A playbook on monitoring, managing, and improving the key selling inputs and outputs of Account Executives.

Want help deploying one of these playbooks? Contact your CSM here.

Overview

Instrumenting the inputs and outputs of AE selling efforts ensures that individuals and teams are performing at the required levels, and if not, allows managers to intervene and change behavior to improve that performance.

This playbook will show you suggested views and KPIs to use in Atrium in order to measure, manage, and improve your team performance.

Roles

Inside Sales - SMB through Enterprise
Outside Sales - SMB through Enterprise

Suggested Metrics

Role & Segment(s)	🟢 Basic	⬥⬥ Advanced
Inside Sales AEs and Outside Sales AEs	Average Selling Price, Bookings, Meetings on Calendar, Opportunities Owned, Pipeline Owned, Win Rate, Wins	New Opportunities Owned, New Pipeline Owned, Opp Conversion: Conversion Rate from Stage, Opp Conversion: Win Rate from Stage, Opportunity Age, Pipeline at Stage Reached - Opp Owned By, Pipeline at Stage Reached - Opp Sourced By, Pipeline Change, Time in Stage, Weighted Pipeline by Historical Win Rates

Suggested Views

These are a few suggested views to help monitor, manage, and improve rep and team performance as relates to tracking AE core metrics. The best practice is to group them together in a folder.

If you’d like to get amazing at innovating your own Atrium views, these guides on Dashboards, and Alert Feeds are a great place to start.

📈 💰 🥖 AE Team - Last Week Outcomes / Month Progress

Read more about Dashboards in Atrium here.

View Type: Dashboard

View Description: A dashboard with a combination of leading and lagging indicators, showing outcomes from last week and progress against the current month’s goals.

Roles & Segments: Inside Sales - SMB through Enterprise, Outside Sales - SMB through Enterprise

Subject(s): Individual AEs on the team

📊 Metric, Filters, Splits	👫 Subject(s)	📅 Time Interval	📅 Time Grouping	📸 Screenshot
Wins	All AEs	This Month	None	Screenshot
Bookings	All AEs	This Month	None	Screenshot
Meetings	All AEs	Last Week	None	Screenshot
Meetings	All AEs	This Month	None	Screenshot
Stage Reached	All AEs	Last Week	None	Screenshot
Stage Reached	All AEs	This Month	None	Screenshot
Accounts Touched	All AEs	Last Week	None	Screenshot
Accounts Touched	All AEs	This Month	None	Screenshot
Contacts Touched	All AEs	Last Week	None	Screenshot
Contacts Touched	All AEs	This Month	None	Screenshot
New Opps Owned	All AEs	This Month	None	Screenshot
New Pipe Owned	All AEs	This Month	None	Screenshot
Opps Owned	All AEs	Now	None	Screenshot
Pipe Owned	All AEs	Now	None	Screenshot

Broadcast Audience: AE Team List Serve, AE Team Slack Channel (Screenshot)

Broadcast Cadence: Weekly on Sundays at 10AM for managers and reps to review last week’s results compared to this month’s trajectory on a regular basis (Screenshot)

Example Screenshot(s): LINK

💰 🚄 💨 Sales Velocity Formula Dash (New Biz + Winback)

Read more about Dashboards in Atrium here.

View Type: Dashboard

View Description: A dashboard with a combination of leading and lagging indicators, showing sales velocity totals and rep details - with conversions.

Roles & Segments: Inside Sales - SMB through Enterprise, Outside Sales - SMB through Enterprise

