When we think of Salesforce, we typically think of it’s main use case, which is pulling together relevant information for sales so they can track and close deals. However, CRMs hold great value for marketers as well.
In this post I'll walk you through the basics of Salesforce reporting with a lens for marketers.
First, log in to salesforce.com and navigate to Reports then click "New Report." You should see a screen that looks very similar to this:
If you click around you’ll noticed there are a number of reports you can start with. Thankfully, each is easy to customize which I'll walk through later in the the post. For now, just navigate to the “Leads” folder, click on “Leads” and then "Create" in the lower right hand corner.
Customizing the report
You’ll now see a stock report that probably isn’t very useful, so let’s make some edits. In the top section, select "All leads" next to “Show” and “This Month” next to “Range.” You’ll now see something similar to this:
Customize the columns by dragging items from the left sidebar column to the header row of the sample leads table. For this example, add “Lead Status” to the header row if it’s not already there.
Finally, click "Run Report" to generate the entire list of leads.
Making the report actionable
Big long lists aren’t very helpful, so summarize the list by “Lead Status” using the "Summarize information by:" dropdown. Using this information, you can now easily see the status of all the leads generate this month, to quickly check in on how we’ll they are progressing through the pipeline.
For those that like to play with the data and create charts, "Export Details" will become one of your best friends. It will create a raw export based on determined columns. With this export, you can slice and dice how you want and create charts for your presentations.
The best way to become an expert with Salesforce reports is to just make a few. Once you get a feel for some of the nuances, you’ll be whipping up charts for management and coworkers because you like doing it. Ok, maybe not, but it probably won’t be as painful.
Getting smart with marketing fields
Salesforce does not provide an easy way to add marketing details into the CRM, at least in ways that you can create actionable reports.
Here are Bizible, we've filled this gap (see our AdWords ROI dashboard and Salesforce reporting), so you can make profitable marketing decisions by connecting sales and marketing data. With this connection and information, you can be confident in how you spend your money and generate more profit.
A couple popular reports (also my favorites):
1) Leads (and opportunities) by device and geography to see if you should add or exclude certain locations or devices from advertising.
2) Opportunities by marketing source (e.g. search, social, etc) to see which of your efforts are converting the best.
3) Revenue from A/B tests by marketing source to seeactual business impact from A/B tests and how the test performed across multiple marketing sources.
4) Web direct report to track brand health and to find what marketing might be missing tracking codes.
5) Revenue by ad copy and keyword (if you're running paid search) to see top performing keywords and ads to adjust bids based on the actual pipeline, rather than leads.
If you use Salesforce, we'd be happy to give you a free marketing assessment to offer some advice.