Sales Insights for Salesforce Initial Configuration Guide

What is Sales Insights

Sales Insights is a RollWorks feature that helps SDRs, Sales Reps and Sales Managers better prioritize accounts for outreach by uncovering which Salesforce accounts are spiking with website and ad engagement. It provides valuable insights to your sales organization directly in your CRM and through daily spiking account email alerts, in-Salesforce account insights, and spiking account Salesforce reports. Read the table below for a quick glance at these Sales Insights features or learn more in our Sales Insights Introduction Guide.


Who can access

Access to Sales Insights and Account Spike Data depends on your RollWorks subscription package.

The number of seats for available for your sales reps depends on your specific contract. Contact your Account Manager to purchase additional Sales Insights seats.

Your Package Sales Insights & Account Spike Data
Standard Advertising Not Included
Advanced Advertising Not Included - Sales Insights Add On available to purchase
Advanced Advertising with Sales Insights 5 user seats included - additional seats available to purchase
ABM 5 user seats included - additional seats available to purchase
ABM with Advanced Advertising 5 user seats included - additional seats available to purchase
Starter (Legacy) 5 user seats included - additional seats available to purchase
Standard (Legacy) 10 user seats included - additional seats available to purchase
Professional (Legacy) 15 user seats included - additional seats available to purchase
Ultimate (Legacy) 20 user seats included - additional seats available to purchase
Free Tier Not Included

The following table indicates which Sales Insights features require a user seat assigned: 

Sales Insights Feature Requires a Sales Insights Seat?
Receive Account Spike email alerts Yes
Visualize Account Spike insights and Contact engagement details directly in the Salesforce widget or the HubSpot widget. Yes
Use and create CRM reports directly in Salesforce or in HubSpot using Account Spike data fields. No

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


Salesforce Editions Supported

To enable your team to use Sales Insights you must connect RollWorks with of one the following an API-enabled Salesforce edition such as

  • Enterprise Edition
  • Unlimited Edition
  • Developer Edition
  • Performance Edition.

Click here to view the latest API-enabled Salesforce editions.

If you use HubSpot as your main CRM visit this configuration guide instead.


Before you Start

Before moving forward with the initial configuration of Sales Insights, you must complete the following RollWorks platform onboarding steps:

Once these pre-requirements are complete you are ready to onboard your sales team to use Sales Insights in Salesforce following the steps below:


Step 1. Set Salesforce as your default CRM

Since Sales Insights can be configured for HubSpot or Salesforce, you will need to set HubSpot as your default CRM in RollWorks in order to activate Sales Insights for HubSpot.

  1. Login to RollWorks and navigate to Settings.
  2. Click Salesforce under Integrations.
  3. Scroll down to Set as Default CRM and select Salesforce as your Current CRM.

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If you miss this step, you will be prompted to connect and select your default CRM when you access Sales Insights from the Sales Insights Seat Management page.


Step 2. Enter the email alias for unassigned Salesforce accounts

This step is necessary so that RollWorks can identify which Salesforce Accounts don't have an owner and should be considered unassigned accounts. You will select the placeholder email alias used by your CRM administrator used as a placeholder Account Owner for any Salesforce accounts that have not been assigned to a rep yet.

Find the Salesforce alias for unassigned accounts

This typically defaults to your Salesforce Administrator email address or can be a placeholder email address created by your Salesforce Administrator to use as the Account Owner for all your unassigned accounts.

This help center article walks you through the steps to find your email alias for unassigned accounts in Salesforce. Alternatively, contact your Salesforce administrator.

Once you find the placeholder email alias used for your Salesforce accounts without an owner:

  1. Log in to RollWorks and go to Settings.
  2. Click Seat Management under the Sales Insights section.
  3. Click Unassigned Account Spike.

  • Use the search bar to find the Salesforce User alias used for your sales unassigned accounts in Salesforce. 

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Step 3. Select your Account User LookUp Fields

In this step, you will define what constitutes an assigned Salesforce account. Typically account owners are determined using User Lookup Fields in your Salesforce account records that indicate which reps in your organizations are associated with an account.

In the example below, there are three User LookUp Fields that determines who is the owner of an account, the Account Owner field, the Assigned SDR (Account) field, and the Account Manager.

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Your company may only use the default User LookUp Field called Account Owner to determine the ownership/assignment of your Salesforce accounts. Alternatively your company may use multiple User LookUp Fields to determine an account assignment, depending on your team structure and how your company has customized Salesforce.

