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.
Meeting Tab (Metrics Definitions)
The Meetings tab displays meeting metrics as described in the table below:
| Metric | Description |
|---|---|
| Meetings Booked |
Number of meetings that were booked as a result of a sequence. A booked meeting is defined as a calendar invite sent to at least one external guest after the most recent sequence the Prospect was active in regardless of whether or not the invite was accepted as long as the Prospect was in that sequence within the previous 30 days.
|
| Prospect Invited |
The number of unique prospects that included in the meeting booked.
|
|
Prospect Added |
Total number of unique Prospects added into a sequence.
|
| Email Open Rate | Percentage of unique Prospects who opened an email within 14 days of the email being delivered. |
| Email Click Rate | Percentage of unique Prospects who clicked on a link in an email within 14 days of the email being delivered. |
| Email Reply Rate | Percentage of unique Prospects who replied to an email within 14 days of the email being delivered. Note: Outreach filters automatic replies (such as OOO and bounced messages) and does not include them in the report. |
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.
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.
- Click on the Customize Columns button located in the top right area of the table.
- Select or deselect the columns you wish to display or hide.
- 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:
| Metric | Definition |
| Opportunities Created |
Total number of opportunities with a “Created At” date within the designated time frame.
The source for this is the ExternalCreatedAt field from CRM or the CreatedAt field if the Opportunity was created in Outreach. |
| Created Opportunity Revenue | The sum of the revenue of created opportunities associated with the selected sequences. |
| Opportunities Closed/Won |
Total number of Opportunities that meet this criteria:
|
| Closed/Won Opportunity Revenue |
The currency sum of Opportunities that meet this criteria:
|
| Through Sequences | The % of each metric that can be attributed to Sequences based on the attribution logic defined below |
Sequence Attribution Logic
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.
- 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:
- Your CRM is integrated with Outreach
- Opportunities are syncing from the CRM to Outreach, and all minimum required fields are mapped
- Opportunity Contact Roles are syncing from the CRM to Outreach
- 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
Opportunity Inspection in Revenue Attribution
Click on any revenue attribution table cell to view the corresponding opportunities that contribute to that value.”
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
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