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Five Steps to Create Your Marketing Dashboard

Reports & Dashboards

At Dreamforce Jenny Dixon ran a session called "Building Integrated Marketing Reports and Dashboards". Not surprisingly it was a very popular session and the customer speakers were fantastic. Thanks to Stuart Robertson from ShareBuilder and Chris Denlinger from Time Warner Cable for their great content. Jenny also created a best-practice overview designed to help you create great marketing dashboards. Here it is.

1) Articulate the questions you want to answer
a. What is the ROI on my campaign?
b. What is the quality of sales follow-up?
c. What is the impact on revenue?

1a) Are you capturing the right data?
d. Break down your question: What is the qualification rate of Internet Search leads generated last month?
e. Determine what metrics you need to answer each part of your question
     i.# Internet Search leads
     ii.# Qualified Internet Search leads
     iii.Lead create date
     iv.Lead source

2) Leverage pre-built reports in Salesforce


If You Use Campaigns

Not Using Campaigns

Count of Leads

Campaign ROI report

Lead Report

Count of Qualified Leads




Lead Lifetime Report

(count of opportunities)

$ Pipeline Created




Lead Lifetime Report

$ or Deal Won Business




Lead Lifetime Report

Average transaction size




Lead Lifetime Report

3) Create custom reports
a. Custom Report Summary Field: calculate conversion rate, win-rate
b. Custom Formula Field: add to leads with conditional logic that groups zip codes into regions
c. Custom Objects: Create Reference object that is associated with opportunities to analyze impact

4) Plan your dashboard: include
a. Snapshot of key metrics: # leads, # opportunities, $$ closed, cost/lead
b. Performance v. goal
c. Sales follow-up quality
d. Impact on revenue: list of open/closed opportunities, impact on pipeline
e. Impact on the business: win/loss trend, closed deal trends, impact on lead flow

5) Embed reports in dashboards: tips
a. Include as much data as possible in each component
b. Use metric components to stack data for side-by-side comparisons
c. Include trend components to show marketing impact

5a) Optimize your dashboard component options

Marketing_dashboardd. GAUGE - Compare performance vs. targete.
e. TABLE - When you want to see the exact numbers in a series or the names of the  “top recordsâ€�
f. CHART - Best for visualizing trends and segmentation, but often lose detail on exact numbers
g. METRIC - Small size is useful for side-by-side comparisons, summarizing data

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