Reporting Outreach Data in Salesforce

Overview

This guide provides setup instructions for common Salesforce reports on Outreach activity. The first section includes details on how to set up the Outreach Engagement Panel fields in Salesforce (a prerequisite for many of the reports highlighted).

Table of Contents

Setting Up the Engagement Panel

Sequence Attribution Reporting

Activity Reporting

Task Reporting

LinkedIn Task Reporting

Meetings Reporting

Prospect Reporting

Sequence Reporting

Setting Up the Engagement Panel

What is the Engagement Panel?

Setting up the Outreach Engagement Panel in Salesforce gives full visibility of Outreach’s actions for every Lead and Contact in Salesforce.

The Engagement Panel allows you to build more granular reports in Salesforce to track activities and engagement for all Leads, Contacts, and Accounts.

Outreach Engagement Panel view in SFDC

The engagement panel syncs all data from Outreach to Salesforce and give full visibility of Outreach’s actions for every Lead and Contact in Salesforce.

Step 1: Setting Up the Fields

Via Last-Touch Sequence Attribution (Unmanaged Package)

• Fields automatically created on Contact and Lead objects.
• Also configures ability to report on sequences in Opportunity objects.
• Follow our Setup Guide for Last Touch Sequence Attribution.
• Continue below to Outreach Fields to Salesforce section.

Manually

• Full control over naming conventions.
• Ability to only create some of the fields.
• Continue below to the Salesforce Fields for Manual Setup section.

Salesforce Fields for Manual Setup

Engagement Panel Fields

Fields mapped in the Outreach Plugin for Prospect → Leads & Contacts.

Field Name	Field Values or Description
Actively Being Sequenced	True/False – Is the prospect currently in a sequence?  Note: This is the best field to use when reporting on active prospects in sequence.
Current Sequence Name*	Display name of active sequence, or most recently finished sequence. If the prospect is in more than one sequence, this will show the first active sequence. Note:  This field does not clear and it will not  change  until the prospect is put into another sequence (as the persistence of this field is required for attribution)
Current Sequence Status	The prospect’s Sequence State (Active, Paused, Disabled, Bounced, Failed)
Current Sequence Step No.	Displays the number of the current sequence step
Current Sequence Step Type	Step types: auto_email, manual_email, call, task, linkedin_view_profile, linkedin_connection_request, linkedin_send_message, linkedin_interact_with_post, linkedin_other
Current Sequence ID	The ID of the Prospect’s Current Sequence
Current Sequence Task Due Date	Displays the due date of the next sequence task
Number of Active Sequences	Number of sequences the Prospect is currently active in
Number of Active Tasks	How many incomplete tasks are associated with the Prospect – includes non-sequence tasks
Finished Sequences*	Comma-separated list of all sequences that the lead or contact has finished
Current Sequence User Integration ID	Display name of current sequencer in Outreach - this is a user lookup field in SFDC
Attributed Sequence Name (on Event object)	This pushes the last active sequence the prospect was in onto the event object (as long as the prospect was  in a sequence within the last 30 days)

* These fields must be mapped with “updates out” enabled in order for the Sequence Attribution automation in SFDC to fire.

Salesforce Fields Populated by Attribution Package

These fields are not directly synced from the Outreach plugin.

