Account-Based Analytics: Relationship engagement depth and breadth

Revenue teams of B2B firms selling complex high ticket items may want to know how they are trending on penetrating various roles and constituents in their named accounts. It could be an account you are prospecting or current customer you are navigating for cross-selling purposes.

Engaging with and coordinating your efforts with a “relationship map” is a way to measure progress to help optimize those efforts alongside your larger account-based strategy. This analysis can be done with most BI tools as long as you can access the data. Below is a “quick general guide” to apply to your business data.

For this insight module, below data is needed:

  1. Account Contacts: Names, titles, phone numbers, emails of you target account.
  2. Account Engagement: You’ll need enterprise communication software, CRM, marketing automation.

Grouping the Data (develop a direct weighted score to measure impact, adjust weights as you see fit):

  1. Breadth
    1. Determine each touch point with an engagement score
      1. Meeting=.5
      2. Marketing=.05
      3. Email=.15
      4. Phone call=.3
  1. Depth
    1. Measure by time lapsed weight
      1. Within five days = .5
      2. Within 6-10 days=.2
      3. Within 10-30 days=.15
      4. Within 30-60 days=.1
      5. 60+ = .05

Factoring the Score

  1. At each channel touch point multiple weighted time to engagement score, this equates to a unique point tally per account.
  2. Normalize for each account. Divide engagement score by total contacts on your list. This gives a time-weighted engagement ratio. (this method unique per account, higher the score the better)
  3. Consolidate data into a tree map (or other visual to quickly see weighted output).

From this high-level vantage, business users can ascertain which accounts need reinforcement and/or deeper dive. Score below 100 should be a red flag to dig in more(in above example, accounts in lower right hand corner, like Metlife).  Also, it’s great to compare growth or stagnation by looking at a snapshot today compared to 30/60/90 days ago.

After determining health, great tools in the market to help fill your relationship gaps. We will give a shout out to www.reachable.com, a great for enterprise B2B firms to leverage their existing relationships for referrals into target accounts.

As always, we’re not trying to act right, just find right, would love to hear thoughts on different approaches to determining relationship depth and breadth into target accounts.

Team Dynamo

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