Overview: Average number of unique contacts interacted with for each account touched.
Why it’s important: Contacts Touched per Account provides insight as to the depth of engagement within prospect or customer accounts.
Who it’s useful for: All sales employees and their managers. For SDRs, this metric will track the number of individuals they are attempting to contact at each account in order to schedule a meeting. For AEs, this can indicate whether they are appropriately multi-threading their opportunities. For AMs and CSMs, this will show the number of contacts, and possible champions, within the account.
Definition: For an individual, the average number of unique email addresses that the rep has emailed, logged a call against, or included on a calendar invite for each unique corporate account domain he has interacted with, within the timeframe selected.
For a team, the average number of unique email addresses per corporate account domain for all reps on the team.
What data is used?: Outgoing email data from each individual’s Gmail account, call data as logged via tasks in Salesforce, and calendar invites from each individual’s Google Calendar. Emails and attendees on calendar invites will only be included in the calculation if they are sent to a corporate email domain or to an email address that appears on a Contact in Salesforce.
Alerting: This alert is based on the average number of unique contacts touched per account domain over the course of the trailing 30 day period. Alerts compare the trailing 30 days to the historical six-month trend for peer alerts, or to the same trailing 30 day period for peer alerts and goal alerts.
An escalated version of this alert monitors on a quarterly basis.
Back of Card: The data on the back of this card shows, for each account identified, the Company Name of the associated Account or corporate domain of the email address if Atrium could not find an associated Account, the number of contacts touched associated with the account, the total number of touches, the Stage of the associated Opportunity if there is one, and the amount of the associated Opportunity if applicable.
How to use it: Consider an outbound SDR team that works off of a list of target accounts. Part of their sales process may be outreach to at least two different contacts within each of their named accounts. The manager of such an SDR team can look at the Contacts Touched per Account card to see whether the SDRs are following that recommended sales cadence to broaden outreach within an account.
If a rep is not meeting the Contacts Touched per Account target, his manager can identify that issue immediately, and can also look on the back of the card to see where he reached out to only one contact at an account, to come up with a list of accounts for additional outreach.
This same principle can be applied to AEs, to see whether they are multi-threading their opportunities by including multiple stakeholders in their communications and to CSMs and AMs who may want to develop multiple champions within an organization to protect against churn as a result of a single champion leaving the customer’s team.