GENERAL TERMINOLOGY

Attribution Models

  • First Touch - the single first successful marketing campaign response, with a lead or contact, that may result in an open opportunity or closed-won revenue.
  • Last Touch - the single last successful marketing campaign response with a lead or contact before an opportunity is created.
  • Multi-Touch - all of the successful engagements with leads or contacts throughout the entire buying lifecycle.

 

People and Known People

Terminus Hub combines all known leads and contacts associated with an account. 

  • Lead - all individuals who have not yet been associated as a contact to a specific account.
  • Account Contact - all individuals associated with a specific account.
  • Opportunity Contact - all account contacts associated with a specific opportunity.

 

Measuring Successful Engagements

  • Response(s) - the event(s) when a lead or contact engaged with marketing campaigns, for example: attending a webinar, filling out a form, attending an event. By default a response in Terminus Hub is determined by the campaign member status in your CRM being marked with a "responded" status.
  • Sales Activity - logged task activity from your CRM. This can also include activity from third party sales activity automation software. 

 

Lead and Opportunity Stages

  • Lead Stages - the stages leads progress through from introduction into the CRM system to association with an account or opportunity. Common stages include New, Engaged, MQL, SAL.
  • Opportunity Stages - the stages opportunities progress through from open to closed-won/lost. Common stages include Discovery, Coalition Building, Negotiation, Closed-Won, Closed-Lost.
  • Pipeline - current open opportunities for potential business
  • Deal, Revenue, or Closed-Won - synonymous terms for successfully securing business at the end of an opportunity cycle. 

 

Computed Terms

  • Avg. Opportunity Value - The average closed-won opportunity value connected to the cohort of leads vs. the average historical closed-won opportunity value connected to all leads by the source campaign type.
  • Avg. Velocity - # of days from Lead created date to Opportunity created date
  • Avg. Opp. Value - Average of all Leads/Contacts evenly attributed opportunity value
  • Avg. Deal Value - Average of all Leads/Contacts evenly attributed opportunity value
  • Avg. LTO % - Opportunity Count divided by Total Leads/Contacts
  • Avg. OTD % - Deal Count divided by Opportunity Count
  • Avg. LTD % - Deal Count divided by Total Leads/Contacts
  • Avg. LTO Days - Average of all Lead/Contact velocities
  • Avg. OTD Days - Average of all Opportunity to Deal velocities
  • Avg. LTD Days - Sum of Avg LTO and Avg OTD

 

REPORT SPECIFIC TERMINOLOGY

Marketing Impact Report

  • Revenue - The total revenue amounts of closed-won opportunities.
  • Deals Won - The total number of closed-won opportunities.
  • Marketing Influenced Revenue - The total value of all Marketing influenced opportunities that closed-won within the date cohort, given the specific attribution model.
  • Marketing Deals Won - The total count of all Marketing influenced opportunities that closed-won within the date cohort, given the specific attribution model.

 

Attribution by Campaign Type 

  • Cohort - Change the dataset’s opportunity sourced date range.
  • Sourced Deals - Total count of deals sourced by campaign during the applied date cohort.
  • Responded Deals - Total count of deals influenced by each campaign during the applied date cohort.

 

Cohorted Waterfall 

  • Cohort - View of all the stage changes that occurred within the specified date cohort for leads/opportunities (and the specified starting stage).
    • e.g. In FY18, what was the movement between different stages for leads & opportunities.
  • Starting Stage - The progression stage of the lead at a point in time (within the specified date cohort). Changing this shows leads that were at this stage, and subsequently what happened to them.
    • e.g. In FY18, what was the movement between different stages for leads & opportunities starting at MQL. 
  • Progressed to Next Stage - Total number of leads or opportunities that progressed to the next sequential stage in the revenue waterfall stages. 
  • Progressed to Any Stage - Total number of leads or opportunities that progressed to any forward stage in the revenue waterfall stages. Forward stages do not include closed-lost, disqualified, hold, or nurture stages. 
  • Remaining - The total number of leads or opportunities that are currently in this stage. 
  • Win Rate - The total number of leads or opportunities that ended up as closed-won. If a lead stage is selected, there may be more leads than closed-won due to multiple leads being associated to the same deal.
  • Dropout Rate - The total number of leads or opportunities that fell out of the funnel progression. e.g. Closed-lost, disqualified, hold to nurture

