The Account Reach model predicts the likelihood of winning an opportunity based on recent outreach activities from both sales and marketing. By assigning a high, medium, or low reach score to each account, the model provides a data-driven understanding of which accounts are most receptive due to recent sales and marketing outreach. This empowers sellers to focus their valuable time and resources on accounts with a higher likelihood of conversion.
Prerequisites
The Account Reach model scores are only available with the Predictive add-on.
Use cases for Revenue Marketing
Since the reach model evaluates the quality of the outreach activities, marketers can use the reach score in conjunction with the intent score (buying stages) to find out where they have opportunities to help push deals forward.
Think of this as a matrix:
Accounts with a low reach score and low intent score:
These accounts are not yet in market, but they also haven’t been successfully reached out to. There may be accounts in this quadrant that when marketed to will respond and become interested.
Accounts with a high reach score and low intent score:
These accounts have been marketed to but aren’t expressing interest. Marketers should likely slow down marketing to these accounts.
Accounts with a low reach score and high intent score:
These are the accounts with the highest upside. They haven’t been marketed to but they’re still very interesting. With an amount of effort, these accounts are most likely to convert to opportunities and ultimately revenue.
Accounts with a high reach score and high intent score:
These are the accounts that have responded to marketing efforts. They should continue to be targeted with sales and marketing outreach to try and convert them to an opportunity.
Use cases for Sales Intelligence
Account reach is shown as a filter on dashboards so sellers can filter accounts based on account reach scores.
Account reach is also available on the accounts dashboard, where the seller can see account reach for each account.
Account reach is also shown on the account details page with a recommendation on what the seller should do.
For example: if an account shows low reach, we suggest the user increase engagement, whereas for accounts with medium to high reach, we suggest the user maintain engagement.
Account Reach model details
Account Reach Score:
CRM Task/Event
Call: left_voicemail, no_voicemail, other
Email: sent, other
CRM Campaigns
Sent, targeted, invited
MAP
send
Definitions
Account Reach is the output of 6sense’s Account Reach model and produces a score based on the likelihood of an account having a won opportunity based on how and when they have been recently contacted. The Account Reach score is measured from 0-100, with a higher score indicating that the level and recency of outreach indicates a higher likelihood of a won opportunity.
Account Reach levels are assigned to contacts based on their Account Reach score, and each account’s bucket is reevaluated daily.
High account reach score: 76-100
Medium account reach score: 40-75
Low account reach score: 0-39
Calculation
The Account Reach model analyzes each customer's past outreach that led to successful deals to identify patterns in the types and frequency of engagement. It then evaluates accounts by measuring how closely the volume and type of their outreach matches that from historical wins. The model learns which outreach attributes are most predictive of success for each customer and prioritizes those factors when generating scores.
FAQ
Does account reach refer to reach by sales or marketing?
Both sales and marketing.
Does this means the account opened sales or marketing emails?
No, it means they were sent emails or reached out to, not that they engaged (opened) the email.
What type of activities make up the reach score?
Sales phone calls, sales emails, marketing email sends, meeting invites from sales.
Does reach score affect 6QA?
It does not directly affect 6QA as 6QA is composed of profile fit and buying stage.
Does the reach score factor in AI Email data?
It does if the AI Email data is configured appropriately in Data Taxonomy.
If the customer is using an SEP, does that affect the account reach score?
Yes, if SEP data is captured in the task or event objects, and is mapped in Data Taxonomy.
Can you report on conversion rate and uplift for reach score?
No, you can not.
How should I be using reach score?
The reach score indicates how likely an account is to close a deal based on historical outreach. Accounts with High or Medium reach scores should be prioritized for continued engagement. Accounts that are 6QA but have low or no reach could be missed opportunities and should be prioritized for prospecting.
How often is reach score updated and are there certain activities that influence the model more than others?
Reach scores are updated daily. The model training process assigns weights to activities based on their likelihood to impact a closed won opportunity, so more impactful activities drive a higher percentage of the model output.