A playbook that identifies the key metrics to monitor, manage, and improve the customer relationship management activities of Account Managers and Customer Success Managers.
Overview
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For managers of AM and CSM teams within modern sales organizations, leading by metrics means leading the team to success. AMs and CSMs are not just responsible for processing expansions and renewals – they’re responsible for the effort and efficiency it takes on a day-to-day basis to make them a no-brainer.
Managing by metric helps identify the successful upstream habits of top-performing reps and empowers managers with the behavioral blueprint to be replicated across the rest of the team.
Maintaining customer relationships to ensure value is based on frequent and meaningful communication focused on the customer’s priorities. This playbook outlines core KPIs for AMs and CSMs to measure how reps are cultivating their assigned accounts, and to provide insights that managers can leverage to uplevel their team’s performance as a whole!
Roles
- Account Managers - SMB through Enterprise
- Customer Success Managers - SMB through Enterprise
Suggested Metrics
| Role & Segment(s) | 🟢 Basic | ⬥⬥ Advanced |
|---|---|---|
| Account Managers | Meetings on Calendar, Time in Meetings, Opportunities Owned, Accounts Touched, Contacts Touched, Emails Sent, Contacts Touched per Account | Activity Points, Days Between Opp Touches |
| Customer Success Managers | Meetings on Calendar, Time in Meetings, Opportunities Owned, Accounts Touched, Contacts Touched, Emails Sent, Contacts Touched per Account | Activity Points, Days Between Opp Touches |
Suggested Views
These are a few suggested views to help monitor, manage, and improve 📊 AM/CSM Core LOE activities for your reps and teams. 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.
🏃 🏃♀️ 📊 AM/CSM Core LOE Activities Dashboard
View Type: Dashboard
View Description: A dashboard with a combination of inputs and outputs of customer relationship management activities, grouped by week, month, or trailing 6 months.
Roles & Segments: All AMs/CSMs, SMB through Enterprise
Subject(s): Individual AMs and CSMs
Suggested Metrics: Meetings on Calendar, Time in Meetings, Opportunities Owned, Accounts Touched, Contacts Touched, Emails Sent, Contacts Touched per Account, Activity Points, Days Between Opp Touches
| 📊 Metric, Filters, Splits | 👫 Subject(s) | 📅 Time Interval | 📅 Time Grouping | 📸 Screenshot |
|---|---|---|---|---|
| Activity Points (split by type) | All AMs/CSMs | Last Week | None | Screenshot |
| Activity Points (split by type) | All AMs/CSMs | This Month | None | Screenshot |
| Meetings on Calendar (split by type) | All AMs/CSMs | Last Week | None | Screenshot |
| Meetings on Calendar (split by type) | All AMs/CSMs | This Month | None | Screenshot |
| Time in Meetings (split by type) | All AMs/CSMs | Last Week | None | Screenshot |
| Time in Meetings (split by type) | All AMs/CSMs | This Month | None | Screenshot |
| Accounts Touched (split by opp stage-individual) | All AMs/CSMs | Last Week | None | Screenshot |
| Accounts Touched (split by opp stage-individual) | All AMs/CSMs | This Month | None | Screenshot |
| Contacts Touched (split by opp stage) | All AMs/CSMs | Last Week | None | Screenshot |
| Contacts Touched (split by opp stage) | All AMs/CSMs | This Month | None | Screenshot |
| Emails Sent | All AMs/CSMs | Last Week | None | Screenshot |
| Emails Sent | All AMs/CSMs | This Month | None | Screenshot |
| Meetings on Calendar | All AMs/CSMs | Trailing 30 Days | Weekly | Screenshot |
| Meetings on Calendar | All AMs/CSMs | Trailing 180 days | Monthly | Screenshot |
| Accounts Touched | All AMs/CSMs | Trailing 30 days | Weekly | Screenshot |
| Accounts Touched | All AMs/CSMs | Trailing 180 days | Monthly | Screenshot |
| Contacts Touched | All AMs/CSMs | Trailing 30 Days | Weekly | Screenshot |
| Contacts Touched | All AMs/CSMs | Trailing 180 Days | Monthly | Screenshot |
| Emails Sent | All AMs/CSMs | Trailing 30 Days | Weekly | Screenshot |
| Emails Sent | All AMs/CSMs | Trailing 180 Days | Monthly | Screenshot |
| Contacts Touched per Account | All AMs/CSMs | This Month | None | Screenshot |
| Contacts Touched per Account | All AMs/CSMs | Trailing 6 Months | Monthly | Screenshot |
Broadcast Audience: Entire AM/CSM Team (Screenshot)
Broadcast Cadence: Monday at 10:00am to see last week’s activity.
Other Distribution: Hyperlink in AM/CSM Team Meeting Agenda.
Example Screenshot(s): Screenshot
🏃 🏃♀️ 📊 AM/CSM Core LOE Goals
Read more about goals in Atrium here.
View Type: Goal Set
Roles & Segments: All AMs/CSMs, SMB through Enterprise
View Description: A core set of level of effort goals for AMs and CSMs in customer relationship management.
Suggested Metrics: Meetings on Calendar, Emails Sent, Contacts Touched per Account, Days Between Opp Touches
| 📊 Metrics & Filters | 📅 Time Interval | ❓Notes |
|---|---|---|
| Meetings on Calendar | Weekly-Monthly | N/A |
| Emails Sent | Weekly-Monthly | N/A |
| Contacts Touched per Account | Trailing 30 Days - Trailing 90 Days | Useful to see if multithreading is happening at accounts. |
| Days Between Opp Touches | Depends on Sales Motion | Consider how often AMs & CSMs should be contacting their opportunities. |
Example Screenshot(s): Screenshot
🏃 🏃♀️ 📊 AM/CSM Core LOE Alert
Read more about Alert Feeds in Atrium here.
View Type: Alert Feed
View Description: An alert feed of important team-level alerts for AM and CSM teams; relevant for first and second level managers.
Roles & Segments: All AMs/CSMs, SMB through Enterprise
Subject(s): Entire AM and CSM team(s).
Suggested Metrics: Accounts Touched, Activity Points, Average Selling Price, Bookings, Contacts Touched, Meetings on Calendar, New Opportunities Owned, New Pipeline Owned, Opportunities Owned, Pipeline Owned, Untouched Opps–Existing Business, Win Rate.
Alert Categories: Personal Alerts, Peer Alerts, Goal Alerts, Ramping Peer Alerts, Ramping Goal Alerts.
Alert Type(s): Positive, Warning, Neutral Alerts
Broadcast Audience: First and second level managers of AEs and CSMs, via email and Slack. (Screenshot)
Broadcast Cadence: Weekly–on Monday mornings–so managers have an early and clear understanding of what needs to be worked on during the coming week.
Example Screenshot(s): Screenshot
View Example Screenshots
🏃 🏃♀️ 📊 AM/CSM Core LOE Activities Dashboard
🏃 🏃♀️ 📊 AM/CSM Core LOE Team Goals
🏃 🏃♀️ 📊 AM/CSM Core LOE Alert
