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This is an interesting discussion, as it's the exact issue we had at my previous organization before I left. We were experimenting with the following idea:
- Set up a Marketo program and link it to a Salesforce Campaign code.
- Build triggers that move the members through appropriate progression statuses.
- Then, on the salesforce end, your reps see the list of leads who responded to the campaign (attended the webinar, downloaded the resource, etc).
- When the rep calls their leads and log activities it is possible for them to associate that activity with a specific campaign code.
- You can then run an activity history report of all activities logged against a given campaign to see follow up activity. (in SFDC)
A couple caveats:
- Your sales reps have to actually log this stuff and associate it properly to the campaign codes for it to work. A phrase I've heard often is "if it's not in Salesforce, it didn't happen". Yet at our organization, we could never get our reps to record data consistently, so this strategy didn't end up working out for us. If your sales team is more disciplined, you'll have more luck I'm sure :)
- I seem to recall a technical limitation of the activity logging in Salesforce at the time (mind you, about 6 months ago) was that you could only associate an activity with a campaign code if the activity was logged against a contact. That is, you can't tie activity logs on leads to campaigns. It could have just been a configuration issue with our instance, or an actual feature limitation, but it was an issue at the time (I'm not currently using SFDC so I can't verify for you today).
Thanks for your response, Jeff. This has definitely sparked some new thoughts and I'll do some testing in our system. I still think there has to be an easier way to track Sales follow-up. It seems like something every Marketer would want to know.
Unfortunately, our sales team probably has the same "disipline" level!