Sales Cloud for Marketing 3: This time, it’s Salesforce

Last time, I covered a lot of Marketo things – if you don’t have Marketo/access to Marketo/care at all about Marketo, I apologize. But it was necessary. This week we’re back in the loving embrace of the Sales Cloud and looking at what we need to do to ensure that our sales teams can access all of that marketing info.

To recap, here’s what we have:

a Marketo program (historically considered a campaign in literally any other conversation) that has been assigned the appropriate channel and has been synced to a Salesforce campaign (either new or existing)

In order for someone to access this campaign and add members to it, you’re going to need to make sure that they have the right permissions.

  1. Make them a Marketing User

    marketinguser

    On the user record, just click the box

  2. Make sure their profile(s) (or permission set, if only certain users need to be able to do this) has the proper CREDs for Campaigns, specifically they need the Edit permission

    creds

    On both Campaigns and Contacts/Leads, users will need at least Edit (and, by extension, Read) permissions

  3. Make sure their profile(s) (or permission set, if only certain users need to be able to do this) has the proper CREDs for Contacts/Leads, specifically they need the Edit permission

These permissions will allow users to add members to Campaigns. If you also want them to be able to change the members’ statuses, you’ll need to ensure that they have access to Read and Edit the “Status” field on the Campaign Member page:

membersfields

On the user record, just click the box

Why am I going through all of this, you crazy lady?? 

Here’s my use case:

Our inside sales team utilizes our Marketo tool to help them reach a broader audience when sending out one-to-one emails. That’s a load off their plate, but they don’t have access to Marketo! How can they ensure that a lead who has responded doesn’t continue getting the emails in the nurture stream?

Answer: they have access via Salesforce! When a lead responds to them, they can update the lead’s Campaign status to “Responded,” which will trigger Marketo to remove the lead from the stream.

There are other times this has been useful – marking Contacts to invite our annual client event, webinar follow up, etc.

This process does not mean that you can Sales Cloud to market to your leads; Sales Cloud is not meant for that. But it can create some semblance of harmony between Sales and Marketing.

Next week: Completing the puzzle with Sales Insights!