 

Cohorted Waterfall Data

  • Total - The total number of instances where leads or opportunities progressed through this stage.
  • Progressed - The total number of leads or opportunities that progressed to any forward stage in the revenue waterfall stages. Forward stages do not include closed-lost, disqualified, hold, or nurture stages.
  • Progression Rate (any stage) - The percent of leads or opportunities that progressed to any further stage, of the total leads or opportunities.
  • Progression Velocity - The average amount of days required for the leads or opportunities to progress to the next sequential stage.
  • Velocity from Top - Average days between the starting stage selected and the current row's stage. Use this to determine what was the average amount of days required to reach a certain stage.

 

Campaign Analytics

  • Campaign Activity Date - Cohorting leads/contacts by date of marketing activity to analyze responses within a specific time range.
    • e.g. Which campaigns influenced the most leads in FY18? 
  • Campaign Start Date - Cohorting leads/contacts by creation date of SFDC campaign to analyze a specific subset of campaigns.
    • e.g. What was the result of campaigns created in FY18?
  • Opportunity Created Date - Cohorting leads/contacts by the opportunity's creation date to understand which campaigns influenced the most opportunities created within a specific time range.
    • e.g. Which campaigns were attributed to the opportunities created in FY18?
  • Opportunity Close Date - Cohorting leads/contacts by the opportunity's close date to understand which campaigns influenced the opportunities set to close within a specific time range.
    • e.g. Which campaigns influenced the closed-won/lost opportunities in FY18?
  • Single-Touch: First Touch - Attribution/total opportunity value given to the first marketing response from a specific campaign/campaign type.
    • e.g. I want to know which campaigns are sourcing the most leads/opportunities
  • Single-Touch: Last Touch - Total opportunity value attributed to the last marketing response prior to opportunity creation.
    • e.g. I want to know which campaigns are most effective at pushing leads to opportunities.
  • Multi-Touch: Evenly Weighted - Total Opportunity value evenly attributed to all successful marketing responses on leads and contacts.
    • e.g. I want to understand the overall exposure that my marketing activities had on leads/contacts and opportunities. 
  • Multi-Touch: 40-20-40 - Total Opportunity value attributed by assigning first and last marketing campaign activity 40% weight (80% total), and all activities in between receive the remaining 20%.
    • e.g. I attribute bias toward first & last marketing activities as being more impactful and want to reflect this in my marketing activity attribution, by discounting all responses in between.
  • Attributed Pipeline - Responses that occur before an opportunity is created are attributed to pipeline. If an opportunity moves to closed lost, only the pre-opportunity responses will contribute to pipeline. 
  • Attributed Pipeline (MRR) - Responses that occur before an opportunity is created are attributed to pipeline (recurring).
  • Attributed Revenue - Total value of closed-won opportunities with marketing influence from a specific campaign/campaign type.
  • Attributed Revenue (MRR) - Total value of closed-won opportunities with marketing influence from a specific campaign/campaign type (recurring).
  • Responses - Total number of leads and contacts that successfully interacted with a specific campaign type (examples: booth scan at tradeshow, webinar download, email CTA, etc.). "Successful" interactions are determined by the client.
  • Opportunities Touched - Total number of open or closed/won opportunities with successful marketing responses on leads/contacts from a specific campaign/campaign type (examples: booth scan at tradeshow, webinar download, email CTA, etc.).
  • Deals Touched - Total number of closed/won opportunities with successful marketing responses on leads/contacts from a specific campaign/campaign type (examples: booth scan at trade show, webinar download, email CTA, etc.).
  • Opportunities - the unique number of opportunities influenced by a specific campaign/campaign type.
  • Deals - the unique number of closed-won opportunities influenced by a specific campaign/campaign type.
  • Cost - Total value of campaign cost data for a specific campaign/campaign type
  • ROI - Revenue minus Cost, divided by Cost (Net Profit over Cost)
    • Note: Only items with cost data will have a ROI calculation.
  • Created Date - Campaign created date (specific campaigns only).

