Episode Ten

Why Data Science Is Critical to Growth in Engagement

Guest: Pavel Dmitriev, VP of Data Science at Outreach

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Pavel Dmitriev: Why Data Science is Critical to Growth in Engagement

About This Episode


Sometimes trusting your gut isn’t enough.

Sometimes you need cold, hard facts to back up (or disprove) that big move or new process you feel in your gut to pursue.

With so many advances in data technology and solutions, getting down to the science behind what works in sales and sales engagement (and what doesn’t!) is more accessible and reliable than ever.

Our guest today on The Sales Engagement Podcast was Pavel Dmitriev, VP of Data Science at Outreach. Pavel is changing the way sales reps and leaders follow intuition by backing it up with scientific and quantifiable data.

Pavel shared with us a few stories of how his methods and A/B testing experiments have helped his employers’ fast track engagement growth.

Here are the highlights from our interview.

Data Science Is The Key To Improving Engagement

Data science is critical to sales engagement.

Without scientific, quantifiable evidence of effective engagement methods, improvement is limited to guesswork.

In fact, the clearest way to see whether or not these methods are working is through scientific tests and analysis.

Everyone is aware of A/B testing (the process of comparing the effectiveness of two versions of the same email, webpage, phone script, etc.), but it’s often underestimated.

It can actually be used by sales leaders to answer higher level questions, such as the effectiveness of video in emails–it goes beyond click-through rates and email replies.

Many Variables Mean True Scientific Study Is Necessary

Statistical tests, as well as properly configuring and running an A/B test, is not as easy as it sounds–there are too many variables that can cause “noise” in the data.

This noise in the data often comes down to chance.

Say you’re sending an email. There’s a percentage of recipients who are statistically more likely to reply than others, so if the percentage change you are seeing in your A/B test is small, chances are that it’s a noise issue, not a true reflection of one method working over another.

If the percentage shift of effectiveness you’re seeing is small, more data is needed to make sure it’s not noise. A shift of one or two percent, in a small data set, means you need to increase your data set to confirm.

It’s why what Pavel and his team at Outreach are doing is so important. Using scientific methods of study ensure accurate results, which mean sales leaders and reps can make fully informed decisions.

Decisions Made Based On Instinct Should Be Treated As Hypothesis

The results of these tests usually mean a change in process or strategy, maybe even company-wide.

If that change is based on the wrong, or incomplete, data, the decision can have lasting negative consequences for the whole business.

Don’t throw those “gut” or instinctual ideas away, rather treat those ideas as hypothesis instead of absolute truth. Test them out using your A/B process. When you do, you’ll end up learning more and maybe even generating new ideas, which can then be tested.

It’s an evidence-based circle of idea generation that sees your engagement soar.

This post is based on a podcast interview with Pavel Dmitriev from Outreach. To hear this episode, and many more like it, you can subscribe to The Sales Engagement Podcast.

If you don’t use iTunes, you can listen to every episode here.

About The Podcast

The Sales Engagement podcast is the #1 podcast focused on engaging your customers and prospects in the modern sales era. This show features real-life stories and best practices from revenue leaders doing the job day in and day out, in a casual, radio-like talk show.

Each episode features modern tactics, strategies, hacks, and tips to get the most out of your sales engagement strategy and help you navigate the next generation of sales. You’ll find energetic talks that will provide you with real actionable value around building meaningful connections and creating a better selling experience through authentic conversations that you can measure.

The Sales Engagement podcast is here to help B2B sales leaders, customer success leaders, and marketing leaders innovate and usher in the next era of modern sales by building pipeline, up-selling customers, and ultimately generating more revenue with more efficiency.

Hosted by Joe Vignolo, Senior Content Managing Editor at Outreach, and Mark Kosoglow, Vice President of Sales at Outreach.

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