Field Name	Field Values or Description	Object	SFDC Flow Configuration Guide
Date Added to Sequence	Date that the prospect is added into the Sequence – A process builder timestamps this field based on “current sequence name” being populated OR changed. This field will overwrite itself.	Lead/Contact	How to Configure Date Added to Sequence Automation in Salesforce
Last Touch Sequence	The most recent  sequence a prospect was in when the opportunity was created – A process builder takes the Primary Contact Role’s “Current Sequence Name” field and stamps this Opportunity field with that information.	Opportunity	How to Configure Last Touch Sequence Attribution Automation in Salesforce
Attributed Finished Sequences	The comma-separated list of all sequences that the prospect has finished – A process builder takes the Primary Contact Role’s “Finished Sequences” field and stamps this Opportunity field with that information.	Opportunity
Sequence Attributed?	True/False – Is this opportunity attributed to an Outreach sequence? This field looks to see if the “Attributed Finished Sequences” field on the opportunity is populated (i.e. “Sequence Attributed is true”) or unpopulated (i.e. “Sequence Attributed is false”). This field will be true if the Primary Contact Role has ever been in an Outreach sequence.	Opportunity	N/A
Last Touch Contact (Optional)	A lookup field where a rep can insert the Contact associated to the Opportunity, and therefore trigger the Process Builders for attribution (re: Last Touch Sequence and Attributed Finished Sequences). This field needs to be manually populated, and therefore should only be used and/or made required if reps do not use Contact Roles to associate Contacts to Opportunities.	Opportunity	How to Configure Last Touch Sequence Attribution Automation in Salesforce (No Contact Role)

 

Step 2: Outreach Fields to Salesforce

1. In Outreach under Administration > CRM Integration, go to Lead/Contact > Prospect.
2. Click Add mapping to start mapping the options below.
   

   Outreach Prospect Field		Salesforce Lead/Contact Field
   Current Sequence User Integration Id	⇆	Current Sequence User Integration ID
   Current Sequence Id	⇆	Outreach Sequence Id
   Current Sequence Name	⇆	Outreach Sequence Name
   Current Sequence Status	⇆	Outreach Current Sequence Status
   Current Sequence Step No	⇆	Outreach Current Sequence Step Number
   Current Sequence Task Due Date	⇆	Outreach Current Sequence Task Due Date
   Current Sequence Step Type	⇆	Outreach Current Sequence Step Type
   Actively Being Sequenced	⇆	Outreach Actively Being Sequenced
   Number of Active Sequences	⇆	Outreach Number of Active Sequences
   Current Sequence User Name	⇆	Outreach Current Sequence User Name

3. Map “Attributed Sequence name” on the Event object.

Once completed, all data will begin to sync over to Salesforce.

Step 3: Advanced Field Mappings

We recommend updating the “Current Sequence Status” advanced field settings to allow Outreach to sync blank values when sending data to SFDC when a prospect has been marked as finished in a sequence.

1. In the CRM Integration, navigate to the object that has the "Current Sequence Status" field.
2. Click the 3 dots on the right of the field mapping
   
3. Select Advanced settings.
4. On the pop-up box, update the drop down menu option under “When sending data from Outreach to Salesforce” and select “Sync empty values”. This allows Outreach to push an empty value to Salesforce and clearing out the Active status when the prospect finishes a sequence.
   
   This allows Outreach to push an empty value to Salesforce and clearing out the Active status when the prospect finishes a sequence.

Sequence Attribution Reporting

With these reports, in SFDC you will be able to see which sequences are leading to the most opportunities created and closed won. This will allow you to double down on the strategies that are working, as well as see your ROI from the Outreach platform within the Revenue Attribution SFDC Dashboard.

There are two ways to set up these reports:

1. When downloading the Last Touch Sequence Attribution package, the reports will automatically get created for you.
2. Manually build these reports -- or create a variation of these reports -- on your own. Continue below to do so.

Outreach Revenue by Sequence

Goal: Understand the relationship between the top of your sales funnel (content) and the bottom (Closed/Won Opportunities).

How to Build

Total amount of closed revenue attributed to each Outreach Sequence

• Report Type: Opportunities
  • Setup: Filter 1 AND 2 AND 3 AND 4
  • Show All Opportunities
  • Territories: All
  • Opportunity Status: Any
  • Probability: All
  • Stage: contains won
  • Last Touch Sequence: not equal to “ “
• Time Frame: All Time
• Grouped by: Last Touch Sequence

Recommended Report Outline

• Opportunity Name
• Stage
• Opportunity Owner
• # Amount
• Fiscal Period
• Close Date
• # Stage Duration

