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 use it snapshot the dates and stage names as leads and contacts progress through the funnel.

How it works:

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

custom Salesforce Funnel History Object 1 of 8

And the custom Salesforce Funnel History object begins taking snapshots of dates and stages.

custom Salesforce Funnel History Object 2 of 8

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

custom Salesforce Funnel History Object 3 of 8

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

custom Salesforce Funnel History Object 4 of 8

Bob and Susan continue converting…

custom Salesforce Funnel History Object 5 of 8

And the Funnel History object keeps capturing new data

custom Salesforce Funnel History Object 6 of 8

These snapshots 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.

custom Salesforce Funnel History Object 7 of 8

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

custom Salesforce Funnel History Object 8 of 8

The reporting is magical

In addition to the snapshots, we 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), especially because you can report on your MQLs for both Leads and Contacts in the same report.  Ultimately, it means marketers are wasting way less time monitoring and measuring performance across the MAP, Salesforce, Google Analytics, and Excel.  

Here are real Salesforce dashboards powered by the Funnel History custom object (click to zoom):

 

Ready to unleash the full power of Salesforce, without hiring another full time employee?

Learn about our unlimited Salesforce admin support.

Sponge | Marketing and Operations Analysts

Get a Free System Audit

Whether you inherited a new instance or just want a second opinion, we'll dive in and benchmark your tech stack.

Sponge | Marketing and Operations Analysts

Download Resource

Use this form to recieve your free resource in your inbox today!