Help Measuring Pipeline Impact for both Known and Unknown Contacts Engagement
B2B small SaaS software company here.
We have the most basic version of 6sense (not Predictive). In order to justify the cost of 6sense to the C-Suite, I need to show the impact of our campaigns on the pipeline - not only at the account level but also down to the exact Contact. This is because we're still trying to gain buy-in from the Sales leads and need to share exact names they recognize.
To gain this view today, I have to:
- Export advertising data from 6sense into Excel to show which accounts are receiving impressions, clicking, spend, etc.
- Since 6sense accounts don't tie exactly to our Salesforce accounts and they may have multiple entries for each (because of different URLs/locations/names), I then have to go through 100s of rows of data to match the account names. (This is so I can eventually match it to pipeline data).
- Our Deal/Opp data in synched into Hubspot from Salesforce. Hubspot doesn't allow me to create a single report that shows Deal/Opp information + Contact info + Engagement (website page visits, form submissions, ad interactions, email interactions) into a single report. So, I end up with 4 separate reports (1 for each Engagement type) that I then download into Excel and consolidate into a single Excel sheet. Since it's possible for a single contact to be in both the Form Submission report and the Email Interaction report, I have to then de-dupe all the data to ensure I'm not double counting. This combined data allows me to see Known Contact Engagement for Accounts with Open Opportunities.
- I then combine the data from Step 2 and Step 3 above to get a broader view of activities at the account, resulting in a Known and Unknown Contact Engagement with Open Opportunities report in Excel.
This entire process took me several days, has the potential for human errors, and is a point-in-time view only as the data cannot be refreshed...which means it has to be repeated manually when requested.
Is anyone else attempting to measure impact on Pipeline like this or have found easier ways to do it?
Thanks!
Amanda (Agilence Inc.)
Comments
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Hi @AmandaBrown I've reached out to our Solutions team and your CSM -- be on the lookout for an email!
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Thanks @Sarah Wylie - My CSM (Sophia) is the one that suggested I post here. I know she'd circulated my request to a few folks already. I'll take input from anyone willing to give it! :)
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@AmandaBrown We appreciate your patience! Our team will be in touch 😊
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Hi @AmandaBrown. I run 6sense's business value program we call Value6. Quick question: is your 6sense instance integrated with your CRM? Cheers.
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@Dave DiMillo Yes, it is integrated with Salesforce
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Hi @AmandaBrown! Curious if you have been able to automate this process and if so, do you have tips on doing that?
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@MollyEvola - No. Nothing that meets my needs.
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@Sarah Wylie Any updates on this? I also have Hubspot and would love to be able to report on impact. @brandon.maranion copying you in on this too. The 6sense reporting in 6sense is great, but being able to track "6sense" as a SOURCE would be phenomenal.
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@AmandaBrown , wow, that exporting into excel sounds like alot of tedious work and I would guess people outside of our Marketing world question the validity of the data. We have been able to attribute the value of 6sense through a standard Salesforce report that is available 24*7, takes some set up but it's largely automated - alot depends on your data architecture (eg what platforms are passing what data) as well as who and how the 6QA is qualified for your selling org but let's assume you use Salesforce, have SDRs, and you use leads - as one example, we build lead classification to split out the different categories of what was formerly known as MQLs - and can involve intent depending on definition as part of that lead process. We spend some time defining with sales the handoff process as process (or car!) accidents happen at intersections (handoffs btwn Marketing and any other function). This becomes more important as you have more channels to measure beyond just 6sense (partners, employees, 6qa intent, etc), which we find execs are usually asking about the bigger picture beyond what is the ROI of the platform (they want to know that too but it's helpful to think bigger we find by identifying ALL go to market motions). The way we've done this we can directly ascribe ROI to the 6s platform OR in some cases show exactly where Sales isn't properly following up (it's not 6s platform fault, it's the process fault but ppl sometimes need to see that data to believe it.) Happy to share what it looks like offline if helpful, I recognize I'm late to responding to this jon@b2bfusiongroup.com
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@AmandaBrown thank you for asking this question! I'm looking for the answer as well. We haven't come up with an Excel work around like you have. There must be an easier way though. Please post on here if you find something that meets your needs!
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@AmandaBrown - My team here at 6sense is updating our value measurement approach, methodology and metrics. We call this our BVR (Business Value Realization). We are shooting for being in production with this new format over the next couple of quarters but I would be happy to hop on a call with you and your CSM and run you through what we're thinking & what the new BVR will look like. Feel free to email me at dave.dimillo@6sense.com. Cheers.
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@Dave DiMillo @Sarah Wylie I'm having the same issue -- I have to be able to show that 6sense ads, specifically, are driving revenue.
I see the "influence" metrics but those don't cut it, unfortunately. I have a ton of empathy for @AmandaBrown but I fear that's my next step. Blerg.
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@Adam Kaiser @Kyle Dugan @Allie Gollner any good insights here?
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Hey @AmandaBrown
There might be a different approach that could work. How do you define the value of 6Sense in your company? As you don't have predictive, you can't benchmark it on 6QA, but you could create segments that are based on intent signals. Then you could create segments of accounts that you've touched in your campaigns, and ones that you didn't. You could further show awareness impact by creating another segment that shows accounts that visited your website after they've been targeted by your campaigns.
Then you could compare pipeline behavior of accounts in each segments, by velocity, closing rate, and deal size.
Does it make sense?
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@Kfir Pravda Yes it does. I've done exactly this. It still doesn't make it easy to prove the value, but I can prove that an account was showing intent, therefore we chose to target it, and then if we end up with an opportunity, we can be happy about it.
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The question is if you are able to compare these accounts/opps to those that didn't show intent and didn't get the special 6Sense treatment.
If they behave exactly the same - intent doesn't help. But if they close in higher rates and bigger ASP then you can prove your point.
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Technically you could push the segment names to Salesforce and then create the reports there
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@Kfir Pravda - the hard part is that the intent segments are dynamic, meaning we bring the field into Salesforce daily and then wipe them at night. We do the same with intent scores from HubSpot. Sadly, I'd have to manually record the intent levels over time if we really wanted to see if going after higher intent accounts is working. Not ideal.
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@AmandaBrown mmmm true. So it might be that the solution would be to create an intent tracking custom object in Salesforce that would timestamp segment name change per account (or any other intent parameter for that matter) and report on it. We've done something similar to one of our clients for a different account level fiend that is changing over time. A bit of a lift that leads to reporting bliss.
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@Kfir Pravda - My preference would be for 6sense to understand that this is difficult to do and takes time and resources to make it happen. I'm thinking they should revisit what comes with the base platform model. If I have to do this much work to show the value of their tool, that should be a problem they want to address within their roadmap. We almost didn't get approval to renew.
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@Kfir Pravda - really do appreciate your comments on this topic though. In case I didn't say that before. It's nice to see I'm not the only one.
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I completely agree with you that 6Sense should have better value reports - I think that it is planned.
And always happy to help - I love this kind of challenges :)
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Hi @Dave DiMillo the BVR reporting sounds fantastic - any roadmap updates / timing you could share?
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