1. How Outreach Uses Outreach
Sam Nelson

2. 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

3. 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

4. I got good at leveraging Outreach

5. 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 -

6. 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

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

8. How SDRs Prioritize their time

9. Approx. time allocation Prospects to target this way
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
20-30
Yellow on Prioritization of Titles Matrix
Green on Prioritization of Titles Matrix
Top highest priority prospects in book of business
Criteria

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

11. Call Sequences
Our bread and butter

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

13. 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!

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

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

16. Highly Automated Sequences
Getting closer to the decision maker

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

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

19. 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

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

21. Getting the Right People in the Right Sequence

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

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

24. 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

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

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

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

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

29. Avoid
Everything in Red

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

31. Sequencing Audits

32. Customized Sequences
Getting through to your top prospects

33. Approx. time allocation Prospects to target this way
How We Prioritize
Automated Sequences
Call Sequences
Highly Customized
Approx. time allocation 5%
75%
20%
What Separates the Good from the Great!
Expected SALs
1-3
7-9
3-7
Prospects to target this way
10-20
Yellow on Prioritization of Titles Matrix
Green on Prioritization of Titles Matrix
Top highest priority prospects in book of business
Criteria

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

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

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

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

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

39. 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

40. Our Secret Weapon...

41. Referral 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 introducing you to the decision maker.

42. Have a Simple Playbook for How to Sequence

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

44. Flow Chart for Outbound Sequencing

45. Put it all together!

46. Approx. time allocation Prospects to target this way
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
20-30
Yellow on Prioritization of Titles Matrix
Green on Prioritization of Titles Matrix
Top highest priority prospects in book of business
Criteria

49. How do I manage my overall sequence strategy?

50. 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

51. 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

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

53. 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

54. Breaking Down Secondary Sequences

55. Custom Email Sequences Other Available 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 Sequences
Manual Touch
Queues up the first to customize in your task flow. This sequence allows you to write a custom and attach as many touch points as a standard sequence
Custom Message FUP (with calls)
For use with custom s or replies to prospects that should be called.
Custom Message FUP (no calls)
For use with custom 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 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 re-engagement instructions.
Referral
When you get a name of the right person to talk to from someone else in the company

56. What’s the FUP?
Fup: Outreach term for a follow up sequence that can be attached to an
FUPs are simply sequences that are attached to initial s to keep you in constant contact with your prospect through calls and follow up s
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)

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

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

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

60. 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

61. 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 , 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.

62. 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

63. 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 task

64. For a PDF of our prioritization playbook reach out to me personally at
Q&A
For a PDF of our prioritization playbook reach out to me personally at