Marketscape CRM's flexible rating system provides each client with the tools to segment their book of business in a way that aligns with their own internal goals or metrics, while still providing the structure needed to identify and convert their engagement efforts into meaningful results.
Please keep in mind that the examples below are suggested potential definitions for our A-D rating scales, but each client must decide and codify their own definitions for their own team(s). Remember, too, that your Account Manager will be happy to review these options with you and identify opportunities to fine tune your own customized ratings scale.
Qualifying an account rating: Relationship Scales
- A – The Loyalist: "I have a strong rapport with this account. They give me all of their business, whatever that looks like. They are loyal to me and my business only."
- B – The Splitter: "I have a good working relationship with this account. They give me business, however that business isn't consistent, or is not always the good kind. I am working hard to build this potential relationship."
- C – The Conquest: "I have received little-to-no-business. I am still determining if this account is worth my time, or if it has potential."
- D – The Obsolete: "This is a Do Not Call account. I do not believe this account has potential, at least at this time." These can be defined as archived accounts, or by a barrier to entry. For example: "The hospital will not allow me into the building unless they call me directly," or, "This doctor is the medical director for a competitor."
Quantifying an account rating: Volumetric Scales
If your team currently has a high number of accounts assigned to each user – more than our recommended best practice of approx. 50 accounts – then your rating system may be best determined by "working backwards" from visit frequency specifically.
- D – Obsolete or Historic: All accounts that are assigned with no events, or with no event history in more than 6 months
- C – Prospect: All accounts that have had an event in the last 6 months. This is the user's entire prospect base
- B – Focus: Have users review their prospects and update all accounts with events in the Y-Z events per month range to B
- A – Key Accounts: Have users review their prospects and update all accounts with events in the X-Y events per month range to A
Another alternative would be to set the range of activity from referral volume instead of event volume.
Think of the ideal range for your business' portfolio of "top" accounts to determine what your "A" range should be, and then work down the scale from there.
Complex account ratings: Stacked Metrics Scale
For a comprehensive approach, you can stack multiple metrics into each account rating. For example:
|A Accounts||B Accounts||C Accounts||D Accounts - Unassigned|
|Growth expected in market(s); open/eager to education||Targeted to influence growth in market; planning future education||Uncertain or unknown||Zero or not targeted|
|Called on at least weekly||Called on 2x a month||Called on monthly or more than quarterly||Quarterly if at all|
|Access to families and staff; open collaboration to gain market share||Some limited access to families and staff; little collaboration to gain market share||Limited access to families; service is unproven||None or intentionally blocked|
|Facility "likes, loves and advocates" for us, and we have a strong partner-like relationship. "Part of the Family" who understands the care model.||Facility is getting to know us, and is working towards a partner-like relationship. Teaching our care model.||Facility treats us like a vendor. Searching for opportunity to teach our care model.||None, unknown or adversarial|
|Consistently 2-3+ patients||0-1 patients||None Yet||None; actively uses or owns another service provider|
Remember: you can use a volume scale in conjunction with a relationship scale, and/or with any other KPI or metric that would be applicable to your business. These examples are only meant to guide your thoughts on what is relevant to your unique space in the market.
Once your Rating Scale has been determined, use the information you've deployed to gather further data points over time.
Potential Next Steps for Rating Scales:
- Upload your rating scale documentation to the Documents section of Marketscape CRM so that all users can reference the information as needed
- Automate your Contact Ratings to set the cadence for admit volume (if applicable)
- Implement a requirement of 5 events per day, and then measure how much time an AE spends with their top accounts
- Implement a requirement of 2 events per week for A accounts, 1 per week for B accounts, and so on
- Track movement from C to B, and B to A accounts over time
- Host small competitions within your team to capture information, like a contact's birthday or an account's Primary Referring Person.
Once that information is in the system, use it!