12Account Scoring

Overview of Account Scoring

You can use account scoring to help your sales and marketing teams prioritize and target the right accounts. You define your ideal customer profile by selecting scoring criteria and assigning weights to them. You can choose your criteria from a broad range of signals and firmographic data. Each of your potential target companies is assigned a score by comparing with your ideal profile. You can also use the scores to divide accounts into tiers to help you assign top-ranking companies evenly across territories.

Oracle DataFox provides thousands of criteria types but you can also import your own data set to use it as criteria for account scoring. Assign weights to these criteria to determine the account score for a company.

This image illustrates the various example inputs from your company data that you can use as account scoring criteria.

DataFox data includes Companies, Headcount, Location, Signals, Conferences, Awards, Funding, and Sector. Your data includes your spreadsheets, connections, partner referrals, CRM, Opportunities, and leads. DataFox data and your data can be used as criteria for account scoring. You can then integrate scores into your workflows.

Account Scoring Criteria Sets

You can create up to three criteria sets to use different account scoring models for your diverse customer profiles. You can assign a criteria set to each user as well as define a default criteria set. If you don’t assign a specific criteria set to a user, the default criteria set automatically applies to the user.

Here are some reasons why you might want to create multiple criteria sets:
  • If you have sales and marketing teams with different ideal customer profiles

  • If you're targeting a number of distinct industries, markets, product lines, and so on

  • If you want to test different criteria sets to see which one gets the best results

You can also compare the account scores for a company from different criteria sets. To do this, go to the Company Overview page and select a different criteria set from the list in the Account Score section. Selecting different criteria sets here doesn't change the criteria set assigned to you.

Criteria Sets and Salesforce Integration

It’s important to understand how criteria sets work with the Salesforce integration. Your users may have a different criteria set assigned to them in Oracle DataFox. However, in the accounts in Salesforce, they might see different account scores if a different criteria set is assigned to the user who set up the sync. Your users will also see different scores if they manually resync an account either from DataFox or from Salesforce. To avoid account scores from different criteria sets being passed on to Salesforce, ensure that your users don’t perform manual resyncs.

To change the criteria set used by the bulk sync, you need to identify the user who set up the sync. Then you can assign a different criteria set to that user. Here’s how you can identify the user:

  1. Go to Settings > Integrations > Salesforce.

  2. On the DataFox for Salesforce page, click Auth Settings.

  3. In the Sync Settings section, identify the user who set up the sync.

Note: If you haven’t manually assigned a criteria set to the user who set up the sync, and you change the default criteria set, the default criteria set will also apply to the user who set up the sync.

Examples of Criteria Sets

By using multiple account scoring criteria sets, your salespeople can target the customer profiles that apply most to them. Let’s look at some examples where different criteria sets helps.

Geography

Your salespeople in Europe might have a different ideal customer profile than those in the US. In this case, you would build two criteria sets and assign them accordingly.

Industry

You sell to the high-tech industry as well as the health care industry. In this case, a single account scoring model may not apply to both industries and you create separate criteria sets. For example, the health care criteria set may focus on companies that participate in big health care conferences or technographics that are common to the health care industry.

Segments

Your salespeople may be focusing on either mid-market or enterprise companies. You may need different criteria sets for these two segments. The criteria set for enterprise may focus on public companies’ firmographics, where as the one for mid-market may use the growth signals.

Build Your Ideal Customer Profile

First create a list of your most valuable sales accounts then run a report to analyze the distinctive attributes of this set of companies. For example, you can generate a list with your top 50 most-valuable sales accounts from the last quarter. After you generate a list, here’s how you can build your ideal customer profile.

  1. Sign in to Oracle DataFox.

  2. Go to the Insights tab.

  3. Click New Insights.

  4. In the Select a list to get Insights on dialog box, enter the name of your list with target companies.

  5. Click Run Report. The report is generated in a few minutes.

  6. Click the report to review the attributes of your ideal customer profile.

Ideal Customer Profile Insights

View the unique attributes identified from your target companies. For example, in this screenshot, headcount is identified as one of the unique attributes from your list of companies.

Screenshot of Headcount attribute on Insights page

When comparing target list with all companies in Oracle DataFox, a metric is considered unique if the significance score (Z-score) is higher. Let’s see what you can understand from the report.

  • Based on the significance score, each insight is displayed graphically with different attributes. Z-score helps you understand the significance of an attribute to the list. You can hover over the graph bars to see the Z-score for each attribute.

  • View the top attributes in the # companies column. You can click the Expand icon to view the companies that have this attribute.

