Opportunity Generation Reporting
- 2. Jimmy Conley Sr. Technical Architect, Professional Services Meet Your Speakers Ginger Tranter Sr. Training Manager, Customer Education
- 3. Housekeeping Items ● All lines are muted ● Use the Q&A box ● Recording will be emailed a few days after the webinar
- 4. Background: ● 5+ years at Salesforce ● Dedicated Salesforce Consultant for Enterprise Customers ● 2+ years Marketing Automation Implementations (SMB to Enterprise Customers) ● Georgia State University - Marketing & Economics Hobbies/Interest: ● Playing guitar and bass ● Avid Atlanta sports fan ● Traveling ● Outdoor activities with my dog, Charlie ● Scuba Diving Introduction Certifications: ● Salesforce Advanced Administrator ● Salesforce Administrator ● Salesforce Consultant ● Pardot Consultant ● Pardot Specialists ● Salesforce Marketing Cloud Email Specialist Jimmy Conley Sr. Technical Account Manager Jimmy Conley - Sr. Technical Account Manager SalesLoft Professional Services Team
- 5. ● IS: Review options for leveraging SalesLoft data in Salesforce Opportunity reports ● IS NOT: Provide step by step guidance on building SalesLoft Opportunity reports using SalesLoft data Goal of Training Session Want to become a Salesforce expert? ● Create a FREE Developer Org: https://developer.salesforce.com/signup ● Use Salesforce Trailhead: https://trailhead.salesforce.com/en/home ○ Reports & Dashboards Trail: Introduction to Reports and Dashboards ● Salesforce Help & Training: https://support.salesforce.com/support ● SalesforceBen.com: Very useful site with a ton of Salesforce information
- 6. ● Data and Processes needed to build reports: ○ Opportunity Contact Roles - What they are and why they are so important ○ Custom Fields & Mapping - Opportunity, Contact, Lead, Task ○ Process Builder & Flows - What they are and why you need them ○ Salesforce Campaigns - SalesLoft use case ● Reporting Examples: ○ Useful Out-of-Box Salesforce Reports ○ SalesLoft Cadences that generate the most Opportunities ○ SalesLoft Email Templates that generate the most Opportunities ○ SalesLoft channel for driving Opportunity creation Agenda
- 8. Opportunity Contact Roles Contact Record Opportunity Record Opportunity Contact Role Junction Object ● Build a relationship between individual Contacts and an Opportunity Record ● Opportunity Contact Roles is a Junction Object that is related to both Contact and Opportunity objects ● SalesLoft Opportunity Reports are more complex due to Contact Role relationship Junction Objects provide many-to-many relationship unlike ‘Look-up’ fields
- 9. Opportunity Contact Roles Common Use Cases for Primary Contact Role: ● Show influence from Sales or Marketing on an Opportunity ● Leveraged for out of box Salesforce Campaign Influence reporting SalesLoft Use Case: ● SalesLoft is used to engage with People records ● Contact Roles associate People directly to Opportunities in Salesforce Adding Contacts to Opportunity How a Primary Contact Role is added to an Opportunity: ● Converting a Lead record to a Contact and new Opportunity (Converted Lead is Primary Contact) ● Creating an Opportunity from an existing Contact record (Contact is Primary Contact) ● Adding Primary Contact to existing Opportunity (One per Opportunity)
- 10. Opportunity Contact Role - Limitations Contact Role Limitations: ● Not available in Salesforce Workflow Rules or Process Builder ● Contact Role Relationship cannot be used in Salesforce Formula fields ● Cannot be used in Validation Rules on an Opportunity (i.e. Ensure Contact Role is added to Opp) Solutions for these Limitations: ● ‘Primary Contact’ custom field on the Opportunity Object (Lookup Relationship) ● Salesforce Visual Flow and Process Builder to automatically populate the ‘Primary Contact’ field ● Salesforce Visual Flow and Process Builder to automatically create Primary Contact Role NOTE: Based on ‘Primary Contact’ custom Opportunity field ● Use a Salesforce AppExchange Package to require a Primary Contact Role NOTE: These are not Salesforce or SalesLoft products and all support code coverage is 100% is handled by the publisher of the application.
