Reporting Training: More About Funnels

What Makes a Funnel Tick?

What does a typical funnel look like? Where can you find your funnel definitions and user tracking information? How can you view individual funnel data on campaign member? And why is it so important to keep campaigns current?

Hello. In this video we’ll discuss a few funnel details. Because this training is intended as an overview, we will look at a typical funnel to illustrate how the process works, but of course your funnel may be different. Response Management allows for multiple funnels and full customization of funnel stage labels, as well as criteria that determines how the funnel stages are set. You’ll also be able to track information about the owners or users of the lead or contact at each funnel stage.

This slide shows what a typical marketing funnel looks like within the Response Management configuration pages.

In a classic implementation, we usually see a sales funnel and marketing funnel. While specific stage names will vary, marketing funnels will typically look like this: an inquiry stage representing any new response, (1:00) an MQL or qualified stage set when the lead/contact reaches an active/open status, then a working status, often labeled as sales accepted lead or SAL, then sales qualified lead or SQL, indicating that an opportunity has been created, and then finally sales qualified opportunity, or SQO, set when the opportunity reaches a specified opportunity stage or pipeline percentage. Won is the final stage set when the opportunity is set to closed/won.

The sales funnel generally starts at a working or SAL stage, and progresses to won in the same series of stages as the marketing funnel.

You can see what your funnel looks like by accessing the RM funnel configuration page, or the implementation documentation Full Circle provided at deployment.

Most organizations will use the marketing funnel as the default, which will apply if the campaign does not specify which funnel to use. (2:00) However, for accurate reporting, it’s best to make sure that all of your campaigns have a funnel identified in the Campaign Sourced By field on the campaign, so nothing relies on using a default.

A quick tip: if you are importing campaigns from a marketing automation program, be sure that the campaign sourced by field is always populated either manually or through a workflow rule.

Another thing to note here is that if you have asked for any user tracking, we’ll record that in your customized reporting training documents and the implementation worksheet. If you’ve chosen to use this feature we will stamp the campaign member with the lead or contact owner’s name and role, or the running user’s name and role, or other information about the user that you’ve requested.

You may have some milestones, which are similar to funnel stages, but outside of the standard progression. For example, some customers want to track the date when the campaign member was put into a nurture or rejected status, or reaches an optional stage that not all engagements will reach.

(3:00) Next, let's look at a specific campaign member. In your day-to-day work you will rarely need to drill into one record, but this can be helpful to be aware of if the need for troubleshooting or getting into specifics around one campaign member does come up.

We create an expanded layout for use by the marketing ops team. This is the hub of data collection, and here you will see for each individual engagement, was it active? What stages were reached and when? What are the velocities for this, etc.? If we’re collecting owner history, milestones, or other analytics information, all that data can be found in this layout.

if there is an opportunity associated with this campaign member response, there will be a link to that opportunity here, and selected data from the opportunity will be pulled into this page for reference and reporting purposes (for example, the opportunity stage, date created, closed date, amount, and more).

(4:00) Please join us as we continue on to talk about Campaign Attribution. Thank you for watching.