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Full Circle Insights

Funnel, Response Management 1.22

Funnel

Response Management creates a measurable funnel using a combination of funnel stages, stage attainment dates, reportable dimensions and calculations on the campaign member object.  In previous versions of Response Management, the configuration of funnel stage fields, attainment dates and additional custom fields to support reporting were delivered using a combination of managed package fields, custom workflows, processes and, in some cases, triggers.  With this release, system administrators can now customize funnel names, configure standard funnel stages, add custom stages, define triggering events, fields to populate upon funnel stage attainment and define user fields to be populated as stages progress, all from within the Response Management administration console.  This feature greatly simplifies implementation and maintenance by providing a wizard-like interface to set up and update funnels, funnel-related fields and settings. 

For new customers deploying Response Management, the new Funnel feature will be enabled by default and will be used to customize the solution.  Existing customers will not be affected by this change.  The application will be updated but disabled.  There is no requirement to migrate to the new functionality and a switch will require a review and potential re-vamp of business processes.  However if an existing customers chooses to migrate to the new feature please contact your Customer Success contact to discuss.  

Draft, Active and Archived Funnel Configuration

Response Management now maintains funnels in draft, active and archived configuration sets.  When the application is first installed, two draft funnels defined by the "Campaign Sourced By" field as funnels attributed to Marketing and Sales are available.  You can activate one or both and create additional funnels, ensuring that the Campaign Sourced By field on the Campaign is populated with the relevant custom value.  For example, to create a funnel to measure Partner-sourced, add "Partner" to the list of values in the picklist.  In Funnel configuration, add a new funnel and select "Partner".  

Administrators will activate a funnel once the necessary business processes are defined.  When a funnel is activated it may not be modified.  The user must clone the configuration which creates a clone in draft mode, make changes to the funnel and then activate it.  The application automatically archives the previous version of the newly activated funnel.  This provides security so that users do not accidentally change active funnels on the fly and also allows administrators to audit when funnels were in place for data audit purposes.  

Funnel Stages

Funnel stages capture sequential milestones in a buyer’s journey or engagement with your company. Full Circle delivers a standard set of funnel stages that meet the needs of most companies. Once you have selected the "Campaign Sourced By" value in the first step, you can customize the standard stages and/or create new funnel stages to meet business requirements.  The funnels and definitions delivered with the package are described below.  Funnel stage order is important because stages cannot be skipped; prior stages are back-populated.  For example, if a user performs an action that sets MQL prior to attainment of Inquiry, the application will set the funnel stage and time stamp field for Inquiry.  Administrators can drag and drop the stages to set their order in the funnel.

There are 3 elements that comprise a funnel stage:

1. Triggering event
2. Campaign member funnel fields to be populated upon stage attainment
3. Campaign member user-related fields to be populated upon stage attainment

1. Triggering Events

Administrators can now define the triggering events or conditions under which progress to a funnel stage is achieved from within application configuration. The types of events that can trigger funnel stage progression are:

  • Field Update on the Campaign Member or Opportunity
  • Opportunity Association
  • Lead Conversion
  • Insertion of a new Active Response
  • Insertion of a New Response

Once the triggering event is defined, you can optionally define Campaign Member Filter Criteria or conditions that should be met in order for the stage to be attained.  

If you select Field Update as triggering event the application will prompt you to select either the Opportunity or the Campaign object where the field update occurs to be evaluated in setting the stage.

2. Fields to Populate

Funnel stage attainment is tracked on the campaign member using a combination of a checkbox, a date and a date/time field.  By default, date and date/time fields will be populated with the date and time of the triggering event. If the field is already populated, it will not overwrite the existing value.

Alternatively, you can populate the date and date/time fields using a source field that you can define. When using the Source Field, write the campaign member field API (e.g. FCRM__FCR_Response_Date__c). Or to use a field from another object, write the object and field API (e.g. FCRM__FCR_Opportunity__r.CreatedDate).

3. User Tracking

It is now possible to configure user-related fields to be populated on the campaign member upon stage attainment.  Once enabled, this feature allows administrators to define User, Role or Profile information from a running user or record owner.  This information will be tracked on a campaign member field.  

An example of how this might be used is if an administrator wants to track which user profile first engaged with the related lead or contact. 

NOTE:  Prior to version 1.22, Response Management tracked several user-related fields (First Owner Type, First Owner Assigned, First Queue Assigned and First Owner Worked) when specific stages and dimensions were attained. With the new custom funnel framework, the ability to configure user tracking fields to be set when a certain stage is attained has been added to the administration console.  User tracking fields can also be set when milestones are attained.   To disable First Owner User Tracking, navigate to Advanced Configuration and select Disable First Owner Setting.  We recommend doing this only if enabling the version 1.22 Funnel feature.

To Configure Funnels

When Response Management 1.22 is installed in a fresh org, the new funnel feature will be enabled by default.  To see that the feature is enabled navigate to Advanced Configuration. In the section labeled Funnel Configuration the setting Enable Funnels? will show the value Enable Funnels.

