Supported Plans: Enterprise
Supported Platforms: Gmail/Office365/Exchange/Lotus Notes
Put simply, Ebsta Score is a number between 0-100 that represents engagement. The more interactions your company has with a Contact, Opportunity, Case or Lead – the higher their Score.
Firstly, its important to note that Ebsta Score does not require the information to be in Salesforce, no longer do we have to rely on the end users to log all the information for us to accurately report.
Secondly, Ebsta Score makes sense of the communication. It takes into account the total Activity count and Days Since Last Activity, but it also looks at the type of activity, its direction (inbound/outbound), duration and timing to derive a single engagement percentage metric.
Using Ebsta Score I can now see the difference between two opportunities that native Salesforce metrics would plot in the same location. Let’s take the example of two opportunities, A and B, that have both had 10 activities logged with the last being 10 days ago. When using the standard Salesforce metrics, the Opportunities are plotted in the same position.
Ebsta Score takes into account that for opportunity A, the 10 activities are made up from 5 outbound calls lasting less than 30 seconds and 5 outbound emails. In contrast for Opportunity B the 10 activities are 3 outbound calls lasting longer than 3 minutes, 2 inbound calls, 2 outbound emails and 3 inbound emails all belonging to the same thread.
The contrasting Ebsta Score given to each Opportunity shows me immediately that we are engaged with Opportunity B but not with A. We can therefore focus on Opportunity A to understand what is going on and have the opportunity to hopefully turn it around and close it or remove from the forecasting.