Deals are made through a conversation of two sides - the seller (you!) and the buyer (your prospect). Each conversation is made up of many smaller activities, such as calls, emails, engagement events, and so on. Seeing the conversation alongside your deals gives you a richer and more accurate picture of deal reality.
We connect conversations with CRM objects such as Salesforce Opportunity, and show them everywhere we show deal activity, such as in the Deals and Account pages and in Deal Insights.
Our process for identifying conversations and associating them with opportunities is divided into three stages.
In the first stage, we group activities into conversations.
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We look at each activity and identify its participants.
For example, an email’s participants are the sender and recipients.
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We identify groups of people having a conversation, often spanning multiple activities.
For example, the same group of people might exchange several emails and then jump on a call.
In the second stage, we find CRM deals (opportunities) that are a potential match for each conversation:
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As we expect conversations such as emails, calls and other activities to start before the deal is created or end after the deal is closed, deals are identified as a potential match based on the following conditions:
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Deals that were open in your CRM at the time of the conversation
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Deals that were opened up to 30 days after the conversation took place
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Deals that were closed up to 30 days before the conversation took place
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If Use contact roles (set in your CRM settings page) is turned on (recommended), we reduce the list of potentially matching CRM deals to those where contact roles match any conversation participant.
Tip
Have your team define contact roles for deals to ensure that association is as accurate as possible. The quality of the activity association depends on the accuracy and completeness of the information in your CRM.
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If Use contact roles is turned off, or if we couldn’t match any contact role, we reduce the list of potentially matching CRM deals to only those where the deal owner (typically the AE who is driving the deal) is a participant in the conversation.