The Funnel

Dive into the Funnel

Funnel Metrics 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 Funnel Metrics, 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. From version 1.22 onwards, system administrators can 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 Funnel Metrics administration console. This simplifies implementation and maintenance by providing a wizard-like interface to set up and update funnels, funnel-related fields and settings.

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 these standard stages and/or create new ones to meet your company's specific business requirements. 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.

Three elements comprise each of your funnel stages:

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

Let's examine each of these elements further.

1. Triggering Events

Administrators can 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 also choose to define Campaign Member Filter Criteria (conditions that should be met in order for the stage to be attained).

You can configure multiple triggering events. If you do, they work using OR logic; any one event attained will trigger the funnel.

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.
• The Clear Stage feature will appear. If enabled, the stage (or milestone) Funnel Fields to Populate will clear if trigger field is populated and filter criteria is not met.
  • The Clear Stage is ignored when the trigger field is Opportunity Stage (StageName) and the value selected has Type = Closed/Lost.

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, Funnel Metrics won't 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). To use a field from another object, write the object and field API (e.g. FCRM__FCR_Opportunity__r.CreatedDate).

• Use formula fields to track funnel progress: Check this box to use formula fields to track your funnel progress. When checked, the fields to populate picklists will be replaced with formula field picklists. Funnel Metrics will not populate these formula fields; they will work as Salesforce intends. User Tracking will depend on Triggering Events.

3. User Tracking

You can configure user-related fields to be populated on the campaign member upon stage attainment. Once enabled, the User Tracking 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. Commonly, User Tracking is brought to bear in situations where an administrator wants to track which user profile first engaged with the related lead or contact.

Configuring Funnels

When Funnel Metrics is installed in a fresh org, the new funnel feature will be enabled by default. To check 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'll see two pre-existing draft funnels for Marketing and Sales. These values are pre-populated in the Managed Package field Campaign Sourced By. To create additional funnels, you'll 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 FCI's 5 classic 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.

For each stage, 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.

Creating New Funnel Stages

If you create a new funnel stage, you'll need to create custom velocity, still in and current stage in funnel fields. You'll also 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, you may also want to track non-funnel milestones in the buyer journey. These milestones can help you develop more granular reports. For example, let's say you're interested in knowing sales users reject leads. Funnel Metrics can track a field and date stamp labeled "SRL," which can be used to report on when this "milestone" (rejection) was reached.

Milestones differ from funnel stages in that they 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 define the milestone events, or conditions under which a milestone is reached, from within application configuration. Like with funnel stages, three elements make up 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 define Campaign Member Filter Criteria (conditions that should be met in order for the milestone to be attained).

You can configure multiple triggering events. If you do, they work using OR logic; any one event attained will trigger the milestone.

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, Funnel Metrics will not overwrite the existing value.

Alternatively, you can populate the date and date/time fields using a source field that you define yourself. 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).

• Use formula fields to track funnel progress: Check this box to use formula fields to track your funnel progress. When checked, the fields to populate picklists will be replaced with formula field picklists. Funnel Metrics will not populate these formula fields; they will work as Salesforce intends. User Tracking will depend on Triggering Events.

User Tracking

You can 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.

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), User Tracking will help them do exactly that.

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