Preferred B2B Communication Channels

While Sales Engagement vendors continue to expand their supported channels, email and phone remain the preferred B2B channels.  Preliminary results from a VanillaSoft survey of 2,000 executives indicated that email is the preferred communication channel.  SMS and Social Media were not listed as preferred channels with social media peaking at 24% during the need stage and falling to 15% during the evaluation stage

“We often read and hear about the rise and role of social selling at various points in the sales engagement process,” said VanillaSoft CEO David Hood, “However, as these initial findings show, more traditional channels – from email to phone to simple word-of-mouth – are actually preferred by B2B buyers.”


VanillaSoft Survey of 2,000 Executives.

Phone contact grows in importance from 39% in the Need stage to 54% in the Evaluation phase.

Social Media remains low, but it is a broad category and likely perceived as more of a consumer channel.  Even young professionals (25 to 34) had little interest in social as a sales contact channel with only 18% looking favorably upon social as a desirable sales communications channel.  41% of young professionals favored the telephone.

LinkedIn Sales Navigator has had significant success as a third channel with messaging, InMail, and PointDrive.  Had LinkedIn been broken out as a distinct category, it likely would have scored higher.  SNAP connectors are now available from Outreach, SalesLoft, InsideSales, and Yesware.  VanillaSoft is in the middle of its certification process.  SalesLoft has indicated that Sales Navigator is their top ecosystem partner.

Also omitted were video meetings (e.g. WebEx, JoinMe, BlueJeans, Zoom) which are commonly used within organizations and work quite well for establishing trust with prospects, demoing a product, and walking through documents.

“Understanding these types of reality-based findings will allow smart sales professionals to align their activities to their customers’ wants and desires,” said Hood.

Outreach Reaches Unicorn Status

Outreach Crunchbase Profile
Outreach Crunchbase Profile

Sales Engagement vendor Outreach achieved unicorn status following a $114 million round which valued the firm at $1.1 billion.  Total funding reached $239 million.  Round E was led by hedge fund manager Lone Pine Capital with Meritech Capital Partners and Lemonade Capital joining the round.  Also participating were previous investors DFJ Growth, Four Rivers Group, Mayfield, Microsoft Ventures, Sapphire Ventures, Spark Capital, and Trinity Ventures.

Outreach had a very strong 2018 and now has over 3,300 customers and 50,000 users.  The firm more than doubled its revenue last year and grew to 315 employees.  Outreach expects to close 2019 with 450 headcount and hit annualized recurring revenue of $100 million in the next year.

“This financing will enable us to infuse every aspect of the customer journey with the power of machine learning so organizations can identify the actions that move the needle in order to make better, faster decisions,” blogged CEO Manny Medina.  “We will also expand in the coming months by doubling our machine learning team, increasing our international footprint, and investing in our partner ecosystem, Galaxy, as well as our recently announced integration with Microsoft’s Dynamics 365 for Sales.”

Outreach offers Salesforce and MS Dynamics connectors and plans to release an SAP SE connector by year end.

It’s top competitor, SalesLoft, also received a large funding round. I will cover that tomorrow.

Vidyard GoVideo Expands SalesTech Partnerships

Vidyard GoVideo
Vidyard GoVideo supports on demand video creation, screen recording, and previously uploaded videos from within ConnectLeader templates.

Vidyard announced six additional sales platforms for its GoVideo platform: Outreach, EveryoneSocial, Reply.io, 366 Degrees, ConnectLeader, and FunnelAmplified.  Previously announced partners include SalesLoft, InsideSales, HubSpot, Marketo, Eloqua, Drift, and Salesforce.  Vidyard supports over 40 sales and marketing solutions.

Integrated video helps personalize a message and increases open and clickthrough rates.

Outreach and ConnectLeader offer Sales Engagement platforms with personalized videos being integrated into email steps.  Outreach sales reps can include personal video within their sequences and monitor video engagement.

