What is the RollWorks Command Center
Watch this 3-minute video to discover the main features and benefits of the RollWorks Command Center.
The Command Center offers a comprehensive view that unifies all data signals in RollWorks (fit, intent, and engagement), revealing insights on uncaptured demand, and connecting those insights with appropriate action to take:
- Create a new Account or Company in your CRM
- Set up a new Account List for advertising and sync to LinkedIn
- Export a CSV of accounts for your sales team
To get started using Command center customize and save your preferred filters to ensure you are looking at the right set of accounts. Available filter options include:
The Command Center offers these benefits:
- Consolidates buying signals into a user-friendly interface
- Links insights to actions in the RollWorks platform
- Gives clear recommendations to enhance your GTM strategy
To access, log in to RollWorks and navigate to Insights > Command Center in the left side navigation menu.
Who can access
Access to The Command Center depends on your RollWorks subscription package.
| Your Package | RollWorks Command Center |
|---|---|
| Account Based Advertising | Not Included |
| Account Based Marketing + Advertising | Included |
| Account Based Marketing | Included |
| Starter (Legacy) | Included |
| Standard (Legacy) | Included |
| Professional (Legacy) | Included |
| Ultimate (Legacy) | Included |
| Free Tier | Not Included |
To find your current package, log in to RollWorks and navigate to Settings > Billing > Plans & Usage.
Before you start
To make the most out of the Command Center, make sure you have completed the steps below:
- Install the Pixel to allow RollWorks to track your website traffic. Learn more.
- Integrate RollWorks with your CRM by completing one of the integrations below:
- Customize Journey Stages to track the progression of accounts. Learn more.
- Create your Ideal Customer Profile model in RollWorks. Learn more.
- Start monitoring account Intent signals:
- Configure General Exclusions. Learn more.
How to use the Command Center
Step 1: Select a filter class
Start by applying one or more filter classes. You can combine multiple filter from these three filter classes: Account Firmographic Data, ICP Models, and Account Lists.
The RollWorks firmographic attributes Industry, Company Size, Company Revenue, Country, are available as filters in the Command Center.
Your Ideal Customer Profiles saved under Settings will be available as filters in The Command Center. You can filter by ICP Name and ICP Fit Grades A, B, C (highest fit grades).
To create a new ICP or to update your saved ICPs go to Settings > Ideal Customer Profile. Learn more here.
After saving your ICP models in your RollWorks account settings, our algorithm will create a predictive account scoring model for each ICP you save. We will then grade all the accounts in the RollWorks database with an ICP Fit Grade from A (highest fit) to F (lowest fit). This new ICP Fit Grade data may take up to 24 hours to be available in the Command Center.
Step 2: Layer Intent and General Exclusion filters
Once you have applied one of the main filter categories (Firmographic, ICP, or Account Lists) you can layer these additional filters:
- Intent Data: RollWorks Keyword Intent and Bombora Company Surge
- General Exclusions
You can filter your criteria by any of the Intent Keywords you are monitoring through RollWorks. Intent for a specific account is determined by how an account is consuming content related to that keyword in comparison with all the other hundreds of thousands of keywords that RollWorks tracks globally.
When applying a RollWorks Keyword Intent filter to your criteria, we will include any accounts showing intent for that topic at any Intent Level, both “High” and “Very High”.
To change the RollWorks Intent Keywords you are monitoring you can navigate to Insights > Intent Data > RollWorks Intent Keywords. Learn more here. If you add new intent keywords to your account the new data may take up 24 hours to be available in the Command Center.
You can filter your criteria by any of the Keyword Intent Location you are monitoring through RollWorks.
Keyword Intent Location highlights the geographic regions where Keyword Intent is detected in your tracked Keywords, identifying both known and new buyers driving this in-market behavior, to determine whether the intent behavior is occurring in a region where your team operates.
You can filter your criteria by any of the Bombora Company Surge® intent topics you are monitoring in your RollWorks account. Intent Topics are a predefined list of concepts and company names that describe the nature of the online content that users are consuming related to B2B products and services.
When applying a Bombora Company Surge filter to your criteria, we will include any accounts showing intent for that topic at any Intent Level including “Medium”, “High”, and “Very High”.
To change the Bombora Company Surge Intent Topics you are monitoring through RollWorks you can navigate to Insights > Intent Data > Bombora Company Surge. Learn more here. If you add new Intent Topics to your RollWorks account the new data may take up to 24 hours to be available in the Command Center.
General Exclusions are a RollWorks account setting that helps you to exclude your current customers, competitors and company coworkers from being targeted in your advertising Campaigns and Playbooks.
Once you define these General Exclusions in your RollWorks account settings you can apply them as a filter in the RollWorks Command Center.
