Overview: Total number of emails sent to external, corporate email domains and email addresses that appear in Salesforce, where the rep did own an open opportunity with the company at the time of the email.
Why it’s important: This metric measures selling effort in terms of email outreach, which is an extremely important component of most modern sales motions, and specifically identifies what portion of an AE's email outreach is target net new prospects, versus trying to advance existing opportunities.
Who it’s useful for: AEs and their managers.
Definition: Count of unique emails sent to a corporate email domain or to an email address that is associated with a Contact or Lead in Salesforce, only for those companies where the individual sending the email does not own an open opportunity with that account. Each individual email is only counted once, regardless of the number of recipients.
What data is used?: Outgoing email data from each individual’s Gmail account. Email domain and account domain information from the Opportunity and Account objects in Salesforce to determine whether the email recipient is associated with an account where there is an open opportunity, and whether the email sender is the owner of that opportunity.
Alerting: The default alert for this card is based on the volume of emails sent within a week. This alert will trigger beginning on Wednesday if a rep or a team has sent at least 25% more or fewer emails than they normally have by that point in the week. This alert will also trigger if a rep or team has sent at least 25% more or fewer emails than their peers.
This alert will clear if the rep or team moves back within 25% of historical or team performance or will clear and reset once a new week begins.
An escalated version of this alert monitors on a monthly basis.
Back of Card: The data on the back of this card shows, for each email sent, 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, and the Account Type of the associated Account, if one could be identified.
How to use it: Because this card is a measure of prospecting effort, one place it can be helpful is to understand how a new AE is ramping before lagging indicator metrics become available and within the context of other cards to understand the overall nature of a rep’s performance. Another is as a check for a rep who is struggling to generate sufficient pipeline to meet quota. If his prospecting “effort” metrics are in line with the rest of his team, then he may need sales coaching to convert that effort into outcomes. However, if his prospecting effort metrics are lower, then it may be that he need to focus more time and attention on doing in the work to fill the top of the pipeline.