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

1. Log in to Outreach.
2. In the left navigation, click Reports.
3. Click Sequence performance.

Filters

The 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:

Meetings Tab (Metric Definitions)

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

Detailed Table Metrics

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 Sentiment tab provides users with insight into 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 can expand content for additional insight into 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.

When a Revenue Agent filter is applied, either the "Revenue Agent" usage option or one or more specific agent names, and the Sequence Performance report is exported, the CSV includes a row for every Revenue Agent tied to each sequence. Each row includes the full set of metrics available in the Sequence tab, not just the subset shown in the pop-up. In this scenario, the export does not include the aggregated data rows for each sequence.

Column Customization

Columns can be customized.

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

The Set as default button sets 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.
• Opportunity attribution does not include opportunities that have an Amount value of ≤ $0.

Click 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 are mapped 1:1 in the Record Mappings section of the Opportunity Stage Object.

Additional configuration details:

• 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