One of the core tenants of dynamic books is the ability for sales rep to easily return unworkable accounts.
With dynamic books, reps are able to return accounts for review if they identify an issue with data quality, fit or timing. Why? Because reps who work a smaller, more focused book of business create more pipeline. With a dynamic book, unworkable accounts are replaced with new, high-potential accounts. Reps don't waste time working accounts that will never convert. It's good for morale, productivity and CRM data hygiene.
When you enable account returns, reps are consistently flagging accounts with bad data for review. You'll find that your CRM data will improve over time.
For example, if a rep discovers there’s incorrect contact data associated with an account, this alerts the RevOps team to an issue while allowing the rep to continue to be productive with a replacement account. RevOps can then resolve the issue and reintroduce the account into circulation or determine the account is invalid and permanently retire it.
What are valid return reasons? That will vary depending on your business, but we recommend reasons like these:
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Worked to completion: The rep completed the outreach sequence with no response
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Get back to me: Currently under contract with a competitor, new budget coming, other timing reasons
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No ICP fit: Could be the wrong industry, not the right company size or stage,
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No relevant contact: No one in the role of the personas you target
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Not interested: The prospect said no
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Out of business: The company shut down or was acquired
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Duplicate: The account already exists, data needs to be merged with another object
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Bad data: Contact info or company details incorrect
You want to be sure there are data quality reasons (a duplicate account, missing or incorrect data), account fit reasons (not in your ICP, wrong persona), account timing reasons (get back to me, out of business), and reasons specific to your sales process.
Then finally, what do you do with return reasons? Take time to review your reps’ returns regularly (weekly or at least monthly). This will help you identify trends and fix issues as they arise. It also provides an opportunity for coaching. For example, if one of your SDRs is returning a high number of accounts because an account is not interested, you should review that rep's pitch. If there are a lot returned because they’re not an ICP fit, you may need to review ICP criteria.
