Salesforce.com provides a variety of CRM dashboards for businesses to grow. From Sales & marketing dashboards to customer service dashboards, these platforms mainly help in the efficient running of the business and accelerates productivity. It is vital that customers use these dashboards to the best to gain the best results.
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Salesforce marketing dashboards make it convenient for the workforce, who are in the sales and marketing roles to gauge and measure the nature of campaigns, understand the types of leads that come in and assess the opportunities for their organization, teams, or themselves.
These dashboards are useful for the marketing professionals to calculate if they are running the best campaigns followed by best lead generation and conversion results.
In this article, we cover the 10 important Salesforce reports that are part of every marketing dashboard.
1. Report 1 -Age of the leads
The lead aging report is a crucial data set to find out if the leads are latest or outdated. The reports help in figuring out if the leads are old or recent and if the sales teams have replied to the leads in a timely manner. The report can be created in different ways and in the sophisticated versions, a custom field is seen which measures the elapsed time in minutes between the date of lead creation and the current date. The age of the lead is very important to since inbound leads usually become cold very soon. In a study published from Harvard Business Review in March 2011, it was shown that the inbound leads have a golden hour of opportunity frame. Sales teams that respond to leads within the first hour were 7 times more likely to increase the business prospects than the leads that had been neglected for more than 1 hour.
2. Report 2 – Quality of the leads
The lead quality report is a matrix-based report. It portrays the different parts of the marketing funnel by the lead stage. The time frame taken into account for such reports is usually the current month of lead generation. To develop this report, the lead status field has to be used along with diverse custom values. A separate custom field can also be developed to keep a track of the development of leads through the marketing funnel.
If this process is taken care of the right way, it can provide good insight into the different stages of the marketing funnel. Developing a custom field enables a critical feedback loop from sales to the marketing team on the quality and type of leads marketing it is producing. The lead stage tracks sales activities with the lead and takes into account the BANT criteria as a framework for defining the stages in comparison to the traditional lead scoring methods. This enables one to produce extra reports to assess the development of leads within the stages.
Fig: A snapshot of the marketing dashboard, courtesy: Salesforce.com
3. Report 3 – Source of the leads
This report illustrates the source of the leads. Ideally, the time frame followed by this report is the current calendar year and the information is depicted in a pie chart on the dashboard. The report mainly helps in finding solutions for the source of the leads over the past year and the percentage of each lead source.
4. Report 4– Source of the leads each month
The lead by source by month is a report on a matrix consisting of a stacked bar chart. This provides the parameters and nature of the leads produced every month. The easiest way to build this report is to use the lead source field on the lead object in Salesforce. The report helps to analyze the source of the leads every month, the trend that is followed and to figure whether if there is more than one source producing leads and the correlation study of the head volume with the expenditures of the marketing campaigns.
5. Report 5– Sales from the lead source
The sales by lead source report is an easy and useful report consisting of a pie chart. It portrays the closed and prospects that have been won by the lead source. It also depicts the composition by the percentage on the pie chart. Ideally, for a lot of B2B companies following sales cycles that range past 30 days, the date range produced in this report is fixed to the current calendar year. This report mainly helps in answering the basic question as to which sources of the leads are giving the maximum sales.
6. Report 6– Opportunities stage by stage
This is a report depicting the various opportunities in each stage in the sales funnel. It shows the possible leads with a closing date of the month in the funnel. The report ideally helps to see marketing professionals if the leads that have been generated are transforming into vital opportunities for the sales team. This report also depicts the total number of leads seen at every stage of the funnel. This type of report can provide the exact information only if the sales team is recording the stage for every prospect in their sales pipeline.
7. Report 7– Opportunities by Lead Source
This is a basic pie chart report depicting all possible opportunities produced by the lead source. This report offers the essential elementary information like the different types of leads that are being converted into possible prospects. This report is effective only when the lead source attributes have been looked into detail as defined in Salesforce. Through this report, one can quickly assess the quality of leads that have the credibility to generate opportunities and the ones that do not have the capacity to take sales forward.
8. Report 8– Leads created in a Week
This is a simple vertical bar chart that keeps a track of the total number of leads that are produced every week on the marketing front. The report is very useful as it provides a quick and consolidated snapshot of the total number of leads and the important trends seen every week.
9. Report 9- Leads created in a month
Similar to the lead report generated every week, the leads produced per month report is again a vertical bar chart that shows the total number of leads produced on a monthly basis by the marketing campaigns. The vital part of the report is again the snapshot which shows a total number of leads and the important trends seen every week in the entire month.
10. Report 10- Leads Created in a quarter
Similar to the lead report generated every week and month, the leads produced per quarter report is again a vertical bar chart that shows the total number of leads produced on a quarterly basis by the marketing campaigns. The vital part of the report is again the snapshot which shows a total number of leads and the important trends seen every week in the entire quarter.
Thus the Salesforce marketing dashboard is an ideal tool for marketing professionals to plan, budget, run their campaigns and measure the pros and cons of every promotion in course of success or failure.
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