Overview
This document outlines the optimizations required for your systems and processes outside of the Integrous Analytics system to ensure our system works optimally. These requirements are separate from the technical implementation of Integrous Analytics.
These are organized by functional role to clarify ownership:
Note that responsibilities may be distributed differently in your organization—adapt as needed for your team structure.
Review this document with all stakeholders before beginning technical implementation to ensure alignment on required changes.
Marketing Operations Responsibilities
Define UTM Taxonomy
Phase:
🔴 Pre-Implementation - This should be done early as it informs many subsequent configurations and processes.
Recommendation:
The Integrous Attribution system accepts whatever text values feed into it through URLs, list uploads, and Lead Source fallback values. As such, it's important to define a system for managing what UTM values are allowed and how they are summarized in reporting.
Integrous will provide a worksheet that you can tailor to your unique business needs.
Why this is needed:
It will determine your reporting hierarchies, which you will configure in the Data Mapping Module.
It will also inform setting up your URL builder template and updating your list upload process.
Together, these will ensure clean reporting that is easily summarized without extraneous values
Example Simplified UTM Taxonomy
Update team processes for creating URLs using URL builder with UTMs
Phase:
🟢 During Implementation - This can be set up during the implementation phase once the taxonomy is defined.
Recommendation:
Integrous will provide a URL builder template. Please ensure the builder requires values defined in your UTM taxonomy.
Why this is needed:
This ensures that the data in reporting is clean and easy to summarize.
Related Info:
See the related Web Form Attribution article.
Update list upload processes to include new system 'Processing' fields
Phase:
🟢 During Implementation - This can be set up during the implementation phase once the taxonomy is defined.
Recommendation:
Ensure list upload processes include the required values defined in your UTM taxonomy. Integrous will provide specific requirements.
Why this is needed:
This ensures that the data in reporting is clean and easy to summarize.
Related info:
See the related List Upload Attribution article.
Ensure all prospects post from the Marketing Automation Platform to Salesforce
Phase:
🟢 During Implementation - This can be configured alongside the Integrous deployment.
Recommendation:
If possible, all prospects should post to Salesforce as soon as they're created in the Marketing Automation Platform (MAP) rather than waiting until they hit a scoring threshold. They can belong to a queue or holding user in Salesforce and then get routed to a rep once they hit the threshold.
Why this is needed:
Attribution Handling: The attribution handling logic lives in Salesforce, so information about how a lead entered the system can get overwritten if the record stays in the MAP.
Sales Processing Measurement: The sales process date stamping lives in Salesforce, so if some prospects are held in the MAP, we won't be able to report on the rate at which they progress to being routed or how long it takes.
Salesforce Administrator Responsibilities
Standardize ‘Lead Source’ picklist values for consistency and clarity
Phase:
🔴 Pre-Implementation - These values will be used as fallbacks in the system, so they should be standardized early.
Recommendation:
The 'Lead Source' field serves as a critical fallback attribution source when UTM Parameters aren't available.
It should only be manually set upon Lead/Contact creation and never manually changed afterward.
We recommend using a short list starting with the department name so it’s easy to find the applicable values.
Implementation Guide:
Audit your current Lead Source picklist values
Consolidate similar values and remove unused ones
Rename values to follow the standardized format:
[Department] - [Specific Source]
Example Configuration:
Department | Lead Source Value | Use Case |
|---|---|---|
Sales | Sales - List Import | ZoomInfo or other list imports |
Sales | Sales - Outside Sales | Prospects gathered by the field sales team |
Sales | Sales - Inside Sales | Prospects gathered by the inside sales team |
Sales | Sales - Tradeshow/Event | Leads collected by sales at an event |
Marketing | Marketing - Inbound Call/Email | Prospects who email or call in from info found on the website |
Marketing | Marketing - List Import | Marketing list purchases or list swaps |
Marketing | Marketing - Paid Media List Import | Content Syndication, Paid Webinar, or similar paid media list import |
Marketing | Marketing - Tradeshow/Event | Event leads acquired by Marketing |
Marketing | Marketing - Website | Fallback value for form submitters whose browsers block the JS |
Channel | Channel - Deal Registration | Partner Deal Registrations |
Other | Other/Unknown | The default when other values don’t describe the source |
Additionally, once these values are defined and implemented, it is important that teams are trained on their usage/definitions and that automated processes that create new Leads and Contacts are updated to set the new values.
Why this is needed:
‘Lead Source’ is used as a fallback value to populate attribution on Engagement records created for Leads and Contacts created without UTMs, and for Opportunities created without Contact Roles. Having a short, clean list of values will make their usage clearer for reps as they select a value and make them easier to summarize in reporting.
Related Info:
See the related Attribution Logic for Lead/Contact Creation article.
Ensure 'Lead Source' is required on Leads, Contacts, and Opportunities
Phase:
🟢 During Implementation - This can be configured alongside the Integrous deployment.
Recommendation:
Ensure that the ‘Lead Source’ field is required in order to create Leads, Contacts, and Opportunities. Additionally, ensure that any automated processes that create these records include this field to avoid errors.
Why this is needed:
'Lead Source' is used as a fallback value to populate attribution on Engagement records created for Leads and Contacts without UTMs, and for Opportunities created without Contact Roles. Thus, while attribution reporting should be driven from the Engagement object, making 'Lead Source' required on Leads, Contacts, and Opportunities ensures we always have basic attribution data. Importantly, Lead Source functions as a data input method for the Engagement object, not a field for reporting on itself.
Related Info:
See the related Engagement Creation and Attribution Logic article.