Link Encoding provides website or content viewing intelligence related to Outreach sequences.  For example, the new plug-ins help Vidyard “record and send videos within your Outreach email.  And when your prospect views the video, that activity triggers your next task so you can immediately take action to convert at the highest level.”

“Sales is becoming more personal every day.  You must use the right channel for the right engagement for the right prospect and customer, and we’re finding video to be a key channel in engaging buyers,” said Outreach CEO Manny Medina.

“Vidyard has been tightly integrated with ConnectLeader, which transforms your videos into lead generation machines,” wrote ConnectLeader. Features include camera recording, screen recording, and video uploading of previously saved content in Vidyard.

Reply.io is an email-centric platform with contact management, drip campaigns, reply recommendations, email validation, and reply prioritization.  The joint solution “lets users personalize sales drip campaigns, create personal intro videos or product demos, add them to email sequences in Reply.io, and automate one-to-one email engagement at scale.”

EveryoneSocial provides social selling tools for sales, marketing, communications, and recruitment teams.  Users can select pre-recorded videos from a library or record custom videos and share with prospects and connections.

366 Degrees and Vidyard support SMB marketing with dynamic content, multi-channel marketing campaigns, and campaign metrics.  Video can be integrated into newsletters, promotions, social media, and landing pages.

“With the changing behaviours of today’s buyers and the availability of new technologies, sales development is becoming a sophisticated business function that takes a strategic approach to identifying and developing new sales opportunities based a wide range of buying signals and sales engagement techniques,” blogged Vidyard VP of Marketing Tyler Lessard.  “On average, SDRs use six different tools.  And the days of SDR teams inheriting tech from the broader sales and marketing teams—such as customer relationship management (CRM), email automation, and social listening—and adapting them to meet their unique requirements for scalable sales prospecting are quickly coming to an end.”

SalesIntel: Company Profiles, Technographic Searching, & New Connectors

SalesIntel Company Profile
SalesIntel Company Profile

I profiled SalesIntel and its human-verified contacts last summer but failed to cover a series of announcements from them over the past nine months (they were covered in my newsletter, but didn’t make it into my blog).

SalesIntel continues its database build out with company intelligence alongside their database of nearly three million high-quality US contacts. Each of these contacts is reverified each quarter, providing a smaller, but significantly higher quality email and direct dial dataset than other vendors. The exception is DealSignal which is performing overnight data validation so also delivering recently verified contacts.

Along with high-quality contacts, SalesIntel added company profiles which provide contact context.  Company profiles are accessed by performing a company name search and clicking on the company name in the resulting contact list. The new profiles contain the following sections:

  • Company logo and name
  • Executive Intel — the names and titles of the top-level executives at the firm.  Users can click on the executives to view their details.
  • Firmographic data from Owler
  • HQ info
  • Industry & Sector info
  • Tech Intel — vendors and product deployed at the company
  • Contact Intel — a grid containing the number of executives available within SalesIntel by job function and level.  Clicking on a number takes the user to a list of contacts for the company at that function and level.  Users can also obtain filtered lists by clicking on the totals by job function or level.

The most recent enhancement is the incorporation of Owler firmographics into their database. SalesIntel users can also view Owler’s real-time news alerts for their prospects including IPOs, Funding, and Acquisition news.

“Owler helps sales teams work faster and smarter. We provide accurate and up-to-date information about companies and their top competitors, as well as deliver real-time actionable insights about the companies that matter to your pipeline.”



Tim Harsch, CEO of Owler

SalesLoft released sales engagement connectors for Outreach and SalesLoft late last year. Duplicate checking is performed.  Records are tagged and assigned to SalesLoft cadences and Outreach sequences.

A HubSpot connecter was also released. The integration allows users to select contact owners and assign exported contacts to a workflow. Duplicate record checking is supported.

New targeting features include US metro areas and technographic searching.  Users can screen by product, vendor, or category.  The technographics file was licensed from HG Insights (FKA HG Data).

Category searching may be performed by keyword or navigating a technology category tree.  Technographic searching is a component of the company module.

SalesIntel Technographic Screening
SalesIntel Technographic Screening

Contacts are sold in annual plans with contact records beginning at a dollar per record.

