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How to read a Next best actions report in GTM One

Learn what each part of a Next best actions report means and how much to rely on it.

Srivatsa MarthiSrivatsa MarthiPrincipal Product Manager

Learn what each part of a Next best actions report means and how much to rely on it.

Overview

Running the Next best actions agent team on an account produces a "Next Best Actions Report": a confidence rating, a short summary of the account and one to three recommended actions, each with the people to contact. The report is built from your CRM (when it is connected) and ZoomInfo data for the account. It reads data only: it does not send an email, book a meeting or change your CRM.

Before you start

Read the report

  1. When the run completes, click Open results on the team's button or tile.
  2. Read the header. It names the account and shows the Analysis confidence: HIGH, MEDIUM or LOW.
    • HIGH means the report found the main data sources it looks for and at least one source of contacts.
    • MEDIUM means some sources were missing; the report notes the gaps.
    • LOW means too much was missing to judge the account. The report then shows only the confidence section, with no summary and no actions. See Troubleshooting Next best actions in GTM One.
  3. Read the Bird's Eye View Summary. It gives three or four sentences on the account's relationship with you, with amounts, dates and usage figures, and recurring conversation themes with quotes when your meetings and emails have them.
  4. For a current customer, look for the Detected Customer Lifecycle Stage (0-3, 3-6, 6-12 or 12+ months as a customer) and its supporting evidence. The report classifies each account as a current customer, an open opportunity, a win-back or a greenfield account, and the actions follow that. Your CRM's account type decides the classification when it is available: "Customer" is always a current customer and "Former Customer" is always a win-back. If the report is unsure, it says "CLASSIFICATION UNCERTAIN" and gives the reason.
  5. Go through each action card, from the first. A card shows a priority badge (High, Medium or Low), what to do, the Primary POC and sometimes a Secondary POC with their titles, the rationale, and the timing.
  6. To check a person before you reach out, click View Profile on the card to open their ZoomInfo profile, or LinkedIn.

Tips

  • Rely on the named person, then verify. Each action names a real person with a title. Open their profile to confirm they still hold that role. See How often GTM One data updates for how fresh the data is.
  • Missing details are shown, not guessed. A field with no value reads "Not available in source". The report never invents an email address or phone number.
  • Your own colleagues are left out. The report does not recommend people who work at the account itself, or at your own organization when you work for the account.
  • Timing is a guide. Timing uses phrases such as "in the coming weeks" or "ahead of renewal" tied to what the data shows.
  • Contacts the report found by search are suggestions: see Overview of Contact Profiles in GTM One.
  • Running again produces a fresh report from the data at that time; it can differ from the last one.

If you see an error

  • "⚠️ Unable to verify customer status via Salesforce" The report could not read your CRM account, opportunities or activity, so it could not confirm whether the account is a customer. Check that your CRM is connected, then run the team again.

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