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Sales and Marketing Applications
Lead and Opportunity management, Products, Price Books, and Campaigns.
⏱️ Estimated reading time: 45 minutes
Advanced Campaign Management and ROI
It's not enough to create campaigns; you must measure success.
Campaign Hierarchy: Allows grouping campaigns (e.g., Annual Event -> Invitation Email -> Reminder Email). Statistics aggregate upwards.
Campaign Influence: Determines which campaigns contributed to closing an opportunity.
- Primary Campaign Source Model: 100% credit goes to the last associated campaign before closing.
- Custom Models: Allow splitting credit (e.g., First Touch, Last Touch, Even Split).
Campaign Hierarchy: Allows grouping campaigns (e.g., Annual Event -> Invitation Email -> Reminder Email). Statistics aggregate upwards.
Campaign Influence: Determines which campaigns contributed to closing an opportunity.
- Primary Campaign Source Model: 100% credit goes to the last associated campaign before closing.
- Custom Models: Allow splitting credit (e.g., First Touch, Last Touch, Even Split).
🎯 Key Points
- ✓ To view hierarchy statistics, the user must have read access to the parent campaign
- ✓ Members can only be added to campaigns if they are Leads or Contacts (not Person Accounts directly)
- ✓ The 'Add to Campaign' button is available on Lead and Contact reports
Lead Management and Conversion
A Lead is an unqualified prospect.
Conversion Process: When a Lead is qualified, it is 'converted'.
What does conversion create?
1. An Account - Company.
2. A Contact - Person.
3. An Opportunity - Optional.
Field Mapping: During conversion, custom Lead fields must be manually mapped to equivalent fields in Account, Contact, or Opportunity to avoid data loss.
Conversion Process: When a Lead is qualified, it is 'converted'.
What does conversion create?
1. An Account - Company.
2. A Contact - Person.
3. An Opportunity - Optional.
Field Mapping: During conversion, custom Lead fields must be manually mapped to equivalent fields in Account, Contact, or Opportunity to avoid data loss.
🎯 Key Points
- ✓ Lead Assignment Rules: Automate Lead assignment to users or Queues based on criteria
- ✓ Lead Auto-Response Rules: Send an automated email to the prospect after submitting a web form
- ✓ Web-to-Lead: Generates up to 500 Leads daily from external web forms
- ✓ If a Lead has an existing associated Account, Salesforce will attempt to merge instead of creating a duplicate
Complex Lead Conversion Scenarios
Conversion is irreversible.
Mapping Rules:
- A Lead field can only map to ONE destination field.
- Data types must match (Text to Text, Number to Number).
- Picklist values on the Lead must exist on the target object or the process will fail.
What happens to activities? Open tasks and events from the Lead are automatically moved to the created Contact, Account, and Opportunity.
Mapping Rules:
- A Lead field can only map to ONE destination field.
- Data types must match (Text to Text, Number to Number).
- Picklist values on the Lead must exist on the target object or the process will fail.
What happens to activities? Open tasks and events from the Lead are automatically moved to the created Contact, Account, and Opportunity.
🎯 Key Points
- ✓ If the Lead has a Record Type, the created record will adopt the converting user's default Record Type, unless specified otherwise
- ✓ You cannot convert a Lead if it is in an approval process
- ✓ Conversion respects validation rules: if the Lead doesn't meet Account requirements, it will fail
Opportunities and Sales Processes
Opportunities track ongoing sales.
Sales Process: Defines the Stages a sale goes through. Different product types may require different Sales Processes (e.g., Direct Sale vs Partner Sale).
Forecast Categories: Each opportunity stage maps to a forecast category (Commit, Best Case, Pipeline) for managers to project quarterly revenue.
Sales Process: Defines the Stages a sale goes through. Different product types may require different Sales Processes (e.g., Direct Sale vs Partner Sale).
Forecast Categories: Each opportunity stage maps to a forecast category (Commit, Best Case, Pipeline) for managers to project quarterly revenue.
🎯 Key Points
- ✓ To create a Record Type for Opportunities, you MUST first have a Sales Process created
- ✓ Opportunity Teams: Allow multiple users to collaborate on a sale and split credit
- ✓ The 'Closed Won' stage marks success, while 'Closed Lost' marks the sale's failure
- ✓ Big Deal Alerts: Automated notifications when an opportunity exceeds a specific amount and probability
Products and Price Books
Products: The goods or services you sell.
Price Books: Lists containing product pricing.
- Standard Price Book: The master catalog with the base price for all products.
- Custom Price Book: Lists for different segments (e.g., VIP Pricing, Regional Pricing).
Opportunity Products: Also called 'Line Items'. These are the specific products added to a particular opportunity.
Price Books: Lists containing product pricing.
- Standard Price Book: The master catalog with the base price for all products.
- Custom Price Book: Lists for different segments (e.g., VIP Pricing, Regional Pricing).
Opportunity Products: Also called 'Line Items'. These are the specific products added to a particular opportunity.
🎯 Key Points
- ✓ A product must have a price in the Standard Price Book before it can be added to a Custom Price Book
- ✓ An Opportunity can only be associated with ONE Price Book at a time
- ✓ To add products to an Opportunity, it must have a Price Book selected
- ✓ Quantity Schedule vs Revenue Schedule: For recurring payments or staggered product deliveries
Collaborative Forecasts
Tool to predict future revenue.
Forecast Types: You can forecast based on Opportunities, Product Families, or Opportunity Splits.
Forecast Categories:
- Pipeline: Everything open.
- Best Case: What is likely to come in.
- Commit: What the rep commits to closing.
- Closed: What is already won.
Quotas: Sales targets assigned to users. Loaded via Data Loader or API.
Forecast Types: You can forecast based on Opportunities, Product Families, or Opportunity Splits.
Forecast Categories:
- Pipeline: Everything open.
- Best Case: What is likely to come in.
- Commit: What the rep commits to closing.
- Closed: What is already won.
Quotas: Sales targets assigned to users. Loaded via Data Loader or API.
🎯 Key Points
- ✓ Managers can adjust their subordinates' forecasts
- ✓ Forecast Hierarchy: Based on User Role Hierarchy, but can be customized
- ✓ Must enable 'Collaborative Forecasting' in Setup
Advanced Product and Pricing Logic
Price Book Visibility: Controlled by Price Book object OWD. If 'No Access', you must share manually or via groups.
Product Schedules:
- Quantity Schedule: Deliver product on multiple dates (e.g., magazine subscription).
- Revenue Schedule: Bill product in multiple installments (e.g., payment plan).
Quote Sync: Allows syncing a Quote with its Opportunity. If you change products on the synced quote, they update on the opportunity and vice versa.
Product Schedules:
- Quantity Schedule: Deliver product on multiple dates (e.g., magazine subscription).
- Revenue Schedule: Bill product in multiple installments (e.g., payment plan).
Quote Sync: Allows syncing a Quote with its Opportunity. If you change products on the synced quote, they update on the opportunity and vice versa.
🎯 Key Points
- ✓ Only ONE quote can be synced per opportunity
- ✓ Schedules cannot be enabled if the product doesn't have the option enabled on its record
- ✓ Archiving a Price Book removes the option to select it for new opportunities, but keeps historical data