Example Report Filters

Current Pipeline by Sequence

Goal: Understand the relationship between the top of your sales funnel (content), and the bottom (Active Stage Opportunities)

How to Build

Total amount of current pipeline attributed to each Outreach Sequence

• Report Type: Opportunities
• Setup: Filter 1 AND 2 AND 3 AND 4
  • Show All Opportunities
  • Territories: All
  • Opportunity Status: Any
  • Probability: All
  • Stage: contains won
  • Last Touch Sequence: not equal to “ “
  • Stage: Not equal to CLOSED - WON, CLOSED - LOST
  • Amount: not equal to “”
• Time Frame: All Time
• Grouped by: Last Touch Sequence

Recommended Report Outline

• Opportunity Name
• Stage
• Opportunity Owner
• # Amount
• Fiscal Period
• Close Date
• # Stage Duration

Example Filters

Attributable Opps Ratio

Goal: Track % of opportunities or pipeline that can be attributed back to an Outreach sequence.

Note: This report should only review opps created after Outreach Sequence Attribution has been implemented on your Salesforce Opportunities. It should only be tracking against opps created from that point on.

How to Build

Percentage of opportunities generated by each Outreach Sequence

• Report Type: Opportunities
• Setup: Filter 1 AND 2 AND 3 AND 4
  • Opportunity Name
  • Stage
  • Opportunity Owner
  • # Amount (you may use this column or record count to measure measure in chart)
  • Fiscal Period
  • Close Date
• Time Frame: All Time
• Grouped by: Sequence Attributed?

Recommended Report Outline

• All opportunities
• Create Date: Set to Date after Sequence Attribution has been tested and is active
• Territories: All
• Opportunity Status: Any
• Probability: All
• Stage: Contains “won” (or whatever your “WON” stage is in your Salesforce instance

Example Filters

Activity Reporting

WoW Net New Prospects Added to Sequence

Goal: How consistently reps are filling the top of the funnel

Week over Week view of count of net new prospects that were added into a sequence

• Report Type: Contacts & Accounts or Leads
• Setup:
  
  • Date Added to Sequence not equal to “” (see below)
  • Grouped by: Date
  • Sorted by: Date

WoW Manual Emails -- Last 90 Days

Goal: Volume of emails that reps are customizing on a weekly basis

Week over Week view of all manual outbound emails sent out by a user role over the last 90 days

• Report Type: Activities with Contacts or Activities with Leads
• Setup: Filter 1 AND 2 AND 3 AND 4
  
  • Status equals completed
  • Assigned Role contains “SDR” - Insert relevant roles
  • Type equals Email
  • Subject starts with [Outreach] [Email] [Out] [Manual] - Update to your subject structure
• Grouped by: Date & Sorted by: Date
• Prerequisite: In the plugin for Task ←→ Mailing under Fields, ensure your Subject line template has the variable {{auto_manual}}

WoW Calls -- Last 90 Days

Goal: Understand team and rep call volume patterns over time

Week over Week view of all calls made by a user role over the last 90 days

• Report Type: Activities with Contacts or Activities with Leads
• Setup: Filter 1 AND 2 AND 3 AND 4
  
  • Status equals completed
  • Assigned Role contains “SDR” - Insert relevant roles
  • Type equals Call
  • Subject starts with [Outreach] [Call] - Update to your subject structure
• Grouped by: Date
• Sorted by: Date

WoW Manual Emails & Calls last 90 days

Goal: Understand rep’s manual effort over time

Week over Week view of all manual emails sent out and calls made by a group over the last 90 days

• Report Type: Activities with Contacts or Activities with Leads
• Setup: Filter 1 AND 2 AND 3 AND (4 OR 5)
  
  • Status equals completed
  • Assigned Role contains “SDR” - Insert relevant roles
  • Type equals Call, Email
  • Subject starts with [Outreach] [Call]- Update to your subject structure
  • Subject start with [Outreach] [Email] [Out] [Manual] - Update to your subject structure
• Grouped by: Date & Sorted by: Date
• Prerequisite: In the plugin for Task ←→ Mailing under Fields, ensure your Subject line template has the variable {{auto_manual}}

