How Outreach Uses Outreach Sam Nelson My Story

How Outreach Uses Outreach Sam Nelson

My Story Stand on the shoulders of others through Outreach -Outperformed all other SDRs first full month (by 50%) -Top performer 2017 (159% of quota) -Responsible for Outreach’s onboarding program -Manage a rolling team of 5 -10 of the newest SDRs 2

My Story How new reps can stand on the shoulders of others through Outreach -First formal sales job -No prior training -No experience using Salesforce -No idea what a sales job is like 3

I got good at leveraging Outreach 4

Get New SDRs Producing FAST Let’s change the way you look at sequences -The three pillars of cold outbound, and how we do it here Automated sequences, call sequences, highly customized sequences -How to help new SDRs prioritize within accounts consistently -Open up Outreach’s our playbook of next step sequences 5

Most of our top performing SDRs have very little previous sales experience -We hire primarily for personal qualities of grit, “figuring it out, ” resilience, coachability -Sequences ensure that messaging is on point regardless of experience -We’ve found that out ICP for an SDR is a blank slate 6

Two conditions for this 1. Have Outreach set up right, make execution simple from get go 2. Have a simple way for sdrs to prioritize 7

How SDRs Prioritize their time

Three Pillars of Cold Outbound Automated Sequences Call Sequences Highly Customized Approx. time allocation 5% 75% 20% Expected SALs 1 -3 7 -9 3 -7 Prospects to target this way 200 -300 100 -150 20 -30 Criteria Yellow on Prioritization of Titles Matrix Green on Prioritization of Titles Matrix Top 20 -30 highest priority prospects in book of business

Three Pillars of Cold Outbound Automated Sequences Call Sequences Highly Customized Approx. time allocation 5% 75% 20% Expected SALs 1 -3 7 -9 3 -7 Prospects to target this way 200 -500 100 -150 20 -30 Criteria Yellow on Prioritization of Titles Matrix Green on Prioritization of Titles Matrix Top 20 -30 highest priority prospects in book of business r u o f o t s o s L M SA 10

Call Sequences Our bread and butter

Call Sequences “High Touch” Sequences Approx. time allocation 75% Expected SALs 7 -9 Prospects to target this way 100 -150 Criteria Green on Prioritization of Titles Matrix 12

Strategy for Call Sequences Know your customer Target prospect: Someone who can become an immediate opportunity Vast Majority of our time is spent executing call sequences Imperative that reps put the right prospects into Call Sequences We do not put anyone into a call sequence unless we are confident will be a qualified opportunity! 13

What does it look like? How we structure our call sequences 6 Calls 2 Emails personalized to the persona 7 Linkedin Social Touches 1 Break up email 14

The Sweet Spot Three sweet spots Initial email/call 4 th call Break up email 15

Highly Automated Sequences Getting closer to the decision maker

Three Pillars of Cold Outbound Automated Sequences Call Sequences Highly Customized 5% 75% 20% 1 -3 7 -9 3 -7 Prospects to target this way 200 -300 100 -150 20 -30 Criteria Yellow on Prioritization of Titles Matrix Green on Prioritization of Titles Matrix Top 20 -30 highest priority prospects in book of business Approx. time allocation Expected SALs I O R h g e i H m i t r o f 17

Highly Automated Sequences Approx. time allocation 5% Expected SALs 1 -3 Prospects to target this way 200 -300 Criteria Yellow on Prioritization of Titles Matrix 18

Strategy for Highly Automated Sequences Get closer to the decision maker Target prospect: An individual with an unclear title, or can refer us to the decision maker. Goal is to get a referral. Highly automated sequences take little effort and have a moderate return Reps can be more liberal with adding prospects 19

What does it look like? How we structure our call sequences 0 Calls Unless a prospect opens an email 2+ times 2 Emails personalized to the persona 7 Linkedin Social Touches 1 Break up email 20

