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As a marketer, I like to think of Salesforce Dashboards as the reward for all the hard marketing work, as the results display beautifuly in Salesforce. Using dashboards, it’s possible to have a single view of all the metrics you’ll need to not only monitor results and efficiency, but also to show off at your next board meeting.

The Marketer's Definitive Guide to Salesforce, created by RingLead and RingDNA, looks at ways for marketers to use Salesforce the best ways possible, including dashboards. Here are some insights on Salesforce Dashboards for marketers.

1. Schedule Report Run Times

Dashboards are based on Salesforce reports. Once you’ve created all the reports that will be the basis of your dashboards, the critical step is making sure that those reports are updated regularly. If you’ll be looking at your Salesforce dashboards at least daily, then your reports will need to be scheduled to run daily as well so that your dashboards will be up to date.

2. Focus on Metrics That Matter

Of course, entrance/exit pages on your website, share of social voice, and email open rates matter to anyone running a marketing team.

Measure those metrics elsewhere, as they are useful within the context of your marketing operations. But when sharing with the broader team, put yourself in the position of your CEO or board members, and focus only on what they would want to see.

3. Common Standard Salesforce Marketing Metrics

Here is a look at typical marketing metrics and their definitions. This will help you plan which metrics you'll use in your dashboards.

Report

Objective

Overall Lead volume

What is overall lead velocity?

Lead volume by Channel

Which channels are producing the most Leads?

Lead volume by Campaign

Which campaigns are producing the most Leads?

Lead to Contact conversion ratio

How many Leads are sales-qualified?

Opportunities by Channel

Which channels are creating the most opportunities?

Opportunities by Campaign

Which campaigns are creating the most opportunities?

Closed won Opportunities by Channel

Which channels are creating the most sales and revenue?

Closed won Opportunities by Campaign

Which campaigns are creating the most sales and revenue?

4. Recommended Additional Salesforce Marketing Metrics

If you're looking to do a deeper dive or add more metrics to your marketing mix, consider these.

Report

Objective

Number of open Leads

Is your sales team attending to all incoming Leads? If not, how many are being missed?

Lead response time

Is your sales team responding to Leads within five minutes, or at least one hour? How are they responding - by phone, email or other communication channel?

Call Ratings

Which inbound market

ing channels are driving the best calls?

Deal competitors - total Opportunities

Which competitors is your sales team coming up against again and again?

Deal competitors - closed/won Opportunities

Which competitors are you consistently winning deals against?

Deal competitors - closed/lost Opportunities

Which competitors are you consistently losing to?

5. The Standard Three-Column Approach

Salesforce dashboard pages are typically three columns, with each column designated for a general type of activity or time line. Here’s an example:

Left - Current Activities

Center - Current Results

Right - Long-Term

Total Lead volume, past 30 days

Closed/won Opportunities by Channel, current month

Month-over-month Lead volume Past 6 months

Leads by Campaigns, past 30 days

Closed/won opportunities by Campaign, current month

Closed/won opportunities by Campaign, past 6 months

Leads by Channel, past 30 days

Lead to Contact conversion ratio, current month

Closed/won opportunities by Channel, past 6 months

What other metrics or dashboards do you like to use? Add your thoughts in the comments below.

Amanda Nelson: Content MarketingAmanda Nelson is Director of Marketing at RingLead where she leads the content marketing strategy and execution. She has spent the last three years in content marketing and community management at salesforce.com and Radian6, and has a background in account management for interactive and full service advertising agencies. Follow her on Twitter at @amandalnelson.