Account Spike Reports in Salesforce

 Partner with your Sales Team

The people who will use Account Spike reports in Salesforce are your SDRs, Sales Reps, and Sales Managers, for this reason, you must partner with a stakeholder in sales leadership to customize Account Spike reports and tailor them to their needs. You must ensure there is accountability on their side to use and act on these Account Spike reports. Optimal ABM impact is only possible when Marketing and Sales teams are aligned and focused on the same Accounts!

 

Who are the main users of Account Spike reports?

Account Spike Reports in Salesforce should be used by your sales team: SDRs, Sales Reps, AEs, and Sales Managers. Below you can find the different ways that these sales roles should be using Account Spike reports in Salesforce in combination with Account Spike email alerts.

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Who can access

Access to Account Spike data in your CRM depends on your RollWorks package:

Your Package Account Spike data synced to CRM
Standard Advertising Not included
Advanced Advertising Not included
Advanced Advertising with Sales Insights Included
ABM Included
ABM with Advanced Advertising Included
Starter (Legacy) Included
Standard (Legacy) Included
Professional (Legacy) Included
Ultimate (Legacy) Included
Free Tier Not included

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

 

Account Spike data attributes sent to Salesforce

Before you start using Account Spike reports in Salesforce, it is important to understand how the Account Spike data from RollWorks is generated and synced to Salesforce. The image below outlines the engagement signal inputs that are used by our Spike data model to determine if an account is spiking or not. Learn more in our Sales Insights Introduction Guide.

model_SI.png

 

The table below includes all the RollWorks Account Spike data attributes that are synced over to your Salesforce accounts daily. Learn more about all the RollWorks data we sync to Salesforce in this article.

Field Label Field API Name Definition Sample Value
Score Type adroll__Score_Type__c

This field indicates the type of data related to each record. The values of this field will be Engagement Score for records that include Account Spike data: Spike Level, Last Spike Timestamp, Spike Score Reason, Spike Had Matched Contacts, and Spike Raw Score.

Engagement Score
Spike Level adroll__Engagement_Level__c Website and advertising engagement level for the account, calculated based on our proprietary Account Spike data science model. Learn more about Account Spike here. High, Medium, Low
Last Spike Timestamp adroll__Last_Surge_Timestamp__c Last date an Account Spike in website and ad engagement was captured for the account.

Date

1/1/2023

Spike Score Reason adroll__Engagement_Score_Reason__c The specific engagement actions that occurred leading to the last Account Spike. Go to this section to learn how to filter 

Text

3 page views, 1 click, 1 lead event

Spike Raw Score adroll__Engagement_Raw_Score__c Output of the Sales Insights data science model between 0-n. This field is only visible to users with 'RollWorks Admin' Salesforce permissions.

Number

102

Spike Had Matched Contacts

adroll__Engagement_Had_Matched_Contacts__c

This is a true/false boolean field that indicates if we were able to match the engagement Spike for this Account to any of your existing CRM contacts at the moment the Spike happened.

Score Type Value = EngagementScore

Checkbox

True/False

 

Account Spike data Salesforce sync

When an Account Spike is detected the Spike data is synced over to your Salesforce account records only when all the conditions below are true:

  1. The company email domain is correctly entered under the 'website' field in the Salesforce Account record. 🔎 Learn how RollWorks<>Salesforce account-matching works.
  2. The company email domain entered under the 'website' field in the Salesforce Account matches the Account record in the RollWorks database.
  3. Sales Insights seats are correctly assigned to your Salesforce users as follows:
    • For assigned Salesforce Accounts: one Sales Insights Seat should be configured for the Salesforce user who owns the account to trigger email alerts for 'unassigned' or both 'assigned & unassigned' accounts.
    • For unassigned Salesforce Accounts: at least one Sales Insights Seat should be configured to receive email alerts for 'unassigned' or both 'assigned & unassigned' accounts.

 Good to know

An account does not need to be added to an Account List to generate Account Spike data and sync the Account Spike level and other spike data attributes over to Salesforce

 

Out-of-the-box Account Spike report template

Once you have completed the initial setup of Sales Insights and you have assigned Sales Insights seats to your sales team, the Account Spike data will begin pushing into Salesforce for accounts assigned to those users.

