Matchmaker and Campaign Influence Metrics

View and attribute revenue to responses related to leads

Response Management campaign influence calculations attribute revenue to marketing responses related to opportunities. This allows you to report on the following types of multi-touch campaign metrics:

Which opportunities were influenced by campaigns
How much revenue specific campaign responses influenced
Where in the sales cycle, are campaign responses generated?
Who responded to the marketing campaigns that influenced opportunities, even if they are not listed as opportunity contact roles.

In Salesforce, people can be leads or contacts. When an opportunity arises, not all leads are converted to contacts. Unconverted leads engaging with marketing may not be linked to opportunities, making it hard to track their influence.

Full Circle Matchmaker connects leads to accounts by filling the Matched Account field. This lets the Response Management Account Based influence model track campaign response impact from leads.

This means you can now see and report how leads affect revenue, eliminating blind spots in your lead database.

How to set it up

Calculating campaign influence on leads is supported in the Response Management Default Account Based model. From the Campaign Influence main configuration tab you can select a new model or edit an existing Default Account Based Model.

Expand the Advanced Configuration Options section at the bottom of the model configuration.

Select Lead's Account Field drop down and navigate to the value Matched Account. If you have configured Matchmaker to reference a different lead-to-account lookup field you may reference that field instead.

Set a value in the Lead Response Weight field. This weighting will apply to all responses generated for leads related to the account. Other campaign-based weights and exclusions will also apply to these campaign responses such as campaign or campaign member field weights.

What do the metrics look like?

In aggregate you will see the metrics shift. For an example, we can look at the influence metrics for a specific opportunity through the use of the Deal Explorer button.

In the image below you can see how the revenue distribution differs based on whether or not the model is looking at responses from lead records.

Let's look at this information in a report and see where the revenue was distributed based on the ability to calculate influence metrics on leads.

The models below do even weighted distribution. You can see in the image below, that with model 2, which looks at lead responses as well as contact responses, we are attributing revenue to nine additional responses that belong to leads.

To get into the weeds, the record that the reports are generated from, the Campaign Influence Detail object, has a reference to the Lead record in the Lead lookup field:

The influence metrics lower down on the page indicate that this lead's response was not influential in model 1 (Contacts only) but was influential in model 2 (Contacts & Leads)