Prospects at Cloud Kicks are exposed to many different marketing activities. In most cases, a combination of several different activities results in a successful sale.
How should the consultant configure Salesforce to track which marketing activities influenced the customer to make a purchase?
Click on the arrows to vote for the correct answer
A. B. C. D.C
To track which marketing activities influenced customers to make a purchase in Salesforce, the consultant can configure the system using various methods. Let's go through each answer option to understand their implications:
A. Make the Primary Campaign Source required: This option involves making the "Primary Campaign Source" field required on the Opportunity object. By doing this, Salesforce will prompt users to select the campaign that had the most significant impact on the opportunity. While this approach captures the primary campaign source, it doesn't account for multiple marketing activities influencing the sale.
B. Create a junction object between Campaign and Opportunity: Creating a junction object between the Campaign and Opportunity objects allows for a many-to-many relationship between them. This junction object can store additional information about the relationship between campaigns and opportunities, such as the specific marketing activities or touchpoints associated with each opportunity. However, this option does not provide out-of-the-box functionality for attributing revenue to different marketing activities.
C. Implement Customizable Campaign Influence: Customizable Campaign Influence is a feature in Salesforce that allows for the tracking and attribution of revenue to multiple marketing activities. It enables organizations to define rules and assign percentages of influence to various campaigns or marketing touches throughout the sales cycle. This method offers more granular insights into the impact of different marketing activities on the final sale.
D. Use Surveys to request information from the customer: While surveys can provide valuable customer feedback, they may not be the most reliable method for tracking which marketing activities influenced a purchase. Relying solely on surveys could introduce bias, incomplete data, or be subject to customers' recall limitations.
Considering the requirement mentioned in the question, the most appropriate answer would be:
C. Implement Customizable Campaign Influence.
By implementing Customizable Campaign Influence, the consultant can leverage Salesforce's built-in capabilities to track and measure the impact of various marketing activities on the sales process. This option allows for more accurate attribution of revenue and provides a comprehensive view of the customer journey, enabling businesses to optimize their marketing strategies effectively.
Note: It's essential to refer to the official Salesforce documentation and study materials specific to the "Certified Sales Cloud Consultant" exam to ensure the accuracy and relevance of the information provided.