SalesIntel was launched last summer.  Ramnani said his firm is receiving “very positive feedback from the market.”

What is Sales Engagement?

Over the past year, Sales Engagement has become the third pillar of my coverage (alongside Sales Intelligence and B2B DaaS). So it is only fair that I write an overview of the space.

Sales Engagement began about four or five years ago as Account Based Sales Development (ABSD) with a focus on automating the SDR function. Its initial functionality consisted of a cadence tool which automated emails and outbound dialing for appointment setting. Cadences, also called sequences, are a set of scheduled steps that usually begin with an email but also include outbound calls, social steps (many vendors have integrated LinkedIn Sales Navigator via SNAP connectors), and direct mail.

Cadences can be paused if the prospect is out of office or halted if the prospect unsubscribes. Outreach just announced out of office functionality which pauses the call and checks whether an alternate contact is listed.
Functionality is similar to that of LeadGnome. Outreach noted that 18% of email responses are out of office emails. 25% of out of office emails include an alternate contact name with over half the names being manager titles or above.  The Out of Office reply detection extracts the return date and alternate names then pauses sequences until the prospect returns.  The sales rep is notified of automated actions.

Email is supported by targeted templates which can be personalized. Thus, reps can call cadences by function, level, industry, etc. and the associated templates are customized by target audience. Reps can view the emails prior to sending and personalize them. This helps bring authenticity to the email. SalesLoft estimates that the peak personalization level is 20%.

Most sales engagement solutions include a digital dialer for outbound calling. The system suggests the best time of day and adjusts for time zones. Other features include local dialing, call recording, and voice mail drops. Upon completion, the rep enters call disposition and sentiment information which is synched with the CRM.

Once calls are recorded, they are transcribed and indexed, allowing sales reps or managers to quickly review calls and quickly locate pain points, objections, pricing, and next steps. Vendors such as Outreach and SalesLoft are going a step further and analyzing the calls, providing a set of team reports. More broadly, machine learning tools are being applied against the calls to determine best sales practices.

Meeting Management is emerging as a key feature set. Some vendors offer simple Calendly-like scheduling while others provide full meeting transcription and analytics.

Video is becoming increasingly important. Vendors support both video meetings (e.g. Webex, Zoom, BlueJeans, JoinMe) and video attachments (e.g. Vidyard, Videolicious).

The Outreach Partner Directory offers ten categories of partners. Sales Intelligence and Data supports lead generation, intelligence, and management.

Other information and decisioning tools include leaderboards, dashboards, AI recommendations (e.g. who to call or email next), CRM synchronization, and A/B testing. Some of these tools are directly integrated into the service while others are available through app directories. Similar to the Salesforce AppExchange or Marketo LaunchPoint, functionality may be free, freemium, or premium. Likewise, you may need to separately license the partner solution prior to enabling the integration. Outreach and SalesLoft offer a broad set of app partners.

There are a broad set of Sales Intelligence partner services which feed leads or display lead intelligence within Sales Engagement platforms. Vendors include DiscoverOrg, Zoominfo, Datanyze, Owler, Crunchbase, and SalesIntel.io.

Sales Engagement platforms are evolving into a system of engagement that sits alongside CRMs (systems of record). There is already a shift taking place from CRMs to Sales Engagement platforms. While Sales Engagement platforms are not looking to displace CRMs, sales reps are increasingly shifting screen time from CRMs to Sales Engagement platforms with the Sales Engagement platforms syncing with the CRMs. This is one of the reasons that Salesforce.com recently launched its High Velocity Sales service which combines cadences, Salesforce Inbox, the Lightning Dialer, work queues, and Einstein. High Velocity Sales starts at $75 per user per month ($90 with outbound calling).

The Salesforce Lighting Dialer supports click-to-call, power dialing, inbound calling, voicemail drops, and call logging.

