Glossary entry
Activity event
A record written back to the CRM each time a brief is opened, refreshed, sequenced, or pushed to a sequencer. The bridge between Mama and your sales analytics: lets RevOps track which accounts were briefed, by whom, and when — and tie that activity to downstream pipeline. Without activity events, signal-anchored outbound is invisible to RevOps; with them, attribution becomes possible at the signal level.
01Definition
TLDR
A record written back to the CRM each time a brief is opened, refreshed, sequenced, or pushed to a sequencer. The bridge between Mama and your sales analytics: lets RevOps track which accounts were briefed, by whom, and when — and tie that activity to downstream pipeline. Without activity events, signal-anchored outbound is invisible to RevOps; with them, attribution becomes possible at the signal level.
02Why it matters
What makes Mama's contribution to pipeline measurable in the same dashboards as Salesforce activity.
03Example
Worked example
SDR opens brief at 9:14am → 'Brief opened' event in Salesforce timeline → pushes to Outreach at 9:21am → 'Sequence started' event.
Found something off? Glossary entries are reviewed in batches. If a definition is wrong, incomplete, or missing the angle that would help your team, email [email protected] and reference this entry — we'll revise and credit your input.
Signal-anchored outbound, no theater
Stop guessing. See every signal firing on every account in your CRM.
Connect a CRM. Mama detects 47 signal types, scores every account daily, and writes the first email. Free up to 100 accounts. No card.