What are Prospect Profiles and Grading?

It’s important to know if a Prospect is a good fit for your company before you reach out to them.

Profiles allow users to define what their ideal client profile looks like. Admins can create multiple Profiles to target different audiences and assign them appropriate Grades. Grades indicate how interested you should be in each Prospect.

 

Plans

Prospect Profiles and Grading are available to users on Professional and Enterprise pricing plans.

 

Definitions

Profile

A Profile is used to grade Prospects that match your company’s ideal customer criteria. You can set criteria such as location, company size, job title, or other factors that you want to use to evaluate your Prospects before sending them over to your sales team using the CRM platform.

All Marketing accounts come with a default Prospect Profile that measures Prospects against one criteria, but you may edit or create any additional Profiles to meet your needs.This Profile has no rules assigned, but admins can update the criteria later. All Prospects are assigned the default Profile upon creation.

Users will create a set of rules to identify what fields should be prioritized. Profiles can also be used to weed out any undesirable Prospects. Admins can create multiple Profiles to target different audiences and assign them appropriate Grades.

Users can change the assigned Profile for a Prospect by editing the Prospect record.

Grade

Grades are used to determine how interested a company should be in their Prospects. Grades are based on factors and information Prospects supply and are a useful tool to align sales and marketing on Lead quality.

The Grade field is read only on a Prospect and cannot be changed manually by users. It can only be calculated.

Insightly will calculate a Prospect’s Grade by checking each of the Profile rules for the assigned Prospect Profile and update the Grade when any fields are changed on that Prospect’s record.

Grades range from A+ to F, with A+ being the best and F being the worst. The default Profile is assigned D grade, but admins can update this as needed. All Prospects are assigned the default Profile upon creation or can be assigned a Profile using Finish Actions.

Rules can increment or decrement the Grade by 1/3 of a Grade, by 2/3 of a Grade, or by full Grade. Users can also set the Grade to a specific grade, like A+.

Rules

A rule is the criteria that determines if a Profile’s Grade should be increased or decreased. For example, you can create a rule that raises by 1 Grade if the company is in San Francisco.

If an action to increase Grade is determined multiple rules, the Grade will only increase if all criteria has been met by the Prospect.

 

How Profiles and Grades work

Each Insightly Marketing account comes with a default Prospect Profile that is set to measure Prospects against one criteria. The default Profile has no rules assigned, but admins can update the criteria later. All Prospects are assigned the default Profile upon creation.

When any Profile is assigned to a Prospect, the default Grade for that Profile is applied, then the rules are calculated to determine the final grade. Any changes in the Prospect field values will recalculate that Grade.

The Profile for a prospect in Insightly Marketing can be changed by editing that Prospect. The field is a dropdown with the list of all Profiles to choose from.

 

Deleting a Profile or Modifying a Profile Rule

If a Profile is deleted, all Prospects that have been assigned that Profile will be reassigned to the default Profile and their Grades will be recalculated based on the default Profile’s rules.

The Insightly created default Profile cannot be deleted, but it's rules can be changed or deleted. Additionally, the name of the default Profile cannot be changed, but the default Grade can be.

If a rule is added, modified, or deleted, all Prospects assigned to that Profile will have their Grade recalculated with the updated rules applied.

 

Use cases

Industry and Location

A Profile might have a rule for matching to a specific industry that increments the Prospect Grade by 1/3 if they live in the United States, and increments the Grade by 2/3 if they are in the manufacturing industry.

If the default Grade for that profile was a D, and the Prospect had an address country of United States plus an industry field set to manufacturing, the rule would raise their grade from a D to a D+ (1/3 increment) from the country field and raise their Grade again to a C (2/3 increment) with the industry field.

You can also use Prospect Profiles and Grading to:

  • Discover customers who operate in specific countries.

  • Find Prospects who work in an ideal industry, such as construction or education.

  • Identify a Prospect’s role within in a company and determine if they are the correct person to discuss business with.

 

Important Details

  • Every Prospect must have a Profile and a Grade. Each Profile name should be unique.

  • The default Profile has no assigned criteria, but you can edit it as needed. The default Profile cannot be deleted.

  • The name of the default Profile cannot be changed, but the default Grade can.

  • If a new Rule is added, modified, or deleted from a Profile, all Prospects assigned to the Profile will have their grade recalculated from the default grade for that profile with the rules applied.

  • The Grade field is read only on a Prospect. It cannot be changed by editing, it can only be calculated.

  • If a Profile is deleted, all Prospects that have been assigned that Profile are automatically reassigned to the default Profile. Their grades are recalculated based on the default Profile rule set.

 

How to create

Please read the following articles to learn how to create Prospect Profiles and Grading:

How to create Prospect Profiles for Grading

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