Salesforce marketing reporting
Joined up to everything else.
Salesforce holds the closed revenue that makes marketing measurable. The difficulty is that no two Salesforce orgs mean the same thing by the same words, so the connection has to respect your configuration rather than assume a standard one.
The connection
What we read from Salesforce.
Read-only, via api key. Nothing is created, edited or published back into your account.
Access requested: A read-only API credential scoped to leads, contacts and opportunities.
- New contacts and leads
- Opportunities created
- Opportunities won
- Opportunity value
- Revenue by channel
- Top deals
- UTM coverage
Read it alone and it misleads you
Your opportunity stages mean something specific to your org, and only to your org
Salesforce stages are configured per organisation. One company's Qualified is another's Discovery, and a stage named Closed Won in a custom pipeline may not be flagged as won in the underlying field. Any tool that assumes standard stages will produce confident, wrong pipeline maths. Close date versus created date matters too: reporting revenue on close date attributes it to the month the deal closed, not the month the marketing happened.
This is not a fault in Salesforce and it is not something a connector fixes. It is why a number from one platform should never be read on its own, and why the platforms never agree with each other.
Once it is joined up
Questions you can finally answer.
- Cost per closed opportunity by channel, using your own stage definitions
- How long marketing-sourced pipeline actually takes to close, and how that changes budget timing
- Which channels produce opportunities that close rather than opportunities that age
- Which marketing sources appear in opportunities that stall at the same stage every time
Common questions
Salesforce reporting, answered
Does it work with custom objects and stages?
It reads your opportunity stages as configured rather than assuming a standard set. Where a pipeline is heavily customised it is worth a conversation up front, because the value of the reporting depends entirely on mapping your stages correctly.
Is the connection read-only?
Yes. We read leads, contacts and opportunities. Nothing is created or modified in your org.
Should revenue be reported on close date or created date?
Both, for different questions. Close date tells finance what landed this month. Created date tells marketing which month's spend produced it. Reporting only close date makes a good month of marketing look like a good month two quarters later.
Other crm connections
See Salesforce next to everything else.
The live demo runs on real connected data, with no login. It will show you the joined-up version faster than this page can describe it.