Unlocking Salesforce and Marketo Value with Tableau

August 31, 2017

Analytics Demystified, Dashboards Reporting and Visualizations, Data Preparation, Salesforce Reporting, Tableau

Five Pragmatic, Quick-Win Techniques

Do you ever have the feeling that you are right on the edge of a breakthrough, but just can’t crack it? Where you’ve done everything right, but that last hurdle feels like a wall?

That’s the feeling we hear from marketing and sales executives who have invested in Marketo, Salesforce and Tableau. They know Tableau has the power to provide unique insights, that Marketo and Salesforce are teeming with valuable customer behavior data and that the combination should result in breakthrough marketing and accelerated revenue growth, but the promise remains unfulfilled.

In this webinar recording Greg Herrera, Senturus President, guides you through a roadmap of pragmatic, quick-win tips and tricks you can use to achieve the elusive breakthrough. He prescribes a series of self-funding projects you can implement to get the biggest bang for the buck, including:

  • Leveraging the existing Tableau connectors for Salesforce and Marketo
  • Adding the ability to measure pipeline growth over time
  • Adding visibility into the components of pipeline growth (new deals, changes in deal size, changes in deal stage)
  • Leveraging the existing integration between Marketo and Salesforce to improve analysis by combining marketing data with sales pipeline data
  • Combining Marketo and Salesforce data into a single database that is optimized for Tableau consumption
  • Adding the ability to measure conversion rates and lead velocity across the entire demand funnel – including both the Marketo and Salesforce portions of the funnel
  • Helping your sales team prioritize leads by enhancing Salesforce with behavior and scoring data
  • Organizing your marketing and sales data for advanced analytics

Tableau, Salesforce, Marketo


Greg Herrera

President and Co-Founder
Senturus, Inc.

Greg Herrera co-founded Senturus in 2001. He has been helping clients implement Salesforce analytic solutions since 2003, Marketo analytics since 2011 and Tableau visualizations and dashboards since 2014.