  • View the details of this attribute in the Details table.

    • The table contains all the attributes and their Z-scores.

    • The # companies in this list | in all DataFox column compares the number of companies in each attribute to the companies in database. For example, the highlighted text in the screenshot shows that out of 13,783 companies with more than 5000 employees, your list contains 20 of these companies.

    • Similarly, % companies in this list | in all DataFox column shows the data in percentage.

You can now go to the Account Scoring tab and set up criteria based on your ICP. For more significant results, consider insights with higher Z-scores for your ICP.

Set Up Account Scoring

You have identified your ideal customer profile and are now ready to set up account scoring.

This image illustrates the account scoring process.

Flow chart of the account scoring setup process

Set Up Account Scoring Criteria

You need to set up criteria for account scoring. Let’s look at some examples of filters you can use to set the account scoring criteria:

  • A firmographic data point, such as headcount, location, or industry keywords.

  • Signals data, such as growth signals, including office space expansion and new product launch.

Note: If you already have criteria set up, you can either remove the criteria or edit it. On the Manage Criteria page, click the Remove all icon to remove the existing criteria.

Here’s how you can set up the criteria.

  1. Click the Account Scoring tab.

  2. On the Manage Criteria page, select one of these options:

    • Use Account Scoring template: Select this option to modify a group of preselected criteria.

    • Build my own Account Scoring criteria: Select this option to add your own account scoring criteria. You can view the draft template as soon as you start building it.

    This screenshot displays the options that you can use to set up the account scoring criteria.

    Choose your scoring criteria options.

  3. Build your criteria on the account scoring template.
    • In the Criteria column, click the Edit icon to edit the filter.

    • On the Weight column, click Edit to edit the default weights. You can enter both positive and negative weights.

    • From the Weight list, select a weight for each criterion.

    • Click the Delete icon to delete a criterion.

    • Click Add Criteria to add more criteria.

    Note: You can add up to a maximum of 250 criteria.
  4. Optionally, click Create New Criteria Set to create a new account scoring criteria set. You can create up to three criteria sets including the default set. You can select a set as the default in Settings.
    1. Enter the name and description.

    2. Click Create.

  5. Click Preview Scores to preview your account scores after you have finished adding criteria.

For each criteria set, build your criteria on the account scoring template and publish your account scores. You can view different criteria sets and modify your criteria sets by clicking Change Criteria Set on the Account Scoring page.

Preview and Iterate the Account Scoring Criteria

Preview your criteria with sample lists to check accuracy and iterate the criteria if required.

  1. On the Account Scoring page, click the Preview Scores tab to review the account scores.

  2. In the Choose sample companies section, click Choose a sample group to select up to two lists. For example, you can use a custom list of ideal companies to compare against a random group of companies from the database.

    Account Scoring Preview Scores tab highlighting the Choose sample companies options

    If you have already set up a sample earlier and want to change the sample, click Change.

  3. In the Choose Sample Companies dialog box, enter a list name. If it’s the first time you’re choosing a sample company, you can click Random Companies.

  4. Click Done.

  5. In the Preview section, click Preview Scores to review the account scores for your sample groups.

You can preview the scores in a distribution chart and Company scores table.

For example, let’s compare a random set of companies from Oracle DataFox to the companies listed in one of your lists. The Y-axis represents the number of companies, while the X-axis represents the account score. For an ideal account scoring criteria, your ideal accounts should shift towards the right of the X-axis scoring higher.

This screenshot shows the score previews in a distribution chart with two sets of criteria.

Screenshot displays the Distribution Chart

The Company scores table also displays individual company matrix, as shown in this screenshot.

Screenshot displays the Company scores table

Here’s what to keep in mind when you’re reviewing the account score criteria:
  • Ideal target companies should generally have higher scores. If known good target companies don’t have a high score, you should adjust the criteria and weights.

  • A sample of random companies provides a mixed range of companies with high and low scores representing good and bad targets.

  • If you're iterating on an existing score, it’s best practice to take a screenshot of this matrix before you run the revised preview. You can then see how individual company scores alter based on the criteria you have added or updated.

Iterate Your Account Scoring Criteria

After you preview your account scores, you can iterate the criteria and weights for a more fine-tuned result. You can iterate instantly without waiting for the account scores to be published for calculation. Here’s how.

  1. From the Draft Criteria tab, click the Manage Criteria tab.

  2. Add additional filter criteria or edit the existing criteria.
    1. Select Add Criteria to add additional filter criteria.

