Reporting Training: The Evaluating Dashboard

Evaluate Your Success

Learn the ins and outs of Funnel Metrics' Evaluating dashboard.

Video Transcript

Welcome. In this video, we will look at the Evaluating dashboards. As the name suggests, the objective of these metrics is to make it easier and faster to more deeply evaluate the performance of your marketing program campaigns.

On this dash, you may wish to add additional filters to view by opportunity create date and/or opportunity close date, as the default setting of all time may not be as useful, depending on your total volume of opportunities and history of using Salesforce.

The top row of this dash can provide exceptional insights. All three components are using influence data and looking at the number of opportunities on the x axis.

In the left column, the Opportunity to Won conversion rate shows all closed opps, and the best campaigns will be in the top right corner. These are the campaigns that influenced (1:00) the most closed won opportunities. The higher up the dot, the more opportunities were influenced, but as you move to the right, the horizontal axis shows the percentage of opps that are closed won vs. lost, So we’re looking at not only how many opportunities were influenced, but how many of those may have been effective in helping win opportunities.

In the middle column we’re looking at the same opportunity count, but grouped by velocity, so this is showing you the campaigns that have influenced the most opportunities that have closed quickly. In this graph, the top left are the best performing campaigns with regards to how fast the deals are closing combined with how many there are in total. Be aware that this may be biased against much larger and slower deals. Also note you will need to hover over a point on the graph for the campaign name and the details to show up, as shown here in the center graph.

In the right column, the opportunity count is shown in the horizontal axis and the value of the opportunities is shown in the vertical axis, (2:00) so the most effective campaigns at influencing the most high-value opportunities will be in the upper right quadrant.

These summaries can help you understand how certain efforts are working and where they work best. For instance, are webinars or conferences helping more to speed up opportunities conversions? What type of campaign helps bring in opportunities that are more likely to be won, or have higher dollar amounts?

Other reports our customers find extra valuable in this dash are the Disposition Reasons report summaries. These can help you understand why opportunities are being lost at each stage. The Top Campaigns by Revenue reports help you see what’s working best at a glance, and the Attribution by Campaign Type is a useful tool for giving you an overall view of how campaign influence revenue is shared by each campaign type. The underlying report is looking at closed won opportunities and influence as calculated by model one, (3:00) but can be adjusted or cloned for a different model if needed, just by swapping a few columns.

Some of our recommended best practices for the Evaluation dashboard are as follows:

● Try using multiple metrics, and not just total influenced revenue, to better understand the complete impact of your campaigns.

● Evaluate your campaigns in relation to other campaigns, and be sure to make budget adjustments accordingly

● Use timing data to evaluate when Campaigns are most effective.

If you want to go one step farther and understand if a specific Campaign had any incremental impact on conversion, velocity, average deal size, you can try using Lift Analysis. In the Support and Resources section you’ll see a link to our article on this.

Next up is our Resources video. Thanks for watching.