Getting the Right People in the Right Sequence

Have a chart to help with prioritizing titles 4 keys to a title prioritization chart 1. Break it down by persona/Industry 2. Color code it so that new reps know who goes where 3. Have this in a visible location on each SDRs desk 4. Do periodic audits of prospects in call sequences to ensure this is being followed 22

Prioritization by Title SDR AE OPS VP of Sales Operations Marketing Training Misc. VP of Marketing VP of Sales Enablement Owner Director of Marketing Director of Sales Training Co-founder Sales Manager Director, Sales Operations Demand Generation Director, Sales Enablement CEO Inside Sales Manager RVP Sales Engineering Manager Sales Enablement Sr. Vice Marketing Director Manager President SDR Team Lead Regional Director of Sales COO Marketing Manager Sales Training Manager Vice President Sr. Sales Manager Sales Operations Manager National Marketing Manager Sales Trainer Director of Strategy Business Development Manager Sales VP Business Operations Manager Content Strategist Business Development Director Territory Manager Sales Engineering Consultant VP of Innovation Data Operations VP of HR Operations Analyst VP Customer Success VP of Sales Development VP of Sales Senior Director of Sales Development Director of Sales Operations Director of Business Development Regional Director of Business Development Rep Sales Director Senior AE AE General Manager CTO 23

Cheat Sheet to Help you Prioritize Most lethal mistake of new reps: Focusing time and effort on the wrong people -Use the following guide to ensure you are sequencing the correct people at each of your accounts. -Titles in Green should be contacted through cold outbound (with calls!) -Titles in Yellow should be contacted through automated sequences -Titles in Red should be avoided 24

Call Sequences “High Touch” Sequences Approx. time allocation 75% Expected SALs 7 -9 Prospects to target this way 100 -150 Criteria Green on Prioritization of Titles Matrix 25

Prioritization by Title SDR AE OPS VP of Sales Operations Marketing Training Misc. VP of Marketing VP of Sales Enablement Owner Director of Marketing Director of Sales Training Co-founder Sales Manager Director, Sales Operations Demand Generation Director, Sales Enablement CEO Inside Sales Manager RVP Sales Engineering Manager Sales Enablement Sr. Vice Marketing Director Manager President SDR Team Lead Regional Director of Sales COO Marketing Manager Sales Training Manager Vice President Sr. Sales Manager Sales Operations Manager National Marketing Manager Sales Trainer Director of Strategy Business Development Manager Sales VP Business Operations Manager Content Strategist Business Development Director Territory Manager Sales Engineering Consultant VP of Innovation Data Operations VP of HR Operations Analyst VP Customer Success VP of Sales Development VP of Sales Senior Director of Sales Development Director of Sales Operations Director of Business Development Regional Director of Business Development Rep Sales Director Senior AE AE General Manager CTO 26

Highly Automated Sequences Approx. time allocation 5% Expected SALs 1 -3 Prospects to target this way 200 -300 Criteria Yellow on Prioritization of Titles Matrix 27

Prioritization by Title SDR AE OPS VP of Sales Operations Marketing Training Misc. VP of Marketing VP of Sales Enablement Owner Director of Marketing Director of Sales Training Co-founder Sales Manager Director, Sales Operations Demand Generation Director, Sales Enablement CEO Inside Sales Manager RVP Sales Engineering Manager Sales Enablement Sr. Vice Marketing Director Manager President SDR Team Lead Regional Director of Sales COO Marketing Manager Sales Training Manager Vice President Sr. Sales Manager Sales Operations Manager National Marketing Manager Sales Trainer Director of Strategy Business Development Manager Sales VP Business Operations Manager Content Strategist Business Development Director Territory Manager Sales Engineering Consultant VP of Innovation Data Operations VP of HR Operations Analyst VP Customer Success VP of Sales Development VP of Sales Senior Director of Sales Development Director of Sales Operations Director of Business Development Regional Director of Business Development Rep Sales Director Senior AE AE General Manager CTO 28