Standardize Lead Status and Contact Status values to align with the Integrous Sales Journey framework
Phase:
🔴 Pre-Implementation - These drive the stage progression logic, so they need to be in place before the system is activated.
Recommendation:
The Lead Status and Contact Status fields are fundamental to how Integrous Analytics tracks sales progression through Stages 1-3. These status values drive the automatic date and owner stamping that powers your sales progression reporting.
Example Lead/Contact Status values and definitions:
Lead/Contact Status Value | Sales Journey Stage | Definition | Who Sets the Value | What it Triggers in the Integrous System | Business Impact |
|---|---|---|---|---|---|
Open | Stage 1 (Activated) | All new Leads/Contacts | Default value for new Leads/Contacts | Sets Stage 1 Date to Engagement Date and Stage 1 Owner to Lead/Contact Owner | Establishes the start of a new sales journey |
Routed | Stage 2 (Routed) | Lead/Contact has reached the scoring threshold and been assigned to a rep | Typically handled by the Marketing Automation Platform (not Integrous system) | Sets Stage 2 Date to status change date and Stage 2 Owner to current owner | Measures routing efficiency |
Working | Stage 3 (Accepted) | The qualification rep has begun actively working the Lead/Contact | Manually updated by the rep | Sets Stage 3 Date to status change date and Stage 3 Owner to current owner | Tracks rep acceptance rate and rep response time |
Disqualified | Dispositioned | Not a potential customer and never will be | Manually updated by the rep | Sets Sales Journey Completion Date and Outcome, making the Lead/Contact eligible for Reactivation | Measures the quality of inbound campaigns |
No Response | Dispositioned | Never replied despite outreach attempts | Manually updated by the rep or through automation | Sets Sales Journey Completion Date and Outcome, making the Lead/Contact eligible for reactivation | Measures outreach effectiveness |
Recycled | Recycled | Timing isn't right, but may be interested later | Manually updated by the rep | Sets Sales Journey Completion Date and Outcome, making the Lead/Contact eligible for reactivation | Identifies prospects for future nurture campaigns |
You don’t have to use these values, but we recommend your values are clear, with definitions that are aligned on by all teams, and accomplish similar goals as above.
Additionally, once these values are defined and implemented, it is important that teams are trained on their usage/definitions and that relevant automated processes are updated to set the new values.
Why this is needed:
These field values and their definitions drive the Integrous system logic for setting Sales Stage date stamps, which fuel sales progression reporting. It's critical that reps and automated processes keep Lead/Contact Status updated throughout the qualification process. Proper configuration ensures accurate reporting of prospect progression through your sales journey.
Related Info:
See the related Sales Progression Measurement section of the Quick-Start Guide and the Sales Stage Configuration article.
Deprecate legacy attribution fields once the new system is live
Phase:
🔵 Post-Launch - This can be completed after initial deployment.
Recommendation:
Once the new system is deployed, please deprecate any redundant legacy fields with the new system in Salesforce (particularly on Leads, Contacts, and Opportunities).
Examples include UTM fields, source fields, fields for tracking which forms have been submitted, or sales progression information like date stamps.
Either add "Legacy" to the field name and remove them from the layouts, or delete the field.
Why this is needed:
This will avoid confusion and ensure everyone reports on the same fields.
Sales Operations Responsibilities
Ensure Reps Create Opportunities with Contact Roles Whenever Possible
Phase:
🟢 During Implementation - Training and process updates can occur during implementation, with reinforcement post-launch.
Recommendation:
Ensure reps include Contact Roles on Opportunities whenever possible. Including the Lead/Contact who began the sales process is especially important.
Why this is needed:
Attribution data flows to Opportunities via Opportunity Contact Roles, so it's critical that reps create Opportunities with Contact Roles whenever possible, especially including the Lead/Contact who began the sales process since they hold the information about how the sales process truly began.
Related Info:
See the related Opportunity Attribution article.
Ensure There is a Process to Work All New and Reactivated Leads/Contacts
Phase:
🟢 During Implementation - Training and process updates can occur during implementation, with reinforcement post-launch.
Recommendation:
Make sure that Sales lists, views, reports, notifications, tasks etc. are configured so that all new and reactivated Leads and Contacts get worked and dispositioned by a rep.
Why this is needed:
Our system counts each reactivated Lead and Contact (a Dormant Lead/Contact that has re-engaged) as a ‘reporting lead,’ assuming every ‘reporting lead’ gets a qualification process. If there isn’t a process to work reactivated leads and contacts, they shouldn’t be reactivated and counted in reporting.
Related Info:
See the related Lead/Contact Reactivation Status section of the ‘Standard Object Field Settings’ article.
RevOps Responsibilities
Ensure every Lead and Contact entry point captures attribution
Phase:
🟢 During Implementation - This should be configured alongside the Integrous deployment and must be completed prior to system launch.
Recommendation:
Every method of Lead and Contact creation in your systems must be configured to capture attribution data.
Common entry points:
Web forms (iframes, MAP landing pages, Salesforce web-to-lead)
Web chat
Marketing list upload processes
Sales list download processes
Channel deal registration systems
API integrations with MAP or Salesforce
⚠️ Each entry point must be updated to capture attribution fields (or, at minimum, set the Lead Source field upon Lead/Contact creation).
Why this is needed:
Entry points that aren’t updated to capture attribution information will create Leads without source information, leading to reporting that undercounts the impact of your campaigns.
Related Info:
See the How Engagement Records Get Created section of the ‘Quick-Start Guide’ and the Engagement Creation and Attribution Logic and Web Form Attribution articles.