To set up or edit your existing General Exclusions click here or navigate to Settings > General Exclusions. Learn more here.
Step 3: Save your filter and set a default
After selecting your desired filter criteria, you can save it by clicking Save as New Filter. You can create as many saved filters as needed, and you can easily toggle between different views without having to recreate the filter criteria over and over again. Your Saved Filters are be available to all users in your RollWorks account.
Keep in mind that Journey Stage is not saved in your filter, and Journey Stage defaults to the stage closest to an open Opportunity or Deal because these accounts represent the accounts closest to revenue potential, but not yet in an active sales cycle.
Use a naming convention that works for you and defines your use case. See the Use Cases section to learn more.
When saving a new filter you can also set it as your Default Filter. The Default Filter will automatically be applied when you visit the Command Center.
You can only have one Default Filter, but you can create an unlimited number of Saved Filters.
When you have multiple Saved Filters, you can toggle between them from the Saved Filters dropdown menu.
Step 4: Select a stage in the Buying Journey
After applying your filters, you will be able to see all of the accounts mapped across the buying journey that fit the filter criteria.
The stages shown here are based on your own Journey Stage configurations. You can update the definition of your existing stages by clicking Customize Stages.
By default, the RollWorks Command Center will focus on the Journey Stage closest to an Open Opportunity or Open Deal. This is because these accounts represent the accounts closest to revenue potential, but not yet in an active sales cycle. If you do not use your Salesforce Opportunity or HubSpot Deal object to define your Journey Stages, we will auto-select the furthest Journey Stage.
You can toggle between Journey Stages by clicking on other Journey Stages. You can select multiple Journey Stages by enabling the Select Multiple Stages toggle.
When you click into a Stage or multiple Stages, the Insight Cards and table of accounts will reflect all of the accounts that meet the filter criteria applied, and are in the Journey Stages you selected.
Step 5: Review the resulting Insight Cards
Based on the filters you have applied, and Journey Stage(s) selected in the prior steps, we will show you three Insight Cards with ready to use information:
- Accounts not in your CRM
- Accounts missing sales or marketing activity
- Account not in advertising
This Insight Card shows accounts that fit the filter criteria applied, are in the Journey Stage(s) selected, but are not in your CRM. As a result, it’s likely these accounts are a good fit, showing in-market behavior, but are not being worked by your marketing or sales team. Use the Create Account Record quick action to browse the accounts RollWorks will create, and proceed with creating a new, enriched Account Record in your CRM.
Follow the articles below based on your default CRM to learn how do we identify accounts missing in your CRM and how the new records are created:
"No Marketing or Sales Activity"
RollWorks looks at the systems you have integrated (Salesforce, HubSpot, or Marketo) and if an account does not have Activities/Engagements in those three systems in the last 30 days, it is considered a "Missing Activity".
This Insight Card shows accounts that fit the filter criteria applied, are in the Journey Stage(s) selected, but aren't being worked on by your marketing or sales team. You can take action by:
- Downloading the CSV file and sharing it with your Sales team to surface accounts that are a good fit, and in-market.
- Creating an Account List which will be synced to Salesforce or HubSpot. From there, you can build a custom report or automation to ensure Sales is aware of these accounts, so they can prioritize. In the coming months, we will enable the ability to send a custom notification to help inform sales outreach.
| CRM/MAP | What Marketing and Sales Activities are included? |
|---|---|
| Salesforce |
We ingest default Salesforce Activity tracked in the Salesforce Activity Timeline. For example, Email Sent, Call, Meeting, Event, Opportunity created, etc. Additional custom activity based on your own Salesforce customizations may be available. |
| HubSpot | We ingest default HubSpot Activity. For example, Email Sent, Email Reply, Call, Meeting, Deal created, etc. |
| Marketo |
We ingest default Marketo Activity. For example, Email Sent, Email Opened, Click Link, Form Fill, etc. |
| Pardot |
We don't ingest Activity data from Pardot directly. However, we ingest all Activity from Salesforce through the RollWorks<>Salesforce integration. If your Pardot and Salesforce instances are integrated, RollWorks will ingest Pardot activity via the RollWorks<>Salesforce integration. |
This Insight Card shows accounts that fit the filter criteria applied, are in the Journey Stage(s) selected, but aren't being targeted in your active Account Targeting Campaigns or Playbooks in RollWorks. We recommend creating an Account List, and then target these accounts by launching:
Use Cases
-
Identify high fit, engaging accounts that are not present in your CRM, and create those records
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Solution:
- Filter using ICPs or Company Attributes to identify high fit accounts
- Select Stage(s) prior to Open Opportunity
- Use “Not in CRM” Insight card to identify which of the engaging accounts are not in your CRM
- Use automated record creation to create enriched Account/Company records
Benefits:
- Improved ease of use by taking the guesswork out of what to do next
