Marketing Lists, Campaigns and Campaign Hierarchy
Dynamics loves to keep church and state separate (contacts and leads… or leads and contacts?). Therefore, marketing lists can only house one entity type – accounts, leads or contacts. Marketing lists are sometimes considered to be groups, so if you have an integrated marketing automation platform, or email service provider, they may call these Groups or Lists, and you would have likely synced said groups with the Dynamics Marketing Lists. These inherently can be tethered to a Campaign, so you can monitor success with your marketing messages that are targeted to specific lists of people.
Marketing lists don’t exist in Salesforce Sales Cloud. This is actually a good thing because I’ve always felt that the way we manage marketing activities in Dynamics was over-engineered. Every campaign needed at least two lists and the naming conventions had to be followed or confusion prevailed.
OOB, Dynamics campaigns don’t have hierarchy. You can create one with a 1:N relationship, but it can become a complex configuration if you want to rollup values to look at how your parent campaign is doing overall.
Salesforce has a variety of OOB hierarchy fields, including revenue, members, budget, opportunities created and won. They suggest you create a hierarchy 2 or 3 levels deep, making your parent campaign your marketing strategy or message, and your tactics as the children. Members can be assigned directly to the campaign, whether they are leads or contacts.
This quite possibly will be the answer to sales’ dreams – if they want to follow up with engaged prospects, you don’t need to build a dashboard or custom view so they can find what they’re looking for (YOU try telling salespeople they need to look in two different marketing lists to find people to follow-up with!)
Overall, for both sales and marketing teams, this configuration has its upsides. The downside is the migration hurdles to move marketing list members over to campaign members. The trick is to customize a view of marketing list members with their custom IDs attached, and ensure that your Campaign Code is appended to the reports.