Link: Contacts Touched card
Overview: Total number of unique contacts emailed, called, or met with in a given time period.
Why it’s important: The number of contacts touched in a time period is important as it indicates the breadth of sales engagement to unique individuals. This informs how wide the top of the funnel is for SDRs and AEs and how well AEs are working their open pipe. Total contacts touched also indicates how well AMs and CSMs are engaging with current customers and can highlight issues if too few customer relationships are being maintained.
Who it’s useful for: All sales and customer success employees.
Definition: For an individual, the total number of unique email addresses that the rep has emailed, logged a call against, or included on a calendar invite for a meeting on the calendar within the timeframe selected.
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 total number of unique contacts touched in 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.
Back of Card: The data on the back of this card shows, for each contact touched, the number of emails sent to that contact, the number of calls logged against that contact, and the number of meetings held in which that individual was an attendee on the calendar invite. The back of card also show the name of the company or account associated with that contact and the stage of any open opportunities.
How to use it: In general, Total Contacts Touched can be viewed as a “goldilocks” metric - where you want to target above a certain threshold to ensure broad enough sales outreach, but numbers that are too high may indicate a "spray-and-pray" approach instead of engaging with each individual contact in a appropriately tailored cadence. Having a concept of what the “right” number of contacts to touch in a time period on a per role basis is the best way to approach this.
For SDRs, contacts touched is an important KPI. If you are only looking at email and calling volume, you might lose sight of the fact that an SDR is not reaching out to enough total contacts, and instead is just sending tons of email and calls to the same accounts far too frequently, creating a situation where he may “burn” those contacts. Similarly, if an SDR is engaging far too many contacts, that could be an indicator that he isn’t engaging deeply enough with those contacts.
For AEs, you might want to use the activity type and opportunity stage filters to the left of the card to identify not just total contacts touched, but total contacts met with where there is an open opportunity, to understand how many individuals are attending calendared meetings on in-flight deals.
With CSM and AMs who tend to have an assigned book of business they are responsible for tending to, the number of contacts touched in a time period is a great indicator for a rep of how well he is making his way across his account base.