Hello, friends. Welcome to a tradition unlike any other. This is the RevOps MBA with Brian Kreutz.

Hey. In this video, I'm gonna talk about a rev ops request I recently got from our sales manager. He had a a pretty pretty good use case that I wanted to solve for, but I had to resist taking the easy way out and take in the direct way and actually building it into one of our larger workflows to make this more scalable. And so instead of immediately just plugging the hole and spending fifteen minutes building a workflow and doing a quick fix that wasn't actually looking at the entire scenario and the entire problem, I built a much more scalable solution that will, be a use case if he has a similar request in the future.

I can just kind of plug and play with this type of thing in the future. So let's go take a look about what I did and how I did it. So here's the Slack message. It's a pretty good idea when a deal source from the partner directory be able to assign the deal on our test that says, hey.

This is competitive deal. Let's go ahead and create a boom prior to discovery call. That's because if they're looking at the HubSpot directory, they probably reached out to four or five partners, and so we wanna stand out ahead of the discovery call. This is actually a great request.

He said, here's an example deal. Here's the contact. Here's the source I'm looking at. And then we had a back and forth on, some more examples of here's the contact record.

Here's the deal source. Let me know what you can do. So really good request from the sales manager, but, I didn't wanna just do a quick Band Aid where he says, do we simply need to copy this property over to the deal record? So instead of, instead of taking with the urge and immediately saying, oh, that would take five minutes.

No problem. I built it into our bigger lead, attribution ecosystem.

So the way that we think about, attribution here at RevPartners is that we love the original source fields. So the original source fields give us drill down one and drill down two, but they're not robust enough. They're not translated to us. They're not RP branded.

They're not exactly what, what we want. So we take those sources, and we create our own lead acquisition channel. So So we've got ton of different options here for all the different marketing campaigns that we do, and sales campaigns and things like that. So we're able to really dive a lot deeper into attribution by taking those original sources, translating them to our own lead acquisition channel, and then pushing them to the deal for three or four layers of attribution.

So let me show how show you how you do that.

So the first thing we do is we've got about six workflows that kinda make this this all this all happen. And so the first thing we do is we take a look at the original source. The original source is known. This is is a contact enrollment trigger.

We're gonna make sure the lead acquisition is unknown, and then we're gonna go ahead and update it. So what we're gonna do is we're gonna go to all the original sources, and we're gonna create a branch for each of them. And then on these branches, we're gonna drill down into the original source drill down too and then, custom code them to what we want. So if it's organic social and Facebook, we're going to change the lead acquisition channel to marketing Facebook organic.

If it's organic search, we're going to look at the drill down, look at Google, Bing, Duck, Duck, Go, whatever it might be, and then change the, acquisition channel to marketing big search, for instance. So this gives us a lot more, specificity into kinda what we're looking for.

And then you'll see here, we've got offline sources. We can then go ahead and update the original source if needed and then update the lead acquisition channel for something like, Facebook ads or LinkedIn ads. And so we have a ton of mappings here to really set our lead acquisition channel to be very specific because we have about twenty five or, you know, thirty options here. So then once we have the lead acquisition channel mapped on the contact record, we go ahead and map this over to the deal record. So if a contact has it in their search unit to a deal, we're gonna go ahead and copy that value from the contact record to the deal record.

Once it's on the deal record, then we can begin to customize it for our marketing attribution the way our marketing team likes to, attribute revenue and, you know, for closed won deals or pipeline. So pipeline is net new. We just wanna attribute to net new deal, and the lead acquisition channel is known because we just tagged it, in the previous step. Then we're gonna go hand go ahead and we're gonna update the deal source category. So this is a custom property based on a combination of different lead acquisition channels that we've got because we can select, many of these for these filters, and a little bit of other custom, things that we can do that's specific to our business. And then we can use that to code it to this deal source category. So now we're getting a different layer of attribution on our tier level.