At the Salesforce World Tour in Boston this week, a sales rep told me that Salesforce is heavily investing in Sales Engagement and hopes to catch up to the market leaders in the next year (I think this is overly optimistic as the leaders are quickly building out functionality and partnerships). While Salesforce could catch up in a few years, I believe it is more likely that SFDC will acquire one of the leaders in the space followed quickly by Microsoft and Oracle acquisitions in the sector (of course, Microsoft or Oracle could be the first movers). Adobe, which recently acquired Marketo, may also be interested in expanding its presence in B2B sales and marketing applications.

The top vendors in the space are SalesLoft, Outreach, and InsideSales. Other vendors include ConnectLeader, Yesware, Toutapp (Marketo), Mixmax, and VanillaSoft.

Outreach Unleash

At its Unleash user conference, Outreach rolled out its expanded Galaxy partner ecosystem that “offers deeper partner integrations and enables sales teams to more effectively access multiple sales tools directly from the Outreach platform.”  Outreach also announced a set of new partners including Vidyard (1-to-1 video), Intercom, (chat) and Sendoso (direct mail) along with a set of new plugins for composing emails, event streams, and link encoding.

Outreach Galaxy provides:

  • “More visibility on information and actions performed by third-party applications like video views or website chats.  Outreach Galaxy puts actionable information at reps’ fingertips so they can have more contextual conversations.
  • ‘Next best actions’ enabled through integration partners.  Outreach automates customer touchpoints and can trigger or be triggered by external information fed into Outreach.
  • Greater ability to meet changing buyer preferences.  Outreach is the system of action for modern sales teams, and now enables reps to communicate with buyers through even more mediums.

“Sales is evolving to become more personal and accurate.  You must use the right channel for the right engagement for the right prospect and customer,” said Outreach CEO Manny Medina.  “A sales engagement platform must be multichannel and have the ability to optimize on each depending on the customer.  Now you can do that, with Galaxy.”

Tactile Marketing Automation vendor (Translation: Direct Mail Swag) PFL also announced an Outreach integration.  Sales reps include a direct mail or reward step within Outreach sequences.

“We’re all inundated with thousands of digital messages a day, but studies show that touching something physical stimulates our emotions and ultimately improves the perception of a brand,” said PFL CEO Andrew Field.  “We are joining the Outreach Galaxy partner program to put the power of direct mail and high impact packages directly into the hands of sales reps so they can engage prospects and customers.  Together with Outreach, we are pioneering a new approach to B2B marketing that empowers sales reps to do what they do best: stand out, get noticed and close more deals.”

Outreach listed a set of future partners including Alyce, BombBomb, Clari, LeanData, OneMob, and Tiled.

When composing emails, third-party content is immediately accessible.  Vendors leveraging the new plug-in capability include Vidyard and Sendoso.

The new events stream plugin feeds third-party events to the Outreach activity feed.  These events can then act as triggers for additional action.

An Enhanced Team Performance Dashboard is planned for 2019.
An Enhanced Team Performance Dashboard is planned for 2019.

Link Encoding provides website or content viewing intelligence related to Outreach sequences.  For example, the new plug-ins help Vidyard “record and send videos within your Outreach email.  And when your prospect views the video, that activity triggers your next task so you can immediately take action to convert at the highest level.”

In 2019, Outreach will roll out an enhanced Team Performance Dashboard and expanded Sequence Analytics to help sales managers and sales operations professionals better determine best practices.

Over 500 Outreach customers have has already built integrated solutions using the Outreach API.  The firm has over 40,000 weekly active users performing 47 million actions.

Outreach added Out of Office reply detection.  The firm noted that 18% of email responses are out of office emails.  Amongst out of office messages, 25% include an alternate contact name with over half the names being manager titles or above.  The Out of Office reply detection extracts the return date and alternate names then pauses cadences until the prospect returns.  The sales rep is notified of automated actions.

“Modern sales means using technology to interact with buyers in the ways they expect.  Outreach has the responsibility to enable this, but we can’t do it alone.  The solution is a variety of different technologies.  Unfortunately, these solutions aren’t well coordinated, if at all.  They’re used on multiple computer windows, by multiple departments, using different devices.  We owe it to our mutual customers to string everything together, for reps to do their jobs on one single pane of glass with each action informing the next.”


