By Brian Hansford, account director and marketing automation practice lead at Heinz Marketing
CMO’s and Sales VP’s will appreciate Full Circle CRM and the meaningful data it captures from Salesforce.com and marketing automation platforms like Eloqua or Marketo to help analyze campaign attribution and revenue influence. Marketing Automation platforms and Salesforce.com have a decent level of integration to show basic marketing contact activity and scored behaviors. But gaps still exist because each platform still operates in a reporting silo and these problems often arise:
– Inconsistent view on leads in various stages of follow up
– No view on campaign influence to revenue
– No views on pipeline velocity
– Drill-down in data isn’t possible without manual intervention
– CMO’s have to dance around how they “analyze” some data
Salesforce alone can’t show campaign influence to revenue, where to invest more money (or not), and accurately determining marketing’s contribution to revenue. Marketing automation platforms can’t report on what they don’t know from Salesforce!
The Disconnect – Attribution and Accountability
The problem lies in the fact that marketing automation provides excellent metrics on outbound and some inbound campaign response reporting. Marketing automation platforms primarily track responses to marketing activities but don’t completely report on results from Salesforce. Salesforce is great at showing data for today with pipeline and revenue numbers but it doesn’t show what happened to get to that point. The platform gap creates inconsistent data to measure follow up results and pipeline velocity from campaigns, leads and contacts. In Salesforce historical response reporting is clunky, at best, and campaign attribution only reports on the last campaign touch. Then when the marketing and sales analysts get involved the guesswork begins where Sales argues their data is more reliable than Marketing, and vice versa.
The issue comes down the Salesforce Leads and Contacts. They’re both prospects as individuals. But Contacts don’t have a status in Salesforce. And full campaign attribution reporting doesn’t exist to show all of the ways a prospect was touched by campaigns and sales reps to get to close.
Full Circle CRM – Tipping Point Influence
I first learned of Full Circle CRM last fall and saw an early demo of their solution and was instantly impressed. Full Circle CRM participated in our March B2B Modern Marketing Roundup and delivered some fantastic content for the attendees. Last week I ran through another demo this week with Full Circle’s vice president of products and marketing, Andrea Wildt. I continue to be impressed with the solution and can confidently recommend them to any organization that struggles with complete “full circle” reporting on marketing influence and campaign attribution.
Full Circle CRM closes the gap between marketing automation and Salesforce to holistically help with campaign management, response management, and marketing intelligence. Full Circle CRM also shows the response management across Salesforce Campaigns, Leads, Contacts, Opportunities, and Accounts. And all of this is done within the Salesforce UI!
Essentially Full Circle CRM solves the data model issue within Salesforce. I absolutely love how Full Circle’s reporting can show velocity of leads through the stages of the sales cycle and what they call ‘tipping point’ moments. For many of our clients at Heinz Marketing that is a huge challenge that often requires a significant reporting effort with tons of Excel csv files, pivot tables, and a fair amount of guesswork.
Another area that really appeals to me is how Full Circle CRM can enhance the implementation of lead scoring models. Full Circle’s campaign attribution, disposition tracking and velocity reporting can validate a lead scoring model, or help identify areas for improvement. For example, are leads sent too early to sales?
There’s a lot of talk about sales and marketing alignment and Full Circle CRM can facilitate that effort. Full Circle can show leads and prospects that are neglected and whether SLA’s are followed while pushing that data to a dashboard for reporting within Salesforce. That’s possible thanks to Full Circle CRM’s SLA platform with extensible API’s where users or partners can build valuable reporting tools.
Implementation and Adoption
Full Circle CRM’s Andrea Wildt told me they have clients that have gone live in as little as two weeks. Some organizations will take longer simply because of change management and process requirements. This is all perfectly acceptable. What makes this better is that sales teams should have very little overhead with training. If Sales follows the process with lead and opportunity tracking that is a critical success factor. It’s important that Sales only creates opportunities from people, for example. Full Circle CRM is completely neutral with the marketing automation platform since all data is reported from Salesforce.
Full Circle CRM users should get a tremendous amount of value with “one view of the truth” from marketing automation and Salesforce implementations. The funnel velocity reports and campaign attribution are incredibly valuable. And Full Circle CRM forces accountability for both Sales and Marketing while giving the CMO and CRO credible data they can share with other execs. As data patterns emerge and evolve the data from Full Circle provides a fantastic opportunity for process improvement.
If you are using Full Circle CRM, we would love to hear your opinions and experience.
Disclosure: Heinz Marketing does not resell Full Circle CRM but we do recommend the solution when clients are challenged with measuring marketing effectiveness.