ZoomInfo InboxAI’s Playbooks – Questionnaire

The following article aims at helping teams to define playbooks through a set of questions.

As described in ZoomInfo InboxAI’s playbooks – concepts article there are three sections that need to be addressed.

  1. Scope
  2. Metrics
  3. Action

1. Scope related questions

Questions that help identify the segment of  accounts and/or opportunities that share a common engagement pattern.

New business

  1. Do you segment by account firmographics? including: Industry, Territory, Products sold, Number of employees, total revenue, potential revenue for you
  2. Do you segment by current open opportunities? including: opportunity amount, opportunity source and the options above, industry, geo, product.
  3. Do you expect a different engagement level along the opportunity lifetime? How would you determine it? Is it the opportunity stage, time until close date, other?


Similar questions to New business


Similar to new business.

  1. Do you segment by account firmographics? including: Industry, Territory, Products sold, Number of employees, total revenue, potential revenue for you
  2. Do you have renewal opportunities in CRM?  Do you maintain stages e.g. on-boarding, on-going, pre-renewal?
  3. Do you expect a different engagement level during the service term? e.g. more activity during on-boarding and prior to renewal.

2. Metric related questions

The following questions will help identify the type of metrics that are important to you.

Account and opportunity data

Would you like your team to be notified? examples:

  1. Time at stage is more than 30 days
  2. More than 90 days since last engagement with the prospect/customer (inbound email, meeting)
  3. More than 45 days since last touch from our side (outbound email, meeting)
  4. You should have at least one meeting per quarter
  5. No future meeting scheduled
  6. Renewal date is due in 120 days


Here are some possible metrics that could be interesting to be notified?

  1. How often would you like to your team engage every month? Engagement includes: inbound emails, meetings and phone calls.
  2. How many contacts is the minimum?
  3. How many executives should your team engage with?
  4. What is the desired response time to any customer email?
  5. Should your team send an agenda email prior to a meeting and summary and action items after the meeting?

Customer service

You can also set targets on customer service cases. Here are few examples:

  1. Number of cases created in a month/quarter should be at least 2 and not more than 5
  2. Number of cases currently open should not be more than 3
  3. Number of cases with high severity should not exceed 2
  4. SLA for cases should be no more than 5 days

Product usage

This is a more advanced option. If your product is in the SaaS (Software as a service) space you are probably capturing usage data. But also other industries have some level of product usage info like number of products sold in the last day, week, month.

This info can also be used as a metric that will be continuously monitored.


You can also set metrics around customer satisfaction either NPS, CSAT or any other metric used. Examples could include if CSAT is below 2 out of 5.

3. Coaching related aspects

As a recap. Identifying segments (section 1) allows you to set your focus, the metrics (section 2) set the targets and coaching (this section) is where you can guide your team to execute in the best possible way.

At this stage, it’ll generate a task to the relevant sales rep indicating that they should take an action to address the relevant metric. This task will be closed only when the metric target is met. They don’t need to handle the tasks maintenance (open, close, change due date) just do the activities required to get the metric back on track.

These tasks will be shown both next to each account and impact the account health as well as in the task management dashboard.

In the next release of ZoomInfo InboxAI, you will be able to communicate the relevant playbook section for each case when the metric is not met. As an example, when a customer is not responsive (hasn’t sent an email for more than 7 days) you could offer the sales rep a set of snippets that they can add to an email. The snippets could be some interesting facts about your product/service, short success stories, etc. Adding them to emails is expected to increase the likelihood to get the prospect engaged.

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