1 - Use Case Spiral Inc

Intro to Spiral, Inc.

By the end of this lesson, you’ll be able to:

• Understand the key marketing challenges that Spiral, Inc. is facing
• Understand Spiral’s marketing reporting requirements
• Understand the limitations in standard Salesforce that Full Circle Campaign Attribution overcomes

Summary

Spiral, Inc. is a rapidly growing back-office restaurant management hardware and software provider. Spiral sells both POS terminals (primarily for restaurants with many locations) and has recently moved into the software market selling POS software (primarily for small mom-and-pop restaurants and coffee shops) for restaurants to run on their own device (tablets, phones, etc.). Due to Spiral’s wide audience in the restaurant market, they have a diverse approach to acquiring new customers through many marketing channels.

Primary Stakeholders

Dina Rogers - Director, Marketing Operations

• Works tactically with Marketing team to lead the operational efficiency marketing operations processes and demand gen strategies
• Aligns internally with Marketing team, aligns and partners with sales, works directly with CMO to justify costs and report out on operations and budget

Sydney Johnson - Chief Marketing Officer

• Oversees Spiral’s Marketing department including Demand Generation, Marketing Operations, Product Marketing, PR, and Market Research
• Works with Sales, Finance, and Customer Success to ensure Spiral’s messaging is distributed across channels and to targeted audiences in order to meet sales objectives

Tom Larson - Sr. Salesforce Administrator

• Interfaces with internal stakeholders to understand needs to administer and enhance use of Salesforce across the organization

Spiral’s Current State Marketing Processes

Spiral, Inc. has been using Salesforce since their inception and in the last year, Dina Rogers has been working diligently structuring campaigns in Salesforce to reflect the different budget categories (online advertising, content syndication, tradeshows, etc.), sourcing channels (marketing, sales), and content types (webinars, whitepapers, infographics, comparison guides, etc.) of each and every campaign.

Dina has also been diligently adding costs to all of her campaigns so she can run the relevant ROI reports before each executive meeting. Dina has also set up her Marketing Automation system to create Campaign Members in Salesforce each time a Lead/Contact engages with a Campaign. Tom Larson, Spiral’s Salesforce Admin has built a process to add sales leads to sales Campaigns based on Lead Source (Inbound Call, Inbound Chat, Prospecting).

Spiral’s Marketing Challenges

Spiral’s marketing team had a $500,000 budget last year to generate demand and needs to understand what campaign sources, categories, and content were most successful in acquiring new business. The marketing team anticipates the budget will be cut if they are not able to prove the investments they made were successful. Moreover, next year Sydney Johnson has set a revenue goal for Dina’s team of 20% above the $5M in sales they achieved last year (a total of $6M in new sales) with the same $500,000 budget. Dina’s team needs to understand where to allocate their $500,000 budget to generate $6M in new business.

Dina has a meeting with Sydney in 2 weeks and needs to come prepared with a comprehensive summary of this year’s performance as well as a plan for next year.

Dina needs to answers to the following questions to form her presentation:

• Spiral generated $5M in new business last year. What % of that revenue was sourced by marketing? What % of that revenue was influenced by marketing?
• Spiral attended 5 large industry trade shows over the last year. They had a small booth at each venue, but Dina has an inkling that she should put a larger investment in some of the trade shows over others. Of the 5 tradeshows Spiral attended over the last year, which ones influenced the most qualified opportunities? What was the ROI of each?
• The software market is relatively new for Spiral and is a growth market Sydney will be focusing on over the next year (Sydney’s goal is to grow the business from 30% software to 50% software over the next year). Dina would like to know which budget categories were most successful at influencing new software sales, so she can allocate a greater portion of her budget to those categories to reach Sydney’s goal.
• Marketing hosts a user conference every year where both customers and prospects are invited. Dina needs to know what type of sessions to create for next year’s conference (more prospect based or more customer based). Dina would like to know what % of renewals on the software side & upgrades on the hardware side were influenced by the user conference and what % of new business were influenced to get a better idea of what sessions to create.

Dina has noticed that once an opportunity is created, sales has a hard time finding marketing collateral relevant to the sales stage the prospects are in. What types of content are resonating most with potential customers after they are engaged with sales (after an opportunity is created)?In order to prepare for her meeting with Sydney, Dina creates several reports in Salesforce, but finds several limitations:

• When running her ROI report she notices that all of the revenue for a given opportunity is credited to the last touch campaign (the last campaign in which an individual was included). Spiral’s sales cycle is typically 6 months - 1 year and many of the campaign touches an individual has with Spiral aren’t given credit in these ROI reports.
• Several of Spiral’s reps have not included contact roles on the opportunity, yet many of the Contacts on Accounts with won Opportunities have been engaging with marketing campaigns. Without specifying which individuals play a role in closing an Opportunity, campaign influence reports cannot be used to understand influenced closed-won revenue.
• When running a campaign influence report she isn’t able to see a breakdown of revenue across all Campaign touches, instead the entire amount of the Opportunity is attributed to each influential touch. Dina knows that won revenue is a result of continuous nurturing and therefore a more accurate report would show her the value contributed by each campaign to closed won revenue. Additionally, Dina intuitively knows that certain campaigns require a greater time investment from the individual (e.g., webinar attendees vs. registrants) and an accurate report would allow her to weight those campaigns more heavily in an attribution report.
• There are campaigns included in the influence reports that do not indicate the prospect actually engaged with the campaigns (webinar invites, email newsletter sends, etc.).

The Solution: Full Circle Insights

Full Circle Campaign Attribution is a native Salesforce application that will enable Dina and her team to go beyond the reporting limitations she has identified. With Campaign Attribution, Dina can leverage powerful, multi-touch marketing attribution models to assign revenue credit to every relevant Campaign on an Opportunity and see which Campaigns play a role in generating pipeline and revenue across Spiral’s business. Campaign Attribution gives Dina’s team and her CMO better visibility into campaign performance providing the insight and confidence to optimize their budgets, driving more revenue and greater ROI.