Salesforce Reporting
Overview
Once you've connected Event Karma to Salesforce, you can build powerful reports and dashboards that show event ROI, Success Score trends, and pipeline attribution. This guide provides Salesforce reporting recipes you can use immediately.
The Salesforce integration is currently in development. This guide will be updated with specific field mappings and installation instructions when the integration is released.
Core Reports to Build
1. Event ROI Report
Purpose: Show the pipeline and revenue generated by each event
Fields to Include:
- Event Name
- Event Date
- Event Type (Conference, Webinar, Dinner, etc.)
- Total Event Cost
- Success Score Score
- Number of Attendees
- Pipeline Generated (sum of all opportunities influenced)
- Pipeline Conversion Rate
- Revenue Generated (closed-won amount)
- ROI (Revenue / Cost)
Filters:
- Event Date: Last 12 months
- Opportunity Stage: All stages (to see full pipeline)
Sort By: ROI (highest to lowest)
Use Case: Executive reporting, budget justification
2. Success Score Trend Report
Purpose: Track Success Score performance over time to see if events are improving
Fields to Include:
- Event Name
- Event Date
- Event Type
- Success Score Score
- Sales Score
- Marketing Score
- Attendee Score
- Grade (A/B/C/D)
Grouping: By Quarter or Month
Chart Type: Line chart showing Success Score over time
Use Case: Quarterly business reviews, trend analysis
3. Event Attribution Report
Purpose: Show which opportunities were influenced by events
Fields to Include:
- Account Name
- Opportunity Name
- Opportunity Amount
- Opportunity Stage
- Event(s) Attended
- Event Success Score Score
- Days from Event to Opportunity Created
- Campaign Attribution (first touch, last touch, multi-touch)
Filters:
- Opportunity Amount: > $10K (or your threshold)
- Event Date: Last 6 months
Sort By: Opportunity Amount (highest to lowest)
Use Case: Proving event impact to sales leadership
4. Account Engagement Report
Purpose: See which target accounts are engaging with events
Fields to Include:
- Account Name
- Account Tier (Enterprise, Mid-Market, SMB)
- Number of Events Attended (lifetime)
- Last Event Attended
- Total Opportunities (all time)
- Pipeline Amount
- Event Engagement Score
Filters:
- Account Tier: Enterprise (or your high-value segment)
- Number of Events Attended: > 0
Sort By: Number of Events Attended (highest to lowest)
Use Case: Account-based marketing, identifying engaged accounts
5. Sales Rep Event Report
Purpose: Track which AEs are leveraging events effectively
Fields to Include:
- Sales Rep Name
- Number of Events Their Accounts Attended
- Number of Opportunities Created Post-Event
- Pipeline Generated from Events
- Event-Driven Win Rate
- Sales Score (average across all events)
Filters:
- Event Date: Last quarter
Sort By: Pipeline Generated (highest to lowest)
Use Case: Sales coaching, identifying best practices
Salesforce Dashboard Recipes
Executive Event Dashboard
Widgets:
- Total Events (YTD) - Count
- Average Success Score Score (YTD) - Gauge (target: 70+)
- Total Event Pipeline - Currency (sum of influenced opps)
- Event ROI - Number (Revenue / Cost)
- Success Score Trend - Line chart (by quarter)
- Top 5 Events by Pipeline - Table
- Grade Distribution - Donut chart (% of events in each grade)
Filters:
- Date Range: YTD, Last Quarter, Last 12 Months
- Event Type: All, Conference, Webinar, Dinner
Field Marketing Team Dashboard
Widgets:
- Events This Quarter - Count
- Average Success Score by Event Type - Bar chart
- Attendance Rate Trend - Line chart
- Upcoming Events - Table (next 30 days)
- Events by Grade - Table with Success Score scores
- Marketing Score Trend - Line chart
- Top Performing Regions - Map or table
Filters:
- Region: All, AMER, EMEA, APAC
- Event Type: All types
Sales Leader Dashboard
Widgets:
- Pipeline from Events (This Quarter) - Currency
- Opportunities Created Post-Event - Count
- Top AEs by Event Engagement - Table
- Sales Score by Event - Table
- Account Engagement - Table (top accounts by event attendance)
- Days to Opportunity - Average (from event to opp creation)
Filters:
- Sales Team: All, Team A, Team B
- Event Type: All types
Campaign Attribution Models
First Touch Attribution
When to Use: You want to credit the first event that touched an opportunity
Setup:
- Create a formula field:
First Touch Event - Logic: Find the earliest event date associated with the opportunity
- Credit all pipeline to that event
Pros: Simple, gives credit to demand gen efforts Cons: Ignores later events that may have influenced the deal
Last Touch Attribution
When to Use: You want to credit the most recent event before the opportunity
Setup:
- Create a formula field:
Last Touch Event - Logic: Find the most recent event before opp creation
- Credit all pipeline to that event
Pros: Simple, gives credit to closer events Cons: Ignores earlier awareness-building events
Multi-Touch Attribution
When to Use: You want to credit all events that touched the opportunity
Setup:
- Create a junction object:
Event_Opportunity__c - Track all events attended by the account before opp creation
- Distribute credit across all events (equal weight or custom)
Pros: Most accurate, reflects reality of multiple touchpoints Cons: More complex to set up and report on
