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
Suggested Metrics: Wins, Bookings, Meetings, Stage Reached, Accounts Touched, Contacts Touched, Opps Owned, New Opps Owned, Pipe Owned
| 📊 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
Suggested Metrics: Wins, Bookings, Win Rate - New Business, Average Selling Price - New Business, Average Selling Price - Existing Business, Opportunities Owned, Opportunity Age, Opp Conversion: Win Rate from Stage, New Opportunities Owned, Opp Conversion: Conversion Rate from Stage, Time in Stage
| 📊 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 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
Suggested Metrics: Wins, Bookings, Meetings, Stage Reached - Opportunities Owned By, Accounts Touched, Contacts Touched, Opps Owned, New Opps Owned, Pipe Owned, Opportunities Created
| 📊 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
Suggested Metrics: Accounts Touched, Contacts Touched, Contacts Touched per Account, Emails Sent, Meetings on Calendar, Time in Meetings
| 📊 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
Suggested Metrics: Bookings, Meetings on Calendar, New Opportunities Owned, New Pipeline Owned, Opportunities Owned, Pipeline by Close Date, Pipeline Owned, Stage Reached (Opportunities Owned), Weighted Pipeline by Historical Win Rates, Wins
| 📊 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
Suggested Metrics: Accounts Touched, Activity Points, Emails Sent, Gong - Talk Ratio, Meetings on Calendar, New Opportunities Owned, New Pipeline Owned, Opportunities Owned, Pipeline Owned
| 📊 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
Suggested Metrics: Accounts Touched, Average Sales Cycle, Average Selling Price, Average Selling Price - New Business, Emails Sent, Meetings on Calendar, New Opportunities Owned, Weighted Pipeline by Historical Win Rates, Win Rate - New Business
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
Suggested Metrics: Average Selling Price, Average Selling Price - New Business, Average Selling Price - Existing Business, Bookings, Meetings on Calendar, New Opportunities Owned, New Pipeline Owned, Pipeline at Stage Reached - Opp Owned By, Pipeline at Stage Reached - Opp Sourced By, Pipeline Change, Pipeline Owned, Weighted Pipeline by Historical Win Rates, Win Rate - New Business
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)
Broadcast Cadence: Weekly Thursday at 9AM (Screenshot)
Example Screenshot(s): LINK
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
