System Overview
Getting Started
Signing In to CaliberMind
New to CaliberMind - Start Here!
How to use Dashboards
How do I use CaliberMind's search functionality?
CaliberMind Home Page & Navigation
Digital Marketing Terminology
How Does CaliberMind Define a "Channel"?
What Is a CaliberMind Event or Event Table?
Account Detail (Search Result) Results
Opportunity Search Results
Campaign Detail Search Results
Person Detail Search Result
Connectors / Integrations
Adding Your First Connector
How To Connect AdRoll / RollWorks
How To Connect Google Analytics
How To Connect HubSpot
How To Connect LinkedIn Ads
How To Connect Marketo
Kickfire
Overview of Connectors
ZoomInfo / DiscoverOrg
CaliberMind IP Addresses for Whitelisting
Setting Up the LinkedIn Push Connector
Connecting Tableau to CaliberMind
CaliberMind Data Export to Google Cloud Storage
Ingesting CaliberMind Data Into Snowflake
Klaviyo connector [Via Fivetran]
In-App Notifications
Google Sheets
Segment Connector [via FiveTran]
Pushing Caliber Mind Person Engagement Data to Salesforce
Integrations Appendix by Connector
Act-On
SFTP Connector - Updated 2021
Connecting Your Data Warehouse to CaliberMind
Replicating CaliberMind Attribution Data to Salesforce
Salesforce Connector [via FiveTran]
Connector Health and Web Tracker Health reports
How to Connect Facebook Ads
KickFire De-Anonymization in CaliberMind
Connecting G2, Bombora, or 6sense
CaliberMind Connectors
Field History SFDC Limits (Salesforce)
SFTP Synced Files - Making a Data Change
How To Connect Outreach
CaliberMind Connectors - Start Here!
Power BI/ Tableau/ Looker Connectors Article
Google Ads Connector (via FiveTran)
Pardot Connector [via FiveTran]
Connections - Email Notifications
CaliberMind Data Access FAQs
Twitter API Connector via Fivetran
Microsoft Bing Connector
Setting Up the Salesforce Push Connector
How To Connect Microsoft Dynamics
Bing/Microsoft Ad's Connector
Connectors Status Page
Developer Guide
CaliberMind Entity Relations and System Tables
Developer Guide - Start Here!
What is Google BigQuery
CaliberMind Common Data Sources
CaliberMind Identity Levels
List Builder
What are Lists?
Importing a List
Account List Upload File Requirements
Keyboard Shortcuts using SQL
Creating an Account List From a Campaign
How to create a list of all Opportunities that have a very low Engagement
People List Upload File Requirements
Campaign List Upload File Requirements
Use Case Videos - Creating a List Using the List Builder
Creating a List Using the List Builder - Step-by-Step Instructions
Creating Company Lists using SQL
List Builder - Start Here!
Creating Company Lists in List Builder
Where is my Segments Menu?
Downloading a List - Step-by-Step Instructions
System Configuration
Object Mapping Filters
How to Map Your Salesforce Opportunity Revenue Field
Remove a BigQuery User within CaliberMind
Object Mapping: Create a Filter
Object Mapping: Create a Mapping
Adding Custom Columns in Salesforce
Add BigQuery Users within CaliberMind
Custom Configuration for Object Mapping
Object Mapping: Create a Replacement
How to Email CaliberMind Reports
Setting Up UTM Mapping in CaliberMind
Standard Channel Logic
Channel Ranking Logic
Setting Up Account Trend Emails
UTM Parameters Formatting and Best Practices
Object Mapping for Filters - Start Here!
How to See Your Object Manager History and Revert Back to Previous Versions
Object Mapping: Create a Campaign Substitution
Web Tracker Installation & Settings
Installing AnalyticsJS (CaliberMind snippet)
Two ways to identify prospects that submit a form containing email address using AnalyticsJS
Install AnalyticsJS on a HubSpot website
Using AnalyticsJS Identify on embedded Hubspot forms
Using AnalyticsJS Identify on embedded Marketo forms
Types of Analytics.js Calls
Analytics.JS Overview
Using Analytics.js to Track Web and Product Events
Web Tracker and Installation Settings - Start Here!
