What is Campaign Influence in Salesforce?

In today’s data driven world of Business, Marketing and Sales team needs to work in concert to bring revenue. Finding out which marketing campaigns lead to closed deals is key for increasing ROI in marketing. Campaign Influence in Salesforce plays into this.

Campaign Influence in Salesforce is a topic that confuses quite a few people, so in this post we’re going to demystify Campaign Influence, what it’s, how it works, and why it’s vital to tracking and attributing marketing success. In this post we’ll be getting into the different related topics like Campaign Influence objects, models, permissions, reports, etc.

What is Campaign Influence in Salesforce?

 In Salesforce Campaign Influence is a feature that helps organizations determine the effects of marketing campaigns on revenue generation. This makes campaigns actionable by tying them to opportunities and visibility into what campaigns helped influence a customer’s buying decision on their pathway to purchase.

Particularly for businesses looking to learn the inherent ROI of their marketing and how to wisely allocate resources. 

• How did we close the candidate firmly?
• What’s the ROI for specific campaigns?
• What can marketing do to increase conversions?
• Why it’s Important to Understand Campaign Influence?

Why is Campaign Influence Important?

Aligning marketing and sales goal is important to understand campaign influence. Here are key reasons why Campaign Influence matters:

1. Improved Resource Allocation: Instead, try to find high impact campaigns to allocate more budget and resources to where it matters most.
2. Clear Attribution: Know which campaigns helped to close those deals.
3. Optimized Marketing Strategies: You can use insights from campaign influence reports to better improve your marketing efforts.
4. Enhanced Collaboration: Determine the right metrics that marketing and sales should focus on to foster stronger relationship between two.

How Campaign Influence Works

Campaign Influence is at its core linking opportunities to campaigns in Salesforce. The system records that an opportunity is associated with one or more campaigns, meaning these offer opportunities were influentially associated with at least one campaign. Businesses can customize this attribution through different Campaign Influence models, by using Salesforce.

Let’s take a closer look at three key components of campaign influence.

1. Salesforce Campaign Influence Object

To record and store campaign related data associated with opportunities, the Salesforce Campaign Influence object serves as its base. It holds the relationship between a campaign and an opportunity, tracking critical metrics such as:

• Campaign attribution.
• It was influenced by campaign opportunity revenue.
• Weighting, customizable (percentage or influence percentage).

Thanks to this object, organisations can identify impact of marketing efforts on sales performance itself.

2. Salesforce Campaign Influence Model

Salesforce provides flexibility in attributing influence through various models:

• Primary Campaign Source Model: One campaign is attached as the primary influencer for an opportunity through this default model.
• Customizable Campaign Influence Model: For this model, we can attribute multiple campaigns to an opportunity, with a specific percentage of influence associated to each. The presented approach gives a more global picture of the campaign contributions.

To implement accurate and fair campaign attribution, organizations need to understand the Campaign Influence model in Salesforce.

3. Salesforce Campaign Influence Permissions

Considering how permissions are important for who can or who can’t view/edit/manage Campaign Influence data, it’s vitally important that these settings are accurate. Common permissions include:

• View records from Campaign Influence.
• Being able to customize attribution models.
• Campaign Influence related lists in opportunities.

Permission sets and profiles can be used by administrators to control access, which is important for data integrity and compliance.

4. Campaign Influence Reports in Salesforce

Campaign performance and influence can only be analyzed through reports. Salesforce provides prebuilt and customizable reports, allowing users to:

• Capture your track campaigns from influenced opportunities.
• How do you measure the return on investment of campaigns?
• Find out which different models of Campaign Influence are the most effective.

These reports help businesses make data driven decisions and improve their marketing strategies.

How to Enable Campaign Influence in Salesforce

To enable Campaign Influence in Salesforce, follow these steps:

• Navigate to Setup: Click on the Salesforce Setup menu.
• Search for Campaign Influence: Go to Campaign Influence Settings in the Quick Find box.
• Enable the Feature: Click to enable the use of Campaign Influence.
• Select Influence Models: Select the best Campaign Influence model for your business (e.g., customizable Campaign Influence).
• Assign Permissions: Users, as well as the Campaign Influence data that they can see and edit, must have the appropriate permissions.

Campaign Influence is automatically enabled and starts tracking campaign interactions related to opportunities.

Campaign Influence Challenges and Troubleshooting

1. Salesforce No Campaign Influence related list showing in your screen.

If the Campaign Influence related list does not appear in opportunities, it may be due to:

• Lacks permissions for the user.
• No record related list added to the opportunity page layout.
• To resolve this add the related list to the page layout editor and make sure user permissions.

2. Opportunities that Do Not Depend on Campaigns

• If opportunities are not automatically linking to campaigns:
• You will need to check the Configure Campaign Influence settings.
• Make sure campaign member data line up with opportunity records.

Campaigns with Influenced Opportunities (Customizable Campaign Influence)

The Campaign Influence model is customizable within the Campaign Influence percentage to assign multiple campaigns to a single opportunity. This model offers several advantages:

• Comprehensive Attribution: Includes all campaigns that contribute to an opportunity.
• Flexibility: Businesses can then set their own weighting criteria.
• Better Insights: Serves up a clearer picture of how effectively the campaign can work across the customer journey.

With its customizable Campaign Influence, businesses with multiple touchpoints in their marketing strategy find it especially useful.

Opportunities in Campaign Influence

Campaign Influence is built on opportunities. These records are used by Salesforce to track sales revenue and correlate that revenue to the campaigns they influenced that deal. By analyzing opportunities, businesses can:

• Find out what are the high performing campaigns.
• Contribution dictates how much you should spend on marketing.
• Align marketing and sales to achieve the most value from its ROI.

Key Terms to Know

• What is a Campaign Influence in Salesforce?
  Campaign Influence is the tool that measures impact on opportunities created by marketing campaigns, therefore tracking accurate ROI.
• What is an Influence Campaign?
  An influence campaign is a promotion to prompt prospects to be in touch with your brand so they can become a customer.
• What Does Campaign Mean in Salesforce?
  Campaign is a term of Salesforce which is simply a marketing effort that is tracked and measured within the CRM.
• What is Campaign Attribution in Salesforce?
  Campaign attribution tells you how credit of a campaign should be given to closing a deal.

Why Choose Lean IT Inc for Salesforce Solutions?

At Lean IT Inc we specialize in helping businesses get the most out of Salesforce. Whether you’re new to Campaign Influence or looking to optimize its use, we provide:

• Instruction on the use of Campaign Influence through expert guidance.
• Training your team to use the reports and models that come with Campaign Influence.
• Continued support to ensure seamless integration and operation.

Conclusion

Salesforce Campaign Influence is a helpful tool to line up your marketing and sales strategy. Businesses can better use their time and more effectively spend their campaign dollars while simultaneously increasing ROI by tracking and attributing campaign impact on opportunities.

Lean IT Inc is here to help if you’re ready to implement or refine Campaign Influence in Salesforce. Talk with us today to take your marketing campaigns to the next level and grow your business!