Universal Containers is in the planning phase of its Sales Cloud implementation. In a
recent discussion, the CEO expressed a desire to measure the return on investment (ROI)
of its sales and marketing efforts by location.
Which solution should the consultant recommend?
A. Track total opportunity pipeline by lead source and location.
B. Track total accounts created by lead source and location.
C. Track total cases submitted by lead source and location.
A. Track total opportunity pipeline by lead source and location.
Explanation: To measure ROI on sales and marketing efforts by location, it is crucial to
track the opportunity pipeline based on both lead source and geographic location. This
approach directly ties sales outcomes (opportunities) to the sources that generated those leads, offering a clear picture of ROI across different locations.
Opportunity Pipeline as an ROI Indicator: Opportunities are directly tied to potential
revenue, making them a key metric for evaluating sales success. By segmenting
this data by lead source and location, Universal Containers can assess which
locations are generating the most valuable sales leads.
Leveraging Opportunity Data: Salesforce enables filtering and reporting on
opportunities by lead source and location, which aligns with the CEO’s interest in
understanding ROI geographically.
Option B (tracking accounts created) would not directly measure sales revenue, and
Option C (tracking cases) is not relevant to sales and marketing ROI. For more on
opportunity tracking, see Salesforce Opportunity Management documentation.