[NEW] Salesforce Reporting: Build your own reports

This guide serves as a template designed to harness RollWorks Custom Object Data in Salesforce and create custom Salesforce reports. It aims to equip your team with relevant information/data in a streamlined manner, enhancing your Account-Based Marketing (ABM) efforts within Salesforce. By doing so, we hope to empower sales and other teams to prioritize their outreach effectively.

For the reports to deliver maximum impact, it’s essential to pay close attention to the Salesforce reporting filters at the account, contact, and lead levels. Identifying the right groups of accounts, contacts, and leads is critical for driving reporting adoption and ensuring that the insights provided are both relevant and actionable for your team.

The information provided for each recommended report outlines:

Report Type Name: Governs which fields are available in your report. For example, Accounts reports have fields like Account ID, Account Name, and Account Owner. The first thing you do when creating a report is choose a report type.

Reporting Category: Standard vs. Custom Reporting Category Type. As a best practice, RollWorks recommends using the "Standard" Category Type when creating custom RollWorks reports. 

Filters: Limit the data that your report returns by using filters. Filters are useful for many reasons, such as focusing your report on specific data, or ensuring that your report runs quickly. For example, say your report returns all the Accounts in your company, but you only want to see Accounts that are not assigned to an account Account Owner. Filter the report on the Account Owner field. You can add, edit, or remove filters while reading a report, too.

Group Rows, Group Columns, and Columns: This serves as a template to help you get started. We encourage you to customize it by adding or removing fields to best meet your team's specific needs. Additionally, you have the flexibility to incorporate custom fields from your Salesforce instance at the account, contact, and lead levels to enhance your reports, offering a more comprehensive and insightful view for end users.

Recommended Reports

• Report: Identify in-market accounts that require prioritization
• Report: Pass "spiking" accounts to my sales team
• Report: Identify churn risks in current customers
• Report: Showcase Account Progression
• Report: Highlight Leads & Contacts actively on the site

Report: Identify in-market accounts that require prioritization

This report is available to all customers who have the ICP model included in their RollWorks subscription and have deployed one or more Ideal Customer Profiles (ICPs) through the RollWorks dashboard (found under Settings > ICP Model). For more details on RollWorks' ICP capabilities, click here.

Best practices and deployment Ideas:

• Determine the end audience when creating this report. If it is for Sales, perhaps pull in custom or standard fields from your Salesforce Instance that would enhance the report for the team.
  • For example, the RollWorks sales team also likes to pull in the following custom fields we have available: Employee Range, Annual Revenue, Zoominfo Tech, Location to best prioritize and customize their outreach.
• Update your Journey Stages within RollWorks to be numerical (ex: 1: Unaware) if you would like to see the stages in order. 
• Add visuals. We like to use the donut chart for this specific view.

Report: Pass "spiking" accounts to my sales team

This report will only be available if Sales Insight is included in your RollWorks subscription and if Sales Insight Seat Management has been properly set up within the RollWorks dashboard. Learn more here about configuring Seat Management and the available access levels.

Best practices and deployment Ideas:

• Layer on a secondary Group row for Account Owner. 
• Ability to customize this view (and all views) to show unassigned accounts vs. assigned accounts based on the end goal and use of report. 
• Add in a graph for added visuals. We like to use a stacked visual chart to see the spike levels for the respective journey stages

Report: Showcase Account Progression

Best practices and deployment Ideas:

• Measure account progress based on the deployed ABM strategy or business goals. Use the Journey Stage fields to monitor account movement through the engagement funnel. Track Accounts as them progress from Unaware to Sales Ready. Support pipeline acceleration efforts by measuring and looking at the accounts as they move from Open Opportunity to Closed Won. The Account Progression view can also allow you to track accounts as they move from Sales Ready to Open Opportunity.

Report: Identify churn risks in current customers

Best practices and deployment Ideas:

• Create a similar view for Open Opportunities. Use Current Journey Stage = “Open Opportunity” or how the respective field is labeled in RollWorks. 
• Add in additional columns such as Page Views/Unique Visitors in the last 60 or 90 days for additional insight. 

Report: Highlight Leads & Contacts actively on the site

Contact and Lead reporting object can be used in a variety of use cases for both Marketing & Sales Teams. 

Marketing Team:

• Identifying known contacts & leads who have seen your ads and landed on your site. 
• Use this data available to enroll into additional workflows (email nurture/drip campaigns, create alerts to the sales team) 

Sales Team:

• Insight on assigned Leads/Contacts. See when known contacts are actively on the site. Layer on “last activity date” to maximize impact and prioritize outreach efforts.  

Best practices and deployment Ideas:

• If there is a field at the contact level that ties a specific contact to an Account, option to pull that field in as well to the report. This can be used to further segment by within a Group Row and/or provide details.
• Keep in mind that Leads are not linked to Accounts in Salesforce.
• This report can be deployed at the Contact OR the Lead level. Columns will vary based on available fields within the respective objects.

Dashboards and Widgets

You incorporate RollWorks data in individual widgets into dashboards to surface key insights for your team.

You can leverage your existing Sales & Marketing dashboards. Compliment current efforts by incorporating key reporting widgets to surface RollWorks insights to assist in account outreach prioritization efforts.