 

Campaign Trends

  • Field - The selected metric for analyzing campaign performance trending data.
  • Campaign Activity Date - Cohorting leads/contacts by date of marketing activity to analyze responses within a specific time range.
    • e.g. Which campaigns influenced the most leads in FY18?
  • Campaign Start Date - Cohorting leads/contacts by creation date of SFDC campaign to analyze a specific subset of campaigns.
    • e.g. What was the result of campaigns created in FY18?
  • Opportunity Created Date - Cohorting leads/contacts by the opportunity's creation date to understand which campaigns influenced the most opportunities created within a specific time range.
    • e.g. Which campaigns were attributed to the opportunities created in FY18? 
  • Opportunity Close Date - Cohorting leads/contacts by the opportunity's close date to understand which campaigns influenced the opportunities set to close within a specific time range.
    • e.g. Which campaigns influenced the closed-won/lost opportunities in FY18? 
  • Cohort - The date cohort for the metric & data set selected. 
  • Single-Touch: First Touch - Attribution/total opportunity value given to the first marketing response from a specific campaign/campaign type.
    • e.g. I want to know which campaigns are sourcing the most leads/opportunities 
  • Single-Touch: Last Touch - Total opportunity value attributed to the last marketing response prior to opportunity creation.
    • e.g. I want to know which campaigns are most effective at pushing leads to opportunities.
  • Multi-Touch: Evenly Weighted - Total Opportunity value evenly attributed to all successful marketing responses on leads and contacts.
    • e.g. I want to understand the overall exposure that my marketing activities had on leads/contacts and opportunities.
  • Multi-Touch: 40-20-40 - Total Opportunity value attributed by assigning first and last marketing campaign activity 40% weight (80% total), and all activities in between receive the remaining 20%.
    • e.g. I attribute bias toward first & last marketing activities as being more impactful and want to reflect this in my marketing activity attribution, by discounting all responses in between.

 

 

Opportunity Insights

  • Amount - The total value of the opportunity.
  • Amount (RR) - The annual recurring revenue of the opportunity amount.
  • Current Stage - The current stage of the opportunity.
  • Oppt. Created Date - The created date of the opportunity.
  • Oppt. Close Date - The close date of the opportunity. 
  • OTD Velocity - Opportunity-to-Deal Velocity: number of days between opportunity creation date and closed-won date.
  • Source Campaign - The name of the source campaign associated to the opportunity. 
  • Source Campaign Type - The campaign type of the source campaign associated to the opportunity.
  • Last Touch Campaign - The last marketing response for the leads associated the opportunity prior to creation.
  • Last Touch Campaign Type - The last marketing response by Type for the leads associated the opportunity prior to creation.
  • Total Campaigns Attributed - The total number of unique campaigns that influenced leads associated to the opportunity. 
  • Oppt. Contact Count - Opportunity Contact Count: Total number of unique contacts associated via Opportunity Contact Role, regardless if it had marketing influence.
  • Account Contact Count - Number of unique leads and contacts matched to an account, regardless of marketing influence.
  • Opportunity Respondents - Number of opportunity contacts that successfully engaged with at least one marketing campaign response.
  • Account Respondents - Number of leads and contacts matched to the account with at least one marketing campaign response.
  • Lead Source - The "lead source" (SFDC) value of the lead that converted into the opportunity. 
  • Pre-Opportunity Creation Responses - Total number of successful marketing campaign responses for both leads and contacts that occurred prior to opportunity creation. 
  • Post-Opportunity Creation Responses - Total number of successful marketing campaign responses for both leads and contacts that occurred after the opportunity was created.
  • All Responses - The total number of pre and post opportunity creation responses. 
  • Opportunity Type - The opportunity type (SFDC) of the opportunity.

