FCI Excels in Funnel Reporting and Attribution Modeling
What do you like best?
- Highly customizable attribution models
- Visibility into lifecycle stage volume, velocity, and conversion events
- Bridges the Salesforce gap between lead/contact by using a common object: the campaign member
- Robust reports that help tell any story you want
- C-suite friendly
- Lives in the rev-ops system of record for most companies: Salesforce
- Allows click-through to see prospect lifecycle bath at a micro level, versus just trends
- Tracks re-entry into the funnel better than any system (if your demand gen team is doing things right, an unreached prospect should be able to recycle back through the sales/marketing process via nurture)
- Forces Marketing to abide by good Salesforce usage via campaigns
- Mostly set and forget once it has been dialed in
- Great, knowledgable , support team
- We can track touchpoints for individuals unrelated to the opportunity
What do you dislike?
- Pre-MQL funnel tracking could use some improvement, but FCI appears to be working on this
- Due to customization, some might find configuration and roll out to be complex - I recommend you have a good consultant or experienced marketing operations person if you have a somewhat mature
Recommendations to others considering the product:
Take a look at the benefits I provided and if those resonate, then Full Circle Insights is one of the few tools that will accomplish your goals. It is a complex and robust tool, in large part because funnel tracking in Salesforce, with its multiple objects, is not easy to do. If you have any questions, make sure you talk to an experienced consultant.
What problems are you solving with the product? What benefits have you realized?
FCI helps my clients:
- Understand important levers influencing stage progression through the pipeline
- Realize the value of influential touchpoints not directly related to an opportunity
- Accurately forecast and adjust demand gen strategy based on FCI's calculation of both funnel conversion rates and velocity
- Calculate revenue contribution from various business units and GTM teams
- Socialize revenue distribution, and craft a story about revenue contribution that helps justify budgets and hiring decisions
- Make marketing defensible in a sales heavy organization
