Campaigns

A campaign is any marketing initiative — an email blast, a webinar, a trade show booth, a content download, a paid social ad campaign. Each campaign has a budget, a target audience, a duration, and a measurable outcome (revenue, leads, opportunities).

The 4 campaign statuses

The system auto-moves campaigns from In Progress to Completed the day after their end date — so you don't have to remember.

The 8 campaign types

And 5 primary channels: Digital · Social · Email · Events · Partner. Pick the channel that best describes how the campaign reaches the audience — it's used by the channel-mix report.

What a campaign record stores

The detail screen has several sections:

The Campaign Code is auto-generated (e.g., CAMP-000123) so every campaign has a unique short reference for email subject lines and tracking URLs.

Built-in rules

• End date must be on or after the start date — basic sanity check.
• Over-budget warning — if actual cost exceeds budgeted cost, a warning shows on the record. Doesn't block saves, but flags the campaign for finance review.

What happens automatically

• Auto-complete — at 2 AM daily, any In Progress campaign past its end date is marked Completed. The campaign's final metrics (sent, responded, converted, ROI) snapshot at that moment.
• Member enrollment — when a campaign goes In Progress, the Campaign Enrollment flow runs every Monday at 9 AM and adds new matching audience members.
• ROI calculation — the campaign's actual revenue is the rolled-up sum of related closed-won opportunity amounts. ROI = (actual revenue − actual cost) ÷ actual cost.

Campaign enrollment flow

When you launch a campaign (status → In Progress), the system bulk-enrolls your target audience as campaign members.

The flow runs on a schedule (default Monday 9 AM) and:

1. Reads the campaign's target audience criteria (e.g., "all leads in Technology industry with rating ≥ 3").
2. Finds matching leads and contacts.
3. Creates a campaign member record per person with status = Sent.
4. Optionally triggers the campaign's send action (email send, mailer dispatch, etc.).

For real-time campaigns (e.g., a webinar with a registration form), you can also add members manually from the campaign detail page or via the Add to Campaign action on any lead/contact.

Measuring a campaign

The right-hand panel of the campaign detail page shows:

• Sent — number of members enrolled.
• Open rate — % of members with status ≥ Opened.
• Click rate — % of members with status ≥ Clicked.
• Response rate — % of members with status ≥ Responded.
• Conversion rate — % of members with status = Converted (i.e., became opportunities).
• Opportunities generated — count of opportunities with this campaign as the source.
• Pipeline value — sum of those opportunities' amount.
• Closed-won revenue — sum of those opportunities' amount where stage = closed_won.
• ROI — (closed-won revenue − actual cost) ÷ actual cost.

Attribution: from campaign to revenue

The link is the Source Campaign lookup on the opportunity. When a sales rep converts a lead that came from a campaign — or manually sets the source campaign on an opportunity — the system credits the revenue back to the campaign.

For deals influenced by multiple campaigns (multi-touch), the convention is to record the last-touch campaign (the one closest to conversion). For full multi-touch attribution, consider extending the model with a campaign-influence join object — see Customization.

Standard list views

• Active Campaigns — status = In Progress.
• Upcoming Campaigns — start date in the future, status = Planning.
• Completed This Quarter — status = Completed AND end date in current quarter.
• Over Budget — actual cost > budgeted cost.
• By Type — grouped.
• Best ROI — sorted by ROI descending.

Sharing — campaigns are public by default

Campaigns are public read-only for the whole organisation. Anyone in sales can see what marketing is running, and use that context in customer conversations. Edit access is reserved for marketing users.

Tips for marketers

• ✅ Set the expected revenue at launch — it's how finance forecasts the campaign's contribution.
• ✅ Record actual cost as soon as you know it — over-budget warnings can't help if the field is empty.
• ✅ Update the campaign status to Completed if you finish early; don't wait for the auto-complete.
• ✅ Document what worked in the description — future you and future colleagues will thank you.

Tips for sales reps

• ✅ When a lead arrives, check whether they're in a campaign — it tells you what they've already seen.
• ✅ Set Source Campaign on opportunities you closed — marketing can't measure ROI without this.

Tips for admins

• The auto-complete cron (2 AM daily) and the enrollment cron (Monday 9 AM) are configurable. See Administration › Automation.
• To add a new campaign type or channel, edit the campaign object's picklists. See Customization › Extending Objects.
• For multi-touch attribution, see the customisation guide.