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How to Best Leverage Dimensions of Intent

By Blake Kendrick

Prioritizing your prospect list by dimensions of intent is the key to managing workload while maintaining impact. But how do you do it practically? Let’s find out more.

In our two previous articles, we’ve talked about how effective to-do lists are essential for managing a sales rep’s workload, but they must be prioritized correctly. We also defined four dimensions of intent as criteria for this prioritization:

  • Fit
  • Engagement
  • Inquiry
  • Status

Now, it’s time to bring it all together and examine how you leverage dimensions of intent to create effective to-do lists that focus reps’ efforts in the right places.

Saved and Filtered Views

The key to prioritization lies in your CRM. Most CRMs allow you to organize your contacts into saved or filtered views, formulaic in design. When you incorporate the four dimensions of intent into these filters, you equip your sales reps with data-backed to-do lists.

Some lists are simple to build. For example, a ‘need to qualify’ list would contain contacts that have a status of ‘prequalified’ (because you’ve spoken to them already) and an engagement score greater than a specified number. It’s clear that these are the people your reps should be getting in touch with as a priority.

However, some lists will be harder to build, with more dimensions incorporated. You should have a list of contacts to follow up, but to be most effective, your reps need to know who is high urgency and who is low-urgency. Both follow-up lists will contain contacts that fit your profile and have exceeded your engagement score. Their status will be the same too. But, by leveraging the inquiry dimension – are they ready to talk to sales? – you can create two lists that show reps who to call first.

Labels Matter

Once you have created your filtered lists, you need to label them correctly and order them in the right way. When you do this, you show your reps what to do and which actions are the most important. 

Your hierarchy of lists should be like a pyramid, with a small number of high-impact contacts at the top, and a greater number of lower potential prospects near the bottom.

Here’s an example of ten lists, grouped in order of priority:

  • 1 – Need to qualify
  • 2 – Need a meeting
  • 3 – Follow-up (high urgency)
  • 4 – Follow-up (low urgency)
  • 5 – Continue outreach (high potential)
  • 6 – Continue outreach (low potential)
  • 7 – Warm outreach (high potential)
  • 8 – Warm outreach (low potential)
  • 9 – Cold outreach (high potential)
  • 10 – Cold outreach (low potential)

Some of these lists may look similar at first glance, but they’re differentiated by catalysts within the dimensions of intent. These catalysts show your reps which contacts potentially can deliver the most impact and where they should focus as a priority.

What's Next?

Now you have your filtered lists, labeled and set in a hierarchy; you effectively have to-do lists for your reps that are focused, structured and clear. It’s simple for reps to understand what to do next, and why they should do it.

As you move forward with this new way of working, reps should be mindful in three areas:

  • Can you focus your efforts?
  • Do you have an organized structure to your tasks?
  • Is it clear what you are supposed to do and achieve?

On the other hand, managers need to think about:

  • Have you described what work the company needs to be done?
  • Have you defined why that work is important to your company goals?
  • Can your reps manage their work independently?

Of course, the key to making this work is clear, effective communication on both sides. If there are challenges, let the other side know so you can solve them.

Find out more from SalesWorks

Are you developing a growth plan for your sales and demand generation program? 

SalesWorks offers consulting services focusing on sales process design and organizational alignment that are ideal for growing companies. Visit our website or meet with a SalesWorks consultant to learn more.