In the Funnel configuration page, you will note that there are tabs for Draft Funnels, Active Funnels and Archived Funnels.  Under Draft Funnels, you will see two pre-existing draft funnels for Marketing and Sales.  These values are pre-populated in the Managed Package field Campaign Sourced By.  In order to create additional funnels you first need to add picklist values to the Campaign Sourced By field in order to select and configure these in Funnel configuration.  The package is delivered with 5 funnel stages: Inquiry, MQL, SAL, SQL and Won.  The table below describes the default configurations for these stages.  To view and customize a funnel stage settings, click on Edit on the funnel stage color bar.

Stage Triggering Event Funnel Fields to Populate User Tracking
Inquiry: any response inserted to Salesforce, related lead/contact has raised hand New Response

Inquiry 

Inquiry Date (Source field = FCRM__FCR_Response_Date__c)

N/A
MQL: response meets threshold (score), related lead/contact is qualified New Active Response

MQL 

MQL Date (Source field = FCRM__FCR_Response_Date__c)

N/A
SAL: Sales Accepted: response that progresses to a working status, related lead/contact is engaged by sales team
  • Campaign Member field update
  • Response Status = Working, Qualified - New Opportunity AND Current Lead/Contact Status = Working, Qualified - New Opportunity
  • Clear Stage = No
  • Trigger Field: Response Status

SAL 

SAL Date 

Lead/Contact Owner User ID maps to Campaign Member SAL Owner
SQL: Sales Qualified: opportunity created, related contact is associated to a new opportunity

EITHER

  • Lead Conversion
  • Opportunity Name not equal to NULL 

OR

Opportunity Association

SQL

SQL Date (Source field = FCRM__FCR_Opportunity__r.CreatedDate

N/A
Won: Closed Won opportunity, sales engagement with related contact is complete

EITHER

  • Campaign Member field update  
  • Opportunity stage Closed/Won equals TRUE
  • Clear Stage = Yes )
  • Trigger Field = Response Status

OR

  • Lead Conversion
  • Opportunity Closed/Won = TRUE

OR

  • Opportunity Association
  • Opportunity Closed/Won = TRUE

 

Won N/A

For each stage, if the customer business process requires, you can edit settings to Triggering Events, Funnel Fields to Populate and User Tracking.  You can create new custom funnel stages, by clicking on the plus sign on the lower right of the stage listings.  If you create a new funnel stage you will need to create custom velocity, still in and current stage in funnel fields.   If you create a new funnel, you need to create the custom funnel stages from scratch.

In the Create New Funnel Stage dialog box, enter a name for the custom stage.  

Insert a description for the funnel stage then configure triggering events, fields to populate and user tracking.

NOTE:  

  • This functionality replaces custom workflows to support setting funnel stages.  Administrators will need to prepare the Dash configuration XML file, Dash reports set up and lead/contact status mapping.
  • Default funnel stage names cannot be edited.  Instead create a new funnel stage with the custom name and configure accordingly.
  • For multi-funnel reports, it is possible to deploy Dash multiple times to accommodate custom funnel stages but requires changing folder names.
  • If the customer has many criteria for setting a funnel stage, instead of trying to support many conditions, consider creating a campaign member formula field that evaluates to TRUE and add it to the filter criteria to keep things simple.
Milestones

In addition to tracking funnel stage and attainment dates, many companies want to track non-funnel milestones in the buyer journey in order to develop more granular reports.  For examples many companies track reporting dimensions like when a sales user rejected a lead.  Response Management can track a field and date stamp labeled "SRL" that can be used to report on when this milestone was reached. 

The difference between milestones and funnel stages is that milestones are independent of each other, whereas funnel stages are sequentially related. With funnel stages, if a user performs an action that sets MQL prior to attainment of Inquiry, the application will set the funnel stage and time stamp field for Inquiry.  Milestones are attained independently.

Administrators can now define the milestone events, or conditions under which a milestone is reached, from within application configuration. There are 3 elements that comprise a milestone event:

1. Define type of triggering event
2. Select campaign member fields to be populated upon milestone attainment
3. Select campaign member user-related fields to be populated upon milestone attainment

Triggering Events

The types of events that can trigger milestone attainment are:

  • Field Update on the Campaign Member or Opportunity
  • Opportunity Association
  • Lead Conversion
  • Insertion of a new Active Response or
  • Insertion of a New Response

Once the milestone is defined, you can optionally define Campaign Member Filter Criteria or conditions that should be met in order for the milestone to be attained.

If you select Field Update as triggering event the application will prompt you to select either the Opportunity or the Campaign object where the field update occurs to be evaluated in setting the milestone.

Fields to Populate

Milestone attainment is tracked on the campaign member using a combination of a checkbox, a date and a date/time field.  By default, date and date/time fields will be populated with the date and time of the triggering event. If the field is already populated, it will not overwrite the existing value.

Alternatively, you can populate the date and date/time fields using a source field that you can define. When using the Source Field, write the campaign member field API (e.g. FCRM__FCR_Response_Date__c). Or to use a field from another object, write the object and field API (e.g. FCRM__FCR_Opportunity__r.CreatedDate).

User Tracking

It is now possible to configure user-related fields to be populated on the campaign member upon stage attainment.  Once enabled, this feature allows administrators to define User, Role or Profile information from a running user or record owner.  This information will be tracked on a campaign member field.  

An example of how this might be used is if an administrator wants to track which user profile was engaged with the related lead or contact when the engagement was dispositioned (e.g. SRL - sales rejected lead). 

NOTE:
Report building for milestones is not currently supported by the Dash xml report builder.

 

 

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