How to Track and measure 6QAs over time!
Hello! Chris Dutton from 6sense here!
One question that comes up time and again is “How do I track the impact my 6QAs are having on pipeline and revenue”? That’s a great question, and it’s absolutely the right question to be asking.
The first thing I recommend you do is “stamp” the 6QA value that's on the account, onto the opportunity when the opportunity is created. You can also “stamp” the 6QA start and end date, as well as the current 6s buying stage. This is going to allow you to track the following:
- Percentage of opportunities coming from 6QA
- Trends on timing (when the opp was created vs. 6QA start/end date)
- Buying stage when the opportunity was created (if you’re using custom 6QA)
Next, you can either setup snapshots in your CRM, or create a custom object, one of these will help with tracking 6QA’s over periods of time. (Trend reporting)
The approach we took at 6sense was to create a custom object, this is primarily b/c we also wanted to capture other data beyond the 6QA value changes. For example, in our custom object we track things like:
- When the account moves into 6QA
- Number of Sales activities after 6QA
- Persona’s with activities after 6QA
- Number of contacts being worked (Multithreading)
- Number of days in 6QA
- Account GTM Segment
We also wanted to capture these data points when the opportunity changed stages as well. By doing this, we can report on things like:
- Number of activities it takes to progress a deal
- Number of contacts we need to be multithreading to
- Persona trends (who are we reaching out to)
This data allows us to have a better understanding of what it takes to convert a 6QA to a booked meeting, then what it takes to progress opportunities through the stages.
Let us know how you're capturing 6QA data, would love to hear!
Comments
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@Brandon McBride I'm SURE you have some amazing examples of this !!
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@Rachel Zerilla Actually, as I was reading this I remembered this was still on my to-do list. I've been off a couple of weeks recovering from surgery, so for me this is an incredibly helpful step-by-step to show operations what I want.
Before my time off, I was focused on onboarding our sales team. I need to check in and see if they're using Sales Intelligence. Operations is still heavily focused on MQLs and I'm working with them to convince them of the value of 6QAs and intent. We only have a few BDRs, so I'm thinking my best bet in the short term is contacting 6QAs via Conversational Email, but that's probably another thread entirely.
Massive props @Chris Dutton for bringing this to our attention.
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@Chris Dutton this is great, thanks for putting together! Quick question, is your custom object related to the account object or the opportunity object? Assuming the account, but wanted to confirm.
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Hey @Chantelle Marchionda yeah you're right!! Account.
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@Chris Dutton Chris - I love this! Dynamics user here (sad face) - one thing I'd like to know, are you pushing these values to your CRM via orchestration?
- Number of Sales activities after 6QA
- Persona’s with activities after 6QA
- Number of contacts being worked (Multithreading)
If so, are these custom mappings? Unsure how we'd configure our account orchestration mapping profile to include these fields. Thank you!
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Hey @Jarrod Cohen, glad you like this!! We're actually using code and formula fields in SF to capture this data. We track completed activities by role (Sales, BDR, MDR etc…) that are being sent via CE and SEP. This allows us to use that data in the various ways described above.
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It's interesting to see all the ways you can customize this data to track to company goals- love it!
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@Chris Dutton great article! To clarify regarding the custom object (6QA Details) you created, are you creating a record each time an opportunity related to the Account has its stage updated and if the account becomes a 6QA, but doesn't have an opportunity yet created? Assuming this is the 6QA - New record in your screenshot.
Is there any direct (lookup) relationship to the opportunity or is it just in the name of the 6QA Details? Finally, are you stamping the 6QA Account Status on the opportunity for each stage or did you move that to the custom object? I am trying to understand the need to "stamp" the 6QA values opportunities or if we can do it on the custom object and just relate those records to the opportunity directly where appropriate.
Thanks again for sharing!
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Hey @tknych,
Hope you had a nice holiday.
Thanks, glad you enjoyed it. With regards to your questions, we're creating a record every time the opportunity stage changes up until a stage 2 (Thats when we recognize that as a qualified op). You're correct the "6QA - New" record is pre- opportunity.
I don't believe there is a direct "lookup" relationship to the op, it's just the name of the 6QA details. We're capturing the 6s buying stage and 6qa value upon op creation and then capturing the 6s buying stage again when the op moves to a stage 1 op.
