Case Study: GoTo increases pipeline coverage 10x with Outreach
Key results
The challenge
GoTo's sales engagement relied on manual processes, so sellers over-communicated with duplicate leads using unvetted content. Poor system adoption left managers without the data to evaluate pipeline coverage and quota-attainment progress.
The solution
GoTo deployed the Outreach agentic AI platform integrated with ZoomInfo and Salesforce to automate activity logging and pipeline management, and stood up a Content Committee where Sales and Marketing jointly create, vet, and update prospecting content.
“You can have a new system, but if your behaviors don't change, you're going to run into the same issues.”
APAniyah PendletonSystems Training Program Manager, GoTo
The results, in context
GoTo increased pipeline coverage 10x, alongside higher win rates and stronger rep participation. The change in effectiveness across sales teams was apparent immediately after the Content Committee was deployed.