Subject(s): Individual AEs on the team, Team Total, Team Average

📊 Metric, Filters, Splits	👫 Subject(s)	📅 Time Interval	📅 Time Grouping	📸 Screenshot
Bookings (Split by Opp Type)	Team Total	This Year	Month	Screenshot
Wins (Split by Opp Type)	Team Total	This Year	Month	Screenshot
Bookings (Split by Opp Type)	Team Total	Trailing 12 Months	Month	Screenshot
Wins (Split by Opp Type)	Team Total	Trailing 12 Months	Month	Screenshot
Bookings (Split by Opp Type)	All AEs	This Quarter	None	Screenshot
Wins (Split by Opp Type)	All AEs	This Quarter	None	Screenshot
Bookings (Split by Opp Type)	All AEs	Trailing 90 Days	None	Screenshot
Wins (Split by Opp Type)	All AEs	Trailing 90 Days	None	Screenshot
Win Rate - New Business	All AEs	Trailing 90 Days	None	Screenshot
Average Selling Price - New Business	All AEs	Trailing 90 Days	None	Screenshot
Average Selling Price - Existing Business	All AEs	Trailing 90 Days	None	Screenshot
Opportunities Owned (Filtered on Opp Status = Closed Won, Closed Lost and on Opp Type Not equal to Renewals) (Split by Opp Status)	All AEs	Trailing 90 Days	None	Screenshot
Opportunity Age (Filtered on Opp Status = Closed Won and Opp Type not equal to Renewals)	All AEs	Trailing 90 Days	None	Screenshot
Opp Conversion: Win Rate from Stage (From Stage = one of your Opp Stages)	ALL AEs	Trailing 90 Days	NA	Screenshot
New Opportunities Owned	All AEs	Trailing 90 Days	None	Screenshot
Opportunities Owned	All AEs	Today	None	Screenshot
Win Rate - New Business	Team Total	Trailing 12 Months	Month	Screenshot
Average Selling Price - New Business	Team Toal	Trailing 12 Months	Month	Screenshot
Opportunity Age (Filtered on Opp Status = Closed Won)	Team Total	Trailing 12 Months	Month	Screenshot
Opportunities Owned (Split by Opp Type)	Team Average	Trailing 12 Months	Month	Screenshot
New Opportunities Owned (Split by Reached Sales Accepted)	Team Average	Trailing 12 Months	Month	Screenshot
New Opportunities Owned (Split by Reached Sales Accepted)	Team Total	Trailing 12 Months	Month	Screenshot
Opp Conversion: Conversion Rate from Stage (From Stage = Any Stage)	All AEs	Trailing 90 Days	NA	Screenshot
Opp Conversion: Win Rate from Stage (From Stage = Any Stage)	All AEs	Trailing 90 Days	NA	Screenshot
Time in Stage (Filtered on Opp Stage = Closed Won)	All AEs	Trailing 90 Days	NA	Screenshot
New Opportunities Owned (Filtered on Reached Sales Accepted = Yes)	All AEs	Trailing 90 Days	Month	Screenshot
New Opportunities Owned (Filtered on Reached Sales Accepted = Yes)	Team Total	Trailing 12 Months	Month	Screenshot

Broadcast Audience: AE Team List Serve, AE Team Slack Channel (Screenshot)

Broadcast Cadence: Weekly on Sundays at 1:30PM for the team get the lay of the land on aggregate results over the past 12 months (Screenshot)

Example Screenshot(s): LINK

💰 🥓 🥖 AE Team Key Weekly Outcomes

Read more about Dashboards in Atrium here.

View Type: Dashboard

View Description: A dashboard showing key outcomes by AE for the current week and current month.

Roles & Segments: Inside Sales - SMB through Enterprise, Outside Sales - SMB through Enterprise

Subject(s): Individual AEs on the team

📊 Metric, Filters, Splits	👫 Subject(s)	📅 Time Interval	📅 Time Grouping	📸 Screenshot
Wins (Split by Opp Type)	All AEs	This Week	None	Screenshot
Wins (Split by Opp Type)	All AEs	This Month	None	Screenshot
Stage Reached - Opportunities Owned By (Reached = One of your Opp Stages)	All AEs	This Week	None	Screenshot
Stage Reached - Opportunities Owned By (Reached = One of your Opp Stages)	All AEs	This Month	None	Screenshot
Opportunities Created (Split by Opp Source)	All AEs	This Week	None	Screenshot
Opportunities Created (Split by Opp Source)	All AEs	This Month	None	Screenshot
Bookings (Split by Opp Type)	All AEs	This Month	None	Screenshot

Broadcast Audience: AE Team List Serve, AE Team Slack Channel (Screenshot)

Broadcast Cadence: Weekly on Saturdays at 10:00AM (Screenshot)

Example Screenshot(s): LINK

🏃‍♀️ AE Team - Mid-Week Tempo Dash - LOE Metrics

Read more about Dashboards in Atrium here.

View Type: Dashboard

View Description: Level of effort metrics across all the AE team.

