The Challenge

A global data management provider and the largest contributor to the open source Apache Hadoop ecosystem, Cloudera's enterprise data hub offering helps companies securely "store, process and analyze" large volumes of data. Working with world-renowned brands, including MasterCard, Allstate and Qualcomm, Cloudera's clients need fast and powerful data solutions.

Cloudera's SDR team needed a tool that could send outbound prospecting emails to develop new business and deliver updates to existing accounts, which would allow them to target messaging and more efficiently communicate with their ever-growing pipeline of clients worldwide. "Each rep was doing things slightly differently, and while we spent a lot of time training on best practices, it can sometimes be hard to enforce, track and measure that the process was being consistently followed" SDR Manager John Carr said.

"Outreach is at the forefront of our newly-created Account-Based Sales Development platform. It is super-charging the pipeline growth of both our new business and expansion business at Cloudera."

Implementing Outreach

With Outreach enabled, the Cloudera SDR team can utilize email in a much more sophisticated manner than ever before. The company’s SDRs needed an intelligent tool that could keep email communication flowing – delivering the right information at the ideal time and eliminating the chance of spam.

"We can now be more targeted with follow-up calls. We know who is interested in our content by looking at who is opening our emails," Carr said. "We now do all of our task management through Outreach, making us more organized. Outreach helps bridge the gap between sales and marketing by providing metrics for us to review and take action on. It also helps with onboarding. We can easily train a new SDR, give them the tools that they need to be extremely productive with a minimal amount of training."

"Each rep was doing things slightly differently, and while we spent a lot of time training on best practices, it can sometimes be hard to enforce, track and measure that the process was being consistently followed."

The Results

To date, Cloudera has more than 35 sales reps using Outreach to sequence email communication and set follow-up phone call reminders. SDR team members praise it for facilitating communication and giving them real-time results. “I like being able to set someone in a sequence and let it go, adding phone call reminders and seeing bounce and reply rates,” SDR Courtney Diethrich said. “It’s great to see team members tailoring their messages and testing subject lines.”

Cloudera is seeing solid data to support Outreach’s impact, too. The sales team reports that not only is it a time saver and ensures best practices, it’s increased their average email open rates sixfold, with 30-60 percent of emails being opened. Reply rates have also gone up from an average of three percent to 20-30 percent.

With about 7,000 potential targets, Outreach is also helping SDRs prioritize accounts with the highest potential value. As a result of better communication and targeting, the number of meetings Cloudera has set has more than doubled, setting a record number in their target market within five months of implementing Outreach.