Step 2.1 - Organize the business information required to create dashboards

The first step to setting up your HockeyStack dashboards is translating your business language into HockeyStack. Before doing this translation in the HockeyStack interface, most users find it helpful to create a document outlining the below information. Please make a copy of the template below.

A map of the key stakeholders involved in the project
  1. Select one or multiple HockeyStack Admins. The HockeyStack Admin is responsible for
    1. being hands-on trained by the CSM team during the initial onboarding
    2. setting up the data dictionary (channel and kpi definitions)
    3. completing the initial dashboard setup
    4. co-ordinating with the company leadership and marketing subteams to create specific dashboards for specific purposes, and guiding each stakeholder to adopt the product
  2. A list of marketing subteams and their leaders
    1. (Optional, but recommended) If you have capacity, select one person from each marketing subteam to build out that team’s initial dashboards. This doesn’t have to be decided ahead of time — it can be decided while onboarding each subteam. A lot of companies also prefer to have the HockeyStack Admin manage building all dashboards. However, we found that the most successful HockeyStack users are organizations where each subteam has enough knowhow within the team to build reports and get insights for themselves without relying on the HockeyStack Admin.
A table of the KPIs you be tracking in the initial dashboards
KPI Name
CRM Object
CRM Date Field
CRM Filters
Count for Last Month
Example: MQL
Lead AND Contact
MQL_Date__c
LeadSource is any of “Marketing”,”Paid”,”Events”
2378 (deduplicated between Lead and Contacts)
Example: Inbound Opportunity
Opportunity
Opportunity_Stage_2_Date__c
(Opportunity_Source__c = “Inbound” OR Primary_Campaign_Source = “Partner”) AND Type = “New Business”
- 178 opportunities - $18M pipeline value as measured by the SaaS_ARR_Amount__c field

Refer to the guide below to see how this will be used later on:

Step 2.2 - Create your KPI goals

Common mistakes when creating this table

  • For opportunity related KPIs, do not use a proxy field, like an Opportunity_Date__c on the Lead object
    • If you do this, you won’t be able to see Opportunity amounts on your dashboard. We strongly, strongly recommend using the standard Deal or Opportunity object for opportunity related KPIs.
  • Not having date fields. Date fields can either be:
    • A custom date field on a specific object
    • The Create Date of the object
    • The change date of a field, where the field has history tracking turned on
  • Having too many filters.
    • A lot of companies blindly set filters on their CRM reports in favor of getting a slightly more accurate number. Doing this on HockeyStack might cause unforeseen problems in your numbers — we recommend using the simplest form of filtering possible.
      • For example, a lot of companies set filters on their opportunities that are based on the rep that owns the opportunity. The list of reps might change very frequently, so this is not recommended.
  • Not being specific enough
    • If you don’t know a field’s API name, or what filters are required, or the specific ARR field that you are using, or what specific KPIs the marketing team measures, you need to learn these in this step.
A table of your Channel definitions

For context, we see marketing touchpoints in 4 categories: Channels that use Campaigns to drive prospects to a group of Assets in order to get a Conversion Action.

For the initial setup, we recommend starting by running attribution on Channels.

What may be a channel: Paid Search, Paid Social, Direct, Email Marketing, Events, Organic Search

What is not really a channel: Website, Chatbot, Content, Contact Us — These are closer to Assets or Conversion Actions than Channels.

Channel Name
Tracking details
Paid Search — Google Ads
Website visit where utm_source = adwords OR utm_medium = google_paid
Email Marketing
Email Opened from Marketo OR Email Clicked from Marketo OR Website visit where utm_medium contains email
Events
Salesforce CampaignMember where status is one of Attended, Responded, Scanned, Booth AND (Campaign Type contains Event OR Campaign Name contains EVT-)
Other Referral Traffic
Run through all the other rules, and if it doesn’t match any and Source is not direct and Source is not empty, count that as Referral traffic.

Refer to the guide below to see how this will be used later on, and a suggested list of channels:

Common mistakes when creating this table

  • Not knowing your UTM notation, or trusting the internal documentation about what UTMs you are using. Always check the actual website data flowing into HockeyStack using the guide below. The actual data is almost always different than what teams know to be their UTM notation.
  • Finding UTM and Source patterns in the website data

Things to consider

  • The touchpoints you include here will affect your attribution numbers. For example, if you decide to include Marketing Emails being Sent in your Channel definition, marketing emails might get too much credit due to the high volume nature of this activity. Similarly, if you decide to include LinkedIn Impressions in your Channel definition, LinkedIn might get too much credit. Some companies may also decide to remove Direct traffic from their attribution.
  • Read more about attribution models below:

    Attribution Models
(If you are doing ABM) The fields & filters that denote your target accounts
CRM Object
CRM Target Account Field Name and Value
Relevant Target Account Segment
Account
Is_Tam_100__c = TRUE
TAM 100
CampaignMember
Campaign.Name = “TAM 100”
TAM 100
Account
ICP_Tier = “Tier 1”
Tier 1 ICPs

You should usually either:

  • use fields from the opportunity or deal objects
  • or use a Salesforce campaign subscription / Marketo program enrollment to denote target accounts

When the document is completed, send it over to your HockeyStack CSM for them to keep it in records and refer to it as they guide you.

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You can copy our spreadsheet template to use in this step: Business Information for HockeyStack