Active vs Passive Mode

Overview

Mode is a configurable setting in the Funnel Metrics system. You have three modes to choose from: Active, Passive, and Hybrid. The mode you select will affect your user experience, as well as your data and analytics. The fact that mode is configurable means that while you can always choose an organization-wide default, you can also define specific users and Salesforce user profiles as Active or Passive. The lead or the contact record type can also be defined as Passive or Active.

Active Mode

Active mode ensures that you have the most complete data about your leads' and contacts' engagement. To make that happen, this mode requires a couple of quick and painless button clicks from the Sales team. When your org runs in Active mode, sales reps must:

• Create Opportunities only from a lead or contact record.
• Use a dropdown called the Response Prompt Selector in order to engage a lead or contact.

As a result of these two actions, all engagement with an individual (lead or contact) will be associated with a campaign response, so you can track and report on it. Leads, contacts, and opportunities will all be associated with campaigns throughout the funnel, including inbound marketing, outbound telesales, or sales-generated channels.

• Pro: Your data is clean and complete. No engagements slip through the cracks, because all users must associate leads and contacts to campaigns before creating opportunities.
• Con: If your company creates Opportunities from anything other than a lead or contact record, Active mode is likely not for you. If your Sales team is not open to any process changes (in this case, an extra click in a dropdown menu prior to engaging with certain leads/contacts), Active mode will not be an option.

Passive Mode

Passive mode prioritizes convenience over completeness. In this mode, it's possible to engage a lead or contact without first associating them to a campaign. This generally works better for tracking inbound marketing and/or channel sales, but not sales outbound.

Because Funnel Metrics is not able to enforce association between leads/contacts and the campaigns they interact with, Passive mode usually provides only partial engagement history and partial engagement visibility.

• Pro: No change to current Sales workflow (i.e. no additional picklist to choose from before engaging a lead/contact).
• Con: Because not all engagements will be reflected on leads, contacts, and opportunities, funnel data will be less complete.

Hybrid Mode

Hybrid mode uses Active as the global setting for the organization, but assigns specific profiles, named users, and record types to Passive Mode.

In Hybrid mode, specific users are able to move through the funnel without without converting leads to contacts or opportunities.

• Pro: Can offer more complete data than Passive Mode while not requiring all users to use the Response Prompt Selector.
• Con: Less complete data than Active Mode. Depending on your data needs, however, impact may be minimal.

How Modes Work

The Funnel Metrics application stores data on a Salesforce object called the Campaign Member. A single Campaign Member record ties a person record (i.e. lead or contact) to a Campaign. Funnel Metrics specifically looks at Campaign Members that are configured as responses, meaning the member’s current status value has been configured as “Responded.”

From the Marketing perspective, an Active response represents a hand-off to Sales. It is the response that drove sales engagement and created an expectation of a follow-up from a sales rep. The Active response, such typically comes from a responded Campaign Member that has met a business-defined threshold (often a score) for hand-off to sales.

Funnel Metrics can also view this from the Sales perspective. If members of a sales team are engaged as Active users, it's possible to track outbound or sales-generated engagements, as well as channel. For instance, if the team is using an application that generates trials, these trials can be tracked within Funnel Metrics.

In order to configure a Member Status Value as Responded, this checkbox is set to True. The label text is irrelevant; all that matters is that the checkbox is set to True.

Each Campaign Member captures information that can be used to track and drive potential sales engagements. This can be through a hand-off from Marketing to Sales, through an engagement that is driven by Sales, or through your channel or your telesales team. The definition of the group generating the engagement differs from organization to organization.

We capture information on each response: Whether or not it drove sales engagement, whether or not it generated an opportunity, and so on. We also capture historic data on responses.

Some Campaign Member responses drive engagement. Some of them come in below score threshold, so no action is required, and others come in during an engagement - no action required there, either. Thus, the Campaign Member responses reveal the full history of the multi-touch interaction between a lead or contact and your sales and marketing channels, as well as the details of how each engagement drove resultant sales.

Configuration Instructions

Active Mode

The default setting is Active mode. If you choose to stay in Active mode, then no configuration action is required. If you choose to move to Passive mode or Hybrid mode, then follow the instructions below.

Passive Mode

1. From Salesforce, Click Your Name | Setup | Build | Installed Packages | Configure next to Full Circle Insights Funnel Metrics.

2. Click General Configuration.

3. Click Global Passive Mode. This will re-set your default setting.

4. Scroll to the bottom of page, and Click Save and return to main menu button.

Hybrid Mode

Passive Profile & User Overrides

If you have a need for exceptions, you can choose a Hybrid Mode. You will remain in the default Active Mode Global Setting, and can override specific the profiles/ users to Passive Mode.

• If you have exceptions to the Active Global Setting, scroll down the General Configuration page to the Passive Profile & User Overrides section.
• If you select Profile, all users with that profile role will be added to the Force Passive override list. Alternatively, you can select specific users.