Link: Accounts Touched card
Overview: Total number of unique accounts emailed, called, or met with in a given time period.
Why it’s important: The number of Accounts touched in a time period is important as it indicates the breadth of sales engagement to unique prospects. This informs how wide the top of the funnel is for SDRs and AEs and how well AEs are working their open pipe. Total accounts touched also indicates how frequently AMs and CSMs are engaging with current customers and can highlight issues if customers are being ignored.
Who it’s useful for: All sales and customer success employees.
Definition: For an individual, the total number of unique accounts 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 accounts touched in the calendar month. Alerts compare the current calendar month-to-date to the historical six-month trend to the same point in the month for personal alerts, or to the current calendar month for peer alerts and goal alerts.
Back of Card: The data on the back of this card shows, for each touch on the Account, the Company Name of the associated Account or corporate domain of the email address if Atrium could not find an associated Account, the subject of the email or meeting invite, the stage of the Opportunity if Atrium was able to associate to one, and the amount in dollars of the Opportunity if Atrium was able to associate to one.
How to use it: In general, Accounts Touched can be viewed as a “goldilocks” metric - where you don’t want it too low, but you also likely don’t want it too high (this is a less common problem.). Rather, having a concept of what the “right” number of accounts to touch in a time period on a per role basis is the best way to approach this.
For AEs, Accounts Touched is a good measure of how well an AE is traversing her pipeline. If an AE’s pipe has 50 open Opportunities in it, but in a given week she’s only engaging 10 accounts, that would be concerning. Further, if an AE is responsible for prospecting some portion of her pipeline, then general account engagement volumes would also indicate if sufficient prospecting work was being done at the top of the funnel.
For SDRs, accounts touched is of course a very critical KPI. If you are only looking at email and calling volume, you might lose sight of the fact that an SDR is not working enough total accounts, 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 accounts. Similarly, if an SDR is engaging far too many accounts, that could be an indicator that he isn’t engaging deeply enough with those accounts and is instead only emailing a given account once per week, say. Again, it can be a goldilocks scenario.
With CSM and AMs who tend to have an assigned book of business they are responsible for tending to, the count of accounts touched in a time period is a great indicator for a rep of how well he is making his way across his account base. For instance, if a CSM has 200 accounts, and the goal is to be in touch with each at least once a month, then seeing that he typically engages with 100 accounts per month would be a concern.