For most of our customers, we're pulling email and meeting data directly from Gmail or Outlook and directly off of each individual's calendar, respectively, then matching those sales activities to specific Salesforce records in order to answer questions like whether an account has been touched, what the health of an opportunity is, or whether different domains are part of the same account (as when a company uses both a .co and a .com domain, for example).
- How our matching logic to associate emails and meetings to a specific opportunity works
- Matching Issues and How To Best Fix Them
- Email Issues and How To Best Fix Them
How our matching logic to associate emails and meetings to a specific opportunity works
Here's a roundup of the steps Atrium goes through in order to account for emails and meetings on opportunities vs when an email or meeting is not on an open opportunity
- First, we look for the exact email address that appears in the email or on the calendar invite and see if that email address appears as an Opportunity Contact on any open Opportunities that are owned by the individual sending the email. If so, we associate the email or meeting to that opportunity.
- If the email address isn't on an Opportunity, we then look to see if that email address is an exact match for a Contact on any Account (or a Lead that has since been converted to a Contact). If so, we associate the sales activity to that Account, and if that Account has an open Opportunity owned by the relevant individual, we associate the email or meeting to that Opportunity as well. In this situation, if an Account has multiple open Opportunities owned by the same person, we will associate the activity to all of the opportunities for the purpose of calculating Untouched Opps, Days Between Opp Touches, and Opp Health.
- If the exact email address on the email or meeting does not appear as a Contact in Salesforce, then we look at the email domain. Personal email domains (gmail, yahoo, hotmail, etc.) are excluded from this point - we will only match communications with a personal email domain to an Account or Opportunity if the email address is an exact match. For corporate email domains, following the same logic as above, we will first look to see if an Opportunity Contact on an open Opportunity owned by the rep has the same email domain. If not, we will then look to see if any Contact on an Account has the same email domain.
- Finally, if none of those result in a match, we will look at the Website field on the Account to try to match the email domain from the email or meeting with the website domain.
If we still don't find a match at that point, we assume that the email or meeting should not be associated to any Account or Opportunity. If you are applying an account or opportunity filter in Atrium (e.g., Account Tier or Opp Source), these sales activities that we were unable to associate will be bucketed as "Unspecified" for those filters.
Additionally, many organizations have chosen to "blocklist" certain email addresses or email domains because those domains belong to vendors, sales trainers, or others involved in internal meetings. If a domain has been blocklisted, then we will exclude activities with that domain from all of the reporting in Atrium. If you have questions about your organization's blocklist, please ask Customer Success for assistance.
Important to note: As with all Atrium data, email and meeting data does not update in real time. You will see updates throughout the day and the following day. Over time, as Atrium learns the behaviors of your business, time to update will reduce.
Matching Issues and How To Best Fix Them
When there are issues with Atrium matching emails and meetings to an Account or Opp, it's usually because of a data-hygiene problems in Salesforce. That is, Atrium "sees" the meeting or email, but is unable to match it to the Opportunity or Account.
Below are some tips to help "clean up" data issues on Salesforce to help Atrium associate an email or meeting to an Opp -
- Is the email address being communicated with a different domain from the Website field URL on the Account? Add them as a Contact record to the account, this should solve that!
- Is the Website field empty on the Account? Add the relevant domain to Website field to resolve this!
- Is the person being communicated with not a Contact on the Account? Let's add them to the account so there are no more data issues!
Email Issues and How To Best Fix Them
When there are discrepancies in the email count for one or two reps but the issue is not org-wide, it's usually because of processes with sending emails through Salesforce that are not translating to your rep's email inbox. The most common reason for this is the use of a third-party integration that processes emails for your reps within Salesforce, but that process is not sending a copy to either Gmail or Outlook for Atrium to see.
Here's a quick checklist to see if this is the case -
- Are you using a third-part Salesforce integration, such as Salesloft or Outreach? Make sure to check with your Salesforce admin that the integration is set to send a copy to the corresponding email account
- Can you find the original email sent in Salesforce and are you able to locate a copy of that email in your rep's Gmail or Outlook email account? If this is the case then it's likely an issue related to the first point above
- Is your rep manually deleting email copies? If so, then the email count will be skewed as once an email is deleted we can no longer retrieve and count it
If you find that there are persistent issues for email and meeting matching, or email counts, and none of the above issues apply to you, please reach out to our Support team at Support@atriumhq.com for assistance!