  • Account Owner is the default standard field for Account records used to capture ownership of an account in Salesforce.
  • Other User LookUp Fields - these are other user fields on your Salesforce Account pages that capture additional Salesforce users in different roles assigned to an account. These roles may vary greatly from company to company as they are customized by your Salesforce administrator based on your sales team structure. Below are some common User LookUp Fields used by our customers:
Account User LookUp fields Definition
SDR / BDR The hunter: Sales Development Reps (SDRs) or Business Development Reps (BDRs) find new leads for account executives and are often the first point of contact a new potential customer has with your organization. SDRs source leads from a variety of places, build contact lists, and then reach out to contacts to gauge their interest.
AE / Sales Rep The closer: Account executives (AE) or Sales Reps guide qualified prospects through the sales funnel with the ultimate goal of sealing the deal. Because of this, account executive roles have more impact on the outcome of a deal than any other role on the sales team.
AM / CSM The farmer: When a sale is made, the Account Manager (AM) or Customer Success Manager (CSM) will focus on renewing that sale as well as up-selling and cross-selling current customers with different add-ons and product offerings. 

Partner with your Sales Team

The end users of Sales Insights email alerts and CRM insights are your sales team members, for this reason, we recommend partnering with a stakeholder in your sales leadership team to understand your sales team structure so that you can assign Sales Insights seats effectively for them. Optimal ABM impact is only possible when Marketing and Sales teams are aligned!

Continue to select the User LookUp Fields that correspond to the team members that should receive Account Spike email alerts following the instructions below:

  • Log in to RollWorks and go to Settings.
  • Click Seat Management under the Sales Insights section.
  • Click User LookUp Fields.

  • Select the LookUp User Fields that should be receiving Account Spike email alerts. A drop-down menu will appear that shows all the User LookUp Fields that are available in your Salesforce Account object.
  • Click Save.

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Ensure you are adding all User LookUp Fields for your use case

If you add a Sales Insights seat for a person who is not associated with any of the User LookUp Fields you configured they will not receive Spike email alerts. You must ensure that you configure all the User LookUp Fields associated with people who need Sales Insight seats for assigned accounts. If you add a seat for a person that does not have an associated User LookUp Fields configured you will receive an error as follows:

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Step 4. Assign Seats to your sales reps and managers

Depending on your RollWorks subscription you will have a different number of Sales Insights seats available to assign to your Sales team so that they can receive Spike email alerts. To find out how many Sales Insights seats you have available:

  • Log in to RollWorks and go to Settings.
  • Click Seat Management under the Sales Insights section.
  • Scroll down to Assign Seats, and find Seats Used.


Once you confirm which salesforce users should receive Spike email alerts follow the instructions below to assign them a seat:

  • Scroll down the list of Salesforce users available under columns Name/Email to find the people who need a Sales Insights seat. All your existing Salesforce users will be listed automatically and they don't need to have a RollWorks user account to get a Sales Insights seat.
  • Alternatively, if you have a very large amount of Salesforce users you can use the search box to find a user or apply a filter for Department, Title, and Role to find the Salesforce users that need a Sales Insights seat.


  • Once you find the Salesforce user that needs a Sales Insights seat, mark the checkbox on the left-hand side. You can select multiple users at once.


Ensure at least one user has "unassigned" Viewing Permissions

To see the full breadth of CRM accounts that are spiking you must ensure that at least one of your users has a seat with viewing permissions "unassigned" (Salesforce) / "unowned" (HubSpot).

If no one is assigned this viewing permission, then RollWorks will not write back accounts that are spiking that are "unassigned"/"unowned". Learn more about the seat and viewing permission conditions to calculate Account Spikes in this article.


  • Select one of the available options under Viewing Permission to choose what type of alerts this user should receive.

    Assigned Account: the user will receive Spike notifications for any Salesforce Accounts when the account is assigned to them.

    Unassigned Accounts: the user will receive Spike notifications for any Salesforce Accounts that do not have any assigned owner for any of the Salesforce User LookUp Fields.

    Unassigned and Assigned: the user will receive Spike notifications both for Accounts assigned to them and accounts not assigned to anyone. 

