Leverage Campaign Influence in Salesforce to Become a Challenger Marketer
- AUTHOR Josh Rosenberg
- June 4, 2014
- No Comments
Matt Heinz wrote a great blog yesterday called Rise of the Challenger Marketer: What it means & how to be one about how marketers need to start focusing more on the customer’s pains and problems, that marketing owns a majority of what used to be considered the sales cycle, and how it is more important then ever for marketing’s story to align directly with sales’ story. I previously wrote a blog about challenging your marketing audience to create more demand, which addresses the messaging piece a bit – but as Matt said as a marketer it is critical that your messaging matches up with what the sales team is saying.
I want to spend a little more time on the second part though – that marketing now controls a majority of the sales cycle. This means it is more important then ever for marketing to be able to accurately track and measure the results of its campaigns. Filling the top of the funnel is arguably marketing’s most important objective and how can you possibly hope to do this effectively if you can’t determine which campaigns drive the most leads, have the best conversion rates, contribute the most to pipeline/revenue, etc.?
Many marketers today use single touch attribution (first or last touch) or a multi-touch, even spread type of attribution (every marketing campaign on an opportunity gets the same amount of credit for the pipeline or revenue generated from that opportunity). But this doesn’t show the whole picture. In order to fully embrace the challenger mentality for marketing, marketers must move beyond these models and try to gain more insight into the performance of their campaigns. It is time for marketers to embrace weighted campaign influence.
Weighted campaign influence enables marketers to set weights on different campaign types, touches, contact roles, and more. Essentially this gives marketers the flexibility they need to really see which campaigns influence revenue because they can move beyond single touch or even spread attribution and finally see which campaigns or campaign types drive revenue across their key business segments. Since marketers own the majority of the sales cycle it is time for us to start using the campaign attribution and influence methodologies that provide actionable insights for us to take our demand generation efforts to the next level.
So marketers, I challenge you – try out weighted campaign influence in salesforce for free to see what insights you can learn from your current marketing efforts.
If you want to learn a little more about weighted campaign influence check out this short, on-demand webinar.