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Insights: Sales Prioritization

Updated this week

The Sales Prioritization dashboard identifies your best sales opportunities by analyzing predictive buying stages, intent signals, and engagement patterns. Target prospects at the perfect moment with personalized messaging and rescue cooling leads before they're lost.

When to Use This / Prerequisites

When to Use Sales Prioritization:

  • When prioritizing daily sales outreach and follow-up activities

  • To optimize sales team focus on highest-probability opportunities

  • To re-engage contacts whose engagement has declined

Prerequisites:

  • The Sona tracking pixel must be active on your website

  • Access to the Sales Prioritization dashboard as part of your package

  • Intent signal tracking configured and collecting data

  • CRM integration setup (optional but recommended to connect website activity to CRM data)

  • Buying stage configuration set up in Scoring and Buying Stages

Step-by-Step Instructions

A. Accessing and Understanding the Dashboard

Step 1: Navigate to Sales Prioritization

  1. Log into your Sona dashboard

  2. In the left sidebar, locate the Insights section

  3. Click on Sales Prioritization

  4. You'll see the main Sales Prioritization dashboard with intent signals and account categorization

Step 2: Set Your Date Range

  1. Use the date picker in the top right (showing last month by default)

  2. Select your desired time period using the dropdown menu

  3. The dashboard will update to reflect your selected timeframe

B. Understanding the Three Key Metric Cards

Step 3: Identified Accounts

  1. Click Identified Accounts to review the metric card

  2. This represents accounts that have been identified from your website traffic

Step 4: ICP Fit Accounts

  1. Click on ICP Fit Accounts card to view accounts with an ICP Fit Score greater than 50

  2. These are accounts that meet your Ideal Customer Profile criteria above a certain threshold

  3. The ICP Fit Score threshold is typically greater than 50, but the exact number may vary based on your configuration

  4. This helps you focus on accounts that match your ideal target customer characteristics

Step 5: Intent Signals

  1. On Intent Signals card you can view the total intent signals.

  2. This number represents the total count of intent signals detected during your selected period

  3. Intent signals include activities like:

    • Multiple page visits within short timeframes

    • Visits to pricing or product comparison pages

    • Downloaded resources or content engagement

    • Time spent on solution-focused content

  • Use this metric to surface accounts with intent signals that warrant sales outreach

C. Exploring Account Categories and Detailed Views

Step 6: Understanding the Tab Structure

The dashboard includes four key categorization tabs:

  1. Hot Accounts: Accounts with the strongest intent signals and highest engagement

  2. Trending People: Individual contacts showing increased activity and engagement

  3. Accounts by Buying Stage: Accounts segmented by their position in the purchase journey

Step 7: Hot Accounts

  1. Click on the Hot Accounts tab

  2. Review accounts with the highest intent scores and recent engagement

  3. Prioritize accounts with high intent scores, strong ICP Fit scores, and which are in late buying stages

  4. Focus sales attention on these high-priority accounts

Step 8: View CRM Accounts and View data in Account List

  1. Click View CRM Accounts button to see a filtered view of identified CRM accounts.

  2. This will direct to identified Accounts that are already in the CRM

  3. Click View data in Accounts List to see these accounts in the Accounts list instead.

  4. Use the Select dropdown to:

    • Choose different column presets

    • Or create custom presets with your preferred data fields and layout

Step 9: Trending People

  1. Navigate to the Trending People tab

  2. Key columns to analyze:

  • CRM: Shows CRM ID if the contact exists in your system

  • Contact Owner: The assigned sales rep for this contact (from CRM)

  • Last Engagement: The last time this contact engaged with your sales team (CRM field)

  • Intent Signals: Count of intent signals for this individual

  • Intent Score: Calculated score based on engagement (note: this field is currently being updated in the system)

  • Engagement Changed Since 1W: Critical metric showing engagement trends

  • Buying Stage: Current stage in the buying journey

  • Total Active Time: Time spent on your website by this contact

Step 10: View CRM Web Visitors and View data in Web Visitors

  1. Click View CRM Web Visitors to see which website visitors are existing contacts in your CRM

  2. Click View data in Web Visitor button to see a filtered view of Web Visitors

  3. Use the Select dropdown to:

    • Choose different column presets

    • Or create custom presets with your preferred data fields and layout

Step 11: Understanding Engagement Trends

  1. Pay special attention to the Engagement Trend column

  2. Declining engagement (negative change) indicates a contact may be cooling off

  3. This is a critical trigger for sales action - when engagement goes down, it's time for the sales team to reach out

  4. Re-engage contacts with declining engagement to prevent them from going cold during the deal process

  5. This helps ensure prospects stay warm throughout the sales cycle

  6. Increasing engagement indicates growing interest and buying intent

Step 12: Accounts by Buying Stage

  1. Click on Accounts by Buying Stage tab

  2. Review how accounts are distributed across different stages:

    • Awareness: Early-stage research and problem identification

    • Consideration: Active evaluation of solutions

    • Decision: Final vendor selection and negotiation

    • Purchase: Prospects who have made or are finalizing their purchase

  3. The buying stage shown is a predictive buying stage based on behavioral analysis

  4. This uses the same buying stage logic found in other dashboards

  5. Buying stage configuration is managed in the Scoring and Buying Stages section of your Sona dashboard

Key Concepts / Best Practices

Understanding Intent Signal Quality

  • High-Quality Signals: Multiple page visits, long session durations, visits to pricing pages

  • Medium-Quality Signals: Content downloads, resource engagement, repeat visits

  • Low-Quality Signals: Single page visits, short session durations, bounce traffic

  • Signal Frequency: Recent and frequent signals indicate higher purchase intent

Sales Outreach Optimization

Use Sales Prioritization data to:

  • Personalize Messaging: Reference specific content or pages the account viewed

  • Timing Optimization: Contact accounts during peak engagement periods

  • Channel Selection: Use preferred communication channels based on engagement patterns

  • Follow-up Cadence: Adjust follow-up frequency based on intent signal strength

Performance Monitoring Best Practices

  • Daily Review: Check Hot Accounts and Trending People daily for immediate opportunities

  • Weekly Analysis: Review buying stage distribution and intent signal trends weekly

  • Monthly Planning: Use longer-term trends for sales forecasting and resource allocation

  • Quarterly Optimization: Adjust intent signal definitions and scoring based on conversion data

Integration Best Practices

CRM Integration:

  • Sync hot accounts directly to your CRM for immediate sales action

  • Use intent scores to update lead scoring and prioritization

  • Track conversion rates from intent signals to closed deals

  • Create automated workflows based on intent signal thresholds

Sales Team Workflow:

  • Establish daily prioritization routines using Sales Prioritization data

  • Create personalized outreach templates based on intent signal types

  • Implement follow-up cadences aligned with buying stage progression

  • Use trending people data to identify ideal contact timing

Related Articles
Account Profile Parts
Workspace Settings: Buying Stages
Onboarding
Accounts: Account Profiles
People: Visitor Profiles
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