In short, we could say that the connection between Account Engagement/Pardot and Salesforce Sales allows us to unite the much-desired ROI and link marketing actions with the final sales results – which have always been so hidden – and see how these actions influence both the acquisition of new customers and loyalty, upselling and cross-selling .
It also allows you to know where the effectiveness of your actions lies and to focus on what brings the most value to your company.
Once this functionality is configured, you can interact with taiwan telegram the campaign statuses from Account Engagement/Pardot and have full visibility from Salesforce of the evolution of a Prospect, opportunity, etc.
In this chart, you can see a little of what the correct sequence would be like until you win an opportunity and finally have the ROI calculated:
Opportunity Sequence Chart and ROI Calculation from Salesforce
What is Campaign Influence in Salesforce?
It's simple: it's the influence of our campaigns in generating our opportunities . So far, this is simple, but you have to keep in mind that, in Salesforce, like so many other things, this can be configured and there are different possible models .
It mainly has 2 models:
Campaign Influence 1.0
It is only based on Salesforce Classic , so its adoption is decreasing. It helps to identify the return on your investment in campaigns . To summarize, it uses the “Primary Campaign Source Field” of the opportunity object as the default assignment, using a contact assigned to that opportunity as a link.
Customizable Campaign Influence
You could say that Setting Up the Campaign Influence Model is an additional feature , and it is, but it also involves moving to another attribution model, for which Salesforce creates additional objects that we will describe later. This model is used for Lightning Experience and offers greater flexibility in how you assign influence to your marketing activities . NOTE, this feature is available in the following licenses only: Salesforce Professional, Enterprise, Performance, Unlimited, and Development editions.