Outreach Strategic Programs Manager Stephen Farnsworth

Medina defined Outreach’s objectives as making “things simpler.  Making every rep successful.  Every manager amazing” and “elevate the profession.”  To help define and promote the category, Outreach published a book titled “Sales Engagement: How the World’s Fastest Growing Companies Are Modernizing Sales through Humanization at Scale.”

Outreach supports over 3,000 customers.

SalesLoft Rainmaker 2019 Keynote

SalesLoft CEO Kyle Porter Gave the Opening Keynote at the SalesLoft Rainmaker 2019 Sales Conference.
SalesLoft CEO Kyle Porter Gave the Opening Keynote at the SalesLoft Rainmaker 2019 Sales Conference.

At their Rainmaker 2019 conference, SalesLoft announced a doubling of their ecosystem, mobile functionality, a rebuilt analytics engine, and a hot leads feature.  The show attracted 1,300 attendees to hear 164 speakers.

“We’re in the middle of an evolution in the relationship between sellers and buyers,” said SalesLoft’s CEO, Kyle Porter.  “Sales teams need to tear up their playbooks and start fresh with a blend of human, relevant sales tactics and the modern technology needed to create an authentic sales experience that is repeatable and scalable.”

SalesLoft’s purpose is to “to activate the authentic seller in all of us” and elevate the sales profession by offering “world-class experiences.”  The firm operates under a quintet of values that inform its hiring and operations:


SalesLoft Operating Principles.

These principles led to SalesLoft being named the top-midsized employer in Atlanta for the second year in a row.  “We embrace the transformative power of technology innovation for our customers, but we believe in people first,” said Porter.  “Our founding purpose is to create an environment where others can come to learn more, do more, and become more.  Team members are encouraged to take their talents and skills and apply them to serve others and find fulfillment.  We show love to our people so they can share that sentiment with our customers.”

SalesLoft’s sales engagement platform is designed to support evolving buying behavior.  B2B buyers are swamped by messaging and “super busy,” yet need to solve complex problems.  Buyers are looking for an “engaging, authentic experience” that understands buyer needs and solves their problems.  However, sellers are inefficient and operate with broken processes.  SalesLoft is looking to address process failures by centralizing sales workflows and encouraging best practices.  Objectives include elevating the sales profession through community, encouraging diversity amongst its staff and event speakers (54% of whom were women or minorities at Rainmaker), and transparency in its policies and outcomes.

Porter described his future vision of sales where “every single seller has a digital assistant by their side” along with a “sales coaching network” which is a “giant distributed network of sales activity.”  Sales reps are supported by a digital assistant which delivers broad data and context-specific insights based on seller, stage, and customer to help reps “connect authentically with the buyer.”

Porter contends that “you can’t take the human out of the equation” but you can make it “easier to distribute a world-class experience to your customer.”

“[It’s time to] elevate the profession of sales to focus on delivering customers world-class experiences.  With that, you can maximize revenue.  A sales experience must be authentic, engaging, relevant, human, one-to-one and, most importantly, it understands buyers’ needs and solves their problems.”


SalesLoft CEO Kyle Porter

Sales reps have long suffered from a bad reputation, being forced to take ethical shortcuts to meet managerial demands.  SalesLoft is looking to lead by example.  According to Porter, when “we do right,” SalesLoft customers are able to hire, innovate, and invent new things.

SalesLoft’s other goal is to improve the efficiency and efficacy of sales teams.  A SalesLoft study found a 22% increase in opportunities created when comparing the 90-day windows before and after implementing their platform.  To back up their research, they commissioned a Forrester study of their customers which found a

  • 2.5X improvement in response rates
  • 20% lift in conversion and productivity
  • Doubling of the funnel
  • 13% increase in renewals
  • 329% ROI

“Many people say we’re in a state of digital transformation,” said SalesLoft CMO Sydney Sloan.  “For sales, we’re entering a revolution of how we engage customers.”

