This article will walk you through the essential concepts of Graveyard accounts and Disqualified contacts, explaining when and why to classify them as such. 

What is a Graveyard Account?

“Graveyard” is the Account Owner of all the No ICP Fit Accounts (which means we would never be able to sell to them whether directly or indirectly). These accounts have no use case to contract with Uberall. 

ICP fit can be checked by asking different questions, such as:

• Is there a use case for Uberall?
• Would they need to be located in person? 
• Do they have physical stores/locations?
• Did the company go bankrupt? 

What if we can still sell through a Partner/Reseller? 

Marketing Ops will proceed based on the situation: 

• If it is an Enterprise Account Record Type with less than 26 POIs then they will move the account ownership to Shark Tank and change Type on the Account level  to Indirect Enterprise.
• If it’s a potential partner then they will change Account Record to Partner Account Record Type and move the ownership to Shark Tank .

What is the process for assigning accounts to Graveyard?

As soon as a Graveyard account has been identified, Marketing Ops should be tagged in SFDC chatter to move the account ownership to Graveyard, mark Batch TAM as No ICP Fit, remove BDR assigned to the account and update the last cleanse date. 

NB: If an Account is in your territory and you are not currently prioritizing this account or it is temporarily disqualified, even though it has an ICP fit, then you can request to move it to the Shark Tank.

→ Graveyard Accounts will be in Prospect stage until further validation by Marketing Ops.

What is a Disqualified Contact? 

“Disqualified” is a Contact Stage that indicates that we would never do business with the person due to:

• Junk data: there is no Company name, no First Name AND Last Name, Phone number AND Email address are empty, Uberall email addresses, First Name OR Last Name OR Title have “test” “abc” “xyz”, etc.    
• Account has <26 locations (referred to Reseller Partner) 
• Contact the account works for has no ICP fit

This Contact Stage can be selected using the drop down menu in the Details tab:

Once the Disqualified Contact stage has been chosen, you will need to select the Disqualified Reason to provide more information: Junk Data, No Fit, Referred to Reseller.  

→ When a contact is set to Disqualified the account will remain at the Prospect stage, as the account is still of interest to Uberall, but not the contact. 

What happens to Disqualified contacts?

• If the contact has been set to Disqualified due to Junk Data, Marketing Ops will try to enrich it using Cognism. These contacts will be monitored on a semi-regular basis to either enrich them or discard them. 
• If the contact is Disqualified due to being not ICP Fit, Ops will evaluate the account and the contact to see if the Account is not fit, or only the contact and update in the system accordingly.
• If the contact is Referred to Reseller Partner, Partnership team will take over the contact for prospecting. The relevant Partner BDR should be notified (Jonathan Olsen for NA and Niels Leather for EMEA).  

NB: If a Contact has ICP fit but it is not the right time for the sale, the prospect was unresponsive, etc. then the contact will remain at the current contact stage and be entered in the Nurture Program (currently launched for New Business Direct only) based on certain criteria. This does not mean the contact is “Disqualified”.

Can Disqualified Contacts be included in the Nurture Program? 

Disqualified contacts can move back into the Nurture program (currently launched for New Business Direct only) if they have been inactive / unable to be contacted by the sales team and the enrichment was successful.   

NB: If they have been Disqualified because of not being ICP Fit or has <26 locations, they will remain Disqualified and not be put into a nurture program. 

→ Disqualified Contacts can be moved from/to the Nurture program by requesting it through the Salesforce Chatter tagging Marketing Ops.