Outreach.io connector

Use your Outreach data for reporting, automation and AI.

Data Panda brings your Outreach sequence and deal data together with the data from the rest of your business. From one place, we turn it into dashboards, automations, AI workflows and custom apps your team uses every day.

Outreach.io
 Data Panda Reporting Automation AI Apps
Outreach.io
About Outreach.io

The sales execution layer above your CRM.

Outreach was founded in Seattle in 2014 and grew into the category-defining sales engagement platform, now repositioned as an AI revenue workflow platform after its 2021 Series G at a reported 4.4 billion dollar valuation. It is not a CRM. It sits on top of Salesforce or HubSpot and runs the outbound motion: sequences of emails, calls and LinkedIn touches that SDRs, BDRs and AEs push against hundreds of prospects a week.

The reason to pull Outreach into a warehouse is that rep activity and deal outcome live in different tools by design. Outreach holds the sequence, the step, the reply, the task and the meeting booked. The CRM holds the opportunity, the stage and the closed-won or closed-lost. Sitting next to each other in a warehouse, you can answer which sequence step produces booked meetings, which sequence converts to pipeline, and which rep ramp curve predicts quota attainment four quarters out.

What your Outreach.io data is for

What you get once Outreach.io is connected.

Reporting on sequence to revenue

Sequence effort, meetings booked and pipeline created sitting next to CRM outcome and invoiced revenue.

  • Meetings booked per 100 touches, per sequence and per rep
  • Sequence conversion to qualified pipeline and closed-won
  • SDR ramp time measured against the cohort's first four quarters

Two-way flow with the rest of the stack

Keep Outreach, the CRM and the calendar stack in step without rekeyed data.

  • Qualified-lead enrichment pushes prospect data into the right sequence
  • Closed-won in the CRM retires prospects from active sequences
  • Meeting no-shows trigger a different sequence branch, automatically

AI workflows on the outbound motion

Train AI on which sequence shape closes in your segment.

  • Step-level reply scoring per persona and industry
  • Sequence recommender trained on booked-meeting history
  • Rep coaching priority from gaps between expected and actual activity

Custom apps on your outbound data

Internal tools for RevOps, SDR leadership and AE managers.

  • RevOps workbench with sequence performance per segment
  • SDR leaderboard tied to pipeline, not dials
  • Territory coverage view showing accounts with zero touches
Use cases

Use cases we deliver with Outreach.io data.

A list of concrete reports, automations and AI features we have built on Outreach.io data. Pick the one that matches your situation.

Sequence-to-revenueWhich sequence books meetings that become closed deals.
Step-level replyReply rate and positive-reply rate per step in the sequence.
Meetings per 100 touchesBooked-meeting yield per hundred touches, per rep.
SDR ramp curveHow new SDRs ramp across their first four quarters.
Territory coverageAccounts in territory with no active sequence touches.
Prospect to opportunityConversion from engaged prospect to CRM opportunity stage.
Call outcome analysisConnect rate, call duration and outcome by rep and list.
Task complianceTasks due versus tasks completed, per rep and team.
Sequence fatigueUnsubscribe and bounce trend per sequence and segment.
Persona-level fitWhich persona converts on which sequence template.
Account penetrationNumber of contacts touched per target account.
Rep activity mixEmail versus call versus LinkedIn split tied to pipeline.
Real business questions

Answers you will finally get.

Which sequence produces closed revenue?

Outreach sequence and step data joined to CRM opportunity and closed-won, not to reply rate. Shows the sequence that books meetings that become pipeline that becomes paid deals, per segment and per rep.

How long does a new SDR take to become productive?

Ramp curve per SDR cohort on meetings booked, qualified pipeline sourced and tasks completed, over the first four quarters. Tells the hiring plan whether the current enablement programme is producing quota-carriers or burnout.

Where are we leaving accounts untouched?

Target accounts in territory matched against active Outreach sequence membership and CRM ownership. Surfaces accounts that sit in the ICP but have had zero outbound touches in the last quarter.

Value for everyone in the organisation

Where each function gets value.

For finance leaders

Sales-capacity cost tied to pipeline sourced. Finance can see cost per meeting booked, cost per qualified opportunity and cost per closed deal by team and territory, not just headcount and salary.

For sales leaders

SDR and AE effort scored against meetings booked, pipeline sourced and closed-won, per sequence and per step. Coaching stops arguing about dial counts and starts reviewing the step where this rep's sequence loses its reply.