Avoid Everything in Red 29

Prioritization by Title SDR AE OPS VP of Sales Operations Marketing Training Misc. VP of Marketing VP of Sales Enablement Owner Director of Marketing Director of Sales Training Co-founder Sales Manager Director, Sales Operations Demand Generation Director, Sales Enablement CEO Inside Sales Manager RVP Sales Engineering Manager Sales Enablement Sr. Vice Marketing Director Manager President SDR Team Lead Regional Director of Sales COO Marketing Manager Sales Training Manager Vice President Sr. Sales Manager Sales Operations Manager National Marketing Manager Sales Trainer Director of Strategy Business Development Manager Sales VP Business Operations Manager Content Strategist Business Development Director Territory Manager Sales Engineering Consultant VP of Innovation Data Operations VP of HR Operations Analyst VP Customer Success VP of Sales Development VP of Sales Senior Director of Sales Development Director of Sales Operations Director of Business Development Regional Director of Business Development Rep Sales Director Senior AE AE General Manager CTO 30

Sequencing Audits 31

Customized Sequences Getting through to your top prospects

How We Prioritize Automated Sequences Call Sequences Highly Customized Approx. time allocation 5% 75% 20% Expected SALs 1 -3 7 -9 Prospects to target this way 200 -500 100 -150 Criteria Yellow on Prioritization of Titles Matrix Green on Prioritization of Titles Matrix s e t a r a p m e o S r f t a d h o ! o t W a G re e th e G th 3 -7 10 -20 Top 10 -20 highest priority prospects in book of business 33

Customized Sequences Highly Customized Approx. time allocation 20% Expected SALs 3 -7 Prospects to target this way 20 -30 Criteria Top 20 -30 highest priority prospects in book of business 34

WARNING!!! Customization is powerful in the right places, terrible in the wrong places Do not let new reps avoid the phone when ramping! 35

Strategy for Customized Sequences Handling the top 20 -30 prospects in your entire book of business Use one of 4 sequences for customization: -Manual Touch -Custom Follow-Up -Pick up the Conversation -Referral 36

Manual Touch Our Blueprint for customized Outreach We use the same fundamentals as our standard cold outbound sequence (6 calls, 2 persona specific emails, 7 LI social touches, 1 break up email) only difference is that the first email is customized. 37

Custom Follow-Up Used to increase the reply rate of one-off custom emails and replies How we increase our reply rates on one off emails by 102% By adding a follow-up sequence to one-off emails we ensure nothing falls through the cracks. If there is no reply, the follow up sequence will ensure we get back in touch. 38

Pick up the Conversation High priority prospects that have had a positive interaction with us in the past A custom sequence that has a template for how to reference your previous conversation with a prospect as well as relevant language for future followups 39

Our Secret Weapon. . . 40

Referrals to the decision maker from a cold outbound sequence Turning a call with the wrong point of contact into a warm lead The sequence requires a templated custom email introducing you to the decision maker. 41

Have a Simple Playbook for How to Sequence

Make a Flowchart for how to sequence Tips for a good flowchart Keep it simple Keep it clear Keep it consistent 43

Flow Chart for Outbound Sequencing 44

Put it all together! 45

Three Pillars of Cold Outbound Automated Sequences Call Sequences Highly Customized Approx. time allocation 5% 75% 20% Expected SALs 1 -3 7 -9 3 -7 Prospects to target this way 200 -300 100 -150 20 -30 Criteria Yellow on Prioritization of Titles Matrix Green on Prioritization of Titles Matrix Top 20 -30 highest priority prospects in book of business

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How do I manage my overall sequence strategy?