Buyers are looking for partners that work with them to identify and resolve issues.  “Today’s successful seller has to be a problem solver and you do that by asking great questions and collectively solving the problem with and for your customer,” said Sloan.  “It doesn’t matter if the product goes 10 miles an hour or 50 miles an hour, it’s the people I want to work with in partnership and, at the end of the day, it’s the people I want to work with.  I’ll pick a company because of the relationship.  The product still has to solve my problems but if two things are equal, I’ll go with the partnership.”

Buyers are looking for partners that work with them to identify and resolve issues.  “Today’s successful seller has to be a problem solver and you do that by asking great questions and collectively solving the problem with and for your customer,” said Sloan.  “It doesn’t matter if the product goes 10 miles an hour or 50 miles an hour, it’s the people I want to work with in partnership and, at the end of the day, it’s the people I want to work with.  I’ll pick a company because of the relationship.  The product still has to solve my problems but if two things are equal, I’ll go with the partnership.”


Part II: SalesLoft Rainmaker Product Announcements

Cognism Funding Round

European Sales Acceleration vendor Cognism continues to demonstrate strong momentum out of the gate with a second funding round.  The firm closed on a £2.8 million round from investors including Oliver Wyman, South Central Ventures, LCIF, Newable, and existing investors.

The expansion capital will be “used to enhance the solution for Enterprises and also expand the offering into the Financial Services sector.”

“Cognism is moving beyond sales intelligence and applying its patented machine intelligence technology to understand the revenue challenges at the Enterprise level,” said CEO James Isilay.  “There is a natural fit between the data and analytics the Cognism platform provides and the strategy that can then be derived to enhance revenue at the Enterprise level. We are keen to showcase this value to this sector and hope our collaboration with Oliver Wyman will propel us forward and continue our strong growth.”

Cognism, which was founded in 2016, already has over 200 customers and has posted 617% revenue growth year-to-date.  The firm offers a data set of 400 million global companies and contacts.  Their Prospector service supports persona based prospecting, sales intelligence, and CRM connectors.  Other products include Refresh CRM enrichment and Engage sales acceleration (sales engagement).

“Our clients are continuously looking for new ways to accelerate growth. Cognism technology will provide our clients with dynamic insights into their existing client base, enabling them to develop more targeted solutions and improving sales success. At the same time, Cognism technology will allow our clients to make a step change in their prospecting efforts. Cognism’s data asset will allow our clients to identify prospects matching detailed personas, leveraging data on over 400M companies and individuals.”


Kai Upadek, Partner at Oliver Wyman

Cognism also announced the addition of Vidyard GoVideo to outbound emails.  Vidyard’s video “selfies” help sales reps personalize communications and “build stronger relationships with their prospects” with “one-to-one videos on-demand in a matter of moments.”

Outreach & Drift Make LinkedIn Top Startups

LI Top StartupsCongratulations to Outreach (#15) and Drift (#22) for making the LinkedIn Top 25 U.S. Startups list.  To be eligible for Top Startups, companies must be 7 years old or younger, have at least 50 employees, be privately held, and headquartered in the U.S.  Selection is based upon employment growth, engagement, job interest, and attraction of top talent between July 1, 2017 and June 30, 2018

Coincidentally, I just began covering Drift in my subscription newsletter.  They will be covered here in two weeks following my standard embargo.  I’ve been covering Outreach for several years.

Outreach is a sales engagement platform that helps sales reps manage their multi-channel communications with customers and prospects.  Along with templates and cadence tools, Outreach offers call recording and coaching, analytics, a partner ecosystem, and meeting management.  The firm has 285 employees and is looking to double its headcount over the next year following a $65 million funding round.  LinkedIn noted that they have 2,400 customers.

Outreach Employee Count
Seattle-based Outreach said in April that it plans to double its headcount over the next year. (Chart Source: LinkedIn)

Conversational marketing firm Drift landed a $60 million Series C round earlier this year.  The funds will be used to quadruple its office space with an expanded presence in Boston and new space in San Francisco.  As one-third of their clients are outside of the United States, they plan to open international offices later this year.