For operations

Sequence hygiene, territory coverage and task compliance in one picture. RevOps spots the sequences that are quietly burning the list and the territories that haven't been worked in a quarter.

Ideas

What you can automate with Outreach.io.

Pair with Salesforce

Tie Outreach sequences to Salesforce opportunities

Outreach prospect, sequence, task and meeting data syncs onto the matching Salesforce account and opportunity. Sales leaders review pipeline with the specific sequence and step that produced each meeting attached to the deal, and closed-won pushes back to retire prospects from active sequences.

Pair with HubSpot

Put Outreach activity on HubSpot deals and contacts

Outreach sequence membership, replies and booked meetings land on the HubSpot contact and deal timeline. HubSpot-native revenue teams get the outbound activity picture without asking reps to log the same touch twice.

Pair with Gong

Score Outreach calls with Gong conversation data

Gong call transcripts, talk-listen ratios and objection tags match back to the Outreach task or call that generated them. Coaching now reviews the step in the sequence where the rep's conversation consistently stalls, not the call ordered by timestamp.

Pair with Slack

Route Outreach signals to the right Slack channel

Positive replies, booked meetings and high-value prospect signals from Outreach post into the right Slack channel, tagged to the account owner. SDR leaders see the wins as they happen and AEs pick up warm handoffs without refreshing a dashboard.

Your existing tools

Your data lands in a warehouse. Your BI tools read from it.

You keep the reporting tool you already have. We connect it to the warehouse where your Outreach.io data lives.

Power BI logo
Power BI Microsoft
Microsoft Fabric logo
Fabric Microsoft
Snowflake logo
Snowflake Data warehouse
Google BigQuery logo
BigQuery Google
Tableau logo
Tableau Visualisation
Microsoft Excel logo
Excel Sheets & pivots
Three steps

From Outreach.io to answers in three steps.

01

Connect securely

OAuth authentication. Read-only by default. We sign a DPA and your admin keeps the keys.

02

Land in your warehouse

Data flows into your warehouse on your schedule. Near real time or nightly, your call. You own the data.

03

Reporting, automation, AI

We build the first dashboard, workflow or AI feature with you, then hand over the keys. Or we stay on for ongoing delivery.

Two ways to work with us

Pick the track that fits how you work.

Track 01

Self-serve

We set up the foundation. Your team builds on top.

  • Outreach.io connector configured and running
  • Warehouse set up in your cloud account
  • Clean access for your Power BI, Fabric or Tableau team
  • Documentation on what's in the data model
  • Sync monitoring so you're warned before reports break

Best fit Teams that already have a BI analyst or data engineer and want to own the build.

Track 02

Done for you

We build the whole thing, end to end.

  • Everything in Self-serve
  • Dashboards built to the questions your team actually asks
  • Automations between your systems
  • AI workflows scoped to real tasks your team runs
  • Custom apps where a dashboard does not cut it
  • Ongoing delivery at a pace that fits your team

Best fit Teams without in-house BI or dev capacity. You tell us what you need and we deliver it.

Before you book

Frequently asked questions.

Who owns the data?

You do. It lands in your warehouse, on your cloud account. We don't resell or aggregate it. If you stop working with us, the warehouse stays yours and keeps running.

How fresh is the data?

Near real time for most operational systems. For heavier sources we schedule hourly or nightly. You pick based on what the reports need.

Do I need a warehouse already?

No. If you don't have one, we help you pick one and set it up as part of the first delivery. Common starting points are Snowflake, Microsoft Fabric, or a small Postgres start.

Is Outreach or the CRM the source of truth for prospects and opportunities?

The CRM stays the system of record. Outreach holds the sequence, step and activity detail that the CRM typically flattens into a single task log. In the warehouse we reconcile them on prospect and opportunity id so reporting can reference either side without disagreeing about who owns the record.

Do custom fields on prospects, accounts and sequences come across?

Yes. Outreach exposes custom fields on prospects, accounts and sequence states through the API and we track them alongside the standard objects. Field-definition changes are surfaced before they break downstream joins, which matters because SDR ops teams reshape these fields often.

GDPR-compliant
Data stays in the EU
You own the warehouse

A first deliverable live in four to six weeks.

We review your Outreach.io setup and the systems around it. Together we pick the first thing worth building.

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