All Atrium Metrics Catalog by Role, Goals, and Use Case
New Business
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Untouched Opps - New Business card
Overview
Number of new business Opportunities owned by a given rep that have gone longer than the chosen duration without an email, call, or meeting and also don’t have a meeting on the calendar in the future. (Learn more about how Atrium Actions & Objects work to calculate metrics.)
Metric Time Vector:The point in time at which the opportunity was had not received an email, call, or meeting for the number of days specified.
Metric Value Vector:The count of all opportunities that had not received an email, call, or meeting from the opportunity owner for the number of days specified.
Why It’s Important
Untouched Opportunities are a measure of the quality of selling activity that is directed against those opps by the opportunity owner. That is, if an Opp has gone more than whatever chosen duration without an email, call or meeting, that is usually a good sign that the opportunity is either dead or, alternatively, isn’t getting the attention that it needs.
Who It’s Useful For
This is largely a measure that is helpful for measuring performance of Account Executives whose primarily responsibility is selling activity against open new business opportunities in their pipeline. Similarly, if SDRs have Opportunity ownership for any period of time, this measure can be helpful for measuring them as well.
Definition
For individuals, the sum of all Opportunities of type “New Business” that were open in a period, and had neither an email, a call, or customer meeting associated with the Opp in the trailing duration, nor a meeting associated with the Opp in the future. At a team level, the average, per rep on that team, of the above, or the total if the team total is selected.
Any activity on accounts that is logged in Salesforce and pulled into Atrium via Custom Tasks or Events will not count as a touch on an opportunity. You can learn more about setting up Custom Tasks or Events in Atrium here!
What Data Is Used
All open new business opportunities in an individual’s pipeline in the CRM, as defined by the Opportunity Type, and all meetings from the individual’s calendar, emails from their email client associated with those Opportunities, and calls logged in Salesforce against those Opportunities. Calendar events and emails associated to an Opportunity will include emails to the corporate domain (e.g., user@acmecorp.com) that matches that of the Opportunity, calendared meetings with an individual using that corporate domain, or emails or meetings with an individual whose email address appears on a Contact on that Account in Salesforce.
Alerting
The default alert for this card is based on the number of opportunities that have gone untouched for 30 days and do not have a future meeting scheduled.
This alert will trigger if a rep or a team has left untouched significantly more or fewer opportunities than they have on average over the prior 13 weeks. This alert will also trigger if a rep or team has left untouched significantly more or fewer opportunities than their peers.
Back of Card
The data on the back of this card shows, for each Opportunity identified, the timeframe during which the Opportunity went untouched, the name of the Account, the Stage of the Opportunity, the number of days for which the Opportunity has gone untouched, and the amount of the Opportunity in dollars.
How to Use It
Untouched Opps can be used a couple of ways.
First, the number of untouched opps is a good measure of how “on top” of his pipe a given rep is over time. Any substantial rise in the number of untouched opps for a rep, either in isolation, or across a team, can be a measure that they are less on top of their opps, which may injure win rates.
Second, they can be used “right now” as a list of Opps that are currently untouched by reps on a team, and thus, either (a.) Need to be closed out, in that they are dead, or (b.) Need to be worked, before they die.
On the back of the card, you can see what the specific Opps are, and how long they’ve been untouched, which can help you easily see if an Opp more likely needs to be closed out or needs to be worked.
Existing Business
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Untouched Opps - Existing Business card
Overview
Number of existing business Opportunities owned by a given rep that have gone longer than 30 days (the default time period) without an email, call, or meeting and also don’t have a meeting on the calendar in the future.
Why It’s Important
Untouched Opportunities are a measure of the frequency of non-engagement with current customers. That is, if an existing business opportunity has gone more than 30 days without an email, call, or meeting, and doesn’t have a meeting calendared in the future, this can frequently be an indicator that a customer is not getting sufficient attention, and thus could be at risk of renewal. A lower customer engagement frequency may be okay for some companies and customers, but it’s still important to be aware of, particularly for those customers who are closer to their renewal date.
Who It’s Useful For
This is primarily a measure that is helpful for measuring performance of Account Managers and Customer Success Managers whose main responsibility is selling activity against open existing business opportunities in their pipeline, but may also be useful for Account Executives who work renewal and upsell opportunities.
Definition
For individuals, the summation of all Opportunities of a renewal or upsell opportunity type that were open in a period, and had neither an email or customer meeting associated with the Opp in the trailing 30 days, nor a meeting associated with the Opp in the future. At a team level, the average, per rep on that team, of the above.
What Data Is Used
All open existing business opportunities in an individual’s pipeline in the CRM, as defined by the Opportunity Type, and all meetings from the individual’s calendar and emails from their email client associated with those Opportunities. Calendar events and emails associated to an Opportunity will include emails to the corporate domain (e.g., user@acmecorp.com) that matches that of the Opportunity, calendared meetings with an individual using that corporate domain, or emails or meetings with an individual whose email address appears on a Contact on that Account in Salesforce.
Alerting
The default alert for this card is based on the number of opportunities that have gone untouched for 30 days and do not have a future meeting scheduled. Further, the alerting only takes into consideration existing business opportunities with a close date within the next 90 days.
This alert will trigger if a rep or a team has left untouched significantly more or fewer opportunities than they have on average over the prior 13 weeks. This alert will also trigger if a rep or team has left untouched significantly more or fewer opportunities than their peers or more than their set goal.
Back of Card
The data on the back of this card shows, for each Opportunity identified, the timeframe during which the Opportunity went untouched, the name of the Account, the number of days until the Close Date on the Opportunity, with a Close Date in the past showing as a negative number, the number of days for which the Opportunity has gone untouched, and the amount of the Opportunity in dollars.
How to Use It
Trends in Untouched Opps - Existing Business over time can be used in the same way as Untouched Opps - New Business, as a method of understanding how engaged an Account Manager is across his book of business. A trend in the wrong direction may indicate a rep who is “checked out” or whose account book has gotten too large and cannot sustain regular interactions with all of his customers.
It can also be used as a “right now” check to see which customer accounts are not being touched, and whether any of those have upcoming renewals.
FAQ: Does Untouched Opportunities take into account multiple reps or teams working opportunities?
- For any "touches" (calls, emails, or meetings) to be factored into when an opp was last interacted with, the "touches" must be completed by the opportunity owner.