Overview
Default Roles
Custom Roles
How to use Custom Roles
- Accessing your Custom Roles
- Renaming existing Role Families, Segments or Disciplines
- Deleting existing Role Families, Segments or Disciplines
- Migrating Existing Roles to New Roles
- Ramping Rules
- Metric Priorities
Overview
Atrium relies on the concept of "Roles" to enable a number of unique and powerful capabilities. For example, Atrium's alerting functionality - specifically "peer alerts" - rely on roles to make statistical "like to like" performance comparison of reps doing the same job.
Atrium's concept of a "Role" is composed of two sub-components - a "Discipline" - the primary work that a given employee does (e.g., an "inside sales rep" or an "outbound sales development rep"), and a "Segment" - the variant of that work a rep does - primarily focused on the segment of prospect or customer that rep focuses on (e.g. "Mid-Market" or "Enterprise").
Together, a discipline and a segment, paired, represents a "Role" - like a "Mid-Market Inside Sales Rep" or an "Enterprise Outside Sales Rep". These combinations are what Atrium customers use to categorize their reps for performance management purposes.
Lastly, Role "Families" are used to combine similar Disciplines together, primarily for the purpose of Atrium's Sales Coach synthesizing performance across a family of disciplines. For example, "Sellers" is a Family that includes "Inside Sales Reps" and "Outside Sales Reps."
Other Atrium concepts that rely on these roles include Atrium's Ramping capabilities (both ramping alerts and ramping durations), Custom Groups, Sales Coach Leadership View, Role Metric Priorities, and more.
Roles, Ramping, & Metrics Priorities
Importantly, "Roles" are used to tie a set of Atrium Metrics and their prioritization, along with ramping schedules for those metrics, to a given role.
That is, Atrium customers can use the Metrics Priorities to designate which Atrium metrics are important for a given role (Discipline - Segment combo), and thus show up on a rep's profile page, are considered in Sales Coach, and more.
Similarly, for each role, customers can designate (or just use the defaults) "ramping rules" that specify the time period over which a new hire would be expected to ramp into expected performance levels for a given metric (e.g., the ramp period on bookings until full productivity).
Default Roles
Atrium comes out of the box with a variety of "default roles" - including a set of disciplines (e.g., "Inside Sales Rep", "Outside Sales Rep", "Outbound Sales Development Rep", "Inbound Sales Development Rep", "Account Management", "Customer Success" and others.) and a set of segments (e.g., "Enterprise", "Mid-Market", "Corporate", "SMB", "Academic / Government" and more).
For many customers, these default roles are sufficient to describe their teams, and ensure that the appropriate teams are measured and compared (e.g. Peer Alerting) in helpful ways to facilitate effective performance management.
As an example, you can imagine a sales org described as follows using Atrium Default Roles:
- Two teams of 8 mid-market inside sales reps each.
- Two teams of 6 enterprise outside sales reps each.
- One team of 8 SMB inside sales reps.
- One team of 8 outbound mid-market sales development reps.
- One team of 4 outbound enterprise sales development
- One team of 4 inbound mid-market sales development reps.
Atrium's default disciplines and segments work well to describe an org like this.
Custom Roles
However, in some cases, customers have scenarios where they would like to create custom roles - that is, adding new disciplines or segments beyond Atrium's defaults.
This could be because a customer would like to create a new category of role whose members should be compared to each other, not be compared to other roles (e.g., a regional role, like "Mid-Market EMEA Inside Sales Rep" or "Enterprise APAC Outside Sales Rep" or a product-specific role, like "Enterprise Product Analytics Sales Rep"). Or it could simply be that your organization has specific terminologies that it prefers (E.g., "Commercial" inside sales reps instead of "Corporate" inside sales reps) - and would like to rename an existing Discipline or Segment.
Regardless, Atrium allows you to customize your Disciplines, Segments, and Role Families to best fit your revenue organization.
Accessing your Custom Roles
To access the Custom Roles page, click on your name in the upper right corner > Customization > Configure Employee Roles.
Renaming & Editing existing Role Families, Segments or Disciplines
Commonly, the Default Role names may not be 100% in alignment with internal terminology for disciplines or segments.
In this scenario the customer should simply rename a Discipline or Segment to align with internal terminology - e.g., rename the "Corporate" segment to "Commercial" or "SMB" to "Growth" - and preserve the default Metric Prioritization and Ramping Rules.
To edit any Role Family, Segment or Discipline...
- Navigate to the Custom Roles page
- Click on the appropriate tab
- Click on the "..." icon to the right of the Role Family, Segment or Discipline you want to edit
- Click "Edit" and make your changes
- Click Save
Creating new Disciplines, Segments, or Families
In the scenario where you have exhausted the existing Default Roles for renaming or have another reason to create a new Discipline, Segment, or Family, you can create new Disciplines, Segments, or Families.