- Never miss out capturing demand being displayed by high fit accounts
- Grow your addressable market by increasing your CRM with high fit accounts
- Improved alignment with Sales on which accounts should be prioritized
-
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Identify Sales Ready accounts that Sales is not working, and pass those accounts to your sales team
-
Solution:
- Filter using ICPs or Company Attributes to identify high fit accounts
- Select Sales Ready stage, and/or other stages that demonstrate high level of engagement
- Use “Accounts Missing Activity” insight card to identify which of the engaging accounts are not being out-bounded to by Sales
- Export the accounts via CSV to share with your Sales team OR Create an Account List which will be synced back to your CRM where you can build alignment with your team
Benefits:
- Improved ease of use by taking the guesswork out of what to do next
- Never miss out capturing demand being displayed by high fit accounts
- Improved alignment with Sales on which accounts should be prioritized
-
-
Identify high fit, engaging accounts that are not being advertised to, and add those accounts to a Campaign or Playbook
-
Solution:
- Filter using ICPs or Company Attributes to identify high fit accounts
- Select Sales Ready stage, and/or other stages that demonstrate high level of engagement
- Use “Accounts Missing Activity” insight card to identify which of the engaging accounts are not being out-bounded to by Sales
- Export the accounts via CSV to share with your Sales team OR Create an Account List which will be synced back to your CRM where you can build alignment with your team
Benefits:
- Improved ease of use by taking the guesswork out of what to do next
- Never miss out capturing demand being displayed by high fit accounts
- Improved alignment with Sales on which accounts should be prioritized
-
-
Build a unified Sales and Marketing strategy by identifying high fit, engaging accounts and deploy coordinated messaging across Sales and Marketing
-
Solution:
- Filter using ICPs or Company Attributes to identify high fit accounts
- Select a Stage(s)
- Create an Account List for each stage
- Develop messaging strategy for each stage, and coordinate plays with Sales
Benefits:
- Improved ease of use by taking the guesswork out of what to do next
- Never miss out capturing demand being displayed by high fit accounts
- Improved alignment with Sales on which accounts should be prioritized
-
Command Center FAQs
Can I filter by date range?
The date range is accounted for based on your own definition of Journey Stages. When customizing each Journey Stage you can choose the look-back window for a qualifying account.
In the example below we display how the Journey Stage Aware is configured to show accounts with page views or impressions within the last 30 days:
Keep in mind that each individual Stage can be configured independently, but our recommendation is that the look-back window used for each stage is aligned across stages:
How long will it take for data to show up for newly created features like Account Lists, ICPs, Bombora Topics, and Keywords?
Any newly created Account List or ICP, or newly added/deleted Intent Topic or Keyword will be available in the Command Center within 24 hours of the change.
How long will edits to Journey Stages (e.g., creating a new Stage, editing a Stage definition) take to be reflected in the Command Center?
Any changes to Journey Stages will be reflected in the Command Center within 24 hours of the change.
Is the selected Journey Stage part of the Saved Filter definition?
No. Saved Filters only save the Company Attributes, ICP, Account List, Intent, and General Exclusions.
How should I think about the Command Center in combination with Sales Insights?
The Command Center is designed for Marketers, while Sales Insights is for Sales Reps.
The Command Center contains features that should help Marketers better collaborate with their Sales counterparts:
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- Creating new, enriched Account Records in Salesforce and HubSpot should ensure that Sales always has high quality accounts to work with.
- The “Accounts Missing Activity” insight card should ensure that Sales never misses out on reaching out to an account that is showing hand raising behavior
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Can I filter the Command Center using CRM data?
Outside of the data to build Journey Stages that leverages your CRM data, no.
If you would like to apply CRM filters in the RollWorks Command Center based like Account Owner or Region, please reach out to your Customer Success Manager to discuss your use case.
Why are accounts showing up in the “Accounts Not in CRM” Insight Card when I have used only CRM data to build a RollWorks Journey Stage?
This may happen when you use just Opportunity or Activity data to define a RollWorks Journey Stage. This happens when there is a different Website Field on the Opportunity or Activity object with the Website field on the Account object. This may indicate poor data hygiene in the CRM.
How can I replicate the Insight Cards for in-CRM reporting?
This can not be accomplished for the “Accounts Not in CRM” Insight Card because none of those accounts exist in the CRM. The “Accounts Missing Activity” Insight Card can be replicated by building a report that joins Journey Stage data with Salesforce or HubSpot activity data. The “Accounts Not in Advertising” Insight Card can be replicated by building a report that joins Journey Stage data with Account List or Campaign/Playbook data. If you wish to replicate these reports, please reach out to your Customer Success Manager.