Sales Execution Report Overview

Objective

The purpose of this article is to provide information to Outreach Users regarding the Outreach Sales Execution Report.

Beginning 8/26/24, the approach for calculating the number of meetings held has been improved to be Total number of meetings held in a selected timeframe excluding: deleted, canceled, manually marked ‘no show’ and meetings where all prospects have declined.

Applies To

• Outreach Users

Overview

Outreach Sales Execution Report

The Sales Execution Report provides a holistic view of the impact of sales activities on the business by tracking key metrics (activities, interactions, meetings). It enables frontline managers and revenue leaders to assess changes in key metrics over time and identify the key drivers of pipeline generation to optimize their sales funnel and increase win rates. 

Additional benefits:

• Assess the drivers of pipeline and revenue including reply rate, positive sentiment analysis, meeting held rate, and focus conversations on actions required to achieve set milestones
• Gain key insights on the period-over-period changes in key metrics and the drivers behind these changes
• Compare team over team performance and being able to adjust coaching and onboarding technique

Accessing Insights and Sales Execution Report 

1. Access the Outreach Platform.
2. Click the Reports icon (bar graph) on the navigation sidebar.

Filters

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

*Currency only appears as a filter if you have Revenue Attribution enabled/Opportunities Created Data in the Sales Execution Report 

Metrics Definitions

The Meetings tab displays meeting metrics as described in the table below. Metrics can be accessed by expanding each section for drill-down details and time series charting.

Comparison Options

The Sales Execution Report report provides multiple options for performance comparison, to get even more powerful insights.

Here are the following comparison options that are supported today:

• Compare: Timeframes - default option, with MoM comparison by default
• Compare: Teams
• Compare: Users
• No comparison

Note: The last selected filters and comparison options are stored locally in the browser. When users come back to the report and choose any of the comparison options, the previously selected filters will be preloaded, if available.

Timeframes Comparison

One of the key capabilities of this report is a performance comparison of key metrics between 2 selected time periods. By default, this report is generated with a Month-over-Month comparison.

Ex: If today is mid-November, it will compare 2 previous full months: October vs September.

Users can change the default time periods to compare by choosing first the Base period among the following values:

• Last 7 days
• Last 30 days
• This week
• Last week
• This month
• Last month
• Last 90 days
• Last 180 days
• Custom Range

The Comparison period to compare “Base” against “to” is automatically pre-calculated based on the following options selected:

• Previous period - (default) it will select the previous time period, based on the Base period selected.
• Previous period (match day of the week) - it applies an algorithm to determine the best matching previous period with the same number of days so that each day of the week will match between time periods
• Ex: when changing to this option, the example above will change to Oct 1-31 2021 VS Sep 3 - Oct 3, 2021
• That way it provides an “apple-to-apple” comparison across all the metrics and assesses the performance with even more accuracy
• Custom range - allows selecting any time period using a calendar picker

Note: The current data history is 180 days, therefore it is possible to compare 2 past quarters at max, or generate this report for the last 180 days with no comparison to the previous period.

Teams comparison

Users can choose the “Compare: Teams” option to compare the performance of teams for the selected timeframe. This is especially useful for managers of multiple teams in the org structure, to provide insights on key performance differences between teams.

It is possible to compare multiple teams vs. multiple teams. For example, managers running a bigger hierarchy of teams can select multiple teams from Teams selection in each comparison group to compare.

Example: Selected all corporate-focused teams vs all emerging-focused teams

Users Comparison

Frontline managers can get a deeper insight into the performance of their reports and be able to adjust coaching by comparing the performance of their team members. For that, they can select the “Compare: Users” comparison mode and choose users to compare. Similarly to the “Teams comparison” option, multiple users can be selected in each comparison group to compare.

No comparison

No comparison mode provides the reporting data based on timeframe and team/users filters applied, without any comparison.

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.

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

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

Opportunity Inspection in Revenue Attribution

Click on any revenue attribution table cell to view the corresponding opportunities that contribute to that value. Click the metric names like ”Opportunities Created” to change the chart on the right.

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

Filters:

When applying the Users or Teams filter, it will show insights for attribution on Opportunities that are owned by them. This is based on the Owner Field that is mapped on the Opportunity Object in the CRM integration. The Currency filter utilizes the ISO code that is selected in your CRM and mapped to the Amount field on the Opportunity Object in the CRM Integration.

*The User & Team filter does not reference the the Created By User

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.

Outreach Insights Sequence Performance Report Overview

Revenue Attribution has also expanded to the Sequence Performance report which you can learn more about here: Outreach Insights Sequence Performance Report Overview

Example:

Revenue Attribution 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 

CRM Integration Configuration Guide:

Opportunity Object Configuration:

• Polling set to Automatically
• Set object syncing: Create & Update enabled to Sync into Outreach

Example Sync Configuration:

Ensure the following fields are mapped at a minimum within the Opportunity Object (Fields listed below are the native Outreach field labels):

Example Configuration of Field Mappings:

**Field mappings that have a Gear Icon indicate there are Advanced Field settings needed  

Opportunity Contact Role Object Configuration:

• Polling set to Automatically
• Set object syncing: Create & Update enabled to Sync into Outreach

Example: 

Example Configuration of Field Mappings:

Opportunity Stage Object:

• There should not be any sync toggles enabled on the object sync

Create your Opportunity Stages in the Outreach Opportunity Settings here:

Each Stage will have a Type assigned (Open, Closed Won, Closed Lost) and you can determine if the stage is Active or not. Example: 

Opportunity Stage Record Mappings:

• Once all of your stages are configured in the Opportunity Settings in Outreach, it is important to map each one 1:1 in the Record Mapping section of the CRM integration:
  • Simply click "Add Mapping" on the top right to search the Salesforce & Outreach existing Opportunity Stages - Example:
    
    

Considerations:

• The Opportunity Object & Opportunity Contact Role should have a Polling Frequency of once a day at a minimum (every 10 minutes is the default)
• Advanced Field Setting on Opportunity Object: Create associated contacts when syncing into Outreach:
  
  • If the related Contact Role in SFDC is technically a duplicate record in SFDC and one of the duplicates with the same email address has already been created in Outreach as a prospect, this advanced object setting could potentially prevent the Opportunity record from being created as a whole because it can't create the duplicate Contact Role as a new prospect. 
  • The Opportunity Contact Role object being enabled to Poll automatically and create new contact roles will allow Outreach to pull in the related Contact roles independently when they are added to the Opportunity in SFDC as a contact role and/or modified. 
  • Example: 
    
• We would strongly recommend that the Merge & Delete Opportunity setting is enabled which will ensure that when an Opportunity that has previously synced from SFDC to Outreach and is then deleted in SFDC, Outreach will delete the corresponding Opportunity to prevent confusion and siloed records. Merge & Delete:
  • Feature: 
    
  • Resource: Salesforce Record Merge & Delete FAQs

Additional Resources

Outreach University - Outreach Reports

Outreach Insights and Reporting Overview

Outreach Insights and Reporting FAQs

Creating Teams and Applying Team Filters

How to Assign a Prospect to an Opportunity

Last Touch Sequence Attribution (Unmanaged Package) Guide