When creating a new Discipline, the Ramping Rules and Metrics Priorities for the new Discipline are based on those of a Mid-Market Inside Sales Rep - but can be edited.
Disciplines
Disciplines are the primary categorization for the role. They describe the function of the role. For example, some of Atrium's defaults include Inside Sales, Outside Sales, Inbound SDR, Outbound SDR, Account Management, etc...
To create a new Discipline...
- Navigate to the Custom Roles page
- Click on the Discipline tab
- Click on the green "+ New Discipline" button
- Add a unique name and abbreviation for this Discipline
- Click Create
Segments
Segments are the secondary categorization for the role. They typically describe the segment of customer or prospect a given role interacts with primarily. For example, Atrium's defaults include Small & Medium Business, Mid Market, Academic/Government, Corporate and Enterprise.
To create a new Segment...
- Navigate to the Custom Roles page
- Click on the Segments tab
- Click on the green "+ New Segment" button
- Add a unique name and abbreviation for this Segment
- Click Create
Role Families
A role family is a group of disciplines that enables you to quickly do analysis on all disciplines in the family at one time. For example, by default, we group the Inside Sales and Outside Sales disciplines into a “Sellers” role family.
To create a new Role Family...
- Navigate to the Custom Roles page
- Click on the green "+ New Role Family" button
- Add a unique name and select which disciplines you want to make up this Role Family
- Click Create
Deleting existing Role Families, Segments or Disciplines
To delete any Role Family, Segment or Discipline...
- Navigate to the Custom Roles page
- Click on the appropriate tab
- Click on the "..." icon to the right of the Role Family, Segment or Discipline you want to delete
- Click "Delete"
Migrating (Or Renaming) Roles
Most commonly, instead of migrating existing reps from prior roles to a new role type, customers will want to rename the incorrectly named default role or segment. That is, if the customer's organization has always had a segment named "Growth" for small and medium business prospect target, but on initial Atrium setup, those reps were tagged as "SMB" - then the right approach is to rename that segment to "Growth" so users can easily understand what type of rep they're looking at on a rep's profile page, or various Role selectors in the product.
However, in the scenario where the customer finds they need to add a new Discipline or Segment (not rename), and move a large group of reps from a prior discipline or role, because, for example, instead of being able to create an "APAC Enterprise Outside Sales" role, the customer instead used "Outside Sales, Government / Education" - this is what the "Migration" tool is for.
On migration, historical role records for those reps will be updated to the newly selected role.
Ramping Rules
Ramping Rules allow customers to set the time period over which a given rep who is new to their role would expect to ramp into "full performance" for a given metric. These ramping rules primarily impact Alerting functionality - specifically the time period over which a rep would be "in ramp" for the purpose of Goal Alerts, or excluded from Peer Alerts (due to being in ramp, and thus not comparable to "ramped" reps).
There are a number of default Ramping Rules, but you can override these as you see fit for existing Roles and modify the defaults for newly created Roles.
Learn more about special ways that Atrium handles Ramping here.
Metric Priorities
Metric Priority Tier Definitions
How to Configure Metric Priority Tiers
Metric Priorities are the way customers designate the metrics that matter most, and deserve the most attention for a given role. These Priorities control the metrics that are consumed and interpreted by Sales Coach, show up on Rep and Team Profile Pages, and generate alerting. They also control the metrics that don't show up - in that removing certain metrics for various roles can help hone in on the things that matter - but excluding those that don't. You can configure these Metrics Priorities here.
Metric Priority Tiers
There are four tiers to which a given metric that can assigned on a per role basis. (e.g., "Enterprise Outside Sales" versus "Mid Market Inbound SDR"). Importantly, any metric on which you set goals will continue to generate goal alerts (which will accordingly be picked up by Sales Coach).
1. Priority Metrics (Sales Coach)
These are the highest priority metrics for a given role. In addition to any goal alerts for a given rep or team, peer and trend alerts for this tier of metrics will be picked up by Sales Coach for interpretation and recommendation. Furthermore, these metrics - with alerts or not - will show up in the "Priority Metrics" section of rep and team profile pages.
2. Additional Metrics (With Alerting)
For metrics that you would like to be present on rep and team profile pages for a given role, and also generate peer and trend alerts - but not be picked up in Sales Coach, use the "Additional Metrics (With Alerting") tier. These metrics will show up in a second tier section on the rep and team profile page, below the "Priority Metrics" section. Importantly, if you set goals on any of these metrics, alerts will be generated for them, and those alerts will be picked up in the relevant Sales Coach analyses.
