Rockwell Automation Case Study
Rockwell Automation Depends on Full Circle Insights to Create Multi-Touch Attribution Models and Track Pipeline with Accurate, Real-Time Data in Salesforce
The Brand:
Rockwell Automation is the largest pure-play industrial automation company helping customers solve the world’s greatest challenges. They meet customers where they are in their journey with hardware, software and services that harness the potential for every business. Rockwell Automation’s goal is to drive simplification through our industry-focused solutions and our powerful partner ecosystem.
The Challenges:
MULTI-TOUCH ATTRIBUTION
Rockwell Automation is the largest pure-play industrial automation company helping customers solve the world’s greatest challenges.
They meet customers where they are in their journey with hardware, software and services that harness the potential for every business.
Rockwell Automation’s goal is to drive simplification through our industry-focused solutions and our powerful partner ecosystem.
The Salesforce Gap:
- Limited visibility of customer journey
- Lacks ability to track all touchpoints
- Only provides simple first-touch and last-touch models
- Cannot apply weighted attribution
- Does not include all campaign contributions to measure impact
- Difficult to perform detailed analysis
FUNNEL MEASUREMENT
Rockwell Automation was looking for a solution that could easily provide deep insights of the sales funnel for their extensive product line.
They required a tool that could help identify bottlenecks, monitor velocity, improve conversion rates, and store a complete history of funnel data (including dates and touches) to perform multi-touch campaign attribution.
The Salesforce Gap:
- Limited funnel data
- Basic reporting capabilities
- Lacks ability to track detailed stage-by-stage conversion rates
- Difficult to measure velocity rate
- Challenging to identify and analyze reasons for deal stagnation
- No funnel visualization across various segments and time periods
The Solution:
MULTI-TOUCH ATTRIBUTION
Full Circle Insights captures all marketing touches in Salesforce.
Multi-Touch Attribution Modeling helps Rockwell Automation configure and compare various models – including w-shaped and weighted – so they better understand the impact of each touchpoint and campaign.
Full Circle Insights provides advanced Funnel Measurement and detailed historical data.
FUNNEL MEASUREMENT
Rockwell Automation uses Full Circle dashboards to visualize key metrics across stages and segments and view the customer journey from initial touch to closed-won. This helps them learn exactly what content and campaigns work – and which don’t.
The Result:
MULTI-TOUCH ATTRIBUTION
- Improved Marketing ROI: Rockwell Automation can now optimize their budget allocation by investing in the most effective campaigns and channels.
- Data-Driven Decision Making: Full Circle provides insights into customer behavior and preferences so the Rockwell Automation team can easily refine marketing strategies.
- Increased Marketing Accountability: Easy-to-read reports and dashboards take the guesswork out of measuring the impact of marketing activities on revenue generation.
"Attribution isn’t about who “wins”. Attribution models help us understand the influence marketing has so we can plan and budget better."
– Amanda Shelley, Marketing Operations Leader, Rockwell Automation
FUNNEL MEASUREMENT
- Improved Sales Performance: With Full Circle Insights Funnel Measurement, Rockwell Automation can easily identify and address bottlenecks in the sales process, leading to shorter sales cycles and increased win rates.
- Complete Data: Because Full Circle is native to Salesforce, the Rockwell Automation team can rest easy knowing their data is accurate and up-to-date, enabling them to create funnels and multi-touch attribution models in real-time.
"As a company we all agree on the funnel conversion and velocity reports, which help us make smart decisions. From a campaign to leadership level we are able to report on influence, which allows us to show digital, content, social, and demand impact across an entire opportunity." – Amanda Shelley, Marketing Operations Leader, Rockwell Automation