Traction Complete Integration Guide

What is the Traction Complete Integration

Traction Complete's RevOps Data Management Suite for Salesforce helps revenue operations teams cleanse, connect, and orchestrate data. Since 2019, they've been on a mission to automate complex data tasks in Salesforce, empowering organizations to save time and scale faster.

The Traction Complete Integration with RollWorks allows you to operationalize in-market signals.  Whether you are new to ABM or refining your existing strategies, the foundation to a good ABM program is marketing and sales alignment. By combining RollWorks’ in-market signals with Traction Complete’s matching and assignment capabilities, you can seamlessly route Leads and Accounts to ensure proper and timely action is taken. With this process in place, mutual customers can see a 16% increase in opportunity creation and 20% increase in lead conversion after 6 months.

Who can access

In order to access the RollWorks<>Traction Complete integration, you must have the following:

• An active Traction Complete license
• An active RollWorks package
• An active Salesforce plan - Traction Complete leverages Salesforce to automate the data sync from RollWorks.

RollWorks Data available through Traction Complete

The RollWorks<>Traction Complete integration operates through Salesforce. RollWorks syncs data to Salesforce custom objects related to the Account, Contact, and Lead objects in Salesforce.  The most commonly used data in reporting and automation is:

• Account: Journey Stage, Page Views, Unique Visitors, and Keyword Intent
• Contact and Lead: Ad Clicks, Page Views

For a full list of RollWorks data that can be used in Traction Complete, please refer to this Help Center article.

Use Cases

1. Use RollWorks data to identify individuals showing in-market behavior. Traction Complete then automatically matches the Lead to the Account in Salesforce, providing more context, preventing duplicate records and assigns the Lead to the appropriate rep for timely follow-up.
2. Use RollWorks data to identify accounts showing in-market behavior. Once accounts are added to Salesforce or a field on the RollWorks Aggregated Account Data object changes, Traction Complete automatically assigns the account to the right rep at the right time for timely follow-up.

Implementation: Using Traction Complete to automate record assignment 

This approach will automatically distribute and assign records (i.e. Leads, Contacts, Accounts, etc.) exhibiting high-intent behavior to the right rep for immediate follow-up.

• Log in to Salesforce
• Navigate to the Traction Complete Setup app 
• Click on Trigger Settings 

• Select the object you want to trigger. In this case, we will trigger the Lead object. 

• Scroll to Re-Run Trigger Criteria 
• Add criteria that will cause a Lead record to trigger a re-run.
  • For example, we added criteria that will cause a Lead to be automatically re-run through Traction Complete when the Page Views in the last 7 days change and equals >3 page views
  • Suggested criteria:
    • • Account: Journey Stage, Page Views, Unique Visitors, and Keyword Intent
      • Contact and Lead: Ad Clicks, Page Views

• Click on Assignment Flow

• Select New Flow or an existing assignment flow

• Use the drag-and-drop canvas to configure how Lead records are distributed and assigned when a re-run is triggered