workflow for a custom Salesforce Funnel History Object

How to Use a Salesforce Funnel History Custom Object

Out of the box, Salesforce is good at showing you the present state of leads and opportunities. But marketers quickly start wishing they could understand a contact’s history – how someone progressed through the buying cycle.

Salesforce doesn’t natively display this time-series data, and marketers can’t see:

  • how specific campaigns drove MQLs and Opps
  • which contacts stop and restart multiple buying cycles
  • how quickly contacts move from stage to stage

So Marketing teams spend hours every week aggregating data, wrestling with Excel, and struggling to unpack insights.

>>Related: How to Re-run Salesforce Lead Assignment Rules with Process Builder & Apex<<

To answer these questions, Sponge will often create a Funnel History custom object in Salesforce.  We stamp it with dates and stage names as leads and contacts progress through the funnel.

Here’s how it works: 

Two leads enter the funnel in January.  Meet Bob and Susan!

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And the custom Salesforce Funnel History object begins stamping dates and stages.

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As Bob and Susan move through the funnel, converting to SALs…

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…new stamps are created and new data is added to the existing Salesforce Funnel History records.

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Bob and Susan continue converting…

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And the Funnel History object keeps stamping new data

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These stamps ultimately allow you to report when leads enter the funnel and how quickly they convert.  Here I’m asking, “how many MQLs did we create Jan 1-18?”  Two.

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And here I’m asking, “how many of these MQLs became SQLs?”  One.

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We also layer on the campaign data to see which marketing tactics are producing MQLs, SALs, etc.

This kind of data is so exciting for reporting (#nerdalert).  Ultimately, it means marketers are wasting way less time monitoring and measuring performance across the MAP, Salesforce, Google Analytics, and Excel.  

 

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