Roles & Segments: Inside Sales - SMB through Enterprise, Outside Sales - SMB through Enterprise

Subject(s): Individual AEs on the team

📊 Metric, Filters, Splits	👫 Subject(s)	📅 Time Interval	📅 Time Grouping	📸 Screenshot
Time in Meetings (Split by Meeting Type)	All AEs	This Week	None	Screenshot
Time in Meetings (Split by Meeting Type)	All AEs	Trailing 30 Days	Week	Screenshot
Meetings on Calendar (Split by Meeting Type)	All AEs	This Week	None	Screenshot
Meetings on Calendar (Split by Meeting Type)	All AEs	Trailing 30 Days	Week	Screenshot
Accounts Touched	All AEs	This Week	None	Screenshot
Accounts Touched	All AEs	Trailing 30 Days	None	Screenshot
Contacts Touched	All AEs	This Week	None	Screenshot
Contacts Touched	All AEs	Trailing 30 Days	None	Screenshot
Emails Sent	All AEs	This Week	None	Screenshot
Emails Sent	All AEs	Trailing 30 Days	None	Screenshot
Contacts Touched per Account	All AEs	This Month	None	Screenshot
Contacts Touched per Account	All AEs	Trailing 6 Months	None	Screenshot

Broadcast Audience: AE Team List Serve, AE Team Slack Channel (Screenshot)

Broadcast Cadence: Weekly on Wednesdays at 12:30PM (Screenshot)

Example Screenshot(s): LINK

📈 💰 🥖 AE Team - Last Month Outcomes / Quarter In Progress

Read more about Dashboards in Atrium here.

View Type: Dashboard

View Description: Outcomes from last month and quarter in progress for the AE team

Roles & Segments: Inside Sales - SMB through Enterprise, Outside Sales - SMB through Enterprise

Subject(s): Individual AEs on the team

📊 Metric, Filters, Splits	👫 Subject(s)	📅 Time Interval	📅 Time Grouping	📸 Screenshot
Wins (Split by Opp Type)	All AEs	Last Month	None	Screenshot
Wins (Split by Opp Type)	All AEs	This Quarter	None	Screenshot
Bookings (Split by Opp Type)	All AEs	Last Month	None	Screenshot
Bookings (Split by Opp Type)	All AEs	This Quarter	None	Screenshot
Meetings on Calendar (Split by Meeting Type)	All AEs	Last Month	None	Screenshot
Meetings on Calendar	All AEs	This Quarter	Week	Screenshot
Stage Reached - Opportunities Owned (Split by Opp Type, Reached Any Stage)	All AEs	Last Month	None	Screenshot
Stage Reached - Opportunities Owned (Split by Opp Type, Reached Any Stage))	All AEs	This Quarter	None	Screenshot
New Opportunities Owned (Split by Opp Source)	All AEs	Last Month	None	Screenshot
New Opportunities Owned (Split by Opp Source)	All AEs	This Quarter	None	Screenshot
New Pipeline Owned (Split by Opp Source)	All AEs	Last Month	None	Screenshot
New Pipeline Owned (Split by Opp Source)	All AEs	This Quarter	None	Screenshot
Opportunities Owned (Split by Opp Stage)	All AEs	Now	None	Screenshot
Pipeline Owned (Split by Opp Stage)	All AEs	Now	None	Screenshot
Weighted Pipeline by Historical Win Rates	All AEs	This Quarter	None	Screenshot
Pipeline by Close Date	All AEs	This Quarter	None	Screenshot

Broadcast Audience: AE Team List Serve, AE Team Slack Channel (Screenshot)

Broadcast Cadence: 2nd day of each month at 9AM (Screenshot)

Example Screenshot(s): LINK

☀️ 🍳 AE Rise & Shine Dash - AE Team

Read more about Dashboards in Atrium here.

View Type: Dashboard

View Description: Shows whether the AE team is keeping on top of its daily activities

Roles & Segments: Inside Sales - SMB through Enterprise, Outside Sales - SMB through Enterprise