You don’t need a million different sequences! Less is more As an organization we made a shift from having a large number of sequences for specific situations down to 10. By doing this you lose very little of the value and can enforce that each sequence is being used properly 50

Our lineup of sequences for new SDRs At Outreach we have: 3 types of sequences for cold outbound 3 Sequences geared for customized cold outbound 4 Other sequences to streamline common situations 51

Customize Content for Personas Different Personas Respond to Different Messaging Sales Operations Sales Management Sales Leadership VP of Marketing Executive Leadership 52

Rule 52 Don’t over sequence an account, obeying rule 52 prevents hitting spam filters ● Don’t have more than 5 people in a sequence in an individual account ● Don’t have more than 2 prospects in a call heavy sequence at a time ● Ideally, the 5 individuals are different personas ○ ex. VP of Sales, SDR Manager, Director of Marketing, Sales Operations, Sales Enablement 53

Breaking Down Secondary Sequences

Keep it simple We reduced non-standard sequences to 7 and all sequences and definitions fit on a notecard on their desk SDR Next Step + Misc. Sequences Custom Email Sequences Manual Touch Queues up the first email to customize in your task flow. This sequence allows you to write a custom email and attach as many touch points as a standard sequence Custom Message FUP (with calls) For use with custom emails or replies to prospects that should be called. Custom Message FUP (no calls) For use with custom email or replies that don’t need calls Other Available Sequences Do or Die Use sparingly. For prospects that have a valid phone number, but not a valid email and you have confirmed that they are still at the company. No Show Sequence After a no show, put a prospect in this sequence to get them back on the books. Lost Opty Oppty goes lost and SDR finds the prospect OR another prospect based on reengagement instructions. Referral When you get a name of the right person to talk to from someone else in the company 55

What’s the FUP? Fup: Outreach term for a follow up sequence that can be attached to an email FUPs are simply sequences that are attached to initial emails to keep you in constant contact with your prospect through calls and follow up emails We used to have different versions or FUPs for replies vs. custom messages. We’ve found that we can simplify down two basic FUPs that work in most situations: Custom Message FUP (with calls) Custom Message FUP (no calls) 56

FUPs (Follow-Up Sequences) are used as an addition to an email 57

FUP Structures Step Action Day 1 Phone Call 2 2 Phone Call 3 Step Action Day 1 Manual Email 1 3 2 Auto Email (bump) 4 Auto Email 4 3 Custom LI Message 4 4 Phone Call 7 4 Auto Email (bump) 6 5 Auto Email 7 5 Auto Email (original) 10 6 LI Mesasge 8 6 Auto Email (bump) 12 7 Auto-email (bump) 11 7 Manual Breakup Email 14 8 Manual Email 14 8 Decide what to do with prospect 24 9 Decide what to do with prospect 17 58

Non-Standard Sequences Simple, repeatable processes for the most common situations I need to follow up after a phone call Yes Is this a referral? Referral Sequence Need to Contact a prospect with a valid number and no email Use Custom Message FUP Do you want to set up a drip campaign? Do or Die No Custom Message FUP I need to reply to an email Is this a reply to a prospect you want to call? Yes Manual Nurture No Custom FUP No Calls 59

Referral Our secret weapon Every time we connect with someone that isn’t a decision maker we ask for a referral. Our referral sequence has a 54% reply rate, vast majority positive Referrals will lead to a high quality meeting 25% of the time 60

How to get referrals Turn trash into treasure Every single time that someone tells you “I’m not the right person” whether by phone or email, simply ask “Who should I be reaching out to? ” (That’s it, get the name and move on) How often can you turn an accidental conversation with the wrong person into a referral? At least 50% of the time. 61

What if this is a referral from a low level person? Answer: Referrals up work surprisingly well Whether you get a referral from the janitor, receptionist, CEO, or VP of Sales… You need to follow up with them. Obviously a referral down from the CEO is more powerful than a referral from the receptionist, but not by as much as you think 62

Act on Referral Immediately! Do these three things within 5 minutes of getting referral • Call person you were referred to immediately. • If you don’t connect on the first call, put prospect into referral sequence • Execute the first email task 63

Q&A For a PDF of our prioritization playbook reach out to me personally at sam. nelson@outreach. io 206 -489 -8248