Overview
Sona's 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 are lost.
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 1: navigate to Sales Prioritization
Log into your Sona dashboard.
In the left sidebar, locate the Insights section.
Click Sales Prioritization.
You will see the main Sales Prioritization dashboard with intent signals and account categorization.
Step 2: set your date range
Use the date picker in the top right, showing last month by default.
Select your desired time period using the dropdown menu.
The dashboard will update to reflect your selected timeframe.
Step 3: understand the three key metric cards
Identified Accounts: click this metric card to review accounts that have been identified from your website traffic.
ICP Fit Accounts: click this card to view accounts with an ICP Fit Score greater than 50. These are accounts that meet your Ideal Customer Profile criteria above a certain threshold. The ICP Fit Score threshold is typically greater than 50, but the exact number may vary based on your configuration. This helps you focus on accounts that match your ideal target customer characteristics.
Intent Signals: this card shows the total intent signals detected during your selected period. Intent signals include activities like multiple page visits within short timeframes, visits to pricing or product comparison pages, downloaded resources or content engagement, and time spent on solution-focused content. Use this metric to surface accounts with intent signals that warrant sales outreach.
Step 4: understand the tab structure
The dashboard includes three key categorization tabs: Hot Accounts, accounts with the strongest intent signals and highest engagement; Trending People, individual contacts showing increased activity and engagement; and Accounts by Buying Stage, accounts segmented by their position in the purchase journey.
Step 5: explore Hot Accounts
Click the Hot Accounts tab.
Review accounts with the highest intent scores and recent engagement.
Prioritize accounts with high intent scores, strong ICP Fit scores, and which are in late buying stages.
Focus sales attention on these high-priority accounts.
Step 6: view CRM accounts and Account List data
Click View CRM Accounts to see a filtered view of identified CRM accounts.
This directs to identified Accounts that are already in the CRM.
Click View data in Accounts List to see these accounts in the Accounts list instead.
Use the Select dropdown to choose different column presets, or create custom presets with your preferred data fields and layout.
Step 7: explore Trending People
Navigate to the Trending People tab.
Key columns to analyze:
CRM: shows the 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, a 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: a 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 8: view CRM web visitors and Web Visitor data
Click View CRM Web Visitors to see which website visitors are existing contacts in your CRM.
Click View data in Web Visitor to see a filtered view of Web Visitors.
Use the Select dropdown to choose different column presets, or create custom presets with your preferred data fields and layout.
Step 9: understand engagement trends
Pay special attention to the Engagement Trend column.
Declining engagement, a negative change, indicates a contact may be cooling off.
This is a critical trigger for sales action: when engagement goes down, it is time for the sales team to reach out.
Re-engage contacts with declining engagement to prevent them from going cold during the deal process, which helps ensure prospects stay warm throughout the sales cycle.
Increasing engagement indicates growing interest and buying intent.
Step 10: explore Accounts by Buying Stage
Click the Accounts by Buying Stage tab.
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), and Purchase (prospects who have made or are finalizing their purchase).
The buying stage shown is a predictive buying stage based on behavioral analysis, using the same buying stage logic found in other dashboards.
Buying stage configuration is managed in the Scoring and Buying Stages section of your Sona dashboard.
Key concepts and 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.
FAQs
What does the Sales Prioritization dashboard show?
What does the Sales Prioritization dashboard show?
The Sales Prioritization dashboard shows Identified Accounts, ICP Fit Accounts, and Intent Signals metrics, plus three tabs: Hot Accounts (the strongest intent and engagement), Trending People (individual contacts with rising activity), and Accounts by Buying Stage (accounts segmented by purchase journey position).
What should I do when a contact's Engagement Trend is declining?
What should I do when a contact's Engagement Trend is declining?
A negative Engagement Trend indicates a contact may be cooling off. Treat it as a critical trigger for sales action: reach out to re-engage the contact and prevent them from going cold during the deal process, helping keep them warm throughout the sales cycle.
What does an ICP Fit Score above 50 mean?
What does an ICP Fit Score above 50 mean?
Accounts with an ICP Fit Score greater than 50 meet your Ideal Customer Profile criteria above a certain threshold, though the exact number may vary based on your configuration. The ICP Fit Accounts card uses this threshold to help you focus on accounts matching your ideal target customer characteristics.