Email Count this Month

Goal: Gain insight into total email volume across reps

Total count of manual outgoing emails per rep this month

• Report Type: Activities with Contacts or Activities with Leads
• Setup: Filter 1 AND 2 AND 3 AND 4
  
  • Status equals completed
  • Assigned Role contains “SDR” - Insert relevant roles
  • Type equals Email
  • Subject start with [Outreach] [Email] [Out] - Update to your subject structure
• Time Frame: Date & This Month
• Grouped by: Assigned
• Sorted by: Record Count > Type > Date

Call Count this Month

Goal: Gain insight into total call volume across reps

Total count of calls made per rep so far this month

• Report Type: Activities with Contacts or Activities with Leads
• Setup: Filter 1 AND 2 AND 3 AND 4
  
  • Status equals completed
  • Assigned Role contains “SDR” - Insert relevant roles
  • Type equals Call
  • Subject starts with [Outreach] [Call] - Update to your subject structure
• Time Frame: Date & This Month
• Grouped by: Assigned
• Sorted by: Record Count > Type > Date

Task Reporting

Overdue Sequence Tasks per Rep

Goal: Total count of overdue Outreach sequence tasks per rep

• Report Type: Contacts & Accounts or Leads
• Setup: Filter 1 AND 2 AND 3 AND 4
  
  • Current Sequence Task Due Date less than TODAY
  • Current Sequence Step Type not equal to ""
  • Actively Being Sequenced equals True
  • Current Sequence User Role contains “SDR”- Insert relevant roles
• Grouped by: Current Sequence User
• Sorted by: Current Sequence User or Record Count

Upcoming Sequence Tasks per Rep

Goal: Understand rep workload and capacity plan

• Report Type: Contacts & Accounts or Leads
• Setup: Filter 1 AND 2 AND 3 AND 4
  
  • Current Sequence Task Due Date greater than TODAY
  • Current Sequence Step Type not equal to ""
  • Actively Being Sequenced equals True
  • Current Sequence User Role contains “SDR” - Insert relevant roles
• Grouped by: Current Sequence User
• Sorted by: Current Sequence User or Record Count

LinkedIn Task Reporting

LinkedIn Tasks per Rep

Goal: Understand which reps are using a multi-channel approach

• Report Type: Activities with Contact or Leads
• Filter: Subject contains LinkedIn
• Grouped by: Assigned
• Sorted by: Record Count

LinkedIn Task Types per Rep

Goal: Understand depth of LinkedIn usage

• Report Type: Activities with Contact or Leads
• Filter: Outreach Task Type contains linkedin_
• Grouped by: Assigned > Outreach Task Type
• Sorted by: Record Count
• Prerequisite: In the plugin for Task ←→ Task under Fields, ensure you are mapping “Outreach Task Type” to a field in CRM

Meetings Reporting

Meetings Sequence Attribution

Goal: Understand which sequences led to booked meetings

• Report Type: Tasks & Events
• Setup: Filter 1 AND 2
  
  • Type equals ‘Meeting’
  • Assigned Role* equals “SDR” - Insert relevant role title
• Grouped by: Attributed Sequence Name
• Prerequisites:
  • Reps must sync their calendars with Outreach
  • Admin must setup the event sync in the Outreach ←→ Salesforce plugin
  • Admin must map “Attributed Sequence Name” to matching custom field in Salesforce.

Note: Depending on your meetings workflow, you may want to report on “Booked by” Role rather than “Assigned Role” (if the reps are booking on behalf of another team member).

Meetings Booked WoW

Goal: Understand the number of meetings booked Week over Week by team

• Report Type: Tasks & Events
• Setup: Filter 1 AND 2
  
  • Type equals ‘Meeting’
  • Assigned Role* equals “SDR” - Insert relevant role title
• Grouped by: Date (week)
• Prerequisites:
  • Reps must sync their calendars with Outreach
  • Admin must setup the event sync in the Outreach ←→ Salesforce plugin

Note: Depending on your meetings workflow, you may want to report on “Booked by” Role rather than “Assigned Role”(if the reps are booking on behalf of another team member).

