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Gainsight Inc.

Configure NameDrop to Proactively Identify Similar Customers and Suggested References for Prospects

Introduction to NameDrop

If you’ve ever wanted to be able to generate references automatically, for your prospects, without having to manually go through your entire customer database, we’ve got news for you! NameDrop enables you to view similar customers and possible references on the Account & Opportunity Widgets with the help of Bionic Rules and Standard Objects.

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Confirm Prospect Purchase and Licenses

NameDrop requires a package be purchased to allow your Prospect Accounts to be brought into Gainsight as Customers. Users will also need to have a Full or Limited Gainsight license in order to view the widget on the Salesforce Account page. Please reference your contract to determine if these two items have been included, or contact your Gainsight Sales Representative or CSM for more detail.

Configuration Overview

  1. Confirm prospect purchase and licenses

  2. Create a Rule to Sync prospects to Gainsight

  3. Confirm your Contacts & Opportunities objects in SFDC have lookups on Account

  4. Decide on criteria you would use to match prospects with customers against

  5. Know how to:

  1. Identify referenceable Contacts

  2. Align on fields you’d like to see in your Similar Customers & Reference Contacts reports

  3. Set up an MDA subject area for “Suggestions”

  4. Sync fields from Account & Customer Info to Company using GS Connect

  5. Sync Contacts from SFDC to a Contacts subject area in MDA

  6. Build a bionic rule to load Suggestions of Similar Customers & Reference Contacts to the MDA subject area

        a) Create a Dataset to fetch opportunities

        b) Create a Dataset to fetch similar customers/referenceable contacts

        c) Load merged data to MDA subject area based on “Similarity Criteria”

  1. Create reports to surface on widgets and C360 layouts, if required

Heads up!

NameDrop requires adding prospect accounts into Gainsight by loading them to the Customer Info object.

It is important that they be set to:

  • Status = Inactive

  • Stage = Prospect

Please note that Rules, Power Lists and Reports with no filter for Status or Stage will show data for these prospect accounts, until you add a Stage or Status filter. Lastly, keep in mind that by bringing prospect accounts into Gainsight, there is a potential SFDC storage impact.

Requirements

  • Contacts and Opportunities have Lookups to Account

NameDrop relies on Merges in Bionic Rules. These Merges usually happen using fields from the Account object. An Account Id will be necessary to tie the data back to an Account, so that it can be surfaced on the Account or Opportunity Widget.

  • Picklist fields or Standardized fields that you would like to use as “Reference Criteria” (Industry, Location, Segmentation etc.)

Merges rely on exact matches in field values. This is much more reliable when using Picklists because the data is standardized. Text fields that have commonly used formats, such as City or State, are also good fields to do Merges on.

  • Knowing how to:

Lay the Foundation

  • Identify Referenceable Contacts and load to a custom "Referenceable" field on Contact. This could even be a checkbox based on past NPS scores and reference activity. This field helps us query specifically for Referenceable Contacts. (If you already have an advocacy program, there may already be some sort of a “Referenceable” field on the Contact object.)

  • Load Marketing Permissions to a custom “Marketable Logo?” field on the Account. This helps us quickly identify customers that you’re cleared to share with prospects on the fly. (If your company has a developed marketing team, it’s possible there’s some version of this already on the Account)

  • Align on criteria you would want to use to define "Similar" customers (Picklists or Standardized text fields; non-standardized fields should be added to the reports so you can search down). Aligning on what fields you’ll use is valuable to do early on, as it will greatly reduce the time you may spend editing Rules later on.

  • Align on fields you would want to include in the NameDrop reports. This is data that you’d want to see in the reports even if it isn’t similar across customers. Valuable to do this early on so that you can sync these fields into MDA and avoid having  to edit the reports at a later time.

  • Decide on ordering of tabs in widget (where should NameDrop tabs appear?) We recommend putting the “NameDrop” and “References” tabs as the first and second tabs in the Account and Opportunity Widget

  • Decide if Salespeople should have their own C360 Layout that shows NameDrop fields only. If so, what are the User::Roles that should see it?
    Hunters (new business salespeople) will likely be unacquainted with the volume of tabs and data currently showing on your widget. If NameDrop will be used by people previously unacquainted with Gainsight, a new C360 layout that just shows the “NameDrop” and “References” tab may be more welcoming.

Configuration

Create MDA Tables for Suggestions and Contacts

“Suggestions” is the MDA table that will hold your Similar Customers (for the “NameDrop” tab) and Suggested References (for the “References” tab)

Some of the fields we’ve used are as follows:

Field Name

Data Type

Account

SFDC ID

Company

SFDC ID

Contact

SFDC ID

Opportunity

SFDC ID

Same City

String

Same State

String

Same Segment

String

Same Industry

String

Same Sub-Industry

String

Suggested Account

SFDC ID

Suggested Company

SFDC ID

Suggested Contact

SFDC ID

Suggestion Last Updated

Date

Suggestion Type

String

Add fields to the standard Company table in MDA for Marketing Permissions and Health Score and bring in that data from Account and Customer Info.

