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Let’s Talk ABS Custom Fields

By now you know that Account and Contact Stages tell you where your prospects are in the sales pipeline, but how do you determine why they’re in a given stage? Or when you should next contact them?

That’s where Account and Contact Custom Fields come in.

These Custom Fields are used to provide reps with more information about the contacts and accounts in different Contact and Account Stages.

 

So, How Are Custom Fields Set Up?

As they are custom, Custom Fields can be tweaked to fit each team’s specific needs.

Depending on the sales enablement platform being used, Custom Fields can be easily seen and selected from a pre-existing menu, or they may need to be manually entered.

Custom Fields are really useful in providing an explanation for why contacts and accounts are in the stages they’re in.

For example, “Reason for Bad Fit” could be setup as a custom field for a Do Not Contact Stage. Additionally, a “Reason for Loss” could be setup as a Custom Field for a Lost Opportunity Stage. This would allow reps to see why an account or contact in these stages was determined to be a bad fit or why they were lost.

Another common Custom Field is “Check Back Later Date”. This Custom Field can be especially useful in the Nurture Stage, to tell reps when they should next contact an account or contact in this stage.


The Custom Fields of Our Friend Gary at ProspectIT

After setting up his team’s Account and Contact Stages, Gary moves on to creating Account and Contact Custom Fields.

Gary decides to start his team off with three Custom Fields: Reason for Bad Fit, Reason for Check Back Later, and Check Back Later Date:

  • Gary sets up the Reason for Bad Fit Custom Field to have a picklist of subcategories. These subcategories are “Unqualified” and “No Interest”.
  • The Reason for Check Back Later Custom Field is setup to also have a picklist of subcategories. These subcategories are “Timing”, “Budget”, and “Unresponsive”.
  • The Check Back Later Date Custom Field will be a date that needs to be manually entered.

Gary creates each of these Custom Fields and their subcategories in his team’s sales enablement platform.

Gary’s reps will use these Custom Fields for both Account Stages and Contact Stages.

Here’s just a few ways Gary plans for these Custom Fields to be used:

  • When a contact or account is placed in the Check Back Later Stage, Gary’s SDRs will select the Reason for Check Back Later Custom Field. Gary also wants his reps to select a specific reason why the contact or account needs to be checked on later from the picklist he created. For example, if a contact doesn’t respond to emails or calls, the SDR will select the “Unresponsive” subcategory.
  • When an account or contact is in the Do Not Contact Stage, Gary’s reps will choose the Reason for Bad Fit Custom Field. The SDRs will also choose a specific reason why the account or contact is a bad fit from the picklist he created.

    If a contact has an email address that bounces, for example, then an SDR would select the “Unqualified” subcategory.
  • For contacts or accounts that are in the Check Back Later Stage, Gary also wants his reps to select the Check Back Later Date Custom Field. Reps will then manually fill in the date when they should try to recontact the account or contact.

Thanks for the read! Check back next week where we address how to create territories for your reps through Rules of Engagement.

In the meantime, got questions, comments, or concerns? Drop us an email at sales@apollo.io