Context and objectives of this article
If you use the MadKudu scores to prioritize accounts or existing customers for your Sales team, you need to be able to create a conversion report to see the proportion of conversions/revenue that had been predicted with a high score.
You need to ensure that you have stored the MK scores at the time the opportunities were created, because the scores might have changed between then and now (especially the likelihood to buy and lead grade scores).
The goal of this article is to share the step by step process to create a conversion report by MK segment for expansions coming from existing contacts and accounts.
Steps to build an expansion conversion report by MK segment
1. Validate that you have the MadKudu scores at the account level
We recommend to look at the overall score of an account instead of a contact, because the account can be a good fit and have a good overall engagement, even though not all the contacts of the account are a good fit / engaged
It is also easier to leverage the account information, as an opportunity is only associated with one account at a time.
2. Create the MadKudu score fields at the opportunity level at the opportunity creation date
This will enable to capture the MadKudu model score at a specific time frame (and not the ones today), which is important especially for the lead grade and likelihood to buy scores that vary a lot over time.
1. Create the MadKudu score fields at the opportunity level
i. Go into Set Up > Object Manager
ii. Click on the "Opportunity" object
iii. Click on Fields and Relationships > New
iv. Create a New Custom field:
Field type: Number
Field Label: MK Fit Score at oppty creation date
Length: 18
Decimal: 0
You can decide the visibility level.
Define the page layout of the field => in our case, we keep the same layout.
You should see the new MK Fit Score at oppty creation date field in the opportunity
2. Create a workflow to push the MadKudu score fields from the account associated with the opportunity to the opportunity at the opportunity creation date (or conversion date)
i. Click on Set Up > Enter Workflow in the search bar and click on Workflow Rules
ii. Click on New Rule
iii. create the workflow new rule:
Object: Opportunity (we create a workflow to push data to the opportunity
Click on Next
Rule Name: Account fit score to opportunity
Description: Propagates the account fit score to the opportunity (in the MK fit score at oppty creation date field) when the opportunity is created.
Evaluation criteria: Created. The MK fit score field at the opportunity level will be updated only at the opportunity creation date.
Rule Criteria:
Field: Opportunity Type | Operator: equals | Value: Expansions
Field: Account:MK Fit score | Operator: not equal to | Value: empty (leave it blank)
iv. Create the workflow action corresponding to a field update:
Click on add a new action
Name: Account fit score to opportunity
Description: propagates the acct fit score in the opportunity fit score
Field to update: Opportunity > MK Fit score at oppty creation date
Specify a New Field Value
Use a formula:
Click on Insert field > Opportunity > Account > MK Customer Fit score >
You should see Formula Value Number = Account.mk_customer_fit_score__c
Click on Save if you want to update only 1 field, save and new and redo the process if you want to update several fields.
v. Activate the workflow rule by clicking on the field rule and then activate
You should see the field rule active:
Whenever you create a new opportunity, the "MK Fit Score at oppty creation date" field will be updated.
3. Create a conversion report with the revenue scores at the opportunity level
Report type: Opportunities
Group by MK fit score at opportunity creation date => possibility to bucketize if need be
Filters:
opportunity type = Expansion (example)
you can add other filters as needed
