Challenge
Manually tacking champions when they changed jobs was difficult and resulted in missed or slow-start opportunities.
Solution
UserGems automates champion job change tracking, providing actionable alerts to AEs while integrating with Outreach for sales execution.
Results
8x ROI generated in the first year and over $1.2M in new pipeline from UserGems-sourced opportunities.
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About Outreach
Outreach is the first and only Sales Execution Platform built for intelligent revenue workflows. Built on the world’s largest foundation of customer interactions and go-to-market team data, Outreach gives teams the tools they need to design, execute, and continuously improve a revenue strategy that is disciplined, achievable, and optimized for every stage of the customer journey. The world’s most effective revenue organizations use Outreach to power workflows, put customers at the center of their business, and win in the market.
About John Gragnola
John Gragnola is a seasoned leader with over 10 years of experience in sales and marketing operations. He specializes in helping SaaS organizations scale and grow their businesses. As the leader of the Sales Operations team at Outreach, John is responsible for ensuring alignment between people and technology within the sales organization. His responsibilities include finding ways to build more pipeline and generate more revenue using software like UserGems.
Before UserGems
Outreach relied on their AEs to manually monitor job changes related to their champions and economic buyers. There was no standardized practice or workflow to assist in this process, meaning AEs often simply had to notice if a LinkedIn connection announced a job change. When they saw a connection change jobs, an AE would need to research that individual and the new company to determine if they could pursue that account or if they needed to alert the account owner of the new company.
This method of manually tracking job changes was inefficient when it worked and frequently resulted in missed or delayed opportunities when it didn’t. Outreach needed a way to get alerted quickly and with relevant details when a key person changed jobs.
“Like any good SaaS business, we’re always looking to generate as much pipeline as possible to hit our targets each quarter,” said John Gragnola, Sales Operations at Outreach.
“UserGems is a great way to surface leads of people who have experience with our product who have moved to a new account without manually trying to track the movement of champions.”
How Outreach Uses UserGems’ Champion Tracking Signal
Identifying the best job change signals
The Champion Tracking buying signal within UserGems identifies key contacts who have recently moved to new companies. Outreach has its Champion Tracking signal configured to generate proactive alerts based on pre-specified key contact information such as:
- Champion
- Economic buyer
- 1st admin influencer
- Tech buyer
These buying committees and user types are sourced from Salesforce, where Outreach keeps updated contact information on closed-won accounts. Some of these fields were already part of their MEDDPICC criteria, while others were added by the account team to further hone the Job Change signal after implementing UserGems.
The correct buyer persona is also isolated, helping to ensure leads are decision-makers who hold titles relevant to Outreach, such as marketing operations or sales development, enablement, or leadership. UserGems then matches the new account against Outreach’s ICP. If a past champion is moving to a company outside of Outreach’s purview, no alert is sent to the AE.
Sending relevant, timely alerts to AEs
Finally, UserGems sends an automated alert to the AE in charge of the current account. If no AE owns an account, the lead goes into a round robin queue for a new logo AE to pursue. The alert is configured to include all relevant information about the job change. Details may include:
- Contact Information (Name, email, LinkedIn URL, etc.)
- New Job Details (Title, department, etc.)
- New Company Details (company name, industry, size, etc.)
- Previous Job Details (past contact relationship, etc.)
- Previous Account Details (account status, etc.)
The AE then follows the same process as if the lead had come in through a demo request form, for example. Using their own product, the AEs begin working the lead within the Outreach platform.
Integration between Outreach x UserGems
In addition to being a customer of UserGems, Outreach has a native integration between its product and the UserGems platform. This integration helps users automatically sync UserGems sequence templates with Outreach, keep track of contact activities, and enable engagement automation, such as adding job changes to sequences when they match specific criteria.
For Outreach themselves, the specific known criteria they use for their automated sequences include:
- Past champion joining an ICP account
- Past champion joining a current Outreach customer
- Past champion joining and open opportunity account
- Past open opp champion that didn’t get closed
Depending on the information gathered by UserGems, Outreach sends more personalized outreach. This helps them leverage existing relationships to generate new business opportunities.
“It’s nice to be able to move straight from the UserGems alert right into our own product!”
- John Gragnola, Sales Operations
Benefits of Using UserGems
Time savings and speed efficiencies
Instead of wasting time scrolling through LinkedIn looking for champion job changes, Sales is immediately alerted when they should reconnect with a champion because they’ve changed jobs. The speed gained by contacting a champion as quickly as possible also helps them win more business, as executives who are still new-in-role haven’t yet allocated their budgets.
“UserGems speeds up the process of getting the conversation started when a champion moves companies,” said John. “It helps us be at the top of their minds when they’re settling at their new company.”
Dependable pipeline
UserGems-sourced pipeline amounted to around $1.2 million this year. "Quarter over quarter, as we get a bigger sample size of UserGems' contribution, we can layer that into our pipeline forecasting from different sources,” said John. “Over time, we can confidently expect a certain amount of pipeline each quarter built from UserGems." This helps them plan their goals and make more accurate predictions for the company’s future.
Revenue generation
"We’ve tracked over 5,000 job changes since using UserGems about a year ago. We consider UserGems-sourced pipeline a little under $1.2 million, with 101 opportunities created. We saw great success with an 8x ROI on our contract with UserGems” said John.
Book a demo to learn how to amplify pipeline for your team.
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