Automating Champion Tracking Signals with UserGems

People move jobs frequently, especially more senior leaders at software companies. The challenge for vendors is that your champion may have just left.

However, this presents a golden opportunity for sellers to close a net new deal. And the data proves it.

Previous customers that take new jobs convert 3x higher than normal leads. And new executives spend 70% of their budget in the first 100 days.

That’s why one of our secret weapons is UserGems, which we use to track the job changes of our champions and other important signals that an account is hot.

Then, we use Distro (our lead routing product) to automate the process and ensure our reps reach out with timely and relevant messaging to re-engage our champion and close more deals.

Let’s dive in.

How to set up your Distro-UserGems Flow

1 - Create your Team

The first thing we will create is a Team so the records are distributed among the reps you want. If your Team has already been created, you can move to step #2.

In the left-hand menu, click "Teams" under the Assets section.

Then, click the "Create Team" button at the top right. First, give your Team a name in the header.

After that, you can add Team members by clicking the "Add Team Member" button. Once you are done, publish to make your Team active.

We recommend checking this article to familiarize yourself more with Teams.

2 - Create your Distribution

To summarize, the Distribution feature is mainly used to set the behavior during meetings or record distribution among Team Members. If you already have a Distribution to be used, please go ahead and proceed to step #3.

In the left-hand menu, click "Distributions" under the Assets section.

Then, click the "Create Distribution" button at the top right and select the "Prospect/Record Distribution" option, as we will use it in Distro.

Give your Distribution a name, and then use the "Add a Team" button to include the Team you created in step #1 or that you already created.

After that, you can adjust some settings, such as Credit/Skip, Weight, and Capping. Once done, publish it.

Please take a look at this article to learn more details about Distributions and the above-mentioned settings.

3 - Create Your Rules

We will now create your routing rules, which are crucial to ensuring your prospects are correctly routed among your Teams within your Chili Piper products. If you already have your rules in place, you can skip to the next step.

In the left-hand menu, click "Rules" under the Assets section.

Then, click the "Create Rule" button at the top right. We will create three rules, two Without Ownership and one CRM Ownership, to be used in the Service Level Agreements (SLAs).

Click "Add Condition" to start building your rules using Salesforce fields.

This is how we built our Entry Rule (Without Ownership):

Then, we want to make sure that if there’s already an Account Owner, the owner is notified. In our case, this could mean the Account Manager (CRM Ownership)

An Account Executive on an Open Opportunity (CRM Ownership)

An SDR who is actively prospecting for an account (CRM Ownership).

Or an AE who is actively reaching for Accounts (CRM Ownership);

4 - Create your Distro Router

Now, we will combine all the assets we created above and build the flow in a Distro Router.

Click the "Routers" option under the Distro section in the left-hand menu and then the "Create Router" button at the top right.

4.1 - Trigger

Once the Router's flow builder opens, the Trigger will be displayed. A Trigger is a mechanism that initiates an action when a specific event occurs. For example, if the prospect matches certain criteria, the trigger mechanism will start the flow for this prospect.

Click on the Trigger to start the creation:

Next, select the desired Object; in our case, we use the Contact object. Here, you can use any Salesforce object (Standard or Custom) after activating them. Click here to learn how!

Select the record type as "Record is created or updated" after clicking Add Trigger:

Here's what ours looks like:

4.2 - Entry Rule

The entry rule optionally sets which conditions must be true on the record to trigger the Router's flow.

Click on the "+" sign to expand the options and add a new entry rule:

Select and add the Entry Rule that will be used. This is where we will use one of the Rules created in step #3.

4.3 - Routing Rule

Now, we will add a Routing Rule to route these prospects to the Teams we created.

Click on the "+" sign to expand the options and add a new Routing Rule:

Select and add the Routing Rules that will be used. We will also use the Rules created in step #3 here.

4.4 - Assign & Update Ownership

We will now click again on the "+" button next to the Matched path and create an Assign & Update Ownership node to assign prospects to your Teams, as the name suggests.

Once the node configuration opens, since the Routing Rules we created are CRM Ownership, we will set the Assignee as the Owner for this Assign & Update Ownership Node. The field associated with the Update Ownership setting depends on your use case; in ours, we set the Account_Manager__c field from the Account object to be updated with the owner's Id:

4.5 - Field Update

Click the "+" button again, and select the Field Update option.

