In Progress - Deep Dive Into Reporting

Purpose and Audience

This guide is designed to help Growth Marketers effectively create and manage Salesforce reports to gather insights that inform marketing decisions. Whether you’re identifying new names, analyzing opportunities, or evaluating campaign performance, this resource provides clear, actionable guidance to enhance your reporting capabilities.

It is best suited for Growth Marketers with a foundational understanding of reporting—those who can create basic reports and interpret existing ones. If you’re completely new to reporting, don’t worry! A beginner-friendly training guide is on the way to help you get started.

Each section of this guide offers:

• A high-level explanation of the reporting concept.

• Simplified, step-by-step instructions to ensure you can apply the concepts confidently.

Report Basics: Getting Started with Confidence

Embarking on your reporting journey? Don’t worry—we’ve got you covered! Here are some practical tips and encouraging thoughts to help you dive in with confidence.

“This is someone else’s report! What if I break it? I want my own report. HELP!”

First, take a deep breath. It’s going to be fine. If a report is owned by someone else, you cannot overwrite it unless you have specific admin privileges—so there’s no risk of accidental damage. If you want to make changes or create a personalized version, just clone the report and choose Save As to make it your own. Problem solved!

Be Curious and Explore

Reports are a playground for discovery. When working with a report, don’t be afraid to experiment:

• Explore the fields and filters available.

• Drag in new fields to see what they reveal.
  Not every field will be relevant or populated, but that’s okay. The best way to learn and uncover insights is by experimenting.

Worried about losing your work? Simply save your report and make a copy before trying new ideas. This way, you have the freedom to explore without fear.

Items to Keep in Mind

• Person Account Fields: These fields are tied to the B2C side of our Salesforce instance. If you’re working in a B2B context, these won’t be relevant for your reporting needs.

• Save As Is Your Best Friend: When in doubt, use Save As to create a safe sandbox for experimentation.

• Start with Examples: There are plenty of pre-built reports in Salesforce. Check out the highlighted reports in this guide for inspiration and a head start.

New Name Reporting

So, you want to find New Names.

When it comes to identifying "new names" in Salesforce for our marketing purposes, first-touch attribution is your go-to approach. This helps track how leads first engaged with our marketing efforts.

For this, you’ll create a report called Leads with Converted Lead Information. It captures all leads and those who were converted to contacts. In this report, some useful fields are First- and Last-Touch Campaign Attribution information, Lead Score (called Account Engagement Score), Lifecycle Status, Email, Vertical, Subvertical, and many others!

Example in Action

Say you want to figure out how many new names came in from the Hallowound campaign this year. Here's what you'd do.

Start by creating your Leads with Converted Lead Information report and use filters like:

• Show Me: All leads.

• Created Date: Current fiscal year (Jan 1 - Dec 31).

• First-Touch UTM Campaign: Contains "Hallowound." (Refer to the filter screenshot above.)

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You can adjust columns and filters to show the information you need. The report linked to above is grouped by the field First-Touch UTM Campaign and then Lifecycle Status.

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Use the Detail Rows toggle to see more or less information.

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When Detail Rows is toggled on you see the information grouped by First-Touch UTM Campaign and Lifecycle Status. The report then sums the totals of the following fields by default:

• Account Engagement Score: Lead Score

• Record Count: The total number of records in your filters (including duplicates).

• Unique Count of Email: Ensures each email is counted only once, eliminating duplicates.

To enable the Unique Count of Email:

1. Edit the report and turn on Detail Rows.

2. In the email column, click the arrow next to "Email" and select "Show Unique Count."

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When you toggle Detail Rows on, you’ll see individual records in addition to the above information fully displayed with other columns of information.

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As you work with reports, you’ll see you have many options to display and get information. In this particular report, here is a sample of the fields that are being pulled in:

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Simplified Steps: New Names Reporting

1. Navigate to Reports:

   • Open Salesforce and go to the Reports tab.

2. Create/Select Report Type:

   • Use "Leads with Converted Lead Information."

3. Apply Filters:

   • Set "Show Me" to All Leads.

   • Use the "Created Date" filter for the time period desired (e.g., Current FY, Previous FY, etc.).

   • Filter for specific First-Touch Campaign Attribution fields (e.g., First-Touch UTM Campaign, First-Touch Campaign (Attribution), First-Touch Source Detail).

4. Group Data:

   • Group date if you’d like to see it in a certain way. For example, you can group by First-Touch UTM Campaign.

5. Toggle Detail Rows:

   • Turn off Detail Rows for summary metrics (e.g., Unique Count of Email, Record Count).

   • Turn on Detail Rows for detailed insights.

6. Add Unique Count of Email:

   • Edit the report and turn on Detail Rows.

   • Navigate to the Email column and select "Show Unique Count."

7. Save & Run:

   • Save your changes and run the report.

Opportunity Reporting: Digging into Stage 0, Pipeline, and Bookings

So, you want to understand how your marketing efforts are driving opportunities and revenue? You’re in the right place! Opportunity reports are powerful tools to track pipeline health, pinpoint bottlenecks, and evaluate the success of your campaigns in moving leads through the funnel. Let’s break it down.

What Are We Looking For?

In Growth Marketing we’re primarily going focus on Marketing-Originated and Marketing-Influenced Opportunities—opportunities where the last touch before someone became an MQL (Marketing Qualified Lead) and converted into an opportunity was influenced by a marketing push. This is where you see the direct impact of marketing on revenue.

Curious about how we define this? Check out the Campaign Attribution Overview for all the details.

What Reports Should I Use?

There are a lot of Opportunity reports in Salesforce, but the two most useful ones are:

• Opportunities Report

• Opportunities with Contact Roles Report

Let’s explore what they do and how they can help you.

Opportunities Report

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This is your bread and butter for Opportunity tracking. It’s like your home base for seeing what Stage 0 Opps, Pipeline, and Bookings are being created by your campaigns.

Here’s what you’ll find:

• Last-Touch Attribution Data: Understand the final marketing effort that nudged someone into becoming an Opportunity.

• Stage 0 Opportunities: Get a handle on new opportunities that are just entering the pipeline.

• Pipeline and Bookings: Measure how your marketing campaigns are contributing to overall revenue growth.

Think of this report as your quick snapshot of what’s working and what needs attention.

Opportunities with Contact Roles Report

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Want to dig a little deeper? This report takes things further by pulling in data about all the contacts associated with an Opportunity.

First- and Last-Touch Attribution Data: Learn how marketing played a role at the very start and end of the buyer journey for all contacts associated with the opp.