it easy for your sales teams Tips & Tricks Attach Relevant Documents Tips & Tricks View all opportunities from the campaign and calculate ROI
- 14. How to use campaigns Start off with a unique landing pad
- 16. Benefits of Campaign Management Example Report #1 – Campaign Metrics
- 17. Benefits of Campaign Management Example Report #2 – Lead Status
- 18. Benefits of Campaign Management Example Report #3 – Lead Source
- 19. Benefits of Campaign Management Leverage Pre-Built Reports Lead Lifetime Report Campaign Opportunity report Average transaction size Lead Lifetime Report Campaign Opportunity report $ or Deal Won Business Lead Lifetime Report Campaign Opportunity report $ Pipeline Created Lead Lifetime Report (count of opportunities) Campaign Opportunity report Count of Qualified Leads Lead Report Campaign ROI report Count of Leads Lead Reports Campaign Reports Metric
- 20. Benefits of Campaign Management Example Dashboard – Campaign Effectiveness METRIC snapshot of key metrics COMPARE performance v. target REPORT campaign revenue generated GROUP responses by tactic TREND data shows impact LIST top performing campaigns
- 22. KIRK CRENSHAW CEO REVCATALYST [email_address]
- 25. Getting Started
- 29. Tip: Draw Up Plans or Mock Up in Excel
- 33. Example: Campaign Page Layout Defines who responded
- 34. Take It to the Next Level
- 35. Campaign Page Layout Performance Context
- 37. Consoles – Follow-up Calling
- 41. Thank you!
- 42. Campaigns to Cash Elizabeth Smyth, Salesforce.com Kirk Crenshaw, RevCatalyst Marketing I