Salesforce Reporting & Workflows

Context and objectives of this article

If you use the HG scores to prioritize accounts or existing customers for your Sales team, you need to be able to create a conversion report to see the proportion of conversions/revenue that had been predicted with a high score.

You need to ensure that you have stored the MK scores at the time the opportunities were created, because the scores might have changed between then and now (especially the likelihood to buy and lead grade scores).

The goal of this article is to share the step by step process to create a conversion report by MK segment for expansions coming from existing contacts and accounts.

Steps to build an expansion conversion report by MK segment

1. Validate that you have the HG scores at the account level

We recommend to look at the overall score of an account instead of a contact, because the account can be a good fit and have a good overall engagement, even though not all the contacts of the account are a good fit / engaged

It is also easier to leverage the account information, as an opportunity is only associated with one account at a time.

2. Create the HG score fields at the opportunity level at the opportunity creation date

This will enable to capture the HG model score at a specific time frame (and not the ones today), which is important especially for the lead grade and likelihood to buy scores that vary a lot over time. 

1. Create the HG score fields at the opportunity level

i. Go into Set Up > Object Manager

ii. Click on the "Opportunity" object

iii. Click on Fields and Relationships > New

iv. Create a New Custom field:

Field type: Number

Field Label: MK Fit Score at oppty creation date

Length: 18

Decimal: 0

You can decide the visibility level.

Define the page layout of the field => in our case, we keep the same layout.

You should see the new MK Fit Score at oppty creation date field in the opportunity

2. Create a workflow to push the HG score fields from the account associated with the opportunity to the opportunity at the opportunity creation date (or conversion date)

i. Click on Set Up > Enter Workflow in the search bar and click on Workflow Rules

ii. Click on New Rule

iii. Create the workflow new rule:

Object: Opportunity (we create a workflow to push data to the opportunity

Click on Next

Rule Name: Account fit score to opportunity

Description: Propagates the account fit score to the opportunity (in the MK fit score at oppty creation date field) when the opportunity is created.

Evaluation criteria: Created. The MK fit score field at the opportunity level will be updated only at the opportunity creation date. 

Rule Criteria:

Field: Opportunity Type | Operator: equals | Value: Expansions

Field: Account:MK Fit score | Operator: not equal to | Value: empty (leave it blank)

iv. Create the workflow action corresponding to a field update:

Click on add a new action

Name: Account fit score to opportunity

Description: propagates the acct fit score in the opportunity fit score

Field to update: Opportunity > MK Fit score at oppty creation date

Specify a New Field Value

Use a formula:

Click on Insert field > Opportunity > Account > MK Customer Fit score > 

You should see Formula Value Number =  Account.mk_customer_fit_score__c 

 Click on Save if you want to update only 1 field, save and new and redo the process if you want to update several fields.

v. Activate the workflow rule by clicking on the field rule and then activate

You should see the field rule active:

Whenever you create a new opportunity, the "MK Fit Score at oppty creation date" field will be updated.

3. Create a conversion report with the revenue scores at the opportunity level 

 Report type: Opportunities

Group by MK fit score at opportunity creation date => possibility to bucketize if need be

Filters:

opportunity type = Expansion (example)

you can add other filters as needed