How to operationalize sales plays with Outreach

Posted April 29, 2024

Introduction to operationalizing sales plays

Hello, everyone. My name is Marco Fortaleza, and I'm a Senior Platform Operations Manager here at Outreach. And today, I'll talk about how we operationalize sales plays using Outreach itself. 

Key concepts for structuring sales plays

There are three main concepts we keep in mind when structuring a play. One is ease of use. Two, is it scalable? And three, can we track its performance and monitor its progress along the way?

Core features of Outreach for operationalizing sales plays

With that in mind, we'll go ahead and dive into three core features of Outreach that we'll use to operationalize the player. 

Sequences: The foundation of sales plays

The first feature we'll use is sequences. This sequence is comprised of multiple call, email, and LinkedIn action items. Looking at the sequence name itself, we can tell that it's intended for the Gen AI play, North America reps, and all segments. 

Using the sequence, it does a couple of things. One is that we're able to consolidate all the metrics and intelligence around the single sequence, and we can also track the effectiveness of engagement metrics such as call such as opens, emails, and if any links within the sequence have been clicked on as an example.

Smart Views: enhancing rep visibility

So once we've created the sequence, the next step is to create a Smart View that all reps have access to. A few key columns to highlight include GTM segment, industry, as well as if the account has any prospects active in sequence.

The reason why these are important features to include within the Smart View is so that it gives the reps a glance at which segments and industries they're targeting as well as if the account has been touched at all. So, they may actually use last contact as a way to decide which accounts to prioritize for this particular player.

Now that they've identified which accounts to engage into the sequence, they can actually go into the account itself. And from there, select the group of prospects they want to add to the sequence. Since we have the sequence already built out and ready to go, they could just search for that particular play, select the sequence, and at that point, they can add the prospects into the sequence and start executing the tasks. 

Performance monitoring and tracking: Leveraging sequence performance dashboard

In terms of performance monitoring and tracking, we'll leverage the sequence performance dashboard. Here at a glance, we can see some key engagement metrics, including the number of meetings booked for that sequence as well as the number of prospects added.

Additionally, we can see some key engagements in engagement insights, such as open rates, reply rates, and click rates. The reason why this is important is that we can actually use that particular sequence structure as a blueprint to create other sequences down the road for other plays.

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