Reporting Training: Responses and Active Responses

Defining Responses and Active Responses

Video Transcript

Welcome to our Reporting Key Concepts video on responses.

Response Management tracks funnels and attributes opportunity amounts only on campaign members that are responses, so it’s very important that we first correctly define what a response is in the context of Full Circle products and Salesforce.

A response is a campaign member that indicates that the lead or contact has responded to a campaign initiative. For example, they’ve clicked on an email, they’ve registered for a conference or a webinar, signed up for a demo, requested contact, downloaded a white paper, etc.

A response is defined in Salesforce by the campaign member status configurations. As a quick refresher, when you create a campaign in Salesforce, you can configure a list of member status values to be assigned, (1:00) and those values will be descriptive based on the campaign type. For a simplified example, for a conference you might have: Invited, Registered, Attended, and No Show.

Now that you have the member status labels, you will determine what’s considered a response, and for those values you click the “Responded” checkbox when you set up the values. In the conference example, Invited would not be considered a response, but all the rest of the values would be considered Responded.

Any campaign member, with any member status label, as long as the member status value was configured as Responded, is what we will call a response throughout the rest of this training.

A response will always be evaluated by Response Management. when it comes into It will be assigned a response date, which is the date the campaign member became a response, and a response status. A few other fields will be populated at that time. Once Response Management sets a response date, the campaign member is always considered a response, (2:00) even if the member status is later edited to not be responded.

Again, because Full Circle tracks funnels and attribution only on valid Salesforce responses, it’s very important for the accuracy of your data to carefully review your campaign member status configurations and be sure that your campaigns are always configured correctly to set responded values as responded.

Full Circle has an inexpensive tool called Easy Campaign Member Status on the Salesforce Appexchange to aid with maintaining campaign member statuses. Please click the link below this video to find out more if you’re interested.

Now we can define an active response. Only one response on each opportunity or potential opportunity will be tracked in a funnel. We call this the active response.

In the previous section, we described how Response Management determines the active response, so the key thing here to remember is that you can tell, when you look at a lead or contact’s list of campaign member responses, (3:00) which one is the active response by the response status. If the lead or contact is currently active, and your organization is in active mode, then one of the campaign members should also have a corresponding active status.

This brings us to the next point: How do you know what’s an active status? You can always tell by looking at your status mapping page in Salesforce, and noting which response statuses have a checkmark in the “Active” column. We also will provide this information to you at deployment in your implementation workbook

This is a good place to note the one exception to the rule that each lead or contact can only have one active response at a time. While this is always true of a lead, this is not 100% true for contacts. A contact can have multiple active responses, if at least one of them is tied to an open opportunity. A typical scenario is when a contact is interested in 3 different products. In this multi-product interest scenario, you might have one active response (4:00) that is in working status for product 1, while the other two active responses would have the status of “Qualified - New Opportunity,” each tied to a different opportunity for products 2 and 3.

Next up we’ll discuss key fields used in reporting. Thanks for watching.