The primary reason for us stamping the op with the 6QA and buying stage value is to track when ops are getting created (what 6s buying stage are they in and/or are they a 6QA). It's almost 6QA agnostic.
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@Carla Whyte helpful read!
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@Adi Yehuda Faians @Will Vasquez see this post, suggest we think about setting this up for 6QA reporting as we have been discussing recently.
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such a good resource!
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Super helpful, @Chris Dutton! Thanks for sharing. We will use this as inspiration to help our joint customers seeking to setup similar functionality and views within their own 6QA routing setup/CRM.
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Super helpful, thanks! Timely too as we're working on updating our SF BDR Dashboards now.
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Thank you @Chris Dutton and @Paulo Moreira - shared with our Op's team! Great stuff!!
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@Will Vasquez Would love to know if there are additional topics your ops team would be interested in! Feel free to DM me and let me know, thanks!!
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@Chris Dutton thanks for putting this post together. It is really helpful. We are also trying to find a mechanism to track 6QA's over time. In a scenario where you are using a custom object, how do you track 6QA details if an account becomes 6QA multiple times before an opp is open, and also how would this handled if there are multiple opportunities on an account (let's say we closed lost in 2023, and have a new opp open on account in 2024 after an account became 6QA).
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Is there documentation on how you folks:
- “stamp” the 6QA value that's on the account, onto the opportunity when the opportunity is created. You can also “stamp” the 6QA start and end date, as well as the current 6s buying stage.
- either setup snapshots in your CRM, or create a custom object, one of these will help with tracking 6QA’s over periods of time
We'd like to start tracking 6QAs over time.
Next question: Can accounts become a 6QA, then drop out, then achieve 6QA at a later date?
Thanks
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Fast follow on the above - found this post with the instructions on how to stamp the 6QA.
Still curious to understand if accounts can achieve 6QA, slip, then re-enter 6QA. Thanks!
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Hi @hasingh233
Great question. The way that we would handle when an account 6QA's but doesn't convert to an opportunity is by creating a 'final record" at the end of the 6QA duration. Meaning that at the end of the 60 days (or however many days you have configured the account to remain a 6QA) we create a final details record. This allows us to track the outcome of the 6QA. What would also happen is that account would go back to being a non 6QA account.
As for multiple ops, we haven't quiet solved for that. Right now the status change is based on the first op that gets created when the account is an active 6QA.
Hopefully this is helpful, let me know if you have any other questions.
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Hey @Alex Pinto
Glad you were able to find the post with the "how to instructions" on stamping the opportunity.
With regards to your follow on question about "can an account slip in and out of a 6QA status" No, the account would remain a 6QA for the duration of time (Usually 60 days). At the end of the 60 days, then the account would fall out.
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Got it. So following scenario - ACME Bank 6QAs Oct 1, 2023. Exits 6QA Dec 1, 2023. Can re enter 6QA on Jan 1, 2024? Or an account can only achieve 6QA once in it's lifetime? We're looking into 6QA start date compared to opp creation dates. Thank you
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An account will 6QA an unlimited amount times. As you start to track your 6QA's over time, another thing you can start to measure is, "How many times does an account 6QA where you see you best conversation rate to booked meeting" Our conversation rate drops off after an account 6QA's for the third time.
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Thanks for the reply, @Chris Dutton !
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hey @Abby Pharis - this is what we were chatting through today re. tracking and measuring 6QAs!
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Hey @Chris Dutton got to tag @Neeraj S from Tigera who has been a rockstar in adopting this practice! @Utpal Bhatt @anthony.potter
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@Sharon Troia this is a way to think about some of the dashboards we discussed today.
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@Regina as discussed this is a great community to kick-start some of your questions, on how others have built this. Once the 6sense MOPS is back from their travels we confirm the session as discussed!
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@Nicola Byers here is a helpful article to address your question around measuring ROI from 6sense! Setting this up in Salesforce can help you understand whether 6sense contributed to an open opportunity. Because buying stages can change daily, it's helpful to "stamp" the account stage/6QA status at the time an opportunity is created.
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@Nicola Byers If this is helpful, here is a step by step guide on how to set this up in SFDC.
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