Company object in MDA will need to be synced with Account using Gainsight Connect.

Syncing Contacts from SFDC to MDA

Contacts in MDA will need to be synced with your Contacts object from SFDC. Export a Report with all the fields you’d like from your SFDC Contacts object and use the CSV to create the new Contacts object in MDA. (Refer to Creating an Object Automatically using a CSV for information on how to do this). Be sure to build a rule to keep this data updated.

This is necessary because:

  • We need to be able to reference data on the Contact object and it is not clean to bring it in as additional fields on the Suggestions object.

  • Since MDA objects can’t view Salesforce data, we need to sync it into MDA.

  • We create a lookup from Suggestions to the Contact MDA object so that we can use Contact fields in reports built on Suggestions.

Create, Test & Run Rule to Push Prospects to Gainsight

This rule sets Status and Stage for prospects. You can add a customer lifecycle stage called “Prospect” by navigating to the Administration tab.

Here are the steps to create this rule:

  1. Navigate to Administration > Analytics > Rules Engine. Click on the +Rule button on the right and name your rule.

  2. Select “Opportunity” as your data source and add Account ID to your show fields. Filter for opportunities that have not been closed yet with type =”New Business”. Also, set up a filter to filter OUT accounts with an existing customer info record.

  3. Both these steps ensure that this process only takes place for Prospects. This can be done using a checkbox that is selected for all accounts with a customer info record.

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4. Load the Account to Customer Info and update the checkbox checking for a customer info record for the account.

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Create, Test & Run Bionic Rules to identify matches

Steps to create a Bionic Rule to identify similar customers:

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  1. Opportunities Dataset: Create a dataset task, pulling open opportunity details (Account ID, Name, ID and Similar Criteria) filtering for Open New Business Opportunities.

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  1. Customers Dataset: Create another dataset task, pulling customer details - to match with prospect data. (Account ID, Name, ID and Similar Criteria) filtering for active customers

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  1. Merge: Merge (a) & (b) using one of the “Similar Criteria” fields as the merge field. For example, do a merge based on “City” or “State”.  You may select all fields making sure to name them uniquely.

  2. In case of a very big number of opportunities or accounts, you can merge on the basis of two or more fields to get a more refined output. Eg. Industry & State.

  3. However, you may have records where the Industry Match field is still null, even if the industries align.This is because the account & prospect aren’t a match on State AND Industry. In this case, you could do an Update Rule that merges ONLY on Industry and updates existing records. Run these update rules at the end.

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  1. Action - Load to MDA: Upsert the data into the new Suggestions object. Map fields accordingly, marking Opportunity ID, Suggested Company ID and Suggestion Type = ”Similar Customer” as identifiers. Mark the fields merged on as a “Match” using “+Field Mapping”. Also, add a filter to prevent the opportunity from merging with its own master customer.

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7. Replicating the rule for various criteria: To match on other fields -

i) Duplicate the Rule

ii) Change the field(s) on which the merge occurs

iii) Change the field in the Action that you’re loading “Match” into

  1. References

To view references, i.e. referenceable Contacts from these accounts, the process is very similar. Replace the Customers dataset with a referenceable Contacts Dataset. Be sure to filter on the “referenceable” field mentioned above and on relevant job roles.

Under Load to MDA, Set Suggestion Type = “Reference”. Mark the Opportunity ID, Suggested Contact and Suggestion Type as identifiers. As opposed to the rule to match Similar Customers where you use “Suggested Company ID” as an identifier, you would use “Suggested Contact” in this rule.

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9. Using a rule, load “Last NPS Score” and “Last NPS Response Date”  to the Contacts Table in MDA so that you can add NPS data to your references report.

10. Schedule Rules with Upserts before Updates.

11. Build reports - Report on the Suggestions MDA table making sure that the fields you’d like to match on are added to the show fields.

12. Add a filter corresponding to the appropriate “Suggestion Type” and “Suggestion Last Updated” ( = Last 2 Days) to make sure the report only shows updated suggestions. This will make sure that outdated references/similar customers suggestions don’t show on the report.

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13. C360 Layouts & Widgets -  A separate C360 Layout can be created for Salespeople, or the Account & Oppty Widgets can be updated to have “NameDrop” and “References” tabs, and surface the corresponding Reports in these tabs. To do this, navigate to C360 Layouts under Administration.

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