  • The Demand Funnel
    • Prospect
    • Engaged
    • Marketing qualifiied
    • Sales accepted
    • Sales qualified
    • Sales cycle
    • Closed on
  • Questions to be Answered During the Webinar
    • Which of our marketing programs are truly effective?
    • Are there early indicators that tell us which engaged prospects are likely to become high-value customers?
      • How do we increase our conversion rates with them?
      • BTW, what are our conversion rates with them?
    • Which programs are great at generating new leads?
    • Which programs are great at progressing deals?
    • Are we getting better?
    • Trend of lead velocity?
    • Trend of conversion rates?
    • What should we stop doing?
  • Techniques for Unlocking the Value
    • Integrate Tableau content into Salesforce screens
    • Utilize Tableau’s direct connections to Salesforce cloud and Marketo cloud
    • Connect Tableau to a replica database of Salesforce data that you control
    • Connect Tableau to a replica database of Marketo data that you control
    • Connect Tableau to a database with integrated Salesforce and Marketo data that you control
  • Technique Capabilities Matrix
    • Drill from Tableau to SFDC Screen
    • Display Tableau Dashboards in SFDC (with context)
    • Basic Visualizations
    • Blended Data
    • Pipeline Growth Trend
    • Components of Pipeline Growth
    • Marketo-Sourced Behavior Score Growth Trend
    • Marketo-Sourced Updates to SFDC Campaign Members
    • SFDC Pipeline Analysis
    • SFDC Marketing and Pipeline Activity
    • Marketo Activity
    • Combined Marketo and SFDC Activity
    • Velocity Through Entire Funnel
    • Conversion Rates Through Entire Funnel
    • Marketing Effectiveness
    • Full History of all Marketing and Sales Engagements
    • Advanced Analytics
  • Integrate Tableau Content into SFDC Screens
    • Enable fact-based decisions across the sales team
    • Leverages existing infrastructure
    • Low cost
    • Very quick win
    • Drill from a Tableau dashboard directly into the relevant Salesforce screen
    • How to: configure a Tableau URL action that combines your Salesforce domain with the relevant Salesforce record ID
  • Distribute Tableau Content via SFDC Screens
    • Use Tableau Canvas to embed context-aware Tableau visualizations into your Salesforce screens
  • Utilize Tableau’s Direct Connections to Salesforce Cloud and Marketo Cloud
    • Quick win immediate access to the cloud data
    • Many basic visualizations are possible
    • SFDC and Marketo data can be blended in Tableau
    • Limitations are the storyline
  • Tableau Direct Connections to Cloud Data – Limitations
    • Marketo Limitations
      • Marketo purges key activity history data after 90 days
      • Visits web page, click link, change data value, change score
      • Each type of activity history is in a separate table (60) and requires a separate Tableau data source
    • Salesforce Limitations
      • All or nothing, downloads entire history table even if you only need to look at data for yesterday
    • Limitations of both
      • Marketo: 75 minutes to read 1M records
      • SFDC: 16 minutes to read 500k records
      • Tableau Server can perform data refresh on a nightly schedule
    • Connect Tableau to a Replica Database of Salesforce Data that You Control
      • Quick win setup within 1-2 days
      • Advanced visualizations very achievable
      • Derived data becomes available to Tableau
      • Derived time stamps become available to Tableau
      • Can leverage the existing integration between Marketo and SFDC, Marketo data synced to SFDC can be surfaced in Tableau (e.g., behavior score, funnel stage)
  • Time Stamps are Key to Trending
    • Tableau is outstanding at visualizing trends
    • Time stamps in your data records that capture the date and time that a metric changed are the foundation Tableau uses for trending
    • Having a database replica enables analysts to derive time-stamped transactions that are not maintained as such in SFDC, local databases enable insights not available in SFDC cloud reporting
  • Example: Pipeline Growth Trend
    • SFDC does not have a table that provides time-stamped records of pipeline growth
    • SFDC does have tables from which time-stamped records of pipeline growth can be derived
    • Tableau provides unique insights when visualizing these derived records
  • Leverage the Existing Integration Between Marketo and SFDC
    • Instant win it already exists
    • Just click a “Track History” setting in SFDC
  • Example: Surface Marketo Behavior Score Trend via SFDC
    • Automated program in Marketo calculates behavior scores for each digital interaction
    • History tracking functionality in SFDC provides time-stamped history of each change in Behavior Score
    • Tableau visualizes it
  • Connect Tableau to a Replica Database of Marketo Data that You Control
    • Fairly quick win setup within 1 day, initial history loads take 4+ weeks due to Marketo API limits
    • Advanced visualizations very achievable
    • Makes all Marketo activity history available
      • Saves copies of records Marketo purges at 90 days
        • Visits web page, Click link, Change Data Value, Change Score
      • Saves copies of activity history for deleted persons
    • Be prepared for data preparation activities
    • Combine with SFDC replica to see full demand funnel activities
  • Connect Tableau to an Integrated Database of Combined Marketo and SFDC Data
    • Complete analytical power
    • Fulfills the vision
  • Connect Tableau to Combined Marketo and SFDC Database (II)
    • Initial implementation phase 2-3 months
      • Determine business rules that define conditions for each funnel stage
      • Build funnel history based on the business rules to enable trending and predictive analysis
  • Connect Tableau to Combined Marketo and SFDC Database (III)
    • Populate table with demand funnel record for each lead
      • Capture all movements of the person through the funnel
      • Date Entered, Date Exited, Driving Engagement, etc. for each funnel stage
    • Create calculations in Tableau for
      • Conversion Rates of each stage, Velocity through each stage, Lead Growth Trends
    • Connect Tableau to Combined Marketo and SFDC Database (IV)
      • New analytical capabilities drive need for groupings that were not previously apparent
      • Develop new analytical groupings of marketing programs/engagements
        • G., Group by message, group by topic
  • Summary
    • Deliver analytics as a series of self-funding projects
    • Deliver high-impact value, build on it, repeat
    • Integrating Tableau content into SFDC screens delivers big bang for the buck
    • Direct connections to cloud data provide quick wins but limited headroom
    • Local databases expand Tableau capabilities dramatically and remove the ceiling
      • Highest value comes from the combined database delivering all metrics
  • Expand on data preparation capabilities when needed
    • Get advice/build roadmap to avoid painting into corner
  • Don’t stop at just Marketo and SFDC
    • Customer behavior data exists in several systems including order entry and customer support