Purpose
The purpose of this article is to provide information to Outreach Users regarding the Outreach Sales Execution Report.
Intended Audience
- 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
- Access the Outreach Platform.
- Click the Reports icon (bar graph) on the navigation sidebar.
Filters
This report can be filtered as outlined in the table below:
|
Filter |
Description |
|
Team |
Displays content by the selected team. Team attribution is based on the team(s) a user belonged to at the time of the activity completed. Note: For more information regarding Outreach Teams, refer to the Creating Teams and Applying Team Filters article. It should also be noted that a user can belong to more than one team at once. |
|
Users |
Displays content by selected Users. |
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.
|
Metric |
Description |
|
Prospects contacted |
Total number of unique prospects contacted via email, call, meeting, or task (either inbound or outbound) |
|
Through sequences |
Percentage of unique prospects contacted through a sequence Note: number of unique prospects contacted in sequences/number of unique prospects contacted in a given period |
|
Emails delivered |
The total number of emails delivered to prospects. Note: Includes all emails and not just those sent through the sequence. |
|
Calls - outbound |
The total number of attempted outbound calls made and logged through Outreach. Note: Includes all calls and not just those through the sequence. |
|
Tasks (LinkedIn & other) |
The total number of tasks completed, including action items, LinkedIn and SMS messages, and in-person meeting tasks. Note: Includes all tasks and not just those through the sequence. |
|
% Ratio of Prospects responded to Prospects contacted |
The ratio of prospects who responded to prospects contacted expressed as a percentage. Note: number of unique prospects who responded / number of unique prospects contacted in a given period |
|
Prospects responded |
Total number of unique prospects who replied to an email or answered a call Note: Manually marked sequences as “replied” by a rep are not counted in this metric |
|
Through sequence |
Percentage of unique prospects in sequences who responded Note: number of unique prospects who replied to an email or answered a call in sequences/number of unique prospects contacted in a given period |
|
Email reply rate |
Percentage of sent emails that prospects replied to within 14 days of the email being delivered. Note: includes all emails and not just those through the sequence. |
|
Email positive sentiment |
Percentage of email responses from prospects in a sequence that were classified as positive Note: Addition details around email sentiment can be found here |
|
Email objection sentiment |
Percentage of email responses from prospects in a sequence that were classified as objections Note: Addition details around email sentiment can be found here |
|
Call connect rate |
Percentage of calls made that were marked as "Answered" Note: Includes all tasks and not just those through the sequence. |
|
% Ratio of Prospects invited to Prospects responded |
The ratio of total prospects invited to prospects who responded expressed as a percentage. Note: number of unique prospects invited to a meeting/number of unique prospects responding in a given period |
|
Prospects Invited |
The total number of unique prospects who received a meeting invite (regardless of whether or not the invite was accepted). |
|
Meetings booked |
The total number of calendar invites sent to at least 1 external guest (regardless of whether or not the invite was accepted).
|
|
Meetings scheduled |
The total number of meetings set to take place in the given period. Example: 10 meetings were booked in Dec (invites were sent). 5 of them will happen in Jan. How many meetings are scheduled in Jan? - 5. |
|
Meetings held |
Total number of meetings that took place in the given period that weren't canceled, deleted or marked as "no-show" |
|
Meetings held rate |
Percentage of meetings scheduled to take place in the given time period that wasn't canceled, deleted or marked as "no-show" |
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.
Additional Resources
Outreach University - Outreach Reports
Outreach Insights and Reporting Overview
Outreach Insights and Reporting FAQs
Creating Teams and Applying Team Filters
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