How Cookie Settings Affect the Analytics.JS Tracking Script
Google Tag Manager (GTM) Ad Blockers
Using AnalyticsJS with Drift
How to check your AnalyticsJS implementation
Using AnalyticsJS with Qualified
Flows
Flows Status Page
How to use QuickFlows
Merge records in Salesforce CRM
Add a Quick-Flow to Salesforce Campaign
Using ClearBit Flows
CaliberMind's Most Popular Flows | Automations
Setting Up Workflow - Lead Deduplication
ZoomInfo - Add-to/Enrich your database
Setting Up Workflow - Website Repair
Setting Up Workflow - Account Deduplication
Creating Sales Campaigns from Salesloft and Outreach Activities
Setting Up Workflow - Contact Deduplication
Campaigns
Campaign-Program Membership
Program Logic for Campaigns
Custom Campaigns
Custom Programs for Campaigns
Campaigns - Start Here!
User Administration & SSO
Single Sign On (SSO) Setup
Manage Users - Viewing, Inviting, Updating Users and Roles
CaliberMind Data Warehouse Access in Google BigQuery
Administration and SSO - Start Here!
User Authentication and Provisioning
Model Configuration
Insights - Create Multiple Engagement Score Models
How to Change Event Touch Scores
Sales Opportunity Data Model
Engagement Scoring Time Decay - How It Works & How to Change It
Engagement Scoring Models Overview
How to Add or Change Engagement Score Multipliers
Add or Change Engagement Score Filters
Identify users using Intercom Messenger
GDPR Compliance with CaliberMind
Data Dictionary
ABM Engagement
ABM Best Practices
Using Engagement Score to Trigger an Update in Salesforce
Account-to-Lead (A2L) Matching
Lead-to-Account Matching (L2A)
Pushing CaliberMind ABM Scoring Fields to Salesforce.com
Linking to CaliberMind Reports in Salesforce
Engagement Scoring
Analytics
ABM Reports
Attribution
Attribution Models: W-Shaped
Attribution Models: Middle
Chain-Based Attribution Model
Removal effect with a Markov chain model
Attribution Reports Summary
Attribution - CaliberMind versus Embedded Attribution in Salesforce?
Choosing the Right Attribution Model
Virtual Campaigns in CaliberMind
The A-Shaped Model
Campaign Types - Best Practices for Easy-to-Read Attribution
Best Practices for Tracking Return-on-Ad-Spend (ROAS)
Demand Generation
Revenue Contribution
Data Integrity
Customer Success
Understanding Reports
CaliberMind Analytics Concepts
Overview of Analytics and Attribution
Filters and Hyperlinks
Using the Engagement Trending Report
Using Tags to Organize Your Lists
Attribution Overview - Campaign Performance Table
Using Campaign Lists in Dashboards
Using Account Lists in Dashboards
CaliberMind Metrics Definition
Return on Ad Spend
Product Attribution Dashboard
Attribution Models: First-Touch
Self-Hosting CaliberMind AnalyticsJS
Tutorials and Use Cases
Customizing Report Visibility (Show/Hide)
How to Manage Your Offsite Events Using CaliberMind
How can I manage my BDR/SDR team activities with CaliberMind?
Combining Engagement Score with Attribution
Enabling the Sales Teams to see the Entire Buyers Journey
How can I Identify High Risk Opportunities?
How does Sales leverage CaliberMind? Some key use cases.
Running a Sales/Pipeline Review with CaliberMind
How Is CaliberMind Different From My CRM Attribution?
CRM Campaign Member Status and Campaign Response Best Practices
How Do I Optimize Advertising Spend?
Campaign Best Practices Across Systems
How do I use CaliberMind to shorten our sales cycle?
Answering Business Questions Using CaliberMind Reports
Which of my leads are the most engaged?
Why Is CaliberMind ROAS or ROI Different Than My Ad Platform?
How Do I Know If a Campaign Is Good or Bad?
CaliberMind Insights
Working in CaliberMind Insights
CaliberMind Insights - Browser Requirements
CaliberMind Insights - Sharing Dashboards & User Permissions
CaliberMind Insights - Navigating to Insights/Dashboard
CaliberMind Insights - Using Dashboards
CaliberMind Insights - Dashboard Refresh Schedule
CaliberMind Insights - Application Concepts and Terminology
CaliberMind Insights - Filters & Aggregation Type
Creating a Custom Pipeline Dashboard (VIDEO)
CaliberMind Insights - Creating Custom Dashboards
How to Create a Filter Bookmark
Building Insights Dashboards
Build Your Own Insights Pipeline Dashboard
Building Formulas with Functions
Creating and Editing a Widget Formula
Reusing Formulas
Using Conditional Statements
Build Insights Dashboards - Start Here!
Create Date Range Filters - Step-by-Step
Creating Formulas Based on Criteria and Conditions (Filters)
Calculated Fields
Dashboard Function Reference
Shared Formulas
Introduction to Formulas - Start Here!
