Creating Sales Campaigns from Salesloft and Outreach Activities

Creating Sales Campaigns from Salesloft and Outreach Activities

Seeing the attribution value of Sales activities is possible within the CaliberMind platform. We utilize CaliberMind Workflows to create campaigns from these activities to report on the value associated.

Using Sales Activities as Campaigns

Most teams using CaliberMind will use the platform to report on activities generated by the Marketing team. These activities are through campaign responses where the campaign member has engaged with an email, display ad, webinar, or other types of campaigns. But how do we show the value of Sales activities when they aren't part of campaigns?

Within the CaliberMind platform, we can utilize sales event data from both Salesloft and Outreach that is added to your Salesforce environment as Task events. Through CaliberMind workflows, a 4-step process allows us to create campaigns and members - as well as update the member statuses as related interactions occur.

Setting up Your Salesforce Events

Before we can use the events, there are a few steps that need to be completed within the Salesloft and Outreach engagement platforms to provide the information needed. ln addition, a field will need to be created within Salesforce for each of the data values sent from the engagement platform.

Salesloft

Within the Salesloft platform, the following fields must be configured so the data is pushed to a custom field (or to update a standard field) on the Task activity object (see Salesloft article here):

  • Cadence Name
  • Cadence ID
  • Call Sentiment
  • Call Disposition
  • Clicked Count
  • Replies Count
  • Meeting Type
Outreach

Within the Outreach platform, the following fields must be configured so the data is pushed to a custom field (or to update a standard field) on the Task activity object (see Outreach articles here, here, here, and here):

  • Sequence Name
  • Sequence ID
  • Call Direction
  • Call Disposition Name
  • Is Outbound
  • Click Count
  • Replied At
  • Completed At
  • State Changed At

Setting Up the Salesforce Campaigns

Before we can start creating the Salesforce campaigns and members, there are a few steps that need to be completed within your Salesforce environment.

Campaign object
  • Create a field called "Vendor Campaign System" (SFDC API field name: "vendor_campaign_system__c")
  • Create a field called "Vendor Campaign ID (SFDC API field name: "vendor_campaign_id__c")
Campaign Member object
  • Create a datetime field called "Responded Date Override" (SFDC API field name: "responded_date_override__c")
Create the Campaign Type (optional)
  • Create a campaign type that you would like to associate all newly created campaigns with
Create the Parent Campaign(s)
  • Create a campaign that you would like to associate all newly created campaigns with
    *Note: Optionally, you can create 2 parent campaigns - one for email type campaigns, one for call type campaigns

Setting Up the CaliberMind Workflows

Once the engagement platform fields are configured to sync on the Salesforce Tasks, and the Salesforce custom Campaign and Campaign Member fields are created, the CaliberMind team will setup multiple workflows within your CaliberMind environment. These 4-stage workflows will automatically create a unique campaign when a new initiative is started (known as a "Cadence" in Salesloft, in Outreach a "Sequence"), the campaign member statuses, the campaign members, as well as continuously update the status of these members if and when an interaction is updated on the Task (replied, clicked, etc.).

*NOTE: The Salesforce PUSH connector is required to create, modify, and write data back to your Salesforce environment

That's it! Your organization will now have all Sales engagement platform activities added as campaigns, allowing attribution value to be associated with these activities!


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