Meetings per Rep this Month

Goal: Understand the number of meetings booked per month by team

• Report Type: Tasks & Events
• Setup: Filter 1 AND 2
  
  • Type equals ‘Meeting’
  • Assigned Role “SDR” or Assigned equals “names of reps” - Insert relevant role or user name
• Grouped by: Assigned
• Prerequisite: Meetings syncing with SFDC

Note: Depending on your meetings workflow, you may want to report on “Booked by” field rather than “Assigned” field (if the reps are booking on behalf of another team member).

Meetings per Account this Month

Goal: Understand the number of meetings generated for targeted Accounts

• Report Type: Tasks & Events
• Setup: Filter 1 AND 2
  
  • Type equals ‘Meeting’
  • Assigned Role “SDR” or Assigned equals “names of reps” - Insert relevant role or user name
• Grouped by: Account Name
• Prerequisite: Meetings syncing with SFDC

Meeting Type WoW

Goal: Track high-value meetings week over week

• Report Type: Tasks & Events
• Setup: Filter 1 AND 2
  
  • Type equals ‘Meeting’
  • Meeting type equals ‘Discovery call’ - Insert relevant meet type title
• Grouped by: Date (week)
• Prerequisites:
  • Meetings syncing with SFDC
  • Meeting types being used

Prospect Reporting

Active Prospects in Sequence per Rep

Goal: Understanding the volume of prospect reps have in funnel

• Report Type: Contacts & Accounts or Leads
• Setup: Filter 1 AND 2 AND 3
  
  • Actively Being Sequenced equals True
  • Current Sequence User Role contains “SDR” - Insert relevant roles
  • Current Sequence Task Due Date not equal to “”
• Grouped by: Current Sequence User
• Sorted by: Current Sequence User
• Prerequisite: Engagement Panel Fields

Active Accounts in Sequence per Rep

Goal: Understand how reps are working their book of business

• Report Type: Contacts & Accounts
• Only one column needed for ‘Account Name’
• Setup: Filter 1 AND 2 AND 3
  
  • Actively Being Sequenced equals True
  • Current Sequence User Role contains “SDR” - Insert relevant roles
  • Current Sequence Task Due Date not equal to “”
• Grouped by: Current Sequence User
• Select “Show Unique Count" for Account Name
• Axis: Unique Count of Account Name
• Prerequisite: Engagement Panel Fields

Sequence Reporting

Top Active Sequences

Goal: Understand which sequences reps are currently using the most

• Report Type: Contacts & Accounts or Leads
• Setup: Filter 1 AND 2
  
  • Current Sequence Name not equal to “”
  • Actively Being Sequenced equals True
  • Current Sequence Task Due Date not equal to “”
• Grouped by: Current Sequence Name
• Sort by: Record Count (descending)

Distribution of Sequence per Rep

Goal: Understand which sequences each rep is currently using the most

• Report Type: Contacts & Accounts or Leads
• Setup: Filter 1 AND 2 AND 3
  
  • Current Sequence User Role contains “SDR” - Insert relevant role
  • Actively Being Sequenced equals True
  • Current Sequence Task Due Date not equal to “”
• Grouped by: Current Sequence User
• Sorted by: Current Sequence User > Current Sequence Name

Distribution of Sequence by Persona

Goal: Understand which sequences reps are currently using per persona

• Report Type: Contacts & Accounts or Leads
• Setup: Filter 1 AND 2 AND 3
  
  • Current Sequence User Role contains “SDR” - Insert relevant role
  • Actively Being Sequenced equals True
  • Current Sequence Task Due Date not equal to “”
• Grouped by: Persona
• Sorted by: Current Sequence User > Persona
• Prerequisite: Mapping of Personas to SFDC