Choose the best type of user viewing permission by role:

- For Sales Managers and Sales Ops: select Unassigned Accounts so that they are set up to view accounts that don't have an owner for any of the Salesforce Team Roles you defined in Step 2. If your Sales Managers own account records you should select the option Assigned and Unassigned instead.
- For Sales Reps, AEs, and SDRs: select Assigned Accounts so that they are only set up to view accounts assigned to them in Salesforce.
  • Toggle on/off Daily Email Notifications to choose if you want to send Spike daily email alerts to this user.
  • Click Save Changes


  • After assigning a Sales Insights seat to a Salesforce user they will receive an email confirmation so they know how it works and what to expect.

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Step 5: Add the Visualforce component to the page layout

With your Sales Insights seats configured in RollWorks, your sales team will start receiving Spike emails, however, there is an additional step to add the Sales Insights widget to your Salesforce Account Page Layouts so that sales reps can visualize RollWorks Account Spike details through an easy to navigate interface. Please note that Sales Insights widget cannot be added to Contact or Lead page Layouts at this time.

Send this 2-minute video to your Salesforce Administrator to add the Sales Insights widget to your Account page layout using the Platform App Builder. This video will show you how to:

  • Create a dedicated tab to host the Sales Insights widget.
  • Reorder the tab in your account page layout.
  • Drag the widget within the new tab.
  • Adjust the height of the component to at least 500 pixels for optimal usability.


An alternative way to add the Sales Insights widget to your Account page layout is to through the Object Manager:

  • Navigate to Setup → Object ManagerAccountPage Layouts and select the page layout configuration used by the sales team that will be using RollWorks Sales Insights.


  • From the Page Layouts editor, create a new Section for your page layout, call it RollWorks Sales Insights, and select the 1-Column Layout. We recommend creating this section high up on the Account Page Layout so that your sales team has easy access to daily Sales Insights updates.

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  • After creating the RollWorks Sales Insights section, from the Page Layouts editor navigate to VisualForce Pages and find the RollWorks Sales Insights component.
  • Drag and drop the RollWorks Sales Insights component into your newly created section.

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  • Click the Properties icon on the top right and adjust the height of the component to 500 pixels at a minimum. We suggest setting up 750 pixels to ensure the entire component can display all the information minimizing scrolling.

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  • Click Save, and you're all set! You've successfully added RollWorks Sales Insights to your Account pages for sales.


Step 6. Authorize Salesforce

After your Sales Administrator completes the prior step and configures your Account Page Layouts you will need to take one last step to authenticate Sales Insights in Salesforce.

  • Log in to Salesforce.
  • Navigate to an Account record and scroll to the RollWorks Sales Insights component.
  • Click Connect to RollWorks.

  • Enter your RollWorks platform login credentials.
  • Click Authorize.

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You're all set! Now all sales users will be able to view the RollWorks Sales Insights account page component on your Salesforce Account page.


Step 7. Share access to Account Spike Reports with end users

Visit this article to learn more about how to create reports in Salesforce for your sales team using Sales Insights Spike data synced from RollWorks to Salesforce. Please keep in mind that Account Spike reports are independent of the Sales Insights widget.


Sales Insights Configuration FAQs

Can I add the the Sales Insights widget to my Contact and Lead Page Layout?

No, currently you can only add the Sales Insights widget to your Salesforce account page layout. If you have the need to add the Salesforce Insights widget to other page layouts we would love to hear your use case in more detail, please reach out to RollWorks Customer Support so that we can pass along your feedback to our product team.


Can all my Salesforce users view the Sales Insights widget?

No. Viewing the RollWorks Sales Insights Salesforce widget, as displayed below requires a Sales Insights seat assigned in RollWorks.


Can all my Salesforce users view the Account Spike reports?

Salesforce users who are granted the permissions set RollWorks Admin in Salesforce will be able to view Account Spike Reports in Salesforce. These Salesforce users do not need to have a Sales Insights Seat assigned in RollWorks to view these reports.

To assign the RollWorks Admin permission set to users, search and click on Permission Sets from the Setup Home tab. Access the RollWorks Admin permission set from the list and click on Manage Assignments, select the users needed, and click on Add Assignment.



How do I adjust the size of the Sales Insights widget in Salesforce?

The minimum height required to visualize the Sales Insights widget is 500 pixels. We suggest setting up 750 pixels to ensure the entire component can display all the information minimizing scrolling.

Send this 1-minute video to your Salesforce Administrator to adjust the height of the Sales Insights widget.


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