When it comes to harnessing the power of EverString and the FIRE methodology, you have a couple of options.
EverString, as an application, lives in two places: 1) The web app, which is generally used by a marketing or operations person; or 2) in a CRM in the form of a visually appealing, user-friendly panel that offers more in-depth information about a prospect or account. Once the user clicks into the account, they are able to see a report on how the prospecting and lead building is performing and begin taking the necessary actions.
Centralized Account Intelligence
Essentially, the FIRE dashboard creates a centralized place where there’s full visibility into the different accounts and their scores on Fit, Intent, and Engagement. That is, does the prospect need what the user’s company has? Do they intend to buy something? How long have they been searching for it? And are they engaging with the company’s content and channels while they search?
With an intuitive interface, the FIRE dashboard makes it easier to onboard the operations and sales team members without a large learning curve or lengthy trainings.
Image: FIRE Dashboard within Salesforce CRM
When trying to understand how the dashboard looks and how all the clients are sorted and prioritized, it’s best to think of it as a pyramid. The base of the pyramid is every prospect that has high Fit. The next level is everyone with high Fit and Intent, but the Recency is rather old. The third level up has high Fit, Intent, and Recency. And the final level, the very top, is a prospect that scores high across all four of these dimensions.
Keeping this all on a centralized dashboard allows you to make a lot of inferences about this data:
- Who owns those accounts internally: You can see which of your sales reps or business development reps owns these accounts, and how they’re following up with them.
- The effect of these accounts: Measure the developments of the accounts at each criteria level, see how much of your pipeline is filled at each level, and how close they are to moving through the funnel, etc.
- Understand FIRE accounts versus non-FIRE accounts: The data can show how each account performs against the others by showing the delta between them, the length of the sales cycles, average deal price, etc.
Since the FIRE dashboard is compatible with most CRMs — you can easily set it up to integrate with your lead generation and lead scoring systems already in place.
What becomes clear to customers who use the FIRE dashboard is that the FIRE accounts close faster, are bigger, worth more, and are typically won more often than accounts that don’t meet those criteria.
Terminus, developers of a leading ABM platform, saw a dramatic shift in their sales numbers when they put FIRE into action:
Why you need FIRE
The FIRE dashboard is a way of organizing all your data in a place where all stages of your funnel and your marketing team are operating within your CRM. This helps them see the effect of their efforts, understand what’s happening as a result, and then take action to further the relationship.
Finally, the FIRE dashboard allows the management team to understand how their team is performing. They can see information like when a prospect first appeared on the FIRE radar, who owns it, when the company was last followed up with, and to see if their salespeople have an action plan in place or to give them a gentle nudge in the right direction.