Recommended Weighting:
- First event: 30%
- Last event before opp: 40%
- All other events: 30% (split equally)
Custom Salesforce Fields
To track Success Score in Salesforce, you'll need these custom fields:
On Event Object (or Campaign)
| Field Name | Type | Description |
|---|---|---|
FSS_Score__c | Number(5,2) | Overall Success Score score (0-100) |
Sales_Score__c | Number(5,2) | Sales component score (0-100) |
Marketing_Score__c | Number(5,2) | Marketing component score (0-100) |
Attendee_Score__c | Number(5,2) | Attendee component score (0-100) |
FSS_Grade__c | Picklist | Grade (A, B, C, D, F) |
Event_Date__c | Date | Date of the event |
Event_Type__c | Picklist | Type (Conference, Webinar, Dinner, etc.) |
Total_Cost__c | Currency | Total event cost |
Target_Accounts__c | Number | Number of target accounts invited |
Total_Registrations__c | Number | Total registrations |
Total_Attendance__c | Number | Total attendance |
Attendance_Rate__c | Percent | Attendance / Registrations |
On Opportunity Object
| Field Name | Type | Description |
|---|---|---|
Event_Influenced__c | Checkbox | Was this opp influenced by an event? |
Events_Attended__c | Long Text | List of events attended |
First_Touch_Event__c | Lookup(Event) | First event that touched this opp |
Last_Touch_Event__c | Lookup(Event) | Last event before opp creation |
Days_From_Event_to_Opp__c | Number | Days between event and opp creation |
On Account Object
| Field Name | Type | Description |
|---|---|---|
Total_Events_Attended__c | Number | Lifetime event count |
Last_Event_Attended__c | Date | Most recent event |
Event_Engagement_Score__c | Number(5,2) | Custom engagement score (0-100) |
Automation Recipes
1. Auto-Create Tasks for Event Follow-Up
Trigger: Contact attends event (Campaign Member Status = "Attended")
Action:
- Create a Task for the Account Owner
- Subject: "Follow up with [Contact Name] after [Event Name]"
- Due Date: 2 business days after event
- Priority: High
Why: Ensures sales reps follow up while the event is fresh
2. Update Account Engagement Score
Trigger: Contact attends event
Action:
- Increment
Total_Events_Attended__cby 1 - Update
Last_Event_Attended__cto event date - Recalculate
Event_Engagement_Score__cbased on:- Number of events attended (weight: 40%)
- Success Score scores of events attended (weight: 40%)
- Recency of last event (weight: 20%)
Why: Helps prioritize accounts for outreach
3. Flag High-Value Opportunities
Trigger: Opportunity created within 30 days of event attendance
Action:
- Check
Event_Influenced__c= TRUE - Populate
First_Touch_Event__corLast_Touch_Event__c - Calculate
Days_From_Event_to_Opp__c - Send Chatter notification to marketing team
Why: Tracks event ROI in real-time
4. Send Event ROI Alerts
Trigger: Opportunity closes (Stage = "Closed Won") and Event_Influenced__c = TRUE
Action:
- Calculate event ROI (Opp Amount / Event Cost)
- Send email to marketing team with details
- Update event record with revenue attribution
Why: Celebrates wins and proves event impact
Report Formulas
Event ROI
ROI = (Total Revenue from Event / Total Event Cost) * 100
Example:
- Event Cost: $10,000
- Pipeline Generated: $500,000
- Closed-Won Revenue: $100,000
- ROI: (100,000 / 10,000) * 100 = 1000% or 10x
Cost Per Lead
Cost Per Lead = Total Event Cost / Number of Attendees
Example:
- Event Cost: $10,000
- Attendees: 100
- Cost Per Lead: $100
Cost Per Opportunity
Cost Per Opportunity = Total Event Cost / Number of Opportunities Created
Example:
- Event Cost: $10,000
- Opportunities Created: 10
- Cost Per Opportunity: $1,000
Pipeline Per Event
Pipeline Per Event = Sum of Opportunity Amounts / 1
Example:
- Opportunity 1: $50K
- Opportunity 2: $75K
- Opportunity 3: $100K
- Pipeline Per Event: $225K
Event Efficiency Score
Event Efficiency = (Success Score Score / 100) * (Pipeline Generated / Event Cost)
Example:
- Success Score Score: 80
- Pipeline: $500K
- Cost: $10K
- Efficiency: (80/100) * (500K/10K) = 0.8 * 50 = 40
Common Questions
How do I track partial attribution?
If multiple events touched an opportunity, use multi-touch attribution. Create a junction object to track all events, then distribute credit based on your chosen model (equal weight, time decay, or custom).
What if the opportunity was created before the event?
Track "opportunity acceleration" separately. Create fields like Event_Accelerated_Opp__c and measure if the opp moved stages or increased in value after the event.
How do I handle multi-contact accounts?
Roll up event attendance to the account level. If 3 people from the same account attended, count it as one "account attendance" but track the number of contacts engaged.
Should I use Campaigns or a custom Event object?
Use Campaigns if: You're already using Salesforce Campaigns for marketing and want to keep everything in one place.
Use a custom Event object if: You need more flexibility, custom fields, and tighter integration with Event Karma.
Next Steps
- Install the Event Karma Salesforce package (link coming soon)
- Create the custom fields listed above
- Build your first report: Start with the Event ROI Report
- Set up automation: Auto-create follow-up tasks for attended events
- Create a dashboard: Use the Executive Event Dashboard recipe
Need help? Contact support or check the Salesforce integration guide.