5 Ways Sales Attribution Can Help Your Account Development Team

Nov 1, 2017

5 Ways Sales Attribution Can Help Your Account Development Team

Here at BrightFunnel, we like our internal team of Account Development Representatives (ADRs) to “think like a marketer,” which is why they actually report into our marketing team! There’s a lot of reasons why this makes sense, not the least of which is taking sales and marketing alignment to a whole new level. Think about it — the goals of marketing leadership are closely aligned with those of an ADR. Build pipeline, engage prospects, raise brand awareness and generate business through impactful messaging. So naturally, being a multi-touch marketing attribution platform, our ADR team leverages BrightFunnel to measure their efforts in parallel with all of our other marketing activities.

Regardless of the department your organization’s SDR / BDR / ADR function rolls into, measuring the activities of your sales development team can be an impactful way to reliably forecast pipeline and increase efficiencies with their prospecting. Keep reading to see how we recommend tracking sales development attribution to strengthen the partnership and collaboration between marketing and sales.

Establish An Organizational Framework

The following is a framework to consider when setting up ADR Salesforce Campaigns:

Method # 1: Measure Overall ADR Activity

First, create a new Campaign Type in Salesforce: For example: “ADR Activity.”

sales development attribution

Then, create two new campaign templates, and assign the campaign type as ADR Activity. Within each template, determine the various Campaign Member responses that should be considered “successful” responses. But remember, just like when tracking marketing activities, we suggest that you only attribute activities that signal engagement such as an email response or meeting set. We also recommend avoiding including emails that were sent but did not receive a response.

For evergreen or ongoing ADR campaigns, we recommend creating new ADR campaigns quarterly, to provide visibility into performance during a specific time frame. 

  • For example, use ADR Inbound Q1 2017 or ADR Outbound Q1 2017

sales development attributionIf your ADRs leverage multiple outbound channels, consider breaking up your Outbound activities even further into separate campaigns.

  • ADR Email Outreach Q1 2017
  • ADR Social Outreach Q1 2017
  • ADR Direct Mail Outreach Q1 2017
  • ADR Call Outreach Q1 2017

Pro Tip: Use a naming convention for campaigns that are Inbound, Outbound or specific events to understand how different ADR activities are driving pipeline and revenue.

sales development attribution

Method #2: Track Meetings Scheduled Before an Event

In Salesforce, create a parent campaign for an Event overall, like “Dreamforce 2017.” We recommend organizing using a single parent campaign to organize all sales and marketing activity before and during the event. 

Create individual child campaigns for all ADR activities related to this event. For Example: meetings scheduled, booth scans etc.

    • Categorize the campaigns with the SFDC “ADR Activity” Campaign Type
    • All ADR campaigns will roll into the ADR campaign group. You can leverage a parent campaign filter to see all of the integrated event outreach across all campaign groups.

sales attribution model

  • Pro Tip: Determine the various successful campaign responses and use the same Member Status values consistently across all ADR Outreach Campaigns and ADR Event Outreach Campaigns.

Method #3: Tracking Sourced Opportunities

  • Create a Lookup field on the opportunity object in SFDC called “Opp created by” or “ADR Owner” that looks up to the User Object and have your ADR team populate this field when creating opportunities.
  • If you’re a BrightFunnel customer, be sure to let your CSM know you’ve created this field. Then you can leverage BrightFunnel “Global Filters” to analyze the opportunities sourced by specific individuals or teams and the marketing campaigns that influence them.

Tactical Execution

Finally, let’s review the tactical logistics.  

Method #4: Identify Campaign Creation Owners

This person should be responsible for creating new ADR Outreach Campaigns every quarter and for each specific outreach event. For consistency, leverage a template campaign for all ADR campaigns for quarter over quarter reporting.

      • Pro Tip: Within the template, use the same naming convention and successful campaign responses for each ADR campaign.

Method #5: Train the ADR team

Each ADR should manage adding Campaign Members to the corresponding campaigns in SFDC. They should mark the appropriate Campaign Member responses as their outreach is successful. Coach the ADRs to track this activity within a timely manner so the Campaign Member Response falls within the time frame when the responses occurred.

    • Pro Tip: Ensure that each ADR fills in the “ADR Owner” or “Opp Created by” Field as they open new opportunities.

Ready to get started with sales development attribution? Let us show you the BrightFunnel Revenue Intelligence Platform!


Deal Debriefs: How to Understand the Complete Story

Aug 8, 2017

Deal Debriefs: How to Understand the Complete Story

Your team just closed a massive deal. Your SDR and AE are ready to pop the champagne! But when the bubbles fizz out, it’s time to dig in and figure out how to replicate the art and science of the buyer’s journey your team just led.

So where do you look? How do you piece together the giant puzzle of efforts that brought your business more money in the bank?

Salesforce doesn’t tell the full story

Of course, there is Salesforce — the system of record for our friends in sales. But let’s walk through what we see in that system of record.

  1. Sales (hopefully) attached a contact or two to the opportunity.
  2. Maybe that contact engaged with your website and filled out a form.
  3. Possibly the sales rep created an event or task for a few of their meetings.
  4. Maybe the opportunity was moved through a couple deal progression stages.

