How to Configure Last Touch Sequence Attribution Automation in Salesforce

Objective

Last-Touch Sequence Attribution works by identifying the last Sequence the prospect was in before they were converted to an Opportunity in Salesforce, helping connect sequences to opportunities and ultimately revenue as they convert. This gives sales leaders newfound insights into the relationship between each Sequence and the resulting opportunities and revenue.
Outreach has created an unmanaged package in Salesforce to easily install fields, automation, and reports for Last Touch Sequence Attribution. This document walks through the automation installed in the package for customers looking to build this themselves or updating the automation from previous packages.

Applies To

• Outreach & SFDC Admins

Procedure

Update Last Touch + Finished Sequence Fields Flow

This flow runs the instant a contact is associated to an Opportunity via the primary contact role. Upon this action, Last Touch Sequence Attribution will transfer the value from the current sequence name field,  and a comprehensive list of all sequences the contact has been in to fields on the Opportunity record. 

Below are the details to configure the above flow to best practice:

Step 1: Navigate to Salesforce Setup and Select Flows

Step 2: Create a new flow and select “Record-Triggered Flow”

Step 3: Configure Start

Considerations:

• The conditions assume the primary contact is the contact you want to attribute sequence data against. If you want to attribute based on other factors, please tailor conditions to meet your needs (Example: If a specific contact role is desired rather than the primary contact role)
• This automation is intended to run at the moment the primary contact role is created. This ensures the last touch attribution model is accurate.

Object: Opportunity Contact Role Trigger the Flow When: A record is created or updated Conditions Requirements: All Conditions are Met (AND) Conditions: Field: IsPrimary  Operator: Equals  Value: True When to Run: Only when a record is updated to meet the condition requirements Optimize the Flow for: Actions and Related Records

Step 3: Configure Logic 

Considerations:

• This logic ensures the sequence fields on the opportunity are not overwritten in the event a new primary contact is assigned. The reason for this is to ensure the appropriate sequences are attributed at the appropriate time
• Salesforce Tip: This next step is much easier in Salesforce’s “Freeform” layout rather than “Auto” layout. Here is the click path to change this

Step 4: Configure Data

Considerations:

• The data points that are passed to the opportunity are Finished Sequences and Current Sequences from the contact record. If additional sequence data points are desired, additional opportunity fields will need to be created to match the data being passed from the contact. Add additional values in the “Set Field Values” portion of the flow.

Data Type: Update Records (drag and drop onto flow) Label: Update Finished Sequences + First Primary Contact How to Find Records: Specify conditions to identify records, and set fields individually Object: Opportunity Filters Field: Opportunity ID Operator: Equals Value: $Record > Opportunity ID (Click path to this value) Set Field Values:  Value 1 Field: Outreach Attributed Finished Sequences Value: $Record > Contact ID > Finished Sequences Value 2 Field: Outreach Last Touch Sequence Value: $Record > Contact ID > Current Sequence Name

Step 5: Connect flow elements

Drag and drop from one flow element to the next (screen recording)

Step 6: Save & Activate Flow

Considerations:

• Upon activating the flow, this error message will appear. This warning is expected to be seen and will not interfere with the automation. 

1. Flow Label: Update Last Touch + Finished Sequence Fields
2. Hit “Save”
3. Hit “Activate”

Additional Resources

• Reporting Outreach Data in Salesforce
• Outreach Knowledge Base: Last Touch Sequence Attribution FAQ
• Outreach Knowledge Base: Last Touch Sequence Attribution Package Guide
• Setting Up Debugging Logs in Salesforce