Subject(s): Individual AEs on the team

📊 Metric, Filters, Splits	👫 Subject(s)	📅 Time Interval	📅 Time Grouping	📸 Screenshot
Activity Points (Split by Activity Type)	All AEs	Yesterday	None	Screenshot
Activity Points (Split by Activity Type)	All AEs	This Week	None	Screenshot
Emails Sent (Split by Opp Size)	All AEs	Yesterday	None	Screenshot
Emails Sent (Split by Opp Size)	All AEs	This Week	None	Screenshot
Accounts Touched (Split by Opp Stage)	All AEs	Yesterday	None	Screenshot
Accounts Touched (Split by Opp Stage)	All AEs	This Week	None	Screenshot
Meetings on Calendar (Split by Meeting Type)	All AEs	Yesterday	None	Screenshot
Meetings on Calendar (Split by Meeting Type)	All AEs	This Week	None	Screenshot
Emails Sent	All AEs	Trailing 30 Days	Week	Screenshot
Emails Sent	All AEs	Trailing 90 Days	Month	Screenshot
Accounts Touched	All AEs	Trailing 30 Days	Week	Screenshot
Accounts Touched	All AEs	Trailing 90 Days	Month	Screenshot
Meetings on Calendar	All AEs	Trailing 30 Days	Week	Screenshot
Meetings on Calendar	All AEs	Trailing 90 Days	Month	Screenshot
Gong - Talk Ratio	All AEs	Trailing 30 Days	Week	Screenshot
Gong - Talk Ratio	All AEs	Trailing 6 Months	Month	Screenshot
New Opportunities Owned	All AEs	This Week	None	Screenshot
New Opportunities Owned	All AEs	This Month	None	Screenshot
New Pipeline Owned (Split by Opportunity Status)	All AEs	This Week	None	Screenshot
New Pipeline Owned (Split by Opportunity Status)	All AEs	This Month	None	Screenshot
Opportunities Owned	All AEs	Now	None	Screenshot
Pipeline Owned (Split by Opp Stage)	All AEs	Now	None	Screenshot

Broadcast Audience: AE Team List Serve, AE Team Slack Channel (Screenshot)

Broadcast Cadence: Daily 9AM (except on days you have your team meeting) (Screenshot)

Example Screenshot(s): LINK

⚠️ AE Team Per Rep Warning Alert Feed

Read more about Alert Feeds in Atrium here.

View Type: Alert Feed

View Description: Things to be aware of on the AE team. Broadcast to leadership only.

Roles & Segments: Inside Sales - SMB through Enterprise, Outside Sales - SMB through Enterprise

Subject(s): All AEs

Alert Categories: Personal alerts. Peer alerts. Goal alerts. Ramping peer alerts. Ramping goal alert, Strategy insights (Screenshot)

Alert Type(s): Warning Alerts

Broadcast Audience: Leadership List Serve, Leadership Slack Channel (Screenshot)

Broadcast Cadence: Weekly Thursday at 9AM (Screenshot)

Example Screenshot(s): LINK

⚠️ AE Team - Key Team Level Alerts

Read more about Alert Feeds in Atrium here.

View Type: Alert Feed

View Description: Important team-level alerts for AE team. Relevant for a first level and second level manager.

Roles & Segments: Inside Sales - SMB through Enterprise, Outside Sales - SMB through Enterprise

Subject(s): All AEs

Alert Categories: Personal alerts. Peer alerts. Goal alerts. Ramping peer alerts. Ramping goal alert (Screenshot)

Alert Type(s): Positive alerts, Warning alerts, Neutral alerts (Screenshot)

Broadcast Audience: First and second-level managers List Serve, First and second-level managers Slack Channel (Screenshot)

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📔 Atrium Playbook: 💰📊 AE Core Metrics

Table of Contents

Overview

Roles

Suggested Metrics

Suggested Views

📈 💰 🥖 AE Team - Last Week Outcomes / Month Progress

💰 🚄 💨 Sales Velocity Formula Dash (New Biz + Winback)

💰 🥓 🥖 AE Team Key Weekly Outcomes

🏃‍♀️ AE Team - Mid-Week Tempo Dash - LOE Metrics

📈 💰 🥖 AE Team - Last Month Outcomes / Quarter In Progress

☀️ 🍳 AE Rise & Shine Dash - AE Team

⚠️ AE Team Per Rep Warning Alert Feed

⚠️ AE Team - Key Team Level Alerts

View Example Screenshots

📈 💰 🥖 AE Team - Last Week Outcomes / Month Progress

💰 🚄 💨 Sales Velocity Formula Dash (New Biz + Winback)

💰 🥓 🥖 AE Team Key Weekly Outcomes

🏃‍♀️ AE Team - Mid-Week Tempo Dash - LOE Metrics

📈 💰 🥖 AE Team - Last Month Outcomes / Quarter In Progress

☀️ 🍳 AE Rise & Shine Dash - AE Team

⚠️ AE Team Per Rep Warning Alert Feed

⚠️ AE Team - Key Team Level Alerts