Check out this video that describes Campaign Influence and the 5 Models of Influence: Magic Robot Campaign Influence Models Explained
How to think about Campaign Influence
How should you think about and communicate the concept of Campaign Influence to others like your C-Suite or to sales leadership?
This is how you need to look at it — and talk about it — to use this application successfully:
“Sales reps do ALL the work. Campaign Influence Analysis tells us which campaigns are good at helping our reps find and win opportunities — and also which ones are not good.”
If your products sold themselves, you wouldn’t need sales reps.
Since you DO need sales reps, you need everybody in the operation to accept the fact that sales is doing 100% of the work. (Wink, wink.)
Say it with the Magic Robot now:
“Sales reps do ALL the work. Campaign Influence Analysis tells us which campaigns are good at helping our reps find and win opportunities — and also which ones are not good.”
What you’re trying to do with your Magic Robot campaign analysis is find and use the optimal spend to help sales reps best find and win opportunities.
The goal is not to give campaigns “credit” for opportunities or sales. “Credit” goes to the sales team. Got it? (They’re sensitive about it.)
Now that we’ve got that out of the way, you can use Magic Robot to finally see how your campaigns are performing! Which ones are good? Which ones are dogs?
Doesn’t Salesforce already do this?
There’s a lot of documentation about Salesforce’s “Closed Loop Marketing” process.
That process works great when something like this happens: a consumer responds to an ad about buying something transactional, like a shovel. “Sales rep” gets the shovel-order-lead (w/ campaign response) and processes the sale by converting the lead directly into an opportunity.
It’s super easy to tell what happened there. Ad click response => lead => opportunity.
But what if that was the fifth ad they clicked on in the last five months? And what if you were dealing with more people in the decision-making process?
Out of the box, Salesforce closed-loop marketing doesn’t work so great when you sell something to another business, your product is expensive, it takes some time and effort to sell / buy, and there are multiple people influencing the buying process.
A situation like: an intern prospect downloads a whitepaper about why their company should consider outsourcing their HR & benefits.
– 3 weeks later he attends a webinar and then downloads a datasheet the next day. Rep converts his lead into his existing account. Intern finally answers a phone call and says he’s doing research but they’re always researching. “Nothing to see here.”
– 6 weeks later, two managers stop by the booth at a trade show and then later they open a couple emails.
– Another week goes by. Finally the sales rep secures a face-to-face meeting with the VP-level decision maker!
– She then creates an opportunity straight from the VP Contact — the week after — when she feels it’s totally qualified.
What the heck happened there? How do you make sense of what your campaigns did?
That’s what this application does for you.
You’ve purchased the App. Now how do you analyze all your data?
Thank you for being a part of the Magic Robot experience!
Now go to the Control Panel page.
1. Edit the Settings and enter your validation code you received in your receipt email, and change the Start Date of Opp Create Dates to the day you want to check out data from — to today. (Usually 3 or 4 full years is the max anybody ever wants to know about)
2. Save the settings.
3. Now Run the Full Enchilada by clicking this button:
4. And then checking this box:
5. And finally, clicking this button:
This will tell the system to fully calculate campaign influence for all opportunities and campaigns back to the start date of opp create dates. Depending on the volume of the data you’ve chosen to analyze, it can take several hours for the system to finish its initial analysis.