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.

Accessing the Sequence Performance Report

From the Outreach web application left navigation, click Reports > Sequence performance.

Filters

This Sequence performance report can be filtered using the options at the upper right of the page.

Optionally display report content by date:

• Last 7 Days
• Last 30 Days
• Last 3 Months
• Last 6 Months
• This Week
• Last Week
• This Month
• Last Month
• This Quarter
• Last Quarter
• Custom Range

Additional filtering options are available by clicking the Filters button (to the right of the date options dropdown). These include:

• Teams - Displays content by selected team(s), 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 Creating Teams and Applying Team Filters.
• Users - Displays content by selected User(s).
• Currency - Displays content by Account currency.
• Number of prospects added - Displays content based on the number of Prospects in a Sequence.
• Number of prospects replies - Displays content based on the number of Prospect replies received.
• Sequence - Displays content based on a specific sequence.
• Collection - Displays content by selected collections.
  Note: For more information regarding collections, refer to the Collections Overview.
• Prospect persona - Displays content by the persona assigned to a Prospect.
  Note: For more information regarding personas, refer to How To Create a Persona.
• Prospect seniority - Displays content based on Outreach’s Job Title Classification.
• Prospect department - Displays content based on Job Title Classification.
• Meeting type - Displays content based on selected meeting type.
  Note: For more information regarding Meeting Types, refer to How To Create a Meeting Type.
• Sequence tag - Displays content by selected tag.
  Note: For more information regarding tags, refer to How To Apply Tags to Outreach Records.
• Profiles - Displays content by User Profile.
• Account - Displays content by Account.
• Prospects Contacted - Total number of unique prospects contacted via email, call, meeting, or task (either inbound or outbound). Deleted emails are included and bounced emails are excluded.
  Note: Depending on how a User filters the Prospect Contacted Dates column, the totals may not equal the summary totals.
• Prospects Replied - Total unique prospects who have replied via email or answered a connected call.
• Prospects Reply Rate - Defined as the ratio of Prospects Replied to Prospects Contacted expressed as a percentage.
• Meeting Set Rate - Defined as the ratio of Unique Prospects Booked to Prospects Contacted expressed as a percentage.
• Task non-adherence - Total amount of skipped and incomplete tasks overdue by one calendar day or more, and due within the date range selected. It’s a sum of Skipped Due tasks and Overdue Tasks.
• Task non-adherence rate - Defined as the ratio of Non-Adherence Tasks to Total Tasks expressed as a percentage.
• AI content usage - Displays content based on whether AI content (Personalization Agent) was used within sequences, with options for AI Content, Non-AI Content, or All Content. Shows only the sequences based on the selected option.
• Revenue agent usage - Displays content based on whether Revenue Agent was used within sequences to add prospects, with options for Revenue Agent, Non-Agent, or All. Shows only the sequences based on the selected option.
• Revenue agent - Displays content based on a specific Revenue Agent selected from the dropdown. Shows only those sequences where the selected Revenue Agent was used to add prospects.

Meeting Tab (Metrics Definitions)

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

The detailed table section includes three primary pivots of data: Sequences, Users, and Accounts.

Metrics across all three pivots, as a result of sequences:

Email Sentiment Tab

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

The top section of the Email Sentiment tab displays metrics as described below:

The detailed section shows how prospects are responding to the emails as part of the sequence steps, with the following metrics:

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 (e.g., email, call, task). Many of these metrics also support additional drill-ins to further analyze the sequence performance.

Export

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

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 default for your user.

Meeting Attribution Logic by Sequence

Rules are applied in descending order of specificity, stopping when a condition is met. A meeting will only be attributed to one sequence and one step.

• If a meeting is booked via a link in a sequence email, it is attributed to the step that sent the email, regardless of when the meeting is booked.
• If a meeting is booked during an Outreach call task, it is attributed to the call step in progress.
• If no email or call activity is detected, the meeting is attributed to the most recently completed sequence task within the last 30 days.
• If the prospect is not currently in a sequence, attribution is still based on the most recently completed sequence task within the past 30 days.
• If the prospect is active in multiple sequences, attribution is based on the most recent completed task across all sequences.
• If no sequence-related activity occurred within the past 30 days, the meeting is not attributed to a sequence.
• Only the first meeting per prospect within a 30-day window is attributed to a sequence. Subsequent meetings during that period are not attributed.

Revenue Attribution Logic by Sequence

Rules are applied in descending order of accuracy, stopping when a criterion is met. Sequences are attributed to an opportunity based on activity that 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
• Click on any revenue attribution table cell to view the corresponding opportunities that contribute to that value.

Eligibility Requirements

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

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:

• Revenue Attribution Eligibility Requirements for Salesforce CRM
• Revenue Attribution Eligibility Requirements for Dynamics CRM

Team Membership History

This report respects team membership history. If a user is moved from one team to another, this impacts their activity association with the team. For example, when filtering by team, membership history will impact the activity data returned. Once on a new team, the user’s activity will start from scratch on that team. This does not impact activity associated with the user, for example if you are filtering by just the user.

Additional Information

• Outreach University - Outreach Reports
• Outreach Insights and Reporting Overview
• Sales Execution Report Overview