From Misalignment to Delivering the Right Messaging Every Time
"With Outreach, we were finally able to get everybody on one page."
It’s not often that a sales organization tracks a SaaS contract end date, but Signal AI was ready to switch from their current sales engagement platform (SEP) to Outreach. As a global provider of AI-powered business intelligence and media monitoring, Signal AI wanted their sales teams to benefit from the same level of actionable data and reporting that they gave their own customers, but the sales engagement platform they were using just didn’t cut it.
But as Signal AI grew, so did the risks of working in the dark. With their sales development split into two teams in the U.S. and the U.K. and their current contract coming to an end, Jay Theobald, Head of the Americas of Sales Development knew it was time to make the change. Having already helped implement Outreach at four other companies, he knew they needed Outreach’s insights and data to connect with prospects, and the flexibility to tailor messaging and content to their global customers. “Back then we were struggling to find meaningful data, and measuring what was working across teams just wasn’t easy,” Jay said.
After adding Outreach, Signal AI went from only a handful of SDRs using the previous SEP to the whole sales development team using Outreach. “We put the platform in front of our team and they picked it up quickly. The way you’re able to build Sequences, measure what’s working, change them and see response rates in the platform is simply intuitive,” Jay says.
Within weeks, the platform piqued the interest of other teams, and soon junior and senior AEs requested licenses as well.
The Signal AI sales teams are now selling faster and with more precision than ever before. Kirsty Charlton, Head of Sales Operations at Signal AI, says, “The workflows have sped us up a lot, and the teams are especially excited about the seamless integration with LinkedIn.”
Outreach’s in-platform data allows Jay and his teams to see which sales activities drive the most engagements and opportunities, and double down on those to maximize each minute of selling time. Jay is especially excited that this data is available in Outreach and no longer needs to toggle into the CRM. “With the amount of data available in the platform, I can get comparative charts to see which reps don’t have enough people in Sequence this quarter, or aren’t putting enough new prospects in a Sequence. I can get to the root cause about why a rep might have a high bounce rate and see if it’s a quality issue.”
When asked what he would say to someone who’s deciding on a sales engagement platform, Jay says, “You get what you pay for. It’s true with almost anything, but in data and insights, Outreach gives you so much more.” Since switching to Outreach, Jay says, “I can see a dramatic uptick in the amount of output per person week-over-week, and as we’ve added more people, we have been able to build a market with nothing but green field to go after, and we were completely unable to do the volume of activity or move as fast as we are now with the previous solution.”
The two global SDR teams are now better aligned on how calls are made, data is pushed and pulled in their CRM, and remove inconsistencies in their processes. “Now we’re able to make real business decisions and have greater confidence in them.”
His biggest piece of advice? “Use Outreach University! If your team uses University, you'll start having better team conversations and get better over time, and you’ll actually be able to measure that and improve it.”