Using Quick Functions
Insights Dashboards
Insights Attribution Dashboards
Insights - Attribution - Start Here!
Insights - Attribution Terminology and Key Concepts
Insights - Attribution Overview Dashboard 2.0
Insights Engagement Dashboard
Insights - Engagement - Start Here!
Insights - Engagement - Dashboard Terminology & Key Concepts
Insights - Engagement Overview
Insights - Engagement - System Account Detail
Insights - Engagement - Person Detail
Insights - Engagement - Engagement Essential Questions and Dashboard Tile Definition
Insights Engagement Dashboard - Aggregation Dates
Insights ROAS Dashboard
Insights - ROAS Dashboard Use Cases
How is CaliberMind ROAS Reporting Different than Insights ROI?
Insights - ROI - Start Here!
Insights - ROAS Terminology & Key Concepts
Insights Data Health and Integrity
Funnels
Funnel Trigger Events Dashboard
Funnel Company Inclusion Configuration
What is a Marketing Funnel?
Event Explore for Funnels
Funnel Terms and Concepts
Common Funnel Issues
Funnels FAQs Technical Documentation
Funnel Configuration
Funnel History Event Configuration
Funnels - Start Here!
What channels move journeys through a given stage?
Funnel Stages Configuration and Stage Definitions
Funnel Trend Dashboard
How can I see the number of journeys in or passing through a funnel stage during a period of time?
Sales Funnel Metrics
What touches are influencing each step in the funnel?
How do I see the first event (or "tipping point") in each stage of my funnel?
Funnel Events Technical Documentation
Marketing & Sales Funnel Foundations
Funnel Static Event Configuration
What is a Starter Funnel?
Funnel Person Inclusion Configuration
Funnel Cohort Analysis Dashboard
Sales Funnel Glossary
Where are my customers stuck in journeys?
Funnel Cohort Analysis Use Cases
Funnel Data Explore Dashboard
Use Cases for Funnels
Sales Funnel Journey Questions and Answers?
What is the difference between an Active Journey and a Journey?
How do I know the last event that happened before a journey stage change?
How do I identify stage conversion rates?
Funnel Person Status Exits
Introducing CaliberMind's Funnels
Funnels - Lead, Contact, Account, Opportunity Statuses and Stages
Pressure Event Dashboard 101
Funnel Stage Definitions
Demand Generation Funnel Dashboard
Table of Contents
- All Categories
- Funnels
- Funnel Terms and Concepts
Funnel Terms and Concepts
Updated
by Camela Thompson
Default Funnel Stages in CaliberMind
The following definitions are meant to capture 80% of net new business Starter use cases in the B2B space and can accommodate most businesses selling SaaS with very minor modifications. If you want additional stages or your business does things a little differently, please work with sales and your customer success team.

Terms Used During Configuration
Funnel Events
Administrators can create events that are used to help flag a stage transition. An example would be a date/time stamp for a stage being filled out on the account, contact, or lead object. Alternatively, you can use the history tracking feature in your CRM to ensure we capture previous journeys (for more on Salesforce custom field limits, click here).
Funnels
On the initial "Create New Funnel Screen" you'll see the following prompts:
Name: What do you name this stage of the buyer journey?
Field (API): What is the system name (not the label) of the field (in your CRM or MAS) you stamp a date or value when the journey stage is met?
On each stage, you'll have the following prompts:
Rules: Rules are used to define when an account or person meets the stage criteria for the stage you are configuring. For example, Marketing Reponses may be all inbound marketing campaigns and a later stage called Marketing Qualified may be a subset of those responses that also match your ICP criteria. These rules are built using references to your cm_Event table and associated values.
Early Exits: Early exits are defined ways in your buyer journey process that signal an end of an engagement other than success. A great example is moving from an open opportunity to a lost opportunity or an "Engaged" account status to a "Nurture" account status.
Person Status Exits: Person status exits are used for early funnel stages that are triggered by person-based events. For example, if a qualified account happens when a contact performs a campaign response or "hand raise", you may also want to add a person status exit for when people at the account are no longer active and there is not an open opportunity. For example, you may have one contact in a "Marketing Qualified" status that the salesperson then moves to "Disqualified" or "Nurture." If no other contacts are active in the journey, this status update would terminate the active journey.
Inactivity Timeout: There's a populatr term used in Sales: "Time Kills All Deals." The Timeout allows you to set a threshold for the number of days a journey can be considered "alive" in a stage. The countdown begins with the lasted logged inbound activity. If someone fills out a form and then dissappears/becomes non-responsive, you may want to terminate the journey after a reasonable period of time.
