Reviewing opportunities in 1:1s or during pipeline review meetings are highly based on the subjective input provided by the opportunity owner. Not any more. With InboxAI you can win more deals based on data driven metrics.
ZoomInfo InboxAI (formerly Komiko) adds engagement insights information into Salesforce objects so you can extend your existing reports and dashboards and build new ones. The engagement insight fields are added to the following Salesforce objects:
The following describes the different engagement metrics available in Salesforce and then proposes several ways to integrate them into your processes, reports and dashboard.
Each company is expected to pick the right set of metrics that address their specific needs and process.
1. Pipeline engagement metrics by InboxAI
Here are the specific engagement metrics that are available in Salesforce.
a. Last activity dates – days since
One of the recommended practices is to create a set of Salesforce formula fields that convert the date to <days since>. As an example, Seeing that the last inbound email was 37 days ago pops up vs a date that needs to be parsed.
- Last inbound date – possibly add <days since last inbound> field
Today () – DATEVALUE (KomikoLastOutboundDateTime__c)
- Last outbound date – possibly add <days since last outbound> field
Today () – DATEVALUE (KomikoLastInboundDateTime__c)
- Last meeting date – possibly add <days since last meeting> field
Today () – DATEVALUE (KomikoLastEventDateTime__c)
- Next meeting date – possibly add <days to next meeting> field
DATEVALUE (KomikoNextEventDateTime__c)- Today ()
It would also make sense to create a <days since last touch> field. Last touch is considered as the last time that the customer has actually interacted with us. Not us sending them an outbound email with no reply. The common practice is to combine the <last inbound date> and <last meeting date> fields. This could also replace the two individual <days since> fields.
MIN (IF(ISBLANK(Today () – DATEVALUE (Account.KomikoLastInboundDateTime__c)),9999, (Today () – DATEVALUE (Account.KomikoLastInboundDateTime__c)) ),
IF(ISBLANK(Today () – DATEVALUE (Account.KomikoLastEventDateTime__c)),9999,(Today () – DATEVALUE (Account.KomikoLastEventDateTime__c)) ))
b. Engagement scores (K-Score)
In short, K-Score is a proxy of the strength of engagement. More details about the calculation method can be found in this help article.
K-Score is calculated over three time periods: 1/ Monthly – last 30 days 2/ Quarterly – last 90 days and 3/ Yearly – last 365 days.
For each time period there are four sub-metrics 1/ raw score – can provide better granularity over percentile, when needed 2/ K-Score percentile relative to all other accounts or opportunities, etc 3/ trend vs previous period (last week for monthly) – raw score 4/ trend – percentile.
Here are the 12 individual metrics
- Monthly K-Score
- Monthly K-Score – API name: KomikoMKScore__c
- Monthly K-Score Trend – KomikoMKScoreTrend__c
- Monthly K-Score Percentile – KomikoMKScorePercentile__c
- Monthly K-Score Percentile Trend – KomikoMKScorePercentileTrend__c
- Quarterly K-Score
- Quarterly K-Score – KomikoQKScore__c
- Quarterly K-Score Trend – KomikoQKScoreTrend__c
- Quarterly K-Score Percentile – KomikoQKScorePercentile__c
- Quarterly K-Score Percentile Trend – KomikoQKScorePercentileTrend__c
- Yearly K-Score
- Yearly K-Score – KomikoKScore__c
- Yearly K-Score Trend – KomikoKScoreTrend__c
- Yearly K-Score Percentile – KomikoKScorePercentile__c
- Yearly K-Score Percentile Trend – KomikoKScorePercentileTrend__c
c. Best contact and team members
Based on Quarterly K-Score InboxAI identifies the person from the customer side (contact) that has the highest K-Score and the person from our side (team member) that has the highest score.
- Best contact – this contact person needs to be your designated Point of Contact/Champion. It should have the right seniority level in the organization to drive the deal.
- Best connection (team members) – is expected to be the account or opportunity owner. It is worth understanding the reasons when it is different.
Conceptual difference between last activity and K-Score
On one hand, last activity info is very concrete and easy to understand and influence. You sent your last email 3 days ago, you received the last email 7 days ago, etc.
On the other hand it is missing history depth. As an example, assuming you were not in contact with your customer for a very long time and then you sent and received an email from them. The lack of engagement will not be reflected in the last activity dates.
That’s where K-Score comes into play. It gives you the history depth of your strength of engagement along a time period and how it is trending. In case of opportunities the monthly K-Score is probably the best metric, since live opportunity is expected to have health engagement along the sale cycle.
2. Possible ways to enrich your pipeline reports
Different people have different styles of operation. The two extremes include:
- Multiple detailed metrics – Enrich the pipeline report with some of the most significant detailed metrics
- Summary calculated metrics – Create one or few combined metrics
We would recommend to start from the detailed approach that gives you visibility into the specific metric that can easily be explained and in a second stage try to combine some of them into fewer metrics.
a. First step – the detailed approach
(1) Last activity – four <days since> fields
Create four <days since/to> calculated fields and surface all of them on the pipeline report. Each one tells a different story. As written above you may want to consider combining <last inbound> and <last meeting>, but even these two are not the same.
Here is our interpretation to each metric
- Last meeting – it is the most meaningful event. The challenge is no shows that are not updated.
- Last inbound – inbound email is the most explicit customer touch.
- Last outbound – the last attempt made by us to connect
- Next meeting – having a next meeting in the near future is a very positive indication
(2) Engagement score – two monthly percentile K-Score fields
Add the two engagement strength fields:
- monthly K-Score percentile – how well are you engaged – healthy opportunities should have above 50 percentile
- Monthly K-Score percentile trend – healthy opportunities should have either positive trend or low figure negative
(3) Best contact and team members
This should be considered at the lowest priority.
These metrics along with the opportunity stage and close date will provide unique insights that can help improve your pipeline velocity.
b. Composite metrics
It is possible to build calculated fields that will bring together stage, close date, last activity and engagement strength. Here is an example.
You may want to consider dividing your opportunities into three groups and apply different targets:
- Expected to close in less than 30 days
- Expected to close in 30 – 90 days
- Expected to close in 90 – 270 days
Opportunities closing in less than 30 days
Goal: Keep close engagement, value having next meeting
Here is the way that it can be formulated in Salesforce:
|Score||Next meeting||Last touch (inbound or meeting)|
|100||Prior to closed date||< 3 days|
|80||NA||< 3 days|
|80||Prior to closed date||4 - 7 days|
|60||NA||4 - 7 days|
|60||Prior to closed date||> 7 days|
|40||NA||> 7 days|
|40||Prior to closed date||> 14 week days|
|20||NA||> 14 week days|
|20||Prior to closed date||>21 week days|
|0||NA||>21 week days|
Needs to be completed with the other cases.
IF (AND((KomikoNextEventDateTime__c <= ClosedDate),
IF (AND(OR(ISBLANK(KomikoNextEventDateTime__c),KomikoNextEventDateTime__c>ClosedDate), (Today()-DATEVALUE(KomikoLastInboundDateTime__c)<3)),80,