    2. Select a different weight from the Weight list to edit weights of the existing criteria.

  3. Click Preview Scores to see how your changes affected the graph.

    The preview may take several minutes to be generated.

This screenshot shows the Company scores table with the previous and new scores.

Company Scores table displays previous and new scores

Publish the Account Scoring Criteria

From the Manage Criteria tab, click Publish. The account scores are queued to publish, and the publish time varies based on the number of criteria. It usually takes up to 24 hours for the account scores to be published.

If you publish more than once, you can always review your current score while your new scores are being calculated. Go to the Companies tab and view the Account Score and Account Scoring Tier columns to review. If there's an asterisk next to the account score for a company, it indicates that it's the current score and that the score is being recalculated.

Note: If you haven't already added the Account Score and Account Scoring Tier columns as filters on the Company page, click Add a Filter to add these columns.

Set Up Account Scoring Tiers

You can set up account scoring tiers to group companies into tier lists. Allot tier lists so that you can delegate work across your salespeople equally on all the high-valued accounts. You can identify tiers based on percentile (for example, 99th percentile = top 1% of companies) or the number of companies (for example, 500 companies in tier 1).

For example, if you have 10 salespeople and 1000 target accounts divided into two tiers, you can assign 50 accounts per person in each tier. So, you set tier 1 to include 500 accounts (10*50) and tier 2 to include the other 500 (10*50) accounts.

  1. On the Account Scoring page, click the Distribution & Tiers tab.

  2. Click Manage Tiers.

  3. In the Tier Management dialog box, select how to create tiers.

    • Use percentiles: Specify a percentage rank for each tier.

    • Specify number of companies per tier: Specify number of companies for each tier.

    You can create up to four tiers.

  4. Select or enter a number for each tier.

  5. Click Done.

    Your tier definition is updated immediately.

You can also drag the tier lines on the graph to update the tier threshold.

This screenshot shows the graph with updated tier definition. You can view the companies within each tier by clicking any of the tiers from the Tier Details section of the graph.

Account Scoring Distribution and Tiers

Assign Account Scoring Criteria Sets

Assign the criteria set that’s most relevant to your sales reps to help them prospect better.

  1. On the user menu, click Settings, and then click the Team Management tab.

  2. On the Team Management page, click the Active Users tab.

  3. For each user, select a set from the Criteria Set list.

    Team Management page to assign criteria sets.

Each user can view the scores and tier data based on the assigned criteria set.

Note: New users are assigned the default criteria set, but you can assign them a different set at any time.

The first criteria set you create is automatically the default set, but you can change the default. Go to Settings > Account Scoring > Default Criteria Set and select a set from the list.

Integrate Scores into Your Workflows and Sync with Applications

Let's look at the different ways in which you can integrate your account scores.

For strategies on account scoring, see Best Practices for Account Scoring.

Use Account Scoring to Find Your Best-Fit Accounts

Here's how you can use account scoring to identify your best-fit accounts.

  1. Click the Companies tab. If you don't see the Account Score and Account Scoring Tier columns on the Company Search page, click Customize fields icon to add the columns.

  2. On the company search page, click Add a Filter.

  3. In the Filter Companies dialog box, click Account Scoring.

  4. In the Account Score field, enter the minimum and maximum score.

    Optionally, if you want to view companies in a tier, from the Account Scoring Tier list, select a tier.

    Filter Companies with Account Scoring Tier Screenshot

  5. Click Apply.

  6. On the Companies page, click the Account Score column and select Sort Descending.

Your salespeople can now sort their accounts based on the company scores. The companies with high account scores are the best-fit accounts that salespeople can target.

Best Practices for Account Scoring

Let’s see how you can use best practices to build criteria for your account score.

Learn the Basics

Learn how to create at least one of the key types of criteria-- a pre-built list, signals data, firmographic data, and more with the account scoring feature. For details, see Set Up Account Scoring.

To verify the accuracy of the weight of account scoring, here are two recommended methods:

  • If you're using CX Sales or Salesforce, use Oracle DataFox filters to make a list of companies that are synced. Ensure your top prospects or accounts appear among the top companies based on your account score.

  • If you’re using any other CRM application, you can filter based on account score and ensure your top prospects or accounts appear among the top companies.

Analyze and Reiterate

After you set up your criteria and publish your scores for the first time, analyze your scores and improve them. Assess a few more good traits to use in your criteria and put a negative weight on criteria you don’t like. Adapt and improve your scores based on your changing business strategies and the evolving trends of the markets you want to enter.

