A playbook on monitoring, managing, and improving the prospecting inputs and outputs of Account Executives and other selling staff.
Overview
Want help deploying one of these playbooks? Contact your CSM here.
For many sales organizations, the ability for sellers, whether Account Executives, Account Managers, or other, to fill or augment their pipeline via self-prospecting is critical.
This can be the case for sales organizations who don’t have SDR / AE specialization, whose SDR and marketing support levels indicate a need for self-prospecting, and especially for higher average selling price / enterprise sales motions where the ability to get into accounts requires relationships more likely to be held by senior sales executives.
Whatever the reason, instrumenting the inputs and outputs of AE prospecting efforts ensures that individuals and teams are performing at the required levels, and if not, allows management to intervene and change behavior to improve that performance.
Roles
- Inside Sales - SMB through Enterprise
- Outside Sales - SMB through Enterprise
- Account Management - SMB through Enterprise
Suggested Metrics
| Role & Segment(s) | 🟢 Basic | ⬥⬥ Advanced |
|---|---|---|
| Inside Sales, Outside Sales, Account Management | Opportunities Created, Pipeline Created, Prospecting Accounts Touched | Stage Reached - Opp Sourced, Bookings Sourced |
Suggested Views
These are a few suggested views to help monitor, manage, and improve AE Self-Prospecting for your reps and team. 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, Alert Feeds, Opp Health Views, and Goals are a great place to start.
🎣 💰 AE Self-Prospecting Dashboard
Read more about Dashboards in Atrium here.
View Type: Dashboard
View Description: A dashboard focused on the creation of self-sourced opportunities and pipeline for AEs, the activities associated with that, and performance over time.
Roles & Segments: Inside & Outside Sales, Account Management, SMB through Enterprise
Subject(s): Individual sellers and team totals
Suggested Metrics: Opportunities Created, Pipeline Created, Prospecting Accounts Touched, Stage Reached - Opp Sourced, Bookings Sourced
| 📊 Metric, Filters, Splits | 👫 Subject(s) | 📅 Time Interval | 📅 Time Grouping | 📸 Screenshot |
|---|---|---|---|---|
| Opportunities Created (Filtered to relevant Opp Source) | All AEs on Team | Last Week | Totaled | Screenshot |
| Opportunities Created (Filtered to relevant Opp Source) | All AEs on Team | This Month | Totaled | Screenshot |
| Opportunities Created (Filtered to relevant Opp Source) | All AEs on Team | This Quarter | Totaled | Screenshot |
| Pipeline Created (Filtered to relevant Opp Source) | All AEs on Team | This Quarter | Totaled | Screenshot |
| Prospecting Accounts Touched | All AEs on Team | Trailing 30 Days | Totaled | Screenshot |
| Prospecting Accounts Touched | All AEs on Team | Trailing 6 Months | Month | Screenshot |
| Opportunities Created (Filtered to relevant Opp Source) | All AEs on Team | Trailing 90 Days | Totaled | Screenshot |
| Pipeline Created (Filtered to relevant Opp Source) | All AEs on Team | Trailing 90 Days | Totaled | Screenshot |
| Opportunities Created (Filtered to relevant Opp Source) | Team Total | Trailing 12 Months | Month | Screenshot |
| Prospecting Accounts Touched | Team Total | Trailing 12 Months | Month | Screenshot |
| Opportunities Created (Filtered to relevant Opp Source) | Team Total | Trailing 12 Months | Quarter | Screenshot |
| Opportunities Created (Filtered to relevant Opp Source) | All AEs on Team | Trailing 12 Months | Quarter | Screenshot |
| Bookings Sourced | All AEs on Team | Trailing 12 Months | Quarter | Screenshot |
| Bookings Sourced | Team Total | Trailing 6 Months | Totaled | Screenshot |
Broadcast Audience: AE Team Email List Serve, AE Team Slack Channel (Screenshot)
Broadcast Cadence: Weekly broadcast at the beginning of the week - Sunday, Monday, or Tuesday morning.
Other Distribution: Hyperlink in AE Team Meeting Agenda
Example Screenshot(s): Screenshot
🎣 💰 AE Self-Prospecting Goals
Read more about goals in Atrium here.
View Type: Goal Set
Roles & Segments: Inside & Outside Sales, Account Management, SMB through Enterprise
Suggested Metrics: Opportunities Created / Pipeline Created, Prospecting Accounts Touched, Bookings Sourced
| 📊 Metrics & Filters | 📅 Time Interval | ❓Notes |
|---|---|---|
| Self-Sourced Opportunities Created / Pipeline Created | Month or Quarter | Filter opportunity creation to the relevant opportunity source. And depending on sales motion set monthly or quarter targets. |
| Prospecting Accounts Touched | Week or Month | Consider Prospecting Emails as well. |
| Bookings Sourced | Quarter | NA |
🎣 💰 AE Prospecting Alert Feed
Read more about Alert Feeds in Atrium here.
View Type: Alert Feed
View Description: An alert feed composed of trend, peer, and goals alerts for a set of AE Prospecting metrics.
Roles & Segments: Inside & Outside Sales, Account Management, SMB through Enterprise
Subject(s): All AE Team Members and Team-Level Alerts
Suggested Metrics: Opportunities Created, Pipeline Created, Prospecting Accounts Touched
Alert Categories: Personal Alerts, Peer Alerts, Goal Alerts, Ramping Peer Alerts, Ramping Goal Alerts
Alert Type(s): Positive Alerts, Warning Alerts, Neutral Alerts
Broadcast Audience: AE Team Email List Serve, AE Team Slack Channel (Screenshot)
Broadcast Cadence: Weekly broadcast at the beginning of the week - Sunday, Monday, or Tuesday morning.
Example Screenshot(s): Screenshot
View Example Screenshots
🎣 💰 AE Self-Prospecting Dashboard
🎣 💰 AE Prospecting Alert Feed
