Find and break into greenfield high intent accounts with multiple former customers

Former customers move jobs into target accounts (hello new logo pipeline) and customer accounts (key for expansions and renewals). However, non-territory or “greenfield” accounts are frequently overlooked. Leverage the higher engagement rate of the former customer channel to assess if there’s appetite to buy at these unowned accounts. Here's how to build the Salesforce reports to find and engage these high intent accounts:

• Step 1: Create a Salesforce report to find target accounts
• Step 2: Assign Accounts
• Step 3: Sequence Champifys
• Step 4: Measure Results

Step 1: Create a Salesforce report to find target accounts

Navigate to the reports tab in Salesforce, hit new and select the “account and contacts” report type. (If your team works off the lead object, you’ll want to select the “lead” report type). Note: your ops team may store champifys at unassigned accounts as a lead instead of a contact. If you don’t know, shoot RevOps or your Champify CSM a note.

Add these 8 filters:

1. Show me: All contacts (or leads)
2. Created date: all time
3. “Is a champify” = true
4. Account owner = not AE / SDRsome text
   1. Each org has a slightly different system. These accounts may be stored under a sales manager’s name or under an alias like “Sales Ops Admin” or “Integration User”
5. Headcount > your usual threshold
6. Account type = prospect
7. Number of Champifys > 2*
8. Account Intent = Medium+*

‍*To determine the Number of Champifys and Account Intent use the following logic:

Assess how many records per rep you have in this report. If there are >50 records per person, let’s adjust the two intent filters. 

‍1. Number of champify - this field indicates how many former customers are at this new account. Add a filter for “Number of champify” is greater than or equal to 3. If the per rep count is still high, try greater than or equal to 4 or even 5.

‍We’re prioritizing accounts that have multiple entry points for the familiarity play. These people are much more likely to respond so it’s a great place to start with the account. More former customers = more entry points = more likely to convert to an opportunity.

‍2. Intent, account fit - you may not have 6sense or another intent tool, but if accessible, we recommend experimenting with this field to see how it narrows down this target list. Start by having the intent, account fit score be greater than or equal to 60 and adjust.

‍We recommend changing the columns of the report to include these fields: champify past account, champify previous relationship, champify job started date, champify linkedin URL, champify get intro from, last activity. You can remove the mailing information/fax fields.

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Step 2: Assign Accounts

As these are unassigned accounts, you’ll need to have reps claim these or assign them out via a round robin. We’ve seen both systems work. The latter likely requires Ops involvement. Once complete, you can group your report by “lead owner” or “contact owner” to track activity.

Step 3: Sequence Champifys

If you don’t already have a champify sequence in your sales engagement tool, build one leveraging our playbooks.  We’ve built these so they are easy to copy and paste into your tool and  have a clear structure (approx. 8 steps over 20 days) with a multichannel approach. Here are the best practice sequences for former buyers and former product users.

‍We recommend having a global champify sequence so you can more easily track performance metrics.

Step 4: Measure Results

Spend time in your next team meeting getting the team excited for this sprint. Heap ran this play and had their most successful pipegen week ever.

Once your team is off to the races, keep track of how many meetings are set and opportunities are created so you can celebrate the sprint and share it company-wide.