"Half the money I spend spend on advertising is wasted; the trouble is I don't know which half." -John Wanamaker
There is nothing more critical to marketers than being able to determine the profitability of their campaigns and channels. For B2B companies this can be especially difficult. Many B2B sales processes involve multiple contacts engaging with the company across multiple channels. How can marketers accurately measure the value of each campaign and channel?
Data storage in Salesforce can be expensive. It's important to plan for success. The best approach to avoid exceeding storage limitations is to create an archiving policy (see our article titled Best Practices for Archiving Data in Salesforce). The first step is to determine how much data storage you'll need.
Most companies eventually run into data storage limitations within SalesForce. Purchasing additional storage is not always economical. Deleting data is also not a good strategy. The solution is to develop an effective data archiving strategy.
Pay-per-click, organic search, social media, trade shows, purchased lists. Lead channels are countless and complex, and a company’s budgeting decisions can be difficult and divisive. Effective data collection can help a company determine which channels result in the greatest revenue per dollar spent.
Lead source data is essential for data-driven companies who want to optimize their channel ROI. However, SalesForce’s Lead Source field is often misunderstood and misused. Review these best practices to ensure that you’re using this field properly.
In the golden age of the traveling sales rep, leads were typically divided up based on geographic territories. This approach made sense for reducing traveling cost and other expenditures. However, with the ease of modern travel and communication, more and more companies are turning to round-robin lead distribution to increase transparency, reward high performers, and maintain control over lead management. In a “round robin” lead distribution system, leads are assigned to sales reps in a rotating order.