I'm struggling to figure out where is the best place to do some reporting, and it seems that there are limitations whether I'm using Salesforce or Marketo.
I need to report on MQLs that are delivered to Salesforce by our Marketo Lead Scoring model - so all of those records are tagged in Salesforce under a Salesforce campaign (thanks to Greg for the tip there).
However, now I need to report on Leads, Contacts, Leads that were converted to Contacts, activities under those Leads/Contacts in terms of Sales meetings/tasks etc, as well as which of these people have Opportunities, in progress/won/lost etc.
So far Salesforce seems to be tying me up in knots for a lot of the above and to be honest, I'm not entirely sure where to even start in Marketo - assuming it even contains all of the above data.
I'm tempted to export data from both systems and use something like SAS/excel to try and join it all together...but before I do, I thought I would ask for your advice/comments.
To be clear, I'm not asking for consultancy about what I should be reporting and what makes a good metric - all I need is the technical assistance to stitch the above bits together.
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We do all the reporting in SFDC Dashboards - though a lot of the information comes from Marketo. Depending on the information needed we have to have two DB components for Lead and Contact MQLs. I've put Leads as "Net New" and Contacts as "Existing." Inquiries are Campaign responses that are all derived from Marketo programs.
We track activities, by standard Activity Type, as well on another DB:
Opportunity tracking is the easiest as that's SFDC's bread and butter. We track by #'s of opps, value of opps, what stage the opps are in, and by varying timelines (month, quarter, year).
I should add for Opportunities, we have an easy way of tracking these as all Sales Development created opps are from Marketing at our company. And we use Primary Campaign Source.
How do you flag the Contact records in Salesforce, so that you know they've been 'touched' by Marketo in some was as to included in the stats?
Salesforce say that there is no way to track Campaign members to their activities on the contact or lead objects - so again, interested to know what filters you're using on your Activities so that you're only tracking those that come specifically from a Marketo lead?
Our "inquiry" reporting uses the standard SFDC Report Type 'Campaign with Campaign Members' and filter on "Responded." You could also filter on any Campaign field/value and Campaign Member Statuses. This report type brings in leads and contacts. Important thing to note with this report is that the record count is the number of responses (not leads/contacts). You'd have to export to excel or create a custom formula to get a total number of leads/contacts that have responded to a campaign.
For Contacts, I'm using a field "MQL Date" that is updated in Marketo. So I know that the lead has been touched by campaign(s).