 

The detailed report of an individual Opportunity Journey

  • Opp Value - Total Opportunity Value.
  • Close Date - The date the opportunity was set to close.
  • Created Date - The date the opportunity was opened. 
  • Opportunity Type - Record type of the opportunity, which is set in SFDC.
  • Stage - The current stage for the opportunity, which is set in SFDC. 
  • Account - The account (linked to the SFDC account) the opportunity is associated with.
  • Total Opportunity Amount - The total value of the opportunity record, which is set in SFDC.
  • Responses - Total number of successful marketing campaign responses. 
  • People Influencing - Number of unique leads and contacts associated with the account that have successful marketing campaign responses.
  • Campaigns Influencing - Number of unique campaigns that leads and contacts have successfully engaged with. 
  • Date - The date of the successful marketing campaign response.
  • Campaign - Specific campaign name that the person successfully engaged with
  • Lead - The lead or contact associated with the account that's connected to the opportunity.
  • UTM Source - Digital Channel 
  • UTM Campaign - Specific Digital Campaign 
  • Title - Title field pulled from the lead or contact. 
  • Relationship - Denotes whether a person is an account contact, opportunity contact or orphan lead.
  • Response Type - Denotes whether the successful marketing campaign touch occurred before or after opportunity creation and if it will receive the first or last touch attribution. 
  • Amount Attributed - Percentage and amount attributed to each unique response. (Total Opp Value/# of Unique Responses = Amount Attributed to each response) (Amount Attributed/Total Opp Value = Percentage Attributed) 

 

Account Hub

  • Cohort - Cohorting by both marketing engagements (campaign membership activity date) and sales activity (task activity date) in the selected range.
  • Actions Lists - Ways to segment the accounts
  • Needs Marketing - high sales/ no marketing (show only accounts that have sales activity but no marketing engagement)
  • Needs Sales - high marketing/ no sales (show only accounts that have marketing engagement but no sales activity)
  • Needs Marketing & Sales - high web activity, no sales or marketing (show only accounts that have Web Activity but no Marketing engagement or sales activity)
  • Needs Contacts - no leads or contacts associated with the account 
  • Has Open Opportunities - All accounts with open opps. 
  • All Active Accounts with No Open Opportunities - Accounts with successful marketing responses and no open opps. 
  • Percentage Engaged by Marketing - Shows you the percentage of accounts in this list that have at least one successful marketing response.
  • Average Contact Engagement - Shows you a weighted average of "Percent Engaged" across all of the listed accounts.
  • Marketing Engagements - The number of valid marketing responses within the specified date cohorts.
  • Total Contacts - Total number of leads and contacts matched to the account.
  • Unique Engaged Contacts - Total number of unique leads and contacts matched to the account with successful marketing responses, given the selected date cohorts.
  • Sales Activity - The number of sales activities associated to the account, given the selected date cohorts.
  • % Engaged by Marketing - The total percent of unique leads and contacts that have successful marketing responses.
  • Web Activity - The number of web activities tracked for the account during the specified date cohorts. 
  •  

Detailed view of a Specific Account

  • Total Open Opportunity Value - Total value of all open opportunities associated to this account. 
  • Total Closed-Won Revenue - Total value of all closed won opportunities associated to this account.

 

Marketing Engagement

  • Date - The activity date of the marketing engagement for the campaign membership record.
  • Campaign - The specific campaign that the contact is associated with.
  • Contact - The name of the contact that is associated to the campaign membership.

 

Contacts 

  • Source Campaign - The campaign type of the source campaign associated to the account.
  • Marketing Engagements - The number of valid marketing responses within the specified date cohorts.
  • Sales Activity - The number of sales touches, given the selected date cohorts and task filters (in config).

 

Orphan Leads - Leads that may be associated to an account/opportunity.

  • Confidence - high, medium, or low confidence that the lead is associated with the account or an opportunity under the Account based on several Terminus algorithms.

 

Sales Activity

  • Type - The Salesforce field "Type" for the given task record.
  • Date - The created date of the task record.
  • Name - The name of the contact associated to the task record.
  • Subject - The subject title of the task record. 

 

Account Trends

  • Marketing Engagements - The total number of campaign responses to contacts given the specified date cohort and filters at a given weekly cohort.
  • Unique Engaged Contacts - The unique number of contacts that had marketing responses given the selected date cohort and filters.
  • Accounts Engaged by Marketing - The unique number of accounts that had associated contacts with marketing engagements.
  • Percent Engaged by Marketing - The percent of contacts that had marketing engagements (during the specified date cohort and with the applied filters) to an account's total number of contacts.
  • Avg % Contacts Engaged by Marketing - Average Percentage of Contacts Engaged by Marketing across all Accounts within specific date cohort

 

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