For most of our customers, we're pulling email data directly from Gmail or Outlook and meeting data directly off of each individual's calendar, 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).
Here's how our matching logic to associate emails and meetings to a specific opportunity works:
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.
One final note - 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.