For this use case, we also selected the Chili Piper Reassing field that was previously used in our Trigger:

That way, a router could fire again if this field gets updated in the future). But, again, you can update any Standard or Custom Field on any Standard or Custom Object of your choice.

4.6 - Service Level Agreement (SLA)

Last but not least, we will add an SLA. A "Service Level Agreement" or SLA is a commitment within your Team to establish how quickly your sales team will engage with a prospect based on pre-defined actions.

Click the "+" button and select the Service Level Agreement option.

After a pre-defined timeframe, the SLA will check if a condition is met and, if so, take action.

We have added an SLA for our Rules of Engagement (ROE) rules and paths, which will notify the rep if they haven’t followed up within 72 hours:

5 - Catch All

Optionally, you can create a Catch-All path to route the ones who don't match your Routing Rules.

Click the "+" button below your Routing Rule, right next to the "Not Matched" flow, and select "Routing Rule" again. When clicking the "Select Rule" button, select the "Catch-all" option:

Once the Catch-All path is created, you can decide which path they will follow. For example, you can do the same as we did above but distribute them to a different Team.

6 - Additional Tasks (Nodes)

For each Routing Rule and Path, You can also Add Tasks, Add to Campaign, or Create an Opportunity.

7 - Publish your Router

Once done with the Router's setup, publish it in the top-right so it becomes active and ready to roll!

This is what ours looks like:

How to send the right (read: action-oriented) notifications

One of the wonderful things about UserGems is that you can set up all your notifications in the UserGems app — we have notifications set up for both Slack and email.

If the company is not a customer or part of an active opportunity

It will be routed to the SDR Owner or round-robined among the SDR team. Then, the SDR will receive a Slack notification like this:

And an email notification like this:

It references a Salesloft sequence we have set up (the “Past Champion > Joined ICP Account” sequence). Then, the SDR will manually personalize those emails for their new Contact.

If the company is a named target account or an active opportunity

The same thing will happen, except it will be routed and sent to the Account Executive (AE) owner.
If the company is a current customer…
A notification is sent to the Account Manager (AM) and the champion will be automatically enrolled in a Salesloft cadence.

Similar to the SDR cadence, the AMs will manually personalize the email by introducing them as the main point of contact.

Here’s an example of what that Slack message looks like:

And here's an example of the email:

Lastly, when a champion leaves a current customer, notifications are also sent to the AM so that the AM can start to find the new champion in the customer account.

Here’s what Slack looks like:

And here’s what that email looks like:

All this is automated with a combination of Distro and UserGems.

$300K in pipeline in just five months

After implementing this UserGems + Distro flow, we’ve opened 19 Opportunities equaling nearly $300K in pipeline.

This is a relatively new partnership and flow that we’ve built into our GTM team, but we’re already seeing some great results.

We’re capturing buying signals and automating the next steps.

And our new business reps are able to prioritize the right companies and buyers that are most likely to buy based on relevant signals.

But that’s only the beginning of what you can do with Distro. Learn more about routing leads in Distro here.

And also, check out UserGems while you’re at it — they’re pretty cool!

What’s next?

We know that UserGems is more than champion tracking – they’re becoming a hub for some other really powerful signal-based selling plays. Here are some of the other plays that we’ll be setting up next to take our use of UserGems to the next level and close even more deals:

New Hires & Promotions

When a target account hires or promotes someone in a key role, notify the team to prioritize that account for outbound.

When an account with an open opportunity hires or promotes someone in a key role, run executive alignment and deal acceleration plans to de-risk the deal.

When a customer hires or promotes someone in a key role, trigger a Hubspot marketing nurture to welcome them & trigger CS workflows for CSMs to proactively prevent churn risk.

Champion Referrals

Check if your champions at customer accounts previously worked at any of your top target accounts and ask them for a warm introduction.

When an open opportunity hits a certain stage, trigger Slack and email notifications to the AE letting them know which Customers can nudge and be a potential reference for that account.

There are many more powerful uses of UserGems and Distro, and we’ll update you on how things are going with future SpicyOps posts.