3. Additional Metrics (No Alerting)
For metrics you would like present on rep and team profile pages for a given role - but do not want peer and trend alerts to be generated, use the "Additional Metrics (No Alerting)" tier. They will show up last on the profile page in question.
And as above, if you set goals on any of these metrics, alerts will be generated for them, and those alerts will be picked up in the relevant Sales Coach analyses.
4. Hidden Metrics
For metrics you would like to be hidden from a given role's rep or team profile page, use the "Hidden Metrics" tier. As above, if you set goals on any of these metrics, alerts will be generated for them, and those alerts will be picked up in the relevant Sales Coach analyses.
Metrics That Are Picked Up By Sales Coach
While Peer and Trend alerts from the "Priority Metrics (Sales Coach)" tier of metrics for a given role will be picked up in Sales Coach analysis, any metric on which a Goal is set will also be picked up by Sales Coach.
So, for example, imagine a case where you have a particular initiative around multi-threading, as measured via the Contacts Touched Per Account metric for the Enterprise Outside Sales role in your organization. However, you don't want that metric to show up in the "Priority Metrics" section of those reps' profile page because you'd like to focus that section on a tighter set of metrics - but you do want alerting on the goals you set on multi-threading performance to show up in the Goal Reporting section of the profile page and also be picked up by Sales Coach - setting a goal on that metric - even if that metric is in the "Additional Metrics (With Alerting)" or "Additional Metrics (No Alerting)" will result in those Goal Alerts showing up in Sales Coach and the Goal Reporting section on the profile page.
Configuring Metrics Priorities
To ensure that Atrium is as high signal as possible, you can configure the priorities of various Atrium metrics on a per-role basis, and reduce or enhance the "loudness" of those metrics, as relates to alerting behavior - specifically peer and trend alerting.
Per Role
Existing Role Types in Atrium (e.g. "Enterprise Outside Sales" or "Mid-Market Outbound Sales Development") will have Metrics Priorities already assigned to them, including a small set of "Priority Metrics (Sales Coach)" tier metrics.
You can change these assigned metrics priorities if you'd like, and it will impact how Sales Coach and rep profile pages appear for those role types.
Note that changing the metrics priorities for a role type will impact the Sales Coach behavior and profile page behavior for each and every one rep that is assigned to that role type.
Removing ("Demoting") a Metric From A Priority Tier by Reassigning It To Another Tier
In order to remove a metric from a priority tier for a given role, you will "reassign" it to the more appropriate metric priority tier. For example, if there's a metric that you no longer want Peer and Trend alerts to populate in Sales Coach, you might reassign it from "Priority Metrics (Sales Coach)" to something like "Additional Metrics (With Alerting)" or "Additional Metrics (No Alerting)".
To reassign the metric in question, you can use the "Edit Metric Priorities" button, select the roles you want to demote the relevant metric from, and then select the new priority you want to assign the demoted metric to.
As an example, this organization doesn't want to measure their sellers - both inside and outside - on Untouched Opportunities, in that their sellers do much of their prospect communication via SMS and Whatsapp - without logging to the CRM. As a result, the Untouched Opportunities card frequently has false positive - so instead, they focused on Stuck Opps. As such, they want to remove Untouched Opportunities from a higher priorities Metric Tier. This is the video of them doing that.
Alternatively, if you want to see the metrics you're reassigning in context with the others in their priority tiers, you filter down to the role - Segment and Discipline - that you want to edit metrics priorities for. Then "edit" the metric priority tier you want to assign the "demoted" metric to. Find the relevant metric name, currently unselected, select it, and then save. You have now moved that metric from its prior priority tier to the new, "demoted" priority tier.
Adding a Metric ("Promoting") To A Higher Priority Tier by Reassigning It From Its Current Tier
In order to "promote" a metric to a higher priority tier, you would reassign it from its current tier to a higher priority tier. For example, if your organization newly has a focus on AE-generated pipeline, you might promote "Opportunities Created" to "Priority Metrics (Sales Coach)" metric priority tier for your Inside Sales and Outside Sales AEs.
To promote the metric in question, filter down to the role - Segment and Discipline - that you want to edit metrics priorities for. Then "edit" the metric priority tier you want to assign the "promoted" metric to. Find the relevant metric name, currently unselected, select it, and then save. You have now moved that metric from its prior priority tier to the new, "promoted" priority tier.
New Roles and Associated Metrics Priorities
When you create a new Custom Role there will be a set of Metric Priorities assigned to that new role. By default, that new role will inherit the existing Metrics Priorities for "Inside Sales - Mid-Market".
You can then configure those priorities for this new role as noted above.