Revenue Attribution Just Got Easier: Introducing Salesforce Campaign Sync in Salesloft

B2B buying has changed: there are more stakeholders in every deal and the purchase journey has shifted to digital-first. 

With buyers initiating first contact 83% of the time, it's difficult to know what's influencing pipeline: marketing or sales? The answer is "both," but you need customizable attribution models that look at the full buying journey, from first interaction to close to renewal.

For revenue operations leaders, measuring revenue attribution across sales and marketing activities is essential for fine-tuning prospecting strategies and allocating resources efficiently. 

Proper attribution ensures every touch point in the buyer journey is accounted for, offering clear insights into actions that drive or hinder revenue.

With SalesforceCampaign Sync, we'reimproving the way revenue teams measure the efficacy of their sales prospecting efforts, alongside marketing activities, so they can close more deals faster. With this enhancement to our Salesforce integration, you can add Cadences to Salesforce Campaigns for a comprehensive view of performance and impact on pipeline.

Setting a new standard for sales and marketing alignment

One of the biggest challenges in sales and marketing is alignment. Miscommunication and data silos can lead to missed opportunities and inefficiencies. 

By syncing Salesloft Cadences to your Salesforce Campaigns, sales and marketing teams can:

• Improve campaign targeting: automatically create Campaign Members and update their  status if they engage with a synced Salesloft Cadence
• Assess prospecting impact: use Salesforce's multi-touch attribution models to track how sales engagement strategies influence overall campaign performance
• Boost efficiency: automate more of your Salesforce data management so sellers can focus on high-value activities (like building relationships with their buyer)

Getting started

Salesforce Campaign Sync is a new option when setting up each of your Cadences. 

1. Select the relevant Salesforce Campaign and map Cadence interactions to a Campaign Member status.
2. Salesloft will automatically create new Campaign members if one doesn't exist, and update members when they engage with your Cadences.
3. It’s up to you which Cadences link to Salesforce Campaigns. Salesloft gives you total control, so you can manage your data and attribution reporting your way.

How to use Salesforce Campaign Sync

Many of your marketing campaigns probably already include a sales follow-up component.

You can see quick wins with Salesforce Campaign Sync by connecting these Cadences to their relevant marketing programs. Here are a few common Cadences you can sync to Campaigns right away:

• Inbound lead Cadences from the “Request a Demo” form on your website
• Webinar, field event, and trades how follow up Cadences
• Qualified lead outbound Cadences tied to your demand generation programs

But to deepen your attribution reporting in Salesforce, you should take it a step further by creating Salesforce Campaigns for each of your sales-led outbound programs. In doing so, you can better measure how each of your sales strategies impact pipeline and revenue, alongside marketing programs. 

This will help you partner with marketing by rolling up Cadence performance into broader reporting dashboards outside of Salesloft analytics. 

Here are a few examples of new Campaigns that you could create to measure Cadence impact:

• Highly targeted, sales-led outbound (eg Tier 1 accounts based on ICP and high buyer intent accounts)
• TAM expansion (eg prospecting into new industries)
• Closed lost follow ups

Beyond the basics: level up your Salesforce integration

Salesloft and Salesforce are two of the most powerful tools in the sales arsenal. While the Salesforce Campaign Sync feature is a standout, it's not the only recent enhancement to our Salesforce integration worth noting. 

Here are three additional enhancements to level up your Salesforce integration:

Easier contact imports

We’ve unlocked more scalable strategies for adding your Salesforce leads and contacts to Salesloft with scheduled imports from Salesforce reports.  Now, you can automate Cadence enrollment and ensure that sellers always engage the right buyers, at the right time, and with the right message.

More comprehensive activity logging

We’ve improved how buyer engagement data flows from Salesloft to Salesforce. When multiple people are copied on an email or included in a meeting, Salesloft logs the activity to each person's Contact record in Salesforce. 

Effortless stakeholder identification

If someone without a CRM record is copied on an email or meeting, Salesloft can create the Contact record automatically so that the full buying group is reflected in your CRM. Combined with enhancements to minimize sync errors, these new Salesforce integration features greatly reduce data entry for your sellers and ensure better reporting for RevOps. 

More July innovations

To learn about everything new in Salesloft this month, visit our Knowledge Base. 

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