Account Spikes identify accounts showing high engagement with your website or ads compared to previous levels. These spikes are critical signals that should not be ignored.
As a seller if you are focusing on an account that is not spiking you're less likely to have that account become potential revenue for you and similarly if you're focusing on an open opportunity that has not spiked, you're being way less efficient with your time.
Sales Insights Account Spikes revenue efficiency KPIs and benchmarks are:
- Opportunity Creation Lift: Accounts with spikes are 4x more likely to become open opportunities (200% more efficient).
- Opportunity Win Lift: Accounts with spikes are 1.3x more likely to become closed/won opportunities (30% more efficient).
The Account Record creation feature allows you to push accounts filtered from the RollWorks Command Center card called Accounts Not in Salesforce or Accounts Not in HubSpot that you have identified as being a high fit and/or surging with intent, and are not yet present in your CRM.
From there, the next steps to drive revenue efficiency requires alignment with your Sales org. This includes assigning accounts to reps, adding contacts, and activating sales motions to drive pipeline: open and closed won opportunities.
Account revenue efficiency benchmarks are:
- Opportunity Creation Lift: Accounts with high TAP are 2.1x more likely to become open opportunities.
- Win Rate Lift: Accounts with high TAP are 3.5x more likely to become closed/won opportunities.
- New Customer Revenue: Any customer with > 1 opportunity created/won from an account created by RollWorks, that is revenue potential and you should highlight as a success.
Account revenue KPIs include:
- KPIs
- # Accounts created
- # Accounts created with owners assigned
- # Contacts added to RollWorks created Accounts'
- # Open Opportunities associated to RollWorks created Accounts
- # Closed Won Opportunities associated with RollWorks RollWorks created Accounts
- Notable Open Opportunities (Logos)
- Notable Closed Open Opportunities ($ Revenue)
- Notable Closed Won Opportunities (Logos)
- Notable Closed Won Opportunities ($ Revenue)
Higher graded accounts are a better fit and are more likely to become an open opportunity and a closed won opportunity than lower graded accounts.
Focusing on accounts with lower grades is inefficient. You should always first prioritize A accounts, then B, then C.
ICP Fit Grade KPIs include:
- Opportunity Creation Lift
- Win Rate Lift
Opportunity Creation Benchmarks:
- A, B, C accounts are 2.10x more likely to become an Open Opportunity than D, F, Not Graded accounts
- A accounts are 1.85x more likely to become an Open Opportunity than B accounts
- A accounts are 3.80x more likely to become an Open Opportunity than C accounts
Win Rate Lift Benchmarks: A, B, C accounts are 3.46x more likely to become closed/won opportunities.
- A, B, C accounts are 3.46x more likely to become a Closed Won Opportunity than D, F, Not Graded accounts
- A accounts are 1.46x more likely to become a Customer than B accounts
- A accounts are 2.01x more likely to become a Customer than C accounts
Accounts demonstrating intent are more likely to experience revenue outcomes than those that are not showing intent. Time spent on accounts NOT demonstrating intent will result in inefficient marketing and sales efforts. When you have multiple corroborating signals of in-market behavior, you have a higher degree of confidence that an account is truly in-market.
Intent Data KPIs include:
- Opportunity Creation Lift:
- Win Rate Lift
Opportunity Creation Lift Benchmarks:
| Intent Category | Open Opp Rate Lift Benchmark |
|---|---|
| Both Bombora & Keyword Intent Lift | 4.37x |
| Bombora Intent Lift | 2.24x |
| Keyword Intent Lift | 3.99x |
Win Rate Lift Benchmarks:
| Intent Category | Open Opp Rate Lift Benchmark |
|---|---|
| Both Bombora & Keyword Intent Lift | 1.52x |
| Bombora Intent Lift | 2.03x |
| Keyword Intent Lift | 1.33x |
Journey stages is a RollWorks feature to track how the accounts in your Account Lists are progressing along the buying journey from Unaware to Won Opportunity and into Renewal Opportunity. We strongly recommend customizing the default stages by changing their definition to match yours and adding new stages that align with your specific buyer journey.
Since journey stages are highly customizable and the data cannot be normalized across our customer base we do not have any averages or benchmarks for journey stages at this time. We do recommend looking at the opportunity creation rate and win rate as an indicator that your stages are set up properly and you are seeing healthy account progression.
Journey Stage Evaluation Criteria:
- Opportunity Creation Rate: Measures the percentage of accounts in pre-opportunity stages progressing to open opportunities.
- Win Rate: Measures the percentage of accounts in post-opportunity stages progressing to closed/won opportunities.
A good indication they are well configured is you will be able to observe higher efficiency KPIs as each stage gets closer to Closed Opp and Closed Won Opp. Also, each stage is representing a discrete milestone, and we are seeing better performance as we get further down the stage funnel.
If you do notice that there is hardly any difference and improvement in Efficiency KPIs between the different stages, and as the stages get closer to the bottom of the funnel, then your journey stages should be re-evaluated.
Some recommendations to improve Journey Stages include:
- Avoid using blanket rules to define stages (e.g. +1 page view) and be more specific.
- Pull CRM/MAP filters into Pre Open Opportunity stages to ensure definition is comprehensive of all buying signals, particularly MAP data
- Don't under segment or over segment Journey Stages. Each stage should represent a unique milestone where your marketing/Sales activity, messaging, channels, etc change.
Next Steps
Continue with your next onboarding phase: RollWorks Insights for ABM Measurement.