Yesterday Full Circle Insights announced the next-generation of Weighted Campaign Influence, a feature that revolutionizes the ability to measure & attribute value to the many touches that contribute to revenue in Salesforce. This is particularly exciting to me as it feels like I’m finally closing out some unfinished business. You see, 5 years ago I was the product manager for the salesforce.com marketing cloud when it launched what was supposed to be the first version of campaign influence. It was, and still is, a report that allows you to see all of the campaign touches associated to all of the contacts on the opportunity.
That initial campaign influence functionality shows the opportunity value and allows you to summarize by campaign or opportunity name and gives you a sense of what campaigns are touching your deals. But when summarized by campaign it attributes 100% of the opportunity amount back to each campaign, resulting in double, triple or quadruple attribution of the revenue. So while the feature does give you an indication of what is and isn’t working, it’s difficult to quantify and communicate up the management chain the true impact of your programs when your numbers don’t add up.
Fast forward a few years and now our customers running Salesforce and Full Circle Insights can run an infrastructure that supports weighted campaign influence models taking into account the unique requirements of their customer bases. That’s why I am so excited about the latest influence functionality from Full Circle Insights. Not only is it flexible enough to support organizationally specific weighting requirements, but also the reports are so incredibly powerful that you can analyze the impact of every campaign touch by your unique business dimensions. Below are just a few examples of some of the reports you can generate:
- On average how many campaigns touch our closed won deals?
- What campaigns influence our different product lines?
- What campaigns are better at influencing certain titles?
- What field events are helping to mature opportunities through to close? What events are NOT effectively helping us?
- What campaigns influence deals in our various market segments (small business, mid-size, enterprise)?
- What campaigns are good at generating new names that will eventually convert into closed deals?
- Stack rank of all campaigns we ran this year and how much pipeline or revenue they influenced.
Of course all of these reports have drill down capabilities so you can see all the underlying opportunities and data sources – a marketing data geek’s dream!
If you’re interested in learning more about weighted campaign influence check out the press release.