Terms Used in Reports & Dashboards
Journey: A Journey is an account's or person's (depending on what kind of funnel you have selected) engagement with your brand. CaliberMind tracks how many stages it has met and stops at the currently engaged stage (this is an "Active Journey") or stage progression through either becoming a customer, exiting early, or meeting some other success criteria that denotes the funnel journey end.
Active Journey: An Active Journey is an account or person (depending on what kind of funnel you have selected) who is currently in an active stage of the journey. This is a subset of Journeys and the accounts or people are still considered engaged or "active."
Stage: A segment of a buyer journey or benchmark created to categorize buyers by interest level.
Conversion Rate: The conversion rate is a denominator of a set population with a numerator of a subset of that set population. For example, an MQL conversion rate: the denominator is the total population of accounts that have met MQL stage criteria in the given period and the numerator is the number of that same population that has since progressed to a later stage - in any time period - to the subsequent stage.
Cohort: This concept means that the numerator of any percentage is a subset of the denominator. For example, an MQL conversion rate: the denominator is the total population of accounts that have met MQL stage criteria in the given period and the numerator is the number of that same population that has since progressed - in any time period - to the subsequent stage.
Stage Start: When viewing the cohort table, a stage start is considered the number of accounts or people (depending on the funnel build) that have passed through the stage in a given time period.
Journey Win Rate: The percentage of accounts that have progressed to the final stage from the stage you are viewing. This percentage should not be considered "final" until at least the average number of days from that stage through the final stage has passed. This can be calculated by adding up the average stage duration for each stage met or passed through that you are evaluating.
Avg. Days to Advance: The average number of calendar days that passes before an account progresses to the next stage.
Is Synthetic? Synthetic events are created when a journey skips stages to make sure conversion rates and other calculations make sense. For example, if a salesperson is interacting with someone on LinkedIn without logging it and then creates an opportunity, stages will be skipped and "backfill" or synthetic events will be created for the same day to keep the denominator of a conversion rate larger than the numerator at all times.
Pressure Event: This is an event that has not "triggered" a stage definition to be met but has happened since the stage began. This allows us to look at the sometimes dozens of touchpoints that happen in a stage before the next is met. For example, someone with an "Inbound" stage may have dozens of website visits before they request a demo and progress to the next stage in the buyer journey.
Odds of Completion: This is a Pressure Event Dashboard-specific term that takes the number of successes with this event (the records that reach the "end stage" that began in your "start stage") and compares it to the number of failures (records that started in your start stage but exited early - before reaching your end stage) with the same event. The higher the number, the more likely it is that the event has a statistically positive impact.
# of Successes with the Feature: This is a Pressure Event Dashboard-specific term that is a count of records that began in the start stage and ended in the end stage you are evaluating. Knowing the number of successes allows people to see whether we're dealing with "the law of small numbers" and should take the Odds of Completion with a grain of salt. The lower the number, the shakier the calculated impact.
Start Stage: This is a Pressure Event Dashboard-specific term that indicates the total pool of records we want to evaluate. By selecting a stage and time range, we are telling the system to look at all journeys that were in the start stage at some point during the selected period.
End Stage: This is a Pressure Event Dashboard-specific term that indicates the "success criteria" or stage we want to get to. This could be helpful in understanding which activities happen when an MQL (start stage) moves to a qualified opportunity (end stage).
Trigger Event: This is the event or action your prospect took immediately prior to conversion into a stage. We also look at this as the "tipping point." For example, if a form fill meets your criteria for qualification, filling out that form would be a trigger event if it's the thing that happened immediately before the record is qualified.
True Start: The number of records that started in the evaluated stage, excluding backfills and journeys star
Early Exit: The number of records that moved from the stage to an exit, which is an early exit from the funnel caused by a timeout, disqualification criteria, or no longer meeting the filter criteria defined in your funnel configuration.
Exit Rate: The percentage of records that moved from the stage to an exit, which is an early exit from the funnel caused by a timeout, disqualification criteria, or no longer meeting the filter criteria defined in your funnel configuration.
Removed: The number of records that moved from the stage to an exit, which is an early exit from the funnel caused by a timeout, disqualification criteria, or no longer meeting the filter criteria defined in your funnel configuration. (This is the same as Early Exit).
Removal Rate: The percentage of records that moved from the stage to an exit, which is an early exit from the funnel caused by a timeout, disqualification criteria, or no longer meeting the filter criteria defined in your funnel configuration. (This is the same as Exit Rate).