Iterate on your existing score after you have finalized your scoring criteria. It’s a great idea to make routine adjustments to track the companies and weights your organization finds most valuable.

Share and Update

After you have some preliminary results, share the account scoring criteria with your teams. Collect your team’s feedback and reiterate the criteria as necessary.

For example, choose one of the criteria to be companies with headcount more than 5000 employees. You want priority companies to appear at the top in the Companies tab when you sort the companies. If you receive feedback that your top companies aren’t appearing, then you need to adjust the weight criterion for increased accuracy.

Sync with Your Applications

After you’re sure you have an accurate score, push it to your CRM application and test the score. You can incorporate any feedback that you get from your teams to the scoring model. Sync with CX Sales and Salesforce applications. For details, see:

You can also use account scoring data to target your best-fit contacts and run successful marketing campaigns. For details, see Example of Using Oracle DataFox Data for a Marketing Campaign.

Examples of Account Scoring

Here are a few examples to help you understand how to create your scoring criteria.

Example of Scoring Setup for Growth Investor

This table shows an example of criteria you can apply if you want to target the early stage venture-funded startups preferably in USA.

Weight Source Criteria
+30 Custom Spreadsheet: Tier 1 prospects
+20 Oracle DataFox Curated List: SaaS 1000 - Headcount growth
+20 Oracle DataFox Curated List: Inc 5000 2020
+20 Custom Spreadsheet: Old Pipeline from spreadsheet
+15 Oracle DataFox Firmographics: US-based, Headcount 50 - 150
+15 Oracle DataFox People: Leadership Change
+15 Oracle DataFox Growth: Office Expansion
+10 Oracle DataFox Curated List: CyberSecurity 500
+10 Oracle DataFox Conferences: Slush 2019
+10 Oracle DataFox Conferences: Saastr 2020
+15 Oracle DataFox People: Leadership Change
+15 Oracle DataFox Growth: Office Expansion
+10 Oracle DataFox Curated List: CyberSecurity 500
+10 Oracle DataFox Conferences: Slush 2019
+10 Oracle DataFox Conferences: Saastr 2020
+10 Oracle DataFox Financial Info: Investors: Sequoia & Accel
+10 Oracle DataFox Financial Info: Investors: Oracle or Microsoft
+5 Oracle DataFox Financial Info: Funding: Series A or B, < 500
+5 Oracle DataFox Industry Definition: Industry Keywords: SaaS
+5 Oracle DataFox Investors: Y Combinator or StartX
-20 Oracle DataFox Industry Definition: Industry Keywords: Consumer, Social
-40 Oracle DataFox Basic Company Info: Founded: Before 2000
-60 Oracle DataFox Industry Definition: Industry Keywords: Biotechnology, Healthcare
-100 Oracle DataFox Financial Info: Exit Status: Public or Acquired or Closed Down

Example of Scoring Setup for Sales and Marketing

Weight Criteria
+25 Curated List: Sales Intelligence Software - G2 Crowd
+25 Basic Company Info: City San Francisco, CA, Headcount > 20
+25 Curated List: Top SaaS Companies - SaaS 1000
+25 CRM/Custom Data: Accounts synced to Oracle CX Sales
+20 Curated List: Inside Sales - Sales Intelligence - Company Intelligence
+20

Basic Company Info: Headcount 200 - 1k

Financial Info: Mid-market revenue

+15 Conferences: Oracle OpenWorld 2018
+15 Industry Definition: Industry Keywords: Sales Intelligence, Data
+10 Conferences: Topo Summit 2019
+10 Signals: Negative News: Bankruptcy within the last year > 1
+10 Industry Definition: Industry Keywords: SaaS or enterprise software
+10 Curated List: Marketing Account Intelligence Software - G2 Crowd
+10 Conferences: SaaStr Annual 2019
+10 Curated List: Inside Sales - Sales Intelligence
+5 Basic Company Info: Headcount > 1k
+5 Curated List: Sales Intelligence
+5 Curated List: Product Hunt - CRM Must-Haves
+5 Industry Definition: Industry Keywords: b2b
-5 Industry Definition: Industry Keywords: infrastructure
-5 Basic Company Info: Headcount > 20k
-20

Basic Company Info: Exclude United States, Headcount > 100,

Financial Info: Revenue > $1, Funding > $5m

-25 Signals: Negative News: Industry or Competitive within the last year > 1
-50 Small Startup Direct Competitors, Too Close for Comfort

This screenshot displays how we set up example criteria for sales and marketing.

Screenshot displays Manage Criteria page with weight and criteria that you can use as an example of scoring setup for sales and marketing