Marketing Reports in Salesforce and Marketo
Marketing reports in Salesforce can be extremely powerful. This blog describes some basic steps to configure Salesforce and Marketo to ensure accurate and reliable reporting from day 1. They are also big time savers when it comes to day-to-day operation of Salesforce and Marketo.
Step 1: Marketo Channels, Status, Steps and Success (Tags)
Marketo provides a standard set of Channels with the initial deployment. You can add, change or delete these Channels to meet you requirements. These Channels are essentially templates that allow you to apply consistent Status values, Step numbers and a designation of 'Success' to each-and-every program created under these Channels. By agreeing the Channels in advance and always using them as templates for program creation, you (a) save a lot of time and (b) have consistent reporting values to work from.
Step 2: Campaign Creation
In the previous blog we outlined how to automatically create Campaigns in Salesforce that aligned the Marketo Channel Status 'Success' and Salesforce Campaign Member Status 'Responded'. This is a critical step for accurate and stress-free reporting. When we see customers creating Campaigns in Salesforce and then linking them back to Marketo, the result is almost always a large hairball of conflicting Campaigns and Status values that makes reporting very challenging.
Step 3: Change Member Status
This Flow step illustrates the power of Marketo when you have created and synched Salesforce Campaigns in Marketo from standardized Channels; a simple statement adjusts the Salesforce Campaign Member Status and automatically updates the 'Responded' flag for that Lead.
Step 4: Lead Assignment Rules
Lead routing from Marketo to Salesforce, probably a topic all-by-itself, is something customers ask us about weekly. We see elaborate custom routing rules created in Marketo. When we ask why the rules were created in Marketo the answer is often (honestly) 'because we could and we did...'. The challenge we see with this approach is that it is very hard to validate that these assignments are working as intended, or to troubleshoot when they are clearly not. In general, there is a less visibility into the operation of Marketo than Salesforce.
The Salesforce Lead Assignment rules are a frustration to many folks in Sales/Marketing Operations, but at least they are easy to view, relatively simply to configure and allow for a Default Lead Owner to receive all Leads that 'fail' to match any of the rules. As software developers will tell you, these failures are 'reproducible test cases' than everyone needs to troubleshoot a problem - just clues to let you diagnose and resolve issues with the rules. Lead Assignment rules can be invoked when you insert data via the Salesforce Dataloader.
Plus, and this is the good part, here is the Flow step in Marketo to activate auto-assignment of Leads in Salesforce; a one-liner and very simple! We have also developed a spreadsheet that simplifies creation and management of the Lead Assignment rules which we can share.
Step 5: Campaign Influence
We often find the Campaign Influence settings in Salesforce to be blank; many times administrators simply didn't know they exist. This is a problem if the Auto-Association is Disabled because no Campaign Influence will be added to Opportunities.
Because you have configured all the steps above, you now simply click one checkbox, enter a date and decide on any filters (restrictions) that you want to apply. Our guidance for smaller companies is to have more relaxed criteria to be able to see influence across all campaigns - so longer time frames and less restrictions. Larger companies, running tens-or-hundreds of campaigns per month and who are focused on assessing campaign results should have tighter focus on the rules. See below.
Btw, Salesforce has introduced Customizable Campaign Influence to provide more flexibility on how you allocate Campaign attribution to Opportunities, but more on that in a later blog.
In the next article we will discuss Lead Conversion; when to do it, why and the big impacts it has on Program and Campaign attribution in Marketo and Salesforce.