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The Next Best Actions (NBA) engine acts as an intelligent assistant for your sales reps, automatically evaluating the state of an account and recommending the exact next step to take. Unlike GTME Plays—which identify strategic market conditions—NBAs focus on workflow execution and data hygiene.

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How the Engine Works

The NBA engine evaluates multiple dimensions of an account:
  • Recent signals and intent scores
  • Active and inactive GTME plays
  • Current deal stages
  • Contact coverage and persona matching
  • Enrichment state (e.g., missing data)
Based on these dimensions, the engine surfaces prioritized recommendations.

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Action Types

Common recommended actions include:
  • add_contact: “You have high-intent signals but no matching persona contacts.”
  • enroll_sequence: “This account is a strong ICP fit with high warmth—enroll in an outbound sequence.”
  • run_enrichment: “Account data is stale. Run waterfall enrichment to update.”
  • create_deal: “Intent score has crossed 85; promote this to pipeline.”
  • send_play: “A Competitive Displacement play is active. Review the brief.”
  • schedule_call: “Prompt follow-up on recent social engagement.”

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User Workflow

NBAs are prominently displayed on the Overview tab of the Account Detail page. Reps can interact with an NBA in two ways:
  1. Complete Action: Takes the rep directly to the required workflow (e.g., opens the sequence enrollment modal).
  2. Dismiss: Removes the recommendation if it’s not relevant, feeding back into the engine’s logic.