What is Sales Insights

Sales Insights is a RollWorks feature that helps SDRs, Sales Reps and Sales Managers better prioritize accounts for outreach by using data science to uncover signals of account engagement. It provides account and contact spiking insights to your sales organization directly in your Salesforce or HubSpot CRM and through daily email alerts.

Sales Insights will enable you to:

  • Turn marketing-led programs into sales action by leveraging engagement activity from ABM programs to activate sales outreach.
  • Drive more efficient sales outreach, using data science to eliminate the guesswork and integrate directly into existing sales team workflows in Salesforce or HubSpot.
  • Personalize sales outreach with a better understanding of account and contact-level engagement activity and a 360 degree view of the account journey through Journey Events.
  • Drive more meetings with the right contacts and more opportunities opened with your target accounts.

Sales Insights includes the following features:

Sales Insights Feature


Account Spike data-science model

  • The Account Spike Model is the underlying data science model that flags spiking accounts for daily sales prioritization.
  • Based on historical engagement data compared to a 72-hour baseline, Account Spike assigns weightings to each engagement signal and calculates the account’s spike or engagement level (high, medium, or low).

Account Spike email alerts

  • Daily email alerts sent to your Sales Reps when their assigned accounts are spiking in engagement so that they can prioritize their outreach.
  • Daily email alerts sent to your Sales Managers when unassigned accounts are spiking in engagement so that they can effectively assign these accounts for outreach.
  • Account Spike email alerts include a snapshot of spiking accounts with contact-level engagement details.

Account Spike data in your CRM


Account Spike data science model

The underlying technology that powers Sales Insights is an Account Spike data science model that analyzes a variety of account engagement signals for all accounts engaging with your website and ads, every day. It then compares the daily activity to a 72-hour account engagement baseline to determine which accounts are spiking in activity.

This engagement activity is collected through the Pixel which is placed on your website and gives RollWorks the ability to monitor which of your customer’s pages are viewed, and in some cases, by who. RollWorks can de-anonymize your website visitors only if these visitors already exist in your CRM as contacts or leads.

Below are the list of engagement signal inputs used by the Account Spike data science model to generate a Spike Raw Score and Spike Level for an account:


Engagement Signal Input


Page View

Account-level site visit. 

Someone from an account engages with your website.

Unique Visitor

Count of unique site visitors within the Spiking Account who visit 1 page on your website. Multiple unique visitors mean that multiple unique cookies in the same account are engaging with your website.

Unique Engaged Visitor

Count of unique site visitors who engaged with at least 2 pages of your website.


Count of clicks on a digital ad from RollWorks.


Completion of lead-form conversions from the account on your website.

Recurring Visitor

The same unique visitor has engaged on pages of your website for multiple days in a row.


The Account Spike data science model learns and adapts based on your website’s levels of account engagement and assigns a Spike Level to an account based on machine learning. Based on historical engagement data our model assigns a different weighting to each engagement signal input, so that the Spike Levels are dynamic and responsive to the volume of your site traffic to ensure that when accounts are flagged as 🔥🔥🔥 High, 🔥🔥 Medium, or🔥 Low for spike activity, it is based on your own organic website engagement.

Once Account Spike is calculated Sales Insights will:

  • Map spiking accounts and engaged visitors to your CRM Account and Contact records.
  • De-anonymize contact-level engagement details for existing CRM contacts.


Deanonymized matched contacts

Once Sales Insights identifies a Spiking Account we will attempt to deanonymize the visitors that are driving the Spike for the specific account. To successfully deanonymize a contact and display the contact details to your sales team all the conditions below must be met:

      1. The Account spiked based on our Sales Insights Spiking Model.
      2. A contact record with a correct email address existed in your CRM prior to the Account Spike. 
      3. The Pixel was able to match your CRM contact to the website visitor driving the spike. 

✍️  Maintaining quality contacts with correct email addresses in your CRM will result in better deanonymization match rates.

When we are able to deanonymize a matched visitor for an Account you will be able to visualize:

      • The Contact Name and Job Title as recorded in your CRM contact record and a link to the contact record.
      • A link to the contact LinkedIn Profile.
      • If it's a ‘New Visitor’ or a ‘Recurring visitor’.
      • Which URLs were visited.
      • Any Lead forms submitted.
      • How many Ad clicks.


Who can access

Sales Insights is available to customers with a RollWorks subscription: Starter, Standard, Professional, and Ultimate. Each package includes a set number of Sales Insights seats and additional seats are available for purchase at an additional cost. 

RollWorks subscription

Sales Insights seats included










A user with a Sales Insights seat can receive Spike email alerts and view specific Contact-level engagement details directly in your CRM. 

Users without a Sales Insights seat will not be able to receive Spike email alerts but can view  Spike Account-level data directly in your CRM and use this data to build reports in your CRM.

To find your current subscription, log in to RollWorks and navigate to Settings > Billing > Plans & Usage.


Supported CRMs

To enable your team members to use Sales Insights you must connect RollWorks with of one the following supported CRMs:


CRM Editions supported

How to enable Sales Insights with this CRM


An API-enabled Salesforce edition such as Enterprise Edition, Unlimited Edition, Developer Edition, or Performance Edition. Click here to view the latest list of API-enabled Salesforce editions.

1. Connect Salesforce to RollWorks.

2. Configure Sales Insights with Salesforce.

3. Use Sales Insights Spike data in Salesforce.

4. Create Account Spike Reports in Salesforce


Not supported

Coming soon





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