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Every sale comes from somewhere. This page outlines how we handle attribution for revenue from the sales team as well as revenue from purchases on the website.
Initially, we will be using first-touch and last-touch attribution models. Therefore, we need to track both the original lead source and the last lead source. In the future, we may expand into multi-touch attribution.
Inbound Lead Management
Although the system should check for duplicate leads/contacts when new leads come in, salespeople will still need to check Salesforce for existing opportunities and contacts to merge duplicates if necessary.
Outbound Lead Management
When the outbound team begins prospecting an account, they must first check the Salesforce database for existing contacts and opportunities. If the account/opportunity already exists please refer to the appropriate sections, i.e. Opportunity Source Attribution.
New Leads
When leads enter Salesforce for the first time their ‘Lead Source’ is stored in the ‘Original Lead Source’ field. There is no circumstance in which a Lead Source should be changed by any department or manual activity unless the change is approved by the Marketing Operations or Sales Operations.
Existing Leads
If there are new opportunities for existing contacts, the original lead source should not be changed. Instead, the last lead source field should be updated with the final source the user interacted with before conversion. This way we can use both first- and last-touch attribution.
Attribution for revenue generated on the website without interaction with a salesperson will be handled by our analytics tools. These tools allow us to change the attribution model on a report to report basis.
If more advanced attribution models, or media mix modeling, are needed in the future, we may need to look into a separate tool like HockeyStack.
| Lead Source (Maps to UTM_Medium) | Lead Source Detail (Maps to UTM_Source) |
|---|---|
| • direct | |
| • organicSearch | |
| • organicSocial | |
| • paidSearch | |
| • paidSocial | |
| • display | |
| • referral | |
| • coldList | |
| • salesOutbound | |
| • CTV | |
| • radio | |
| • podcast | |
| • paidEmail | |
| • SMS | |
| • event | |
| • webinar | • [Website Name] |
| • bing | |
| • yahoo | |
| • duckDuckGo | |
| • tiktok | |
| • youTube | |
| • directMail | |
| • newsletter | |
| • [Name of Magazine/Print Source] | |
| • [Name of Podcast] | |
| • [Name of Webinar] |
When opportunities are created, they should inherit the Original Lead Source, Original Lead Source Detail, Last Lead Source, and Last Lead Source Detail fields from the Lead or Contact at the time the Opportunity is created.
The Account Source and Account Source Detail should be inherited from the Original Lead Source and Original Lead Source Detail from the Lead or Contact at the time the Account is created.