The game-changing power of Revenue Attribution Reporting

Posted June 18, 2024

It’s no secret that in 2024 companies are asking many of their leadership teams to do more with less. More than ever, businesses need their go-to-market leaders to deliver strong outcomes with fewer resources. In other words, efficiency is the name of the game.

To meet the moment, sales leaders must ensure reps’ time is spent on actions that yield results and to provide front line managers with the tools to coach their reps to success. This is especially true when it comes to the sequences your reps are using to engage new prospects and close deals.

white text on purple background, icons of dollar bills
revenue attribution reporting graphic that shows email open rates
white text on purple background that says, vanity metrics can't guide leaders to actionable coaching feedback
graphics on a purple background that show revenue attribution reporting in Outreach
white text on purple background, icons of dollar bills
revenue attribution reporting graphic that shows email open rates

Measuring replies and meetings is no longer enough

Here’s the problem. Historically, sales execution tools can only tell you part of the story, and only offer vanity metrics that don’t help you change behaviors or provide specific coaching feedback to increase rep performance. Metrics like Reply Rate and Meetings Booked are good success indicators, but for an SVP of Sales, these are the questions that matter most:

  • How much new pipeline did this sequence create?
  • How much revenue did this sequence drive?

Outreach’s Revenue Attribution Reporting gives you the bottom line

Fortunately for Outreach users, we’re tackling these questions head-on with new Revenue Attribution Reporting. This powerful enhancement to our reporting gives sales leaders two crucial pieces of information:

  1. Which specific sequences drove the most new pipeline and Closed-Won revenue?
  2. In total, how much pipeline and revenue can be attributed to a sequence?

This is the outcomes-first data that sales leaders have been waiting for. Take a look at what Outreach can now surface:

We'll save you from having to do the math here. Over the last 4 quarters, this company generated $69.9 million in new pipeline that can be attributed to an Outreach Sequence, and $14.9 million in Closed-Won Revenue that can be attributed to an Outreach Sequence.

That’s ROI.

Understand how sequences are driving business outcomes

At Outreach, we get a lot of questions about sequences, and now we can see which Sequences were the ones that drove these outcomes.

Upon receiving the report at Outreach, I can quickly sorted by usage to see the revenue outcomes driven by our top 10 sequences. I can then shared this data with our managers and directors to help prioritize the sequences that would best assist our reps in meeting their targets.

Make outcomes-based decisions to maximize reps’ time

I can’t tell you how excited I am about this. In 2024, it’s absolutely critical that reps’ time is spent in ways that deliver results. This new reporting helps leaders make data-informed decisions on which sequences to double-down on, and which sequences to leave behind.

The demand for sales leaders to drive predictable outcomes with limited resources is higher than ever. The introduction of Revenue Attribution Reporting is a game-changer for sales teams, providing invaluable insights into the effectiveness of different sequences. This translates to tangible ROI and a significant shift towards data-driven decision-making in the world of sales. As we move forward, embracing tools like Revenue Attribution Reporting will undoubtedly set the stage for continued success and growth in the ever-evolving landscape of sales and business. So let’s get together and talk about it so we can level up your organization like we are doing for so many of our customers.


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