The following is a Q&A with our Marketing Team around what a Sales Team using Copper should consider.
How will a Marketing Team use leads, people, companies and/or opportunities?
A marketing team will typically use Copper as a data warehouse. A Marketing Team who wants to capture what happens on the sales side of things might want to export leads and opportunities to audit how well its lead-generation initiatives have worked, and which have created the most opportunities.
This can be done by creating a filtered list, then exporting it.
So the Sales Team will determine how leads, people, companies and/or opportunities are defined. The Marketing Team will just pull that data to audit its own efforts outside of Copper.
Will a Marketing Team use a Pipeline?
Probably not. A Marketing Team is looking to export data from Copper, not move information through Copper.
What custom fields should a Marketing Team add to records?
We want to go deeper than the default 'Loss Reasons' when you lose an opportunity. You could keep the default loss reasons and augment them with a second custom field that lets you choose a more specific reason, like the loss of a feature. Or you can add all the reasons you're trying to track to the 'Loss Reasons' field.
What reports should a Sales Team pay attention to?
A Marketing Team is pulling data out of Copper, so it won't use the in-app reports.
Right now, the only way to pull activities into a report is to use the Custom Report Builder, so we'd use that. Activity history is important to us in understanding someone's journey toward becoming a customer.
What integrations would a Marketing Team benefit from?
MailChimp is a popular integration for a marketing team. MailChimp lets you send targeted email campaigns to Copper contacts.
At Copper, our Marketing Team worked with Marketo's Professional Services Team to build an integration that lets you trigger actions based on attributes Sales has entered into Copper. To use the previous loss reasons example, if we were capturing this in more depth and noticed a lot of people leaving over the loss of a product feature, we could trigger emails and personalize the website to emphasize different things that customer might like to see instead.
Marketo also shows you which of your online initiatives customers are clicking on. Maybe you have an advertisement they can click into. Maybe you have a blog post. Marketo sends these click events back to the record's activity log.