Salesforce Activities Attribution salesforce-activities-attribution
The Marketo Measure Salesforce Activities integration brings in specific Task and Event records into your attribution model. Begin to track things like sales emails or sales phone calls that were not receiving due credit. To configure your activities rule, go to experience.adobe.com/marketo-measure. From there, go to the Settings tab and click the Activities tab.
To start off, we’re introducing a new concept called a Marketo Measure Campaign. For each rule that you define, you are going to bucket the records into a Marketo Measure Campaign that you can name. Add multiple campaigns as needed. Imagine measuring the effectiveness of an Outbound Sales campaign next to a Paid Media campaign!
You’re going to use this Marketo Measure Campaign Name to tell us which Channel it should get mapped to. If you are still thinking about Outbound Sales, perhaps all Outbound Sales campaigns should sit in a BDR channel.
Get familiar with this hierarchy:
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Channel
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Subchannel
- Campaign
- Campaign
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Subchannel
- Campaign
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"Outbound Sales - {AssignedTo}" and it changes it to something like "Outbound Sales - Jill" or "Outbound Sales - Jack."
Once your Marketo Measure Campaign Name is set, it’s time to set up your Activity rules.
The rules act as a filter to tell us which records are eligible for attribution. Imagine you are creating a report in your CRM using similar logic to generate that report. You have the flexibility of using a combination of and/or statements and various operators like matches any, contains, starts with, ends with, is equal to. Define and statements within a boxed rule or layer or statements outside the box.
Lastly, choose one of your date or date/time fields to utilize as the Buyer Touchpoint Date. Either standard and custom fields are selectable.
Do not forget to set different rules for Tasks or Events. You must know which object your Sales team uses to record their activities.
You will probably want to place these new touchpoints into their appropriate Marketing Channel. Do that by defining the Channel with its new Campaign mapping that was just created.
And last but not least, you have the option of entering costs for your new channels. The Marketing Spend upload allows you to enter your spend at the Channel level, Subchannel level, or Campaign level. With your new Marketo Measure Campaigns, you can add those related costs by month, then see the ROI for each Campaign!
