CRM Modification for Atrium to Differentiate Manual vs Automatic Emails (Email Campaigns and Sequences)

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Update Date: June 20, 2022

Want help deploying this? Contact your CSM here. 

Overview: 

Some Atrium customers want to differentiate between the "manual" versus "automated" outbound emails that their SDR and AE teams send. This article will cover some ways to use Atrium to measure the two. 

Sales engagement tools such as Outreach, Salesloft, Groove, etc, will typically signify a “manual” email step in some way on the activity / task object that they create in SFDC. The way that they do this is different per each sales engagement software.

For customers who want to differentiate emails sent by manually typed emails vs bulk email campaigns, although typically not a native feature in sales engagement tools, we've created a way that we can usually make this happen through the Custom Task Card in Atrium. 

This document is for clearly documenting the rationale and suggested steps for modifying your CRM in a way that can help make better use of Atrium for data-driven sales management. (Video explainer of Atrium, Click by Click Tour of Atrium)

Potential Use Case: 

To visualize, set goals on, and have alerting on Manual email volumes that are sent on a per SDR basis. Specifically, to show newly onboarded reps how the top performers engage in that behavior, and then how that behavior positively impacts other KPIs (like email response rates, activity to opp creation ratios, and accounts touched to opp creation ratios). 

Outreach Approach: 

Outreach only logs “Manual” vs. “Automatic” in a text string in the subject line in a way that cannot be read by Atrium.

    • Outreach does not log “Automated” versus “Manual” as a field - and Atrium’s custom task card requires a field to read off of.
    • To solve this, create a field on the Task object in the Salesforce instance that signifies with a picklist if an email task was “Automated” or “Manual”. 
    • And then to populate that field, implement a Salesforce automation that reads off the Subject line and then automatically field-updates the above mentioned field such that Atrium’s Custom Task card can read it. 
      • Suggestions on how to do this: 
        • Use Outreach’s “Subject Line” Pattern that is already implemented in Salesforce to create an automation that when it detects the creation of a new Email task that has the prefix: “[Outreach] [Email] [Out] Manual” - stamp that new field as “Manual”
        • When the prefix is “[Outreach] [Email] [Out] Auto” - stamp the new field as “Automated”
        • Likely, the easiest way to do this is with a Formula Field that selects the relevant value from the picklist field. 

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By doing this, Atrium’s Custom Task card will be able to count the number of “Manual” emails that have been completed and will be able to visualize this, set goals on it, have alerting on it etc. 

 

Legacy Task Updates: While the above ask for a go-forward update here is the primary goal of this change request, if Sales Operations is able to go back and historically update to-date executed tasks (e.g., data download / data loader / data transform) in order to populate that new field (“Manual v. Automated Email Type”) then looking at HISTORICAL performance of the SDR team as relates to that metric would be achievable. 

 

Salesloft Approach

Native SalesLoft does not differentiate between Manual and Automated emails. However, they do have a work-around that guides their customers to differentiate emails in the Step Name, which is a field that goes to the activity object in SFDC, which cannot be read by Atrium without the use of a field. The steps to accomplish Atrium’s visibility is outlined below. 

    • The user would have to manually NAME the step on the Salesloft "Cadence Steps" to say "Manual" vs. "Automated" (e.g., in the text of the step name)
    • Create a field on the Activity object in the Salesforce instance that signifies with a picklist if an email task was “Automated” or “Manual”. 
    • And then to populate that field, implement a Salesforce automation that reads off the Step Name and then automatically field-updates the above mentioned field such that Atrium’s Custom Task card can read it. 
      • "If Step_Name has 'manual' in it, stamp a TYPE field that says "Manual"
      • "If Step_Name has ‘Automated’ in it, stamp a TYPE field that says "automated"
      • Likely, the easiest way to do this is with a Formula Field that selects the relevant value from the picklist field.
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By doing this, Atrium’s Custom Task card will be able to count the number of “Manual” emails that have been completed and will be able to visualize this, set goals on it, have alerting on it etc. 

 

Legacy Task Updates: While the above ask for a go-forward update here is the primary goal of this change request, if Sales Operations is able to go back and historically update to-date executed tasks (e.g., data download / data loader / data transform) in order to populate that new field (“Manual v. Automated Email Type”) then looking at HISTORICAL performance of the SDR team as relates to that metric would be achievable. 

Groove Approach

Groove offers its customers Groove Insights that can be installed with a single click. Once a customer installs Groove insights, a field gets installed on the Activity object called "step type" which will display if an email that was sent from Groove was a manual email or an auto email. It is syncing from Groove straight to SFDC once the activity is completed. Atrium’s Custom Task card will be able to count the number of “Manual” emails that have been completed and will be able to visualize this, set goals on it, have alerting on it etc.