Full Circle CRM's Andrea Wildt shares how to measure campaign influence on revenue in Salesforce CRM. Presented at the 2013 B2B Modern Marketing Roundup.

1. Measuring the Influence of Your
Campaigns on Revenue in Salesforce
Andrea Wildt, VP Products &
Marketing, Full Circle CRM
#MMR

2. Traditional ROI vs. Influence
Traditional Campaign ROI: Campaign Influence:
One campaign gets credit for a All campaigns get a portion of the
given opportunity. credit for a given opportunity.
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3. Campaign Attribution Gaps:
Event Example
1• Opportunity existed prior to the event with a
different Primary Campaign
2 Opportunity was created after the event
but not tied to a Campaign
3 Opportunity was created months after the
event
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4. Model 1: The Salesforce Model
Attribute 100% of the Opportunity Value back to every Campaign
that is tied to the deal through a contact role.
PROS CONS
•Easy to implement • Always adds up to more than 100%
•Directionally meaningful • Limited criteria & reporting capabilities
• Sales must add a contact role to the opportunity
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5. Model 2: Equal Distribution
Equally distribute the Opportunity value to all Campaigns on all
Contacts at the Account.
PROS CONS
• Not dependent on sales • Credit given where not due
process (contact roles) • Assumes any touch to the account is valuable
• Numbers add up to 100%
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6. Model 3: Weighted Distribution
Weighted distribution of Opportunity Value to Campaigns
associated to Contacts at the Account
PROS CONS
• Weight over multiple • Subjective weightings can skew results
dimensions: time, campaign • Requires sales to add contact roles to opportunities
type, contact role, etc.
• Numbers add up to 100%
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7. Where to Start?
• Start simple
• Get mindshare from key executives
• There is no one size fits all model!
• Use technology & process to drive complete
metrics; your output is only as good as your
data input
• Educate your sales team
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8. #MMR
• Andrea Wildt
• VP Products & Marketing
• Full Circle CRM
• @andrea_wildt