Outreach Insights Sequence Performance Report Overview

Objective

The purpose of this article is to provide information to Outreach Users regarding the Outreach Insights Sequence Performance report.

Applies To

• Outreach Users

Overview

The Sequence Performance report displays how sequences are being adopted by teams and how those teams are performing with Prospects. Outreach surfaces the kind of Prospects being contacted by leveraging Outreach’s Job Title Classification machine learning model, the open/click/reply-rates, and the meetings booked attributed to the sequences. Additionally, Outreach provides the ability to drill deeper with Outreach’s buyer sentiment analysis to display the kind of replies being received from Sequences.

Filters

This report can be filtered as outlined in the table below:

Meeting Tab (Metrics Definitions)

The Meetings tab displays meeting metrics as described in the table below:

Users can click a metric to drill further down into pertinent details.

Additionally, Users are able to expand content for additional insight to the sequence performance. Click any step in the sequence to navigate to the Sequence page.

Note: Outreach provides step-level information for calls and tasks. Outreach does not show metrics for these as the report is focused on email metrics and sentiments. Outreach does not provide step-level meeting attribution to a sequence, but does provide the sequence-level meeting attribution.

Sequence Step-Level Inspection

To view step-level data points for a given sequence, click on the sequence name.  Relevant metrics will be displayed based on the step type (email, call, task, etc.).  Many of these metric also support addition drill-ins to further analyze the sequence performance.

Export

Click Export to download a .CSV file of the reported content.

Email sentiment tab

The Email Sentiments tab provides Users with insight to how emails are performing per sequence.

Revenue Attribution

This capability enables Sales leaders to connect their top-of-funnel sales activity to the bottom line, all in one place- adding proof of the return on investment (ROI) that prospecting provides for an organization.

To view sequence revenue attribution in the various currencies of created opportunities, choose a specific ISO code in the Currency filter. Outreach will default this setting to the default currency set in your admin org settings.

Note: This will not convert all opportunities into the selected currency, but rather filter the attribution module to display all applicable opportunities in the selected currency.

The revenue attribution component is crucial for efficient sales planning and helps keep the entire team aligned with the company's financial goals. 

Column Customization

Columns can be customized.

1. Click on the Customize Columns button located in the top right area of the table.
2. Select or deselect the columns you wish to display or hide.
3. Save your preferences, and your report will be updated accordingly.

The set as default button will set the current layout as the current for your user.

Included Metrics

New metrics include:

• Opportunities Created
• Open Opportunity Revenue
• Opportunities Closed/Won
• Closed/Won Opportunity Revenue
• % of the above attributable to sequences

Metric Definitions:

Sequence Attribution Logic

Rules are applied in descending order of accuracy, stopping when a criterion is met.  Activity counts toward the opportunity attribution if the activity occurs before the opportunity creation date.

• Determine if there are any prospects on the opportunity record.  If there are prospects, then the following logic applies:
  • Associate if there is a primary prospect who was put into a sequence within the last 90 days. 
  • If the primary was not Sequenced in the past 90 days, or there is no primary prospect, evaluate if there were other associated prospects put in a sequence in the last 90 days, and assign the attribution based on the most recent sequence.  Sequence association is based on the sequence activation date.
• Look at the Account and associate based on the Prospect in the most recent sequence from the last 90 days.
• Opportunities Attribution will not include Opportunities that have an Amount value of ≤ $0

Eligibility Requirements

To use Revenue Attribution in Outreach, there are specific configurations that are required for your organizations.

Prerequisites:

1. Your CRM is integrated with Outreach
2. Opportunities are syncing from the CRM to Outreach, and all minimum required fields are mapped
3. Opportunity Contact Roles are syncing from the CRM to Outreach
4. Opportunity Stages need to be mapped 1:1 in the Record Mappings section of the Opportunity Stage Object

See Additional Configuration Details Here: Sales Execution Report Overview

Opportunity Inspection in Revenue Attribution

Additional Information

Outreach University - Outreach Reports

Outreach Insights and Reporting Overview