Solve 3 critical sales intelligence problems with Outreach + DiscoverOrg

Posted April 3, 2018

Chelsey feldman headshot

By Chelsey Feldman

Product Marketing at Outreach

Guest post by Russell Van Leuven, Senior Director of Sales, DiscoverOrg

We’re excited to announce a newly refreshed DiscoverOrg+Outreach integration to help sales teams do more from a single place and make it faster and easier for reps to sequence DiscoverOrg contacts. The connector between Outreach and DiscoverOrg is all about synchronicity: When systems and data are in sync, it’s easier for your sales team to be in sync with each other.

This solution will remove barriers and help people sell more by addressing three mission critical sales problems: (1) a disjointed sales tech stack, (2) inconsistent or untrustworthy data, and (3) maintaining governance practices to preserve data quality.

The sales problem: Too many places to look for prospect data; too little time

There are 2 sides to the sales enablement coin. Sales people in larger companies have tech overload: they must move between their email, CRM, and a huge stack of tech tools to find, cross-reference, and confirm the information they need -- and this is before they can even reach out to their prospects! The different data they need lives in multiple places. Plus, processes are different from one account to the next, and from one sales rep to the next, there’s no single source of truth.

The grass isn’t always greener - smaller, scrappier sales teams with fewer tools often grapple with the challenge of extensive (read: time-consuming) Google research to confirm the information they do have. And once they finally get the information they need, they have to enter this data, which is probably outdated or incomplete, manually -- and we all know people enter data perfectly 100% of the time, amirite?

Bad data is scary. No wonder sales operations often has edit access locked down! This scattered approach to prospect research isolates sales reps in organizations of all sizes and levels of sophistication and makes them less efficient as they question the accuracy of the data in their system.

The solution: Bring everything you need into one place

The DiscoverOrg+Outreach connector brings integration between tools.

Along with access to the most detailed, accurate prospecting data in the industry, sales can upload contacts to Salesforce individually or in bulk - directly into specific Outreach sequences. No downloading, uploading, copying, or pasting required.

It’s a seamless experience. Users can search targeted lists of Outreach sequences by name, account owner, or by keyword. They can also proactively build hyper-targeted prospect list in DiscoverOrg and push in bulk to specific Outreach sequences to run strategic campaigns. For those times when you find that perfect fit while browsing LinkedIn or company websites, the Google Chrome Extension serves up direct contact data and company intelligence that can be pushed to Outreach without leaving your browser window.

Our mutual customers are loving this seamless compatibility:

The integration between DiscoverOrg and Outreach has made my life so much easier because when I'm creating sequences in Outreach, I'm able to take those contacts straight from DiscoverOrg. I can connect with 200 people in 5 minutes if I want to!

The integration of Outreach with DiscoverOrg means sales reps can research quickly, add accurate information with a click, and send the right message at the right time.

The sales problem: Account executives don’t trust their data

It’s hard to trust the murky origins of the data in your CRM. It’s usually old (Did you know: data decays at a rate of 30% per year). A lot of distrust comes from the fact that most people have had a traumatizing experience with bad data or bad data providers that’s landed them in spam filters, blacklists, or worse. And when your sales team doesn’t feel like they can trust the data, they stop trying to keep records updated. Bad data perpetuates a burdensome cycle of bad data.

Once bitten, twice shy. Bad data doesn’t exactly inspire trust.

This goes for reps and for leadership. I can’t tell you how many times I have talked to prospects who, with nothing but good intentions, have purchased what they thought was going to be earth shattering good data (because that was what had been promised to them) only to find out that it was 60% accurate at best. Their reps are mad, they are mad, their money is wasted, and the next person that knocks on their door promising quality data gives them data PTSD.

The solution: Ongoing data cleansing to reach the prospects you want, faster

The DiscoverOrg+Outreach connector offers continuous monitoring, enriching, and cleansing your data as you engage.

The Append & Clean feature automatically detects newly created records and enrich them with missing phone numbers, titles, industries, revenue, employee counts and more. In addition to enrichment, the connector also monitors and cleanses email addresses, comparing them against DiscoverOrg’s database of known bounced emails and email delivery confirmations. This is DiscoverOrg’s closed-loop cleansing system for Outreach. Each night DiscoverOrg scans Outreach for new prospects, links them to a DiscoverOrg record, and enriches them with human-verified contact information to to prevent data decay and maintain data integrity that reps can trust. Bounced emails and departed employees are flagged so you don't waste time chasing invalid prospects.

Records are refreshed and verified every 90 days through a combination of technology and human researchers. Those updates are synced with with Outreach, Salesforce, and other integrations to ensure the freshest, most accurate information is informing decisions.

In addition to a more efficient outreach process and better connection rates, the Outreach connector promotes database health and prevents time wasted prospecting to outdated contacts and accounts.

Append & Clean gives Outreach users fresh, clean data - with no more effort than a single click.

The sales problem: Sales Operations has data locked down

A lot of sales professionals find it frustrating that they don’t have the ability to edit or enter certain fields into their CRM themselves. The data is often locked down to read-only status, meaning updates must be requested.

Sales operations is often unwilling to give edit access for carefully planned territories or strategically curated prospect lists - and for a good reason: it’s easy to mess up. One careless click may overwrite a field with incorrect information. If a name is spelled incorrectly, for example, it may be entered twice, causing downstream headaches with duplicate records.

The solution: Powerful administrative controls for powerfully accurate data

Who can create new accounts? Well ... that’s up to you. By enabling or restricting users’ ability to create new accounts, you can rest assured that parity between your systems is maintained, and account management processes won't be disrupted. Field-level configuration offers flexibility around which fields are enriched or overwritten with DiscoverOrg data. Additionally, users get a weekly summary report of all the accounts and contacts that have been updated by DiscoverOrg.

We look forward to the possibilities that come from more connections, better relationships, and greater revenue growth for our customers as a result of this refreshed integration. For more information, check out our integration page and demo video of the DiscoverOrg+Outreach connector.

Russell Van Leuven is DiscoverOrg’s Senior Director of Sales. Russell was DiscoverOrg's first sales hire in 2008 and also acted as the defacto marketing, finance, and client success departments. A decade later, he leads the sales team in the Bethesda office. He holds a bachelor's degree in Business and Communication from Arizona State University.


Read more

Discover the Sales Execution Platform
See how Outreach helps sellers close over 2 million opportunities every month.