The out-of-the-box Account Spike report will show you a list of Accounts spiking grouped by Account Owner including Account Name, Spike Level, Account last activity, Spike Score Reason, and Last Spike timestamp. Click here to learn more about how Account Spike data is calculated and the definitions of each of the fields used in this report.

To find the Account Spike Report (Template) in Salesforce follow the instructions below:

  • Log in to Salesforce and go to the tab Reports
  • Click All Folders.
  • Search for the report folder called RollWorks Custom Reports.
  • The folder called RollWorks Custom Reports which contains all out-of-the-box RollWorks reports in Salesforce will be listed under the column Name.
  • Click the report called Account Spike Report (Template) within this folder.

Warning

This report may be called Engagement Spike Report (Template) if you installed our Salesforce app before January 2020.

 

Troubleshooting: I cannot see Account Spike data in my report

If you cannot see Account Spike data in your report:

  1. Ensure any date filters used are Last Spike Timestamp. Remove any other date filters.
  2. Apply the filter Score type = EngagementScore. This will ensure that the Salesforce records that include Account Spike data are included in the report.

Screenshot 2023-06-06 at 1.14.47 PM.png

 

Filter Spiking Account report by 'Spike Score Reason'

When looking at the Spiking Accounts report in Salesforce you may encounter a large number of accounts with a High Spike Level and not enough resources to prioritize them all.

We recommend applying an additional filter using the field Spike Score Reason to help trim down the number of Spiking Accounts that you will prioritize.

The Spike Score Reason gives you more detail about the specific engagement actions that occurred leading to the last Account Spike: number of clicks, unique visitors, and lead events.

Watch this 3-minute video to learn how to filter your report using Spike Score Reason:

 

Filter by 'Spike Had Matched Contacts'

'Spike Had Matched Contacts' is a true/false boolean field Salesforce field in the 'RollWorks Account Data' custom object that indicates if there are any matched deanonymized contacts for an account with a recent Account Spike at the moment the last Spike happened.

RollWorks will write in the field 'Spike had matched Contacts' only when all three conditions below are met:

  1. An Account Spike was recorded for this specific account record.
  2. A contact record exists in your CRM with a valid email address (this is a legal requirement).
  3. The email address captured by the Pixel is an exact 1-to-1 match with the email address in the existing CRM contact record.

 

When do we write Contact data to RollWorks Custom objects

RollWorks will match contact-level data to the 'RollWorks User Summary' custom object only if all the three requirements below are met:

  1. The contact already existed in your Salesforce instance with a valid email address.
  2. The contact visits your website and submits their email address by completing a form fill Conversion (for example a demo request, free trial sign-up form). This allows the Pixel to capture the visitor's email address.                      
  3. The email address captured by the Pixel is an exact 1-to-1 match with the email address in the existing Salesforce contact record.

Customize the Account Spike report template

You don't need to be an expert in Salesforce reporting to customize your Account Spike reports for your sales team. Now that you have your Account Spike report template ready, it's time to customize it and create different versions for your sales team.

First, we will walk you through how to build an Account Spike report for sales managers that provides a view into the daily spiking accounts that are not already assigned to sales reps.

 

For Sales Managers: Unassigned Spiking Accounts Report

 Before you start

Before getting hands-on in Salesforce to customize the out-of-the-box Account Spike report template for your sales managers you first need to find the Salesforce alias used for unassigned accounts. Learn how to find it in this Help Center article

  • Log in to Salesforce and go to the tab Reports
  • Click All Folders.
  • Search for the report folder called RollWorks Custom Reports.
  • The folder called RollWorks Custom Reports which contains all out-of-the-box RollWorks reports in Salesforce will be listed under the column Name. 

