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Radius Customer Exchange Concepts

For best success with Radius Exchange (RX), it’s helpful to understand a few key concepts. Some are new with RCX. Others will be familiar to Radius users. But it’s important to understand how they work differently with RX.


A Radius Customer Exchange (RCX) partnership is the defined relationship and link between your company and your partner—another company, an internal division of your own company, or an acquisition. Your company can have multiple partnerships and a single RCX partnership can have multiple programs. For complete details, see RCX Partnership.


An RCX program is set of configurations that determines which records two partners will make available to each other via Radius' business graph and for how long. Think of it as a “macro segment” that RCX segments are built from. A program can belong to one partnership only, and partner designates a goal for the program. For complete details, see RCX Program.


In Radius, a goal is a set of criteria you use to identify successful and unsuccessful campaign results from the marketing channel you currently use, with similar future marketing efforts in mind. In RCX, the concept is the same, but the application is different: you can create new goals specifically for RCX programs or use existing goals. If you use an existing goal, RCX creates a copy for dedicated RCX use. An RCX goal can be used for one program only. Radius recommends that partners align their program goals to make successful campaign results more accurate.

Program Segment

In Radius, you create segments of prospects or existing customers you want to market your products or services to. In RCX, program partners can create segments that include each other’s prospects and customers according to agreements set up for the partnership. Each partner can view the the signals in their own segments and their partner’s.


Radius' business graph tracks hundreds of types of signals, or business characteristics, in categories covering firmographics, technographics, events, social engagement, and many more. You select and combine Radius signals to:

  • View insights into your historical performance and discover your ideal customer profile.
  • Build segments so you can target prospects with the characteristics that meet your goals.

In RCX, you can enable your partner to build segments that include your records based on four Radius signals: Location, Industry (NAICS only), Annual Revenue, and Number of Employees. You can also let your partner build segments that include RBG matches for your custom signals, though they can’t see the signals themselves. Records included in a segment based on custom signals are net-new only.

Record Type

Radius record types are New, Open, Won, and Lost. New records come from Radius' business graph and Open, Won, and Lost records come from your CRM. Select record types when building RCX segments and deploying records to Salesforce. Available record types are defined when you set up a program.

Record Source

From RCX, you can always deploy segments from your own records and records common to both you and your partner. And during setup, your partner may enable you to deploy RBG matches for records exclusive to their CRM, as well.

Common Records

As determined by  Radius' business graph , a set of records that are in the CRMs of two program partners. For example, Partner A may have 500 records (of any type) in their CRM that Partner B also has in theirs.


Deployment is the process of exporting records from a Radius segment to your CRM, a marketing automation tool (MAT) or a CSV file. After deployment, you can run campaigns using deployed records. With RCX, you can deploy your own records, your partner’s records, or records common to both, based on record access as defined in your program.

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