Six CSMs. A repeatable list-to-sequence motion that respects existing customer relationships and lets each rep stay in control of when an email actually leaves their inbox. Designed for the Wednesday kickoff.
Each step builds on the one before. A CSM can stop the loop at any point and ship nothing until they are ready. Nothing fires automatically until you and the team agree it should.
Each CSM builds a personal list of the 15 to 20 accounts they own, then layers persona sub-lists inside that. Marketing contacts, ops contacts, sales contacts, creative contacts. People lists, not company lists. The CSMs already know their accounts. What they need help with is finding the right people inside those accounts.
A CSM opens Apollo, filters to accounts in their name, and surfaces contacts matching the persona they care about that week. Apollo shows them only people who are not already in Salesforce, so the list is net new. Already-known contacts stay out of view.
The CSM owner field from your Salesforce maps to Apollo so reps see only their accounts. The active user field (Pendo-driven, synced to Apollo) flags contacts who are already an Extreme Reach platform user, so CS does not accidentally email an existing customer. Becky owns the mapping. Carlton is checking PII restrictions on the user field before we wire it up.
Every Monday, Apollo runs the saved persona filters against each rep's owned accounts and surfaces 10 to 25 new contacts. The contacts land in the rep's task view as an approval queue. Rep clicks approve or decline on each one. Approved contacts trigger the rest of the loop. Declined contacts stay out. We will set up one workflow per rep, since the volume cap is global rather than per user.
Once approved, Apollo enriches the contact with email and phone, then routes them into a sequence. One sequence with persona branches handles marketing, ops, sales, and creative copy paths. Every first email is a manual email step: the copy is pre-written, the task lands in the rep's queue, the rep clicks approve and send when they are ready. Nothing auto-fires. The rep can sit on the task for days until the timing feels right.
Once the team is comfortable with the weekly loop, we layer in Conversation Intelligence. Becky helps define the custom keyword tags that matter for Extreme Reach. Apollo auto-updates the right fields at the account, contact, or deal level when those keywords come up in calls. CS leadership gets the most direct value here. We will introduce this in phase two, not at kickoff.
"I kind of wanna call before we run. I don't want just these auto-trigger emails. After the first couple weeks, once they feel comfortable, or if CS leadership gives a green light, just go ahead and send it off."
This is the principle the flow is designed around. Manual gates at every send, until the team earns the right to remove them.
Both need to land in Apollo before the kickoff for the demo to be real. Becky owns the SFDC side. Nick owns the Apollo side.
Custom_CSM_Owner__c (or current internal name)Without this field synced to Apollo, every rep sees every account in the org. With it, each rep filters Apollo to the 15 to 20 accounts they actually own. This is the filter every other step depends on.
Identifies contacts who are already an Extreme Reach platform user. Apollo uses this to filter them out of CSM prospecting lists, so the team never accidentally reaches out to an existing user. Carlton flagged PII restrictions to brainstorm with Becky before this goes live.
Apollo continuously refreshes its contact data. When a contact moves to a new role or company, Apollo can push that update back to Salesforce and notify the right rep. Becky is already exploring this on the data side.
Custom keywords that auto-update SFDC fields when they come up in CSM calls. Carlton wants to start brainstorming the keyword list that matters for Extreme Reach. Becky and Nick will collaborate on setup.
The principle Kerri Ann and Carlton agreed on. The team gets comfortable in the platform first. Workflows and AI come once the rhythm is real.