Check whether reps work the right accounts
Activity is easy to count. Whether it landed on accounts that fit the ICP and showed intent is the question, and the answer is different for every rep.
The conversation
Sample accounts and numbers, for illustrationYouFor each rep, take their emails and calls from the last 30 days, match each to the account it touched, score that account on ICP fit and on intent in the same period, and show me what share of each rep's activity went to high-fit accounts with a signal, plus the high-fit accounts with intent in their territory that got no touch at all.
Unify3 checks · mailbox, dialer and CRM
- Matched every sent email from Gmail, every call logged by the dialer and every CRM task in the last 30 days to the account it touched, per rep.
- Scored each touched account on ICP fit and on intent in the same 30 days: website visits, hiring, funding and leadership changes.
- Listed the high-fit accounts with intent in each territory that received no touch.
Four reps, 1,840 touches. The share of activity on high-fit accounts with a signal runs from 61% down to 22%, and the gap is mostly territory choice, not effort.
- 1,840
- touches in 30 days four reps
- 41%
- on high-fit accounts with a signal team
- 27%
- on low-fit accounts
- 58
- high-fit, high-intent accounts untouched
480 touches. 292 on high-fit accounts with a signal, 61 on low-fit. Eight untouched high-fit accounts in her territory.
410 touches. 197 on high-fit with a signal. Fourteen untouched, all in the plant segment he rarely calls.
520 touches, the most on the team. 114 on high-fit with a signal, 240 on low-fit accounts that reply quickly. Twenty-one untouched high-fit accounts.
430 touches. Ramping, working a list built in June that has gone stale. Fifteen untouched.
Touches, fit and intent are read from the records. Whether a rep chose badly or inherited badly is the reading, and the untouched list is there to tell them apart.
YouTake Sam. Which accounts got the touches, and which should have?
UnifySam worked 38 accounts last month. The twelve that got the most touches score low on fit and reply fast. The twenty-one he did not touch include four with a new leader this month.
| Account | Touches | ICP fit | Intent in 30 days | Verdict |
|---|---|---|---|---|
| Lumen Freight | 46 | Low: 40 employees | None | Drop |
| Brightpath | 38 | High | Replied twice, no signal | Keep |
| Halden Robotics | 0 | High | New VP Operations, hiring | Pick up |
| Merridian Systems | 0 | High | Pricing page, three visits | Pick up |
- Where the time went
- Twelve low-fit accounts took 240 touches because they reply. Replies are not fit; two of the twelve are below the seat floor.
- What he missed
- Halden and Merridian both showed intent in the window and sit in his territory. Neither has a touch. Both are in the list he never opened.
YouAcross the whole team, which low-fit accounts got the most activity last month, and who worked them?
UnifyLow-fit accounts took 497 touches across the team, 27% of the month. Ten accounts absorbed 310 of them, and Sam worked six of the ten.
- 1Lumen Freight · Sam46 touches
- 2Pellham Group · Priya41 touches
- 3Corvane · Sam33 touches
- 4Oakline Supply · Chris29 touches
Low fit is the ICP score, not a verdict on the account. Each row names the rule it fails, so the rep can argue with it.
YouDraft the coaching notes and set up a weekly version of this for me.
UnifyFour notes are in your queue, one per rep, each with three accounts to drop and three to pick up. The report reruns every Monday.
- SamOwner YouDraft ready
- PriyaOwner YouDraft ready
- ChrisOwner YouDraft ready
Set up
- Coaching notes drafted Each names the share, three accounts to drop with the reason, three to pick up with the signal, and nothing about effort.
- Weekly rerun Every Monday for the trailing 30 days. The share per rep and the untouched list are written to the reporting view.
- Untouched accounts offered The 58 untouched high-fit accounts with intent are ranked and offered to the reps whose territories they sit in, before the evening book build.
The share is a description of where activity went. The note treats a low share as a list problem first, and a rep problem only if the list was good.
