UserVoice increases its outbound success rate by 30% with Outplay

UserVoice follows a pretty traditional approach with its sales process and the sales team was using a bunch of different tools for their sales needs. But UserVoice quickly realized they needed a robust all-in-one solution to double down on their outbound efforts and scale their outbound team.

When Andrew Morton, CRO at UserVoice joined as VP of Sales back in the day, the sales team was using a bunch of different tools - Hubspot for sequencing and Apollo to name a few. “But from an outbound execution standpoint, we didn't have a sales tool that made it easy. The tools that we were using were kind of convoluted and were not necessarily specialized in outbound. So we were trying to pull all these different components from different tools and make them work succinctly. And that was challenging.” explains Andrew.

That’s when UserVoice’s sales team started trialing Outplay. “These other tools that we were experimenting with back then had good use cases for other intents but for us, it was not robust enough to support our outbound structure. And after looking at all these tools, in the team’s perspective, Outplay was the most valuable, and what’s more powerful than that?” asks Andrew. “It came down to what do the people that are going to daily use the tool think. And we didn’t have that kind of buy-in from the team for any of the other tools we tried - not Hubspot, not Apollo, and definitely not Outreach.” 

“Ultimately it came down to the practicality of the application itself and the functionality it imposed, which pushed us to make a decision that we may not have made otherwise at that time”.

Solution: A powerful tool to experiment, improve performance, and scale outreach

“The biggest thing for us is the way Outplay streamlined our team’s workflows when it came to outbound. Our ability to create velocity and touch on a lot of prospects really improved, but not at the sacrifice of quality. We are still getting very robust profiles, we have notes carrying over information from Linkedin, Zoominfo, and we are able to customize all these touchpoints”, explains Andrew.

Some of Outplay’s capabilities that have really helped the UserVoice team are email snippets, the ability to A/B test emails, and change sequence behavior based on prospect actions through Triggers. “Task management from an SDR perspective is really easy. And the ability to test different CTAs and behaviors very easily with Outplay has been fantastic!” exclaims Andrew. “It has really influenced how we approach outbound.

”Andrew personally enjoys Outplay’s reporting feature and the visibility it gives the UserVoice team into the effectiveness of sequencing and performance metrics. He says it helps him with the decision-making process. “It’s very clear, organized data, which helps us identify where performance is happening, who is underperforming, and what are our success rates.”

“We also ran a cold call experiment recently”, states Andrew. “Using Outplay we classified cold calls, not just what stage the deal was in or the call outcome, but we started tagging parts of the call script that were not working and we were able to tweak it and improve our cold calls”. “With Outplay, we’ve been able to run a lot of experiments with our outbound process, make improvements, and it has enabled our SDR and AE teams to scale outreach effectively.”

Results: Blasting over quotas is the new normal

Reflecting on their journey with Outplay so far, Andrew points to the impact the platform has had in helping UserVoice’s sales team to unlock business growth and drive increased sales.

“With Outplay, we’ve upped our connection rate by 23%,” says Andrew. “We’ve booked more meetings in the last six months than in years past and our prospecting targets are on pace for the first time in years, our prospecting pace has improved 3x”.

UserVoice’s outbound success rate has also gone up. “It has increased by 30% in the last quarter alone,” says Andrew. “Our conversion rate is up by 1.5x but we’ve still got some work to do there.

”For UserVoice, it's been very easy to measure performance with Outplay, set up benchmarks, and keep improving on it, adds Andrew.
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Final words: Andrew’s two cents for other sales leaders

For sales teams contemplating buying Outplay, “Just buy it, it’ll be the best decision you will ever make from a tool standpoint. And yes, there are a lot of different tools available out there, there’s Outreach and Salesloft, but I don’t know why more sales teams are not using Outplay! From our experience, Outplay is a much more effective tool. We’ve had a great experience with Outplay so far and we are super happy with it as a team and a company.”

Andrew adds, “If you’re looking for a tool that’s cost-effective, helps you create velocity, momentum, transparency around your outbound process, with a quick time to value, then Outplay is the tool for you. Get your team to check it out, they’ll probably tell you the same thing and then you would know you should buy it.”