Using Salesforce to Track Agencies and Advertisers

We’ve previously examined how to forecast a full revenue picture in Salesforce. In today’s post, we’ll focus on how you can setup Salesforce to easily track relationships between advertisers and agencies.

Relationship Basics
Salesforce.com provides contacts and accounts, as well as the ability to classify accounts and contacts as belonging to an agency, advertiser, or brand. This is a good start, but unfortunately, it really doesn’t capture the level of depth that most relationships take on in the digital media world. In the day in/day out world of digital media, you’ll need a model that will track the full scope of relationships between agencies, agency employees, advertisers, and (potentially) advertiser brands.

Salesforce Model for Agencies and Advertiser Relationships
Given the complexity of these relationships, let’s start with some simple guidelines of what you’ll need to track in order to effectively use Salesforce to manage and report on these relationships. (This list is just a starter and not meant to be exhaustive, but the approach we apply can be extended beyond these relationships)

  1. Agencies – It’s critical that you’re able to see which advertisers are supported by an agency when on the agency account view.
  2. Agency Employees – It’s critical that you’re able to see all the accounts an individual agency contact is engaged with from the contact page view.
  3. Advertisers – It’s key that you have visibility into all the agencies and agency contacts that are associated with a given advertiser (or brand).
  4. Opportunities – It’s also key that you have visibility into all the opportunities associated with both the advertiser and agency.

Building the Model in Salesforce
Fortunately, as long as you are using Enterprise or Unlimited edition of Salesforce, you have plenty of tools available to build out a model that can track and display these relationships.  Here are a few screen shots of what this will look like when you are done:

Using Salesforce to Track Agencies and Advertisers

View of an Advertiser with Agency Contacts

Using Salesforce to Track Agencies and Advertisers

View of an Agency Contact with Advertisers supported

Using Salesforce to Track Agencies and Advertisers

View of an Opportunity with relationships to Advertiser, Agency and Brand

Setting this up is a process of creating the appropriate relationships that most effectively model your business using 3 key Salesforce tools:

  1. Junction Objects: Junction objects allow you to seamlessly create a relationship between any two logically linked tabs (i.e. the agency contact and the advertiser). Full details on setting up a junction object can be found at – https://na15.salesforce.com/help/doc/en/relationships_manytomany.htm
  2. Formula Fields: Formula fields allow you to pull data from the source objects (i.e. contact and account) to populate your junction with the data that you think is the most relevant for your users – https://na15.salesforce.com/help/doc/en/customize_formulas.htm
  3. Page Layouts: Editing the page layout and placing your new junction object in the appropriate location is how you make the display come fully to fruition for your users.

Contact Us if you’re interested in learning more about the nuts and bolts of using Salesforce to effectively track Agencies and Advertisers, or have other questions about how to best utilize Salesforce.com.

Phone: 312-602-4000
Email: marketing@westmonroepartners.com
222 W. Adams
Chicago, IL 60606
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