Case Study: Segment increases qualified opportunities 92% with Outreach
Key results
The challenge
When Segment's VP of Global Sales joined, there was no consistency of message — the team had something like 700 different cadences and sequences, with every account executive and SDR using a different set. The noise in the sales-activity data made it impossible to diagnose where conversion was breaking down.
The solution
Segment standardized on Outreach to consolidate messaging into repeatable sequences with targeted snippets, then used the resulting data to test and refine how the team engaged buyers.
“Outreach has created a job as a sales leader that is: you lead with data, you coach with data, and you use data to get the leading indicators.”
LYLesley YoungVP of Global Sales, Segment
The results, in context
Standardizing sequences and snippets drove a 92% increase in qualified opportunities and increased rep efficiency and effectiveness. The data also reshaped the sales-leader role around coaching from leading indicators.