Then once the web acquisition channel is known, we can do a growth, growth model hierarchy mapping. And so what that looks like is that looks at the deal source category and then does a growth model hierarchy based off that. So you've got the lead acquisition channel from the contact, copied over the deal, taken that, copied that to the deal source category, and then we've got our growth model. So we've got, level zero, level one, and level two, And then we have level three up here.

So we're going from the very highest level all the way down to the third level. So in this case, we are copying the lead acquisition channel to the growth model source level three, and we're looking at different branches to see which of these channels was it. So we have a lot of these channels. So we have all this marketing branded and non rated search.

We've got search engines. We've got, ads. We've got organic. So we're taking that, and we're going through it, and we're tagging it as, in this case, paid social intent and marketing.

So we're starting at the very top and saying this is marketing. Level one is intent. Level two is paid social, and level three is whatever that specific is that we want to to show. So because we're copying that lead acquisition channel to the growth model three, and it's gonna show us in this case, it'll be something like marketing paid social Facebook or marketing paid social Instagram, whatever it is.

So this is a social media example, but we have this for, other parts of AE self generated, referral, partner, whatever that is, outbound. We're able to set these up so that we've got attribution from the highest level down to the lowest level. So that especially for marketing, we can go from, highest intent all the way down to the very specific lead acquisition channel that we have. And so how does that work for something custom like this ecosystem question about the HubSpot directory?

Well, what we do is when we go back to our lead acquisition channel contact workflow, we can go through and we can see that referrals is gonna be the original source. So we find referrals, then we go over to our referrals branch.

Then we go in here, and we manually add a branch for original source drill down. And so this would be ecosystem at hubspot dot com, and then we tell what lead acquisition channel it should be. So this will be marketing HubSpot directory. This is an inbound lead coming from the marketing HubSpot directory, so they're being referred from that other site to fill out our contact form.

So instead of we're just saying, hey. This is a general contact us where we don't know where it's coming from. We know it's coming from the HubSpot directory, so we set the lead acquisition channel to marketing HubSpot directory. We copy that over to the deal, and then what we're able to do is confirm that this is working once we turn all these on.

And so if you go to view all properties, you'll see on this contact, if you go to drill down, ecosystem on HubSpot dot com. Now if we look at how we map that to lead acquisition channel, this is marketing HubSpot directory.

You go through and you look at the associated deal that this person's on. So you go to the associated deal, then you'll go to view all properties.

Look at lead acquisition channel, marketing, HubSpot directory. You can look at the growth model. One's is. So growth model is marketing intent referrals and marketing HubSpot directory.

So we've got four layers of attribution on this deal level as well. And then, of course, if we go up to our deal source, it'll say inbound inbound right here. And then we've got the deal source channel as direct traffic. So we have five or six different properties that we can then analyze this data from.

So what do we do next? Well, we create a simple workflow. The lead acquisition channel is marketing HubSpot directory on the deal. Then I'm gonna create a task to go ahead and create a room for the discovery call and assign to the deal owner.

I'm also gonna send a Slack notification saying, hey. This might be a competitive deal. Here's the name, the stage, the source. Go ahead and, you know, just be notified so that you're gonna be assigned a task, and you'll have to kinda take it from here.

So to recap, I got a rev ops request in Slack about, hey. We're We're getting some leads from the ecosystem of HubSpot, HubSpot directory. How do we make sure that the action leads differently than other inbound leads? So instead of just copying that drill down one to the deal and kind of fixing the Band Aid, how do we actually, integrate this new, this new drill down source URL into our lead acquisition channel strategy and our growth model strategy.

And so by not fixing the Band Aid, but actually building out the customizations they need for all the workflows to actually get this built into our better growth model. It really enables this process to be scalable. So the next time someone says, hey. What about this URL?

What about this referral source? What about that? I can easily build it back into the model and make this a scalable process and not mess with a bunch of one off workflows that are just more like Band Aid fixes and not actually solving the solution. So hope that helps.