Screen Shot 2022-10-10 at 7.21.51 PM.png

  • Click the report called Account Spike Report (Template) within this folder.
      • Warning: This report may be called Engagement Spike Report (Template) if you installed our Salesforce app before January 2020. 
  • Click Edit.
  • From the Salesforce report editor click the Filters tab and add a new filter for the Account: Account Owner field.
  • From here, ensure the operator is set to equals and paste the unassigned account alias.
  • Click Apply to add the filter

Screen Shot 2022-10-10 at 7.05.51 PM.png

  • Click Run. You will be able to see a list of all accounts that are spiking with engagement and do not have a sales rep assigned.
  • Click Save As and name it Unassigned Spiking Accounts Report

 Align with the Sales Managers in your organization

The report you just built is a list of Salesforce unassigned accounts that are spiking in activity after engaging with your website or your ads. The accounts on this report should be reviewed by a sales manager on a daily/weekly basis and assigned to a sales rep for follow-up. Optimal ABM impact is only possible when Marketing and Sales teams are aligned!

 

For Sales Reps: Assigned Spiking Accounts Report

After creating a version of your Account Spike report for sales managers, we'll want to configure a version for the sales reps that own account records in Salesforce.

Sales reps own specific accounts and should only take action on accounts they are assigned to, we will customize the Account Spike report template following the steps below:

  • Log in to Salesforce and go to the tab Reports
  • Click All Folders.
  • Search for the report folder called RollWorks Custom Reports.
  • The folder called RollWorks Custom Reports which contains all out-of-the-box RollWorks reports in Salesforce will be listed under the column Name.Screen_Shot_2022-10-10_at_2.45.13_PM.png
  • Click the report called Account Spike Report (Template) within this folder.
    • Warning

      This report may be called Engagement Spike Report (Template) if you installed our Salesforce app before January 2020.

  • Click Edit.
  • Click the Filters tab and add the field Account: Account Owner.
  • Select the operator to not equal to and paste the unassigned account alias.

  • Click Run. You will be able to see a list of all accounts that are spiking with engagement and have a sales rep assigned.
  • Click Save As and name it Sales Assigned Spiking Accounts report.

 

Customize based on your sales team structure

From here, you may want to further customize and filter your reports based on the structure of your sales organization. For example, if you have a separate SDR/BDR team than your Account Executives, you may want to create 2 versions of your Sales Assigned Spiking Accounts reports accordingly for each team to view.

To do this, navigate back into the report editor and add an additional filter to include the Salesforce field for your organization that separates sales reps by team:

  • Click Edit.
  • Click the Filters tab and add the field Account: Owner Team.
  • Select the operator to contains.
  • Enter SDR.
  • Click Apply.

Align with SDRs, BDMs, and Sales Managers in your organization

It is extremely important to work with the different sales management teams in your organization to customize your Account Spike reports and ensure they use them on a daily/weekly basis. Depending on your sales team structure you can group Account Spike reports by team, region, vertical, or product which you can do so simply by adding and adjusting filters for the corresponding Salesforce fields. Optimal ABM impact is only possible when Marketing and Sales teams are aligned!

 

Add additional Fields and Filters

When customizing Account Spike reports you may want to include a few additional standard fields on the Account Salesforce object to give sales additional insights into their spiking accounts:

  • Account: Last Activity - Standard account field that shows the date of last sales activity on the account. This field can help sales and sales managers identify accounts spiking in activity that have not been recently reached out to by sales.
  • Account: # Open Opportunities- Standard account field that shows the number of active opportunities on an account. For sales reps that do their own prospecting, this can be helpful for them to see earlier stage accounts that are spiking in activity but do not have any open opportunities.

 

Create Account Spike Salesforce reports from scratch

If you opt to not use the Account Spike Report template, you can build custom Account Spike reports in Salesforce from scratch. The Account Spike data is pushed from RollWorks into Salesforce daily and is stored in the RollWorks Account Data custom object.

When starting an Account Spike Salesforce report from scratch you will want to use the RollWorks Account Data with Account report type so that you can include both Account Spike and standard account object fields and data.

From here, add the relevant standard and custom fields and filters you need to build the custom Account Spike report for your sales team.

At this point, your sales organization is ready to use the Sales Insights product and your new Account Spike Salesforce reports!

You may choose to consolidate all these reports into a single dashboard view (like the screenshot below), or add the account spike reports to existing sales team dashboards.

Or, you may decide to simply keep them as Salesforce reports! The beauty of having this in Salesforce is that you and your sales team have the ability to customize your Account Spike data as you need.

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