- 12. Lead Fields: ● Most Recent Cadence - Cadence ID ● Most Recent Cadence - Cadence Name ● Most Recent Cadence - Last Completed Step ● Most Recent Email Template ● Most Recent Channel Contact Fields: ● Most Recent Cadence - Cadence ID ● Most Recent Cadence - Cadence Name ● Most Recent Cadence - Last Completed Step ● Most Recent Email Template ● Most Recent Channel Opportunity Fields: ● Most Recent Cadence - Cadence ID ● Most Recent Cadence - Cadence Name ● Most Recent Cadence - Last Completed Step ● Most Recent Email Template ● Most Recent Channel ● Primary Contact Custom Fields Needed (Based on Webinar Examples): Salesforce Field Mapping: Navigation: Setup > Build > Customize > Leads > Fields > Custom Lead Fields > Map Lead Fields Button > Map to Contact & Opportunity NOTE: Useful if you create Opportunities while converting Lead records. Task Fields: ● Email Template Title ● Step Type
- 13. Why not Formula Fields or Cross Filters?
- 14. Issue with Cross Object Formula Fields & Cross Filters Cross Object Formula Fields: ● Formula fields referencing a field value from a parent object record or related lookup field (i.e. Account fields on a Contact record) ○ Issue with Opportunity Reporting: ■ As Contact or Lead field values update, your formula fields would update as well Scenario: Contact added to new Cadence after Opportunity is created ■ Doesn’t maintain most recent Lead or Contact field values prior to Opportunity creation Cross Filters in Reports: ● Include or exclude records in your report based on related objects and their fields ○ Adds ‘with or without’ function to reports (i.e. Contacts with related Closed Won Opportunities) ○ Issue with Cross Filters: ■ As Contact or Lead field values update, your reports would update as well Scenario: Contact is added to new Cadence and completes additional steps, the SalesLoft ‘Most Recent’ values will update resulting in inaccurate data ■ Doesn’t maintain most recent Lead or Contact values field prior to Opportunity creation
- 15. Process Builder & Flow
- 16. Salesforce Lightning Process Builder (Article): ● Create automated business processes ○ Similar to Workflow Rules with more features (Update Related Object Records) ○ Leverage both Standard and Custom Objects ● Drag and drop graphical representation Salesforce Lightning Process Builder NOTE: Available in all Salesforce editions Why is Salesforce Process Builder needed for SalesLoft Opportunity reporting? ● Automatically write field values from Primary Contact record to Opportunity Record Examples of processes used for SalesLoft advanced reporting in Salesforce: ● Writing SalesLoft Tasks field values to the related Lead or Contact ● Writing SalesLoft Lead or Contact field values to related Opportunity record ● Invoking Salesforce Flow to populate ‘Primary Contact’ custom Opportunity field ● Writing SalesLoft Lead, Contact, or Task field values to a related custom object record
- 17. Why use Salesforce Visual Flow (Article) for Opportunity reporting? ● Automatically populate ‘Primary Contact’ field, or create Primary Contact Role ● Opportunity Contact Role object not exposed in Process Builder or Workflows ● Opportunity Contact Role object is available in Salesforce Visual Flow Salesforce Visual Flow SalesLoft Opportunity Reporting Use Cases: ● Automatically populate the ‘Primary Contact’ custom field on an Opportunity OR ● Automatically create a Primary Contact based on the ‘Primary Contact’ Opportunity field Instructions for Creating these Flows: ● Blog post by Judi Sohn with instructions for creating either of the Flows listed above: ○ Using Salesforce Process Builder & Flow with Opportunity Contact Roles