Activity against fit, with and without Unify
The dashboard says who is busy. It does not say who is busy in the right place.
| Without Unify | With Unify |
|---|---|
| Rep activity is a count of emails and calls with no view of which accounts received them | Every email and call is matched to the account it touched, with that account's ICP fit and intent |
| The manager suspects a rep is working the wrong accounts and cannot show it | Each rep gets a share: how much of their activity landed on high-fit accounts with a signal |
| High-fit accounts showing intent sit untouched while a rep chases a warm but wrong one | The untouched high-fit, high-intent accounts in each territory are listed beside the rep's actual list |
| Coaching conversations run on feel, not on the list of accounts each rep chose | The coaching note names the accounts to drop and the accounts to pick up, per rep |
Start from this prompt
Make it your own in Unify, then review the results.
For each rep, take their emails and calls from the last 30 days, match each to the account it touched, score that account on ICP fit and on intent in the same period, and show me what share of each rep's activity went to high-fit accounts with a signal, plus the high-fit accounts with intent in their territory that got no touch at all.
What else you can ask for
The walkthrough is one path through this workflow. These are the turns people take most often.
- One repWhere did Chris's activity go last month, by ICP fit and intent, and which high-fit accounts in his territory did he not touch?Try in Unify
- Team viewRank the team by the share of activity on high-fit accounts with intent, and show the spread between the top and bottom rep.Try in Unify
- Wasted touchesWhich accounts got the most activity last month while scoring low on fit, and who worked them?Try in Unify
How it changes by who you sell to
- Software
- Software reps drift toward accounts that reply, which are often too small to buy. Ask for each rep's activity split by ICP tier and by whether the account showed intent, and for the share of touches on accounts below the seat floor.
- Financial services
- At banks and insurers a rep's activity clusters on the two institutions that answer the phone. Ask for activity by account against fit and intent, and for the high-fit institutions in the territory with no touch in 60 days.
- Healthcare
- Health-system reps spend weeks on one system while others show intent. Ask for touches per system against intent, and for systems with a department hiring or a new leader that got no activity.
- Manufacturing
- Plant reps work the plants they can drive to. Ask for activity against fit and signals by region, and for high-fit plants outside the usual radius that showed a signal this quarter.
- Professional services
- Reps at firms work the partners they already know. Ask for activity by firm against practice-area fit, and for firms in the target practice with a partner move and no outreach.
Next in pipeline intelligence and coaching
+2Coverage gapsFind pipeline coverage gapsCoverage by rep, segment and territory against the number, and the accounts that could fill each gap, so the fix is a list of names rather than a bigger target.
+2Pipeline driversFind what drives outbound pipelinePipeline broken down by signal, persona, segment, channel and rep, from the CRM and the outreach records, so the next quarter is planned on what worked rather than on what felt busy.- Sequence performanceFind what your best sequences do differentlyReply rates say which sequences win. The steps, timing and audience behind them say why, and that is what the rest of the team can copy.
Connect what this workflow uses
Each guide covers the connection, what Unify reads and writes, and what to check before the first run.
- Connect SalesforceAuthorize Salesforce in Unify, configure CRM field mappings, and choose when to enable writing.
- Connect GmailConnect Gmail to Unify for sequence emails and replies.
- Connect HubSpotConnect HubSpot to Unify, map Company and Person fields, and plan CRM exclusions and supported write-back.
- Connect OutlookConnect Microsoft Outlook directly to Unify.
Questions about this workflow
Where does the activity come from?
Sent emails from Gmail or Outlook, calls logged by the Unify dialer, and tasks and activity records in Salesforce or HubSpot. Each is matched to the account it touched, so activity is counted by account and rep, not by rep alone.
How is fit scored?
Against your ICP as defined in Unify: industry, size, stack and the other criteria you set. Intent is what the account did in the same 30 days: website visits, hiring, funding or a leadership change. Both scores are shown per account.
Is this a leaderboard?
It is a split, not a rank, and it comes with the accounts behind it. A rep with a low share often inherited a bad territory, which the untouched-accounts list makes visible, so the manager can fix the territory rather than the rep.
How is this different from best reps?
Best reps compares outcomes and reads what the top performers wrote. This page looks only at where activity went and whether those accounts fit, so a rep with great emails to the wrong accounts shows up here and not there.