Engagement Objects
Tracking interactions that build relationships
Engagement objects capture every meaningful interaction—calls, emails, meetings, notes, and more. Together, they create the activity timeline that reveals relationship health and progression signals.
Why Engagement Objects Matter
In traditional CRMs, activities are just proof that work happened. In a Customer Value Platform, engagement objects reveal patterns that drive intelligence:
Engagement Frequency
Are we staying connected consistently?
Multi-Stakeholder Activity
Is the buying committee forming?
Response Patterns
Do they engage back or ignore us?
Progression Signals
Did this interaction move things forward?
The Seven Engagement Objects
Calls
Phone conversations logged with duration, outcome, and recording. Calls are high-touch engagement that signal relationship depth and enable qualitative intelligence.
Key Properties:
- • Duration, Call Type (Inbound/Outbound)
- • Call Outcome, Disposition
- • Recording URL, Transcript
- • Owner, Associated Records
Common Associations:
- • Contact who participated
- • Company context
- • Deal being discussed
- • Follow-up Tasks created
CVP Perspective: Calls reveal tone, urgency, and concerns that text interactions miss. Recording and transcription enable AI to surface insights and commitments that might otherwise be lost.
Emails
Messages sent and received, tracked with open/click data. Emails create an ongoing conversation thread and reveal engagement levels through behavior analytics.
Key Properties:
- • Subject, Body, HTML
- • Sent Date, Status
- • Opens, Clicks, Replies
- • Thread ID
Common Associations:
- • Contacts (To, From, CC)
- • Company for context
- • Deal or Ticket referenced
- • Campaign source
CVP Perspective: Email engagement data (opens, clicks, replies) reveals interest levels. Response time patterns signal urgency. Email threads preserve context that enables conversational continuity.
Meetings
Scheduled time together—virtual or in-person. Meetings represent committed time investment and create opportunities for deepening relationships and advancing decisions.
Key Properties:
- • Title, Description
- • Start Time, End Time, Duration
- • Meeting Type, Outcome
- • Location/Meeting Link
Common Associations:
- • Contacts attending
- • Company context
- • Deal advancing
- • Notes captured
CVP Perspective: Meeting attendance (who showed up vs who was invited) reveals stakeholder engagement. Meeting frequency tracks relationship cadence. Outcomes document commitments and next steps.
Notes
Freeform context and observations. Notes capture qualitative intelligence—concerns raised, preferences shared, commitments made—that structured fields cannot hold.
Key Properties:
- • Note Body (rich text)
- • Created Date, Created By
- • Note Type
- • Attachments
Common Associations:
- • Contact discussed
- • Company context
- • Deal, Ticket, or Project
- • Call or Meeting summarized
CVP Perspective: Notes preserve context that properties cannot— the "why" behind decisions, concerns that need addressing, verbal commitments. AI can analyze notes for sentiment and extract action items.
Tasks
Action items assigned and tracked. Tasks turn conversations into commitments and ensure follow-through on promises made during engagements.
Key Properties:
- • Task Title, Description
- • Due Date, Priority
- • Status, Completion Date
- • Assigned To, Task Type
Common Associations:
- • Contact or Company
- • Deal or Ticket requiring action
- • Call or Meeting that created it
- • Related Tasks (dependencies)
CVP Perspective: Task completion rates reveal execution quality. Overdue tasks signal risk. Task sequences (send proposal → schedule demo → collect references) create repeatable playbooks.
Two More Engagement Objects
Appointments
Scheduled sessions (consultations, onboarding calls, training). Like Meetings but often used for structured service delivery touchpoints.
Marketing Events
Webinars, conferences, workshops. Track who attended, what value was delivered, and how events connect to progression.
How Engagement Objects Build Context
Engagement objects don't work in isolation. Together, they create a timeline that reveals:
Engagement Velocity
Are interactions increasing or decreasing over time?
Stakeholder Mapping
Who is engaged? Who is silent? Who is the champion?
Response Patterns
Do they engage back quickly or go silent?
Momentum Indicators
Are we moving forward or stalling?
Quick Check
What's the right approach to tracking engagement?
Scenario: Tracking Engagement
Your team wants to improve how you track customer interactions. What is the right approach?