Depending on the thoroughness of your sales rep’s documentation, there may be some great takeaways for the sales team. But as a marketer, what learnings are you able to take away from this closed-won deal?  Follow-up with our leads? Yikes!

So, what about marketing?

To quote Edward Nevraumont, CMO and CRO of General Assembly — “The world is rapidly moving from marketing as a cost center to marketing as a revenue driver.” It’s more likely than not that marketing influences every closed-won deal in your funnel — and directly impacts revenue growth.

In order to understand how your customers are making a purchase decision and how to optimize future time and investments, it is absolutely essential to track every sales and marketing interaction throughout the buyer’s journey.

Insert Multi-touch Attribution

After every deal closes at BrightFunnel, we hold what we like to call a Buyer’s Journey Review.

What this means, in a nutshell, is that we use the BrightFunnel platform to view and analyze the full path-to-sale of our new customer. Here are a few of the questions that our path-to-sale review answers.

Where are people learning about our brand?

BrightFunnel answers this by identifying the true first touches. These include touches like website visits and digital ad clicks that occur before a lead is even known in our system (has not yet filled out a form). Anonymous lead tracking is very often forgotten, but it’s incredibly valuable when it comes to determining ad spend.

Which programs are driving new leads?

This question is answered by identifying the first converting touch — the marketing investments that drive a new lead to fill out a form (i.e. contact me form fill, content download, webinar sign-up, etc.). This metric is essential in understanding how our prospects become leads in the first place.

Which marketing and sales touches are moving the needle and converting leads into opportunities?

This is a super valuable piece of the pie because we want to make sure we’re continually investing in programs that drive lead conversions. We answer this question by tracking last touch attribution — identifying the last time a lead interacts with our brand before opportunity creation.

Where is marketing valuable in deal acceleration and post-sale nurturing?

We pay close attention to not just these first and last converting touches, but every single touch in order to identify overall value and effectiveness of all programs. Wouldn’t you want to know if your champion is passing around a specific customer testimonial across his or her team right before the deal closes? Middle touches are essential in understanding the marketing efforts and collateral that are most valuable as customers make their purchase decisions.

Learn Your Customer Journey

If you would like to answer these questions for your organization and understand your complete buyer’s journey, please don’t hesitate to reach out. We would love to provide you with a closer look into our Deal Debriefs by means of the BrightFunnel platform!


How to Effectively Measure Customer Upsells, Renewals and Retention Rates

Jun 16, 2017

How to Effectively Measure Customer Upsells, Renewals and Retention Rates

Say your revenue team has just closed a deal. It’s an amazing feeling, right? Your sales team is ringing the gong and your marketing team is popping the champagne. Everyone’s excited to welcome another customer into the family.

But when the champagne bottle is empty, and it’s time to get back to business, many marketers will often only think about their marketing attribution in terms of what is bringing in net new business. After the deal closes, marketing typically has a set onboarding and customer cadence that treats their customers equally and provides them with the same set of content from marketing automation.

The reality is that marketing attribution shouldn’t stop at a closed deal won. How often though do your find yourselves running into customers at a trade show?  How many times have you noticed customers browsing your website and downloading content to become more educated? And how often are customers taking a reference call for you or writing a review on G2Crowd?!

It’d be such a shame to miss out on all those marketing interactions and touchpoints that take place after the deal has been won. Wouldn’t it be great to understand whether there was a pattern to marketing touches or customer advocacy that led to more upsells, renewals, retention and a better overall customer experience?

In the era of SAAS, renewal and retention rates are just as important, if not more important than net-new business to your investors! It’s time that marketers go beyond tracking what revenue they sourced, to analyzing and getting credit for customer retention revenue numbers.

Marketers should start becoming best friends with their client success team. With the help of multi-touch attribution insights, marketers can do a lot more than just help grow net-new revenue — they’ll finally be able to provide tremendous insights into what type of content resonates the best at each stage of a customer upsell or renewal cycle.

These types of metrics can also give your revenue team a deep understanding of how offline activities and customer advocacy campaigns impact retention and renewals. With a couple clicks of a button, a multi-touch attribution tool like BrightFunnel can easily help marketers understand which marketing tactics are most impactful at each stage within the renewal and upsell cycle.  This reporting would allow you to proactively design and target programs to actively engage your customers vs. just pumping them with the same content.

While marketing automation might work to send customers down different paths based on their engagement, what would you do if you found out that those email campaigns actually had no impact on renewals and upsells?

You might be tempted to invest in opt-in preferences for your customers through a contact preference project, but what if you realized that customers that renew or upgrade do not even care about reading your marketing emails.

Wouldn’t it be better to know that getting customers to a particular dinner or user conference would increase the likelihood of them renewing by 50%?! Imagine communicating that to your CS Team! You better believe they would be ensuring that they were participating in your events and working hard to ensure attendance.

Or what if you found out that a particular ebook that had not sourced many deals had actually touched 70% of closed/won renewals last quarter, would you still have cut it?

These are all the type of immediate insights you can get from BrightFunnel!

We would love to help your marketing team increase renewal rates using BrightFunnel! Schedule time to speak with our Revenue Intelligence team to get started.