Account Scoring empowers you to find bigger and faster-closing deals by prioritizing the right companies. Define your ideal customer profile and rank all potential target companies.
Account scores are transparent to everyone in sales and marketing to build confidence in scores, provide easy talk tracks, and drive feedback. This setup will walk you through how to create one example of each key type of criteria.
With it, you can see your best target accounts and create team-wide scores for companies.
Building on DataFox’s foundation of company data you can create flexible criteria such as:
- A curated award list from sources such as Fortune, Inc, and Forbes or a conference like the Salesforce Dreamforce.
- A firmographic data point, such as headcount, location, or industry keywords.
- A growth signal, such as a new office opening, a key executive hire, or a new product launch.
- One of your own data points, such as a list you import or a dynamic list you build from your Salesforce data.
Let's get started!
- Setting up criteria and using weights
- Previewing the criteria to check your work
- Publishing your criteria
- Setting up Tiers
- Syncing to Salesforce
1. Setting Up Criteria and Using Weights
In order to prioritize and rank your accounts, you need to define what a good target customer looks like. When getting started with Account Scoring you have two options: starting with a template or building your own set from scratch.
First, you can use the template to load frequently used criteria. The criteria in white are already configured (e.g. Received Private Funding) and the criteria highlighted in yellow has a theme (e.g. Industry Keywords), but still needs to be customized to meet your Ideal Client Profile (ICP).
You can customize the criteria by clicking "Choose Values" and you’ll be able to add the respective criteria.
With a template, each criterion has been assigned with a default weight. You can also change the weight or make adjustments to the weight options by selecting Edit.
Additionally, you can adjust the naming convention of the criteria, or even add and remove recommended criteria.
The second option is to Build my own Account Scoring Criteria from scratch. This will allow you to configure all the scoring criteria through the filters, then make the adjustments to the name and weight in the draft view.
In addition to selecting the criteria, you will also need to build out the weight tiers by selecting Edit, then Add A Weight. Please note, you are able to have both positive and negative weights and you’re able to allocate the points associated with each weight.
2. Previewing the criteria to check your work
Before you publish the scoring criteria, you’re able to use the preview feature to make sure the correct companies are receiving higher scores. Once you have completed the draft criteria and chosen your sample group(s), select Preview.
You can select up to two sample groups. We recommend using Closed Won opportunities from Salesforce or a custom list of ideal companies to compare against a random group of companies from the database. Please note, if you’re using Closed Won opportunities, you’ll need to enable opportunity syncing within the Salesforce settings in DataFox.
Once you click preview, you’ll see the distribution graph below with general guidelines to read the chart and individual company matrix:
- Good target companies should generally have higher scores which show alignment between what you think the definition of good target companies are and whether your current companies actually reflect those criteria.
- Random companies should be across the range. Since they are random, the companies will be spread out among high and low scores representing both good and bad target.
- Below the chart is a list of companies from each sample and their individual scores. If you're iterating on an existing score, it’s best practice to take a screenshot of this matrix before you run the revised preview to see how individual company scores alter based on the criteria you’ve added.
3. Publishing your criteria
Once you’re satisfied with the criteria, you can publish the scores from the manage criteria or preview scores of the Draft Criteria tab. The scores will be queued to publish overnight. (The DataFox app and the Salesforce integration will show the most current scores available, but may note that a recalculation based on new criteria is underway.)
4. Setting up Tiers
DataFox Account Scoring helps configure custom tiers so everyone in the organization can identify best target companies and it allows for equitable and transparent territory balancing. Within the Distribution & Tiers tab, you can Manage Tiers and identify the tiers based on percentile (e.g. 99th percentile = top 1% of companies) or the number of companies (e.g. 500 companies in Tier 1) in each tier.
For example, if you have 10 reps and want to assign 100 accounts per rep, you can set Tier 1 to include 1100 accounts (10 x 100 + another 100 for a new hire). Changing tier definition takes effect immediately.
The tier will be visible within the company profile in DataFox and is a filterable field as well. You can also sync the Account Scoring Tier as a customer field for each company into Salesforce.
5. Sync to Salesforce
Leveraging tiers can be a valuable way to push new accounts to Salesforce. You can filter for Tier 1, net new accounts not currently synced to your Salesforce, and save a dynamic list. Every few weeks you can check this list to see which companies are new, then sync them to Salesforce by checking the box to the left of the accounts and "Sync to Salesforce."
The tier will also be available in the iFrame within Salesforce as well.
If you have any questions, please contact firstname.lastname@example.org.