- 19. Salesforce Campaigns and SalesLoft Using Salesforce Campaigns for Sales Salesforce Campaigns: ● Salesforce Campaigns measure marketing attribution and influence on Opportunities ○ Salesforce offers out of box Campaign attribution and influence settings and reports SalesLoft Use Cases: ● SalesLoft does not create Campaign Member records in Salesforce ● Add Lead and Contact records to a Campaign prior to importing to SalesLoft Cadence (i.e. Inside Sales “Parent Campaign”, Cadence Specific “Child” Campaigns) NOTE: You can import Lead or Contacts into SalesLoft from a Salesforce Campaign Report ○ Value Added: ■ Determine if Sales or Marketing had first touch with Person ■ Shows Sales & Marketing efforts in same view ■ Utilize out of box Salesforce reports & settings
- 21. ● Report Type = Leads with Converted Lead Information ○ When this is applicable? ■ Team regularly converts Lead records directly to Contacts and Opportunities ○ What does this report show? ■ Lead field values prior to being converted to Contact & Opportunity ■ All Lead and Opportunity field data is available in this report ● NOTE: Contact Fields: Contact Name, ID, and Account are also available Applicable Out of Box Salesforce Reports ● Report Type = Activities with Opportunities ○ When this is applicable? ■ Team is logging activities against Contact records associated with Open opportunities ○ What does this report show? ■ All Activities logged against ANY Contact related to OPEN Opportunity ■ All Activity, Opportunity, and Account field data is available in this report
- 22. SalesLoft Cadences that generate the most Opportunities *Dashboard created from report Report Requirements: ● ‘Primary Contact’ custom Opportunity field ● Value in Primary Contact Opportunity field ● Most Recent SalesLoft Cadence custom field ○ Lead, Contact, and Opportunity objects ● Most Recent SalesLoft Cadence custom field ○ Mapped: Lead > Contact > Opportunity ● Salesforce Process (Process Builder): ○ Write Contact ‘Most Recent Cadence’ field value to Opportunity Record Report Type: Opportunities Show: All Opportunities - Open and Closed Filters: Most Recent Cadence Name is not equal to “” Format: Summary Grouping: Group by Opportunity custom field ‘Most Recent Cadence - Cadence Name’
- 23. SalesLoft Email Templates that generate the most Opportunities *Chart and Report in Salesforce Classic Report Requirements: ● ‘Primary Contact’ custom Opportunity field ● Value in Primary Contact Opportunity field ● Most Recent SalesLoft Email Template custom field ○ Task, Lead, Contact, and Opportunity objects ● Most Recent SalesLoft Email Template custom field ○ Mapped: Lead > Contact > Opportunity ● Salesforce Process (Process Builder): ○ Write ‘Most Recent Email Template’ field value from Task to related Lead or Contact ○ Write ‘Most Recent Email Template’ field to Opportunity from ‘Primary Contact Report Type: Opportunities Show: All Opportunities - Open and Closed Filters: Most Recent Email Template is not equal to “” Summary Format: Summary Grouping: Group by Opportunity custom field ‘Most Recent Email Template’
- 24. SalesLoft Channel that generate the most Opportunities Report Requirements: ● ‘Primary Contact’ custom Opportunity field ● Value in Primary Contact Opportunity field ● Most Recent SalesLoft Channel custom field ○ Lead, Contact, and Opportunity objects ● Most Recent SalesLoft Channel custom field ○ Mapped: Lead > Contact > Opportunity ● Salesforce Process (Process Builder): ○ Update ‘Most Recent SalesLoft Channel’ field on Lead or Contact when Task is logged ○ Write ‘Most Recent SalesLoft Channel’ field value to Opportunity from ‘Primary Contact’ Report Type: Opportunities Show: All Opportunities - Open and Closed Filters: Most Recent SalesLoft Channel not equal to “” Summary Format: Summary Grouping: Group by Opportunity custom field ‘Most Recent SalesLoft Channel’*Chart and Report in Lightning Experience
- 25. ● Topic: SalesLoft Advanced Reporting - User Activity Metrics ○ Date: December 11, 2018 ● Topic: SalesLoft Advanced Reporting - User Accountability Metrics ○ Date: January 15, 2018 ● Topic: SalesLoft Advanced Reporting - Interaction Outcome Metrics ○ Date: February 19, 2018 Salesforce Reporting Webinar Series Upcoming Webinar Topics
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