Link: Touches per Account card
Overview: Average number of calls made, emails sent, and meetings held per unique account touched in a given time period.
Why it’s important: The number of touches per account can indicate the persistence with which SDRs are approaching their prospecting and the depth of their prospecting into accounts.
Who it’s useful for: SDRs and their managers.
Definition: The total number of emails sent, call logged, and meetings on the calendar in a given timeframe, divided by the number of unique accounts touched in that timeframe.
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: Alerting on this card is based on a trailing 30-day timeframe. Because there are multiple explanations for both high and low values on this card, all alerts will appear as neutral alerts highlighting a trend but not indicating whether that alert is a positive alert or a warning alert.
Back of Card: The data on the back of this card shows, for each account touched in the timeframe, the total number of emails sent to individuals at that account, calls logged in Salesforce against contacts at that account, and meetings held with someone at that account.
How to use it: This card is best used in conjunction with other metrics in Atrium to get a clearer sense of a rep's overall persistence and effectiveness.
For example, an SDR with a low number of touches per account but a high number of opportunities created may be an SDR who is highly efficient and skilled at communicating value and therefore needs fewer touches in order to generate positive results.
A different SDR with a low number of touches per account who also has lower numbers of emails and meetings may be an SDR who is giving up on accounts too quickly and could benefit from higher overall activity levels and more touches in a sequence before abandoning an attempt to book a meeting with an account.
Conversely, an SDR with a high number of touches per account may be especially persistent, but also may be less efficient than peers on an activities per opp created basis, which would indicate that those additional touches aren't producing better outcomes than a rep who is working more efficiently.
Note that the timeframe and grouping on this card will be important when you're looking at how this number might be changing for a rep over time. If you're looking at the trailing 90 days, grouped by week, for example, then the card is only counting touches that happened within each week as it plots those data points. The number of touches per account within a week will naturally be lower than if you're looking at a longer time grouping when reps may make additional touches as they execute on their sequences.