The Drift platform removes webforms and offers chatbots for conversational discovery and qualification.  “A sale doesn’t get made until a conversation happens. So, with Conversational Marketing, we created a new way of doing marketing and sales that removed the roadblocks and hurdles that can get in the way of someone talking to your business. This creates a better customer experience, makes it easier for people to buy, and ultimately creates a faster path to revenue,” said CEO David Cancel.

Drift supports email sequencing, revenue reporting, visitor id, chatbots, playbooks (templates), reporting, email reply management, and meeting scheduling.  A new Conversational Advertising capability provides conversational landing pages instead of webforms.

Drift’s goal is to be the Amazon for Business.  “Amazon revolutionized how people buy with the one-click buying experience, and that’s what we all expect online today,” said Cancel. “But when it comes to B2B, the buying process is painful. Companies force buyers to fill out forms and jump through so many hoops just to talk to them, despite the fact that most buying decisions have already been made by the time someone comes to your website. We’re on a mission to build the most customer-centric company in the world and make B2B buying as easy as buying from Amazon.”

Boston-based Drift has had rapid employee growth over the past two years (Source: LinkedIn)
Boston-based Drift has had rapid employee growth over the past two years. (Chart Source: LinkedIn)

 

Outreach Acquires Sales Hacker

Sales Hacker and Outreach

Sales Engagement vendor Outreach acquired sales training firm Sales Hacker. The acquisition amount was not disclosed.

Sales Hacker offers sales training webinars, conferences, podcasts, and online courses. Its blog draws 150,000 unique monthly visitors, and it runs meetups in more than thirty cities. The acquisition will allow Sales Hacker to drop sponsored content, raise the quality of its content, and enjoy access to a deeper set of industry insights.

“Sales is the only profession where the score gets zeroed every few months, which means the best reps are always looking for new ways to stay fresh and attack the coming quarter,” said Outreach CEO Manny Medina. “By providing relevant, unbiased and actionable content directly from seasoned practitioners, Sales Hacker plays a key role in helping today’s reps understand the latest trends, get inside the mind of their buyer, and ensure they are not left behind.”

Sales Hackers’ eight remote employees will be retained including CEO Max Altschuler who will join Outreach as the VP of Marketing. However, Medina told GeekWire that Sales Hacker will continue as an independent company and will not provide preferential treatment to Outreach in its coverage. There will be no Outreach branding on the Sales Hacker site nor will Outreach have access to the Sales Hacker database.

“Our main impediment to growth is awareness that this [sales technology] category exists,” said Medina. “Given that we are the largest, the fastest growing, and the leader in the space, I felt like it was upon us to inject the tide that will raise all boats.”

Medina argued that his competitors will also benefit from greater category awareness, but “given that we are the biggest, we have the most funding, we are the fastest growing, it’s kind of like our responsibility to make sure that the industry continues to grow and the category continues to grow,” said Medina.

“The mission is bigger than just building a company,” said Altschuler. “It’s about building a whole new category around Sales Engagement and Revenue Efficiency. Like how Salesforce pioneered the Cloud and HubSpot pioneered Inbound.”

The deal came together at Outreach’s user conference when Altschuler, an angel investor in Outreach, sat down with Medina.

“Max has this incredible asset, and every year he needs to figure out a growth plan for it, and we have an incredible need to educate the community that sales engagement exists,” Medina said. “So we came together almost magically when we sat down to map out what our problems were, what his problems were, we realized ‘hey we have a lot of alignment here.’”

Outreach is valued at a half billion dollars following a $65 million round D in May. The firm has approximately 300 employees and plans to hire another 50 before the end of the year. It has grown from $0 to $30 million in annualized recurring revenue in three years.

“Outreach has passed the inflection point where it’s less about marketing the company and more about creating a market for the company,” said Altschuler. “Investing in Sales Hacker in this way will allow us to create a better content experience for our readers and our customers.”