First 3 Pages
Turbo Charge Your Analytics
Full Circle Insights
Full Circle Insights Marketing Performance Management is a native Salesforce application that provides users with highly configurable, weighted Campaign Attribution models, integrated sales and marketing funnels, and a complete response lifecycle management solution. With Full Circle Insights, marketers can finally understand campaign performance and therefore, marketing’s contribution to revenue. In this document, we’ll explore how marketers can answer key questions to drive revenue
when using Full Circle Insights.
Everyone who plays a role in demand generation across sales and marketing wants to know exactly which programs drive opportunity creation and revenue. Whether it is a call down campaign from telesales or an event planned by marketing, it is crucial for companies to understand which campaigns perform well under different circumstances so they can optimize the marketing mix and maximize revenue. The bottom line is, you need to know what works to position your company for success.
Recording campaign data in Salesforce is fundamental in measuring campaign
performance. This enables data integrity across the organization and ensures that
marketing performance data incorporates sales team figures that line up with revenue.
Salesforce associates the Last Touch Campaign to the Opportunity, and each Campaign needs to be vetted to ensure that it was a true response. (e.g., email bounces that cause revenue credit to be incorrectly allocated to the email campaign). Full Circle Insights extends Salesforce to support these and other scenarios.
The Full Circle Insights solution sets the Campaign that drove rep engagement (the tipping point Campaign) as the primary Campaign for ROI calculations. Full Circle also captures first and last touch (but only for actual campaign responses—forget that bounced email from one of your outbound campaigns) and provides weighted influence models as well. Our Marketing Performance Management solution supports full Campaign metrics for all Opportunities, and can be configured to require that Opportunities are created from Leads and Contacts and that at least one Campaign is present for every Opportunity. Alternatively, we can simply clear off the faulty data when Campaign credit should not be given.
Did my campaign influence revenue?
Salesforce comes with an influence model straight out-of-the-box. From the influence
model, Salesforce’s campaign influence reports can provide baseline insights into
campaign performance. However, as a caveat, this model attributes 100% of the
sale to each and every Campaign within the global influence criteria, without de-duplication (so a deal’s revenue gets counted multiple times). Many organizations
want to calculate revenue impact (by campaign) in a more flexible manner and
want the total revenue attributed to match the total revenue generated. (standalone)
Full Circle Insights provides a powerful weighted campaign attribution framework that gives marketers visibility into all the touches that contribute to Opportunity creation
and close. Full Circle Insights leverages the Opportunity Amount and distributes it across all Campaign Members that influenced the deal based on a flexible, easy to use
weighting system. Using this mechanism, marketers can slice and dice influenced deals by Campaign, Opportunity Type, Account segments, and any other attribute on the Campaign, Opportunity, or Contact and Account record.
What were the quality of the responses?
Today Salesforce gives marketers visibility into the current Lead status and the related
disqualified reason, which is essential to understanding lead quality. If using
standalone Salesforce, be diligent about enforcing the data input into this field
by sales reps. Note that data can be lost when the Lead is re-opened. Because the
disqualified reason is a static field on the Lead record, it is difficult for marketers
to understand what specific Campaign responses have been disqualified and
why. Additionally, marketers lose this data altogether on the Contact record
since it doesn’t have a status to capture engagement.(standalone)
Using a disqualified reason on both Leads and Contacts, Full Circle Insights captures that data on the Campaign Member so marketers can identify why a specific Campaign response was disqualified. This functionality supports a feedback loop between sales and marketing that enables the refinement of qualification criteria and scoring over time.