3 - RA Responses

Defining Responses

Funnel Metrics with Response Management tracks funnels and attributes opportunity amounts only on campaign members that are responses. What’s a response? We’re glad you asked! When we talk about responses at Full Circle, and in the context of Salesforce more broadly, here’s what we mean:

A response is a campaign member indicating that a specific lead or contact has responded to a campaign initiative. They might’ve clicked on an email, for example, or maybe registered for a webinar, signed up for a demo, requested contact, downloaded a white paper. Maybe they went really old-school and sent a carrier pigeon to deliver a handwritten note to your office. The important thing is that one of your campaigns piqued their interest, and they expressed that interest. Congratulations! It’s a response!

Salesforce identifies a response through the campaign member status configurations. Quick refresher: When you create a campaign in Salesforce, you can configure a list of member status values to be assigned, and those values will be descriptive based on the campaign type. Let's say you want to host a Dreamforce lunch. Your campaign would have the following member statuses: Invited, Registered, Attended, and No Show.

First, determine what’s considered a response. In the conference example, Invited would not be considered a response, but all the rest of the values would be considered “Responded.” For those values, check the ‘Responded” box when you set up the values.

As long as the member status value was configured as Responded (at the time the campaign member was set to that member status value), any campaign member, with any member status label, is considered a response.*

A response will always be evaluated by Funnel Metrics when it comes into Salesforce. It will be assigned a response date and a response status, and a few other fields will also populate at that time. Once the software sets a response date, the campaign member is always considered a response, even if the member status is later changed to a non-responded value.

*Note that some customers assign certain lead or contact record types as "non response record types". Campaign members created under those leads or contacts will not be given a response date value or evaluated by Full Circle as they are not considered "responses" by the application.

The Active Response

Only one response on each opportunity or potential opportunity will be tracked in a funnel. We call this the active response. Because there’s just one, you can still see the customer’s whole journey, but your funnel won’t get cluttered with a bunch of redundant responses.

How can you tell which response is the active one? If your organization is in Active Mode, and the lead or contact is currently active as well, then take a look at the lead/contact’s list of campaign member responses and check the response status. One of the campaign members should have a corresponding Active status. If you are in Passive Mode, you may or may not have an active response. Don't be alarmed if you don't - that just means the engagement is probably sourced by sales.