Untouched account

An account with no two-way logged activity in a window. Distinct from a dormant account, which has not bought: an untouched account has not been spoken to, whatever it bought.

DefinitionAn account with no two-way logged activity in a window. Distinct from a dormant account, which has not bought: an untouched account has not been spoken to, whatever it bought.

What counts

Logged calls, meetings and two-way email. Automated sequences and marketing sends do not, or every account reads as touched.

Why it matters

Pipeline and forecast describe the accounts someone spoke to. The untouched list is what the forecast cannot see, and a renewal on it is a surprise waiting to happen.

How it is computed

Accounts with no qualifying two-way activity within the window, listed by revenue. Separate from dormant accounts, which have stopped buying.

Example

Of 1,850 accounts, 610 have had no two-way contact in 90 days. Forty of them are among the top 200 by revenue.

Where it goes wrong

Confused with dormant. An untouched account may be buying steadily, which is exactly when a competitor's call lands.

Articles that use this term

Data quality and reconciliation

A CRM data quality scorecard: five fields, five checks, one number per rep

How to score CRM data quality from the export rather than from complaints: five fields that every coverage and pipeline measure depends on, owner, close date, stage, activity date and account identifier, the check for each, the completeness and validity rate per rep, why the score is reported beside the measures that depend on it, and the rule that a measure computed on data under a stated score is shown greyed.

16 Sept 20263 min read Coverage and territory

Coverage by industry: what a touch means on twelve different desks

Coverage is accounts touched at cadence over accounts assigned, and what a touch is, who the account is and what the cadence should be all change with the desk. This hub sets out, for twelve industries, the unit of account, the qualifying touch, the cadence a tier typically carries and the export the measure comes from, with a link to the full guide for each.

16 Sept 20263 min read Coverage and territory · Sales teams

Coverage is the number under every other number: measuring it for any B2B sales team

Why pipeline, forecast and win rate all rest on whether anyone contacted the account, and how any B2B sales team measures coverage from CRM activity: untouched accounts, rep load, territory trend against plan, and the reconciliation to invoiced revenue.

16 Sept 20263 min read How-to guides

How often should sales data be refreshed? A cadence per measure, not one for the tool

Why 'real-time' is the wrong answer to how often sales data should be refreshed, the cadence each measure actually needs, weekly for coverage and pipeline, monthly for share of wallet and concentration, quarterly for norms and segments, annually for definitions, what a refresh more frequent than the measure's cadence does to the reader, and the export schedule that follows.

16 Sept 20262 min read AI and self-service analytics

How to ask an analytics assistant a question it can answer reliably

What separates a question an AI analytics assistant answers correctly from one it answers plausibly: naming the measure, the level, the period and the comparison, asking for the table before the sentence, and checking the citation. Six rewrites of common questions, and the four kinds of question an assistant should refuse.

16 Sept 20263 min read Coverage and territory

How to build a sales coverage model from the ledger in five steps

A step-by-step method for a sales leader building a coverage model from data already held: define the touch, build the roll-up hierarchy, compute coverage per rep against a tier cadence, reconcile it to the ledger, and produce the weekly untouched list. Each step with the export it needs, the check that proves it, and the mistake that most often undoes it.

16 Sept 20263 min read