Pitch the product in a bigger way
Outreach created the Sales Engagement category, which was only recognized and understood by a small segment of tech companies. They needed to show people what this category meant, and how it could benefit their organization.
Shift perception from a sales tool to an enterprise platform
Outreach was widely perceived as a prospecting tool for Sales Development Reps within SaaS companies – not the enterprise-grade customer engagement platform they had become. They needed help telling a bigger story about their product’s strategic value to an organization.
Simplify the messaging for new audiences
Outreach needed to simplify the benefits and features of their sophisticated technology. Their technical messaging worked with a small segment of tech-savvy buyers, but went over the heads of wider audiences. It made prospects think the product was too complicated or “more than we need.”
Built a story around Outreach’s customer (not just features)
Outreach created the Sales Engagement category, which was only recognized and understood by a small segment of tech companies. They needed to show people what this category meant, and how it could benefit their organization.
This enabled Punchy to develop a messaging hierarchy around what truly mattered to prospects and customers.
Aligned & galvanized internal teams in a workshop
Punchy facilitated a one-day workshop with leaders from Sales, Product, Customer Success and Marketing teams. Blending findings from customer interviews and group exercises, the team workshopped ideas for Outreach’s messaging and positioning. By the afternoon, everyone had aligned on a general direction for the story.
Articulated Outreach’s “Why”
During the workshop, we drew out Outreach’s “why” or driving purpose: to make life easier for salespeople. This resulted in a new stake in the ground for Outreach -- Sell Easier -- which captured the essence of why the company exists. This emotional approach was new for the company.
Developed an authentically different brand voice
The sales tech space was awash with salesy lingo. But that didn’t fit Outreach, a thoughtful and intelligent organization that cared deeply about helping salespeople. We defined Outreach’s voice as helpful, genuine and inspiring. This simpler, more human language enabled them to stand out in the market.
Consistency across marketing & sales activities
The messaging framework serves both marketing and sales teams, ensuring Outreach tells a consistent story to the market.
Everyone aligned — & excited — about one story
After the workshop, teams felt excited and included in the story -- and excited to bring it to life in their own departments.
Differentiated Outreach from competitors
The new messaging tells a very different story from Outreach’s competitors, solidifying their defensible place in the market.