Learn from your best reps
Compare reps on comparable audiences, read what the top two actually wrote, then test it.
The conversation
Sample reps and numbers, for illustration
Unify3 steps · 2 connected systems, 2 included sources
Segment labels came from firmographic data where your CRM left them blank.
Seven reps in the mid-market group, 1 Jul to 30 Sep. Reply rate by rep:
| Rep | Emails | Reply rate | Calls | Connect rate | Meetings | Audience |
|---|---|---|---|---|---|---|
| Ade Balogun | 612 | 11.4% | 340 | 8.2% | 31 | Mid-market · West |
| Lena Fischer | 548 | 10.1% | 402 | 9.6% | 29 | Mid-market · East |
| Tom Iyer | 701 | 7.2% | 268 | 5.1% | 22 | Mid-market · Central |
| Priya Raghunath | 390 | 6.8% | 455 | 6.0% | 24 | Mid-market · West |
| Jonah, Mei, and Carl follow at 6.1%, 5.4%, and 4.9%. Two reps excluded for low volume. | ||||||
Illustrative results. The reps, audiences and numbers are samples.
Reporting period 1 Jul to 30 Sep. All seven reps work mid-market accounts of comparable size, so rates are read side by side.
Unify2 steps · 1 connected system, 1 included source
Call transcripts come from the Unify dialer. Everything else here is your own records.
Three differences show up consistently. Excerpts first, then what I would investigate.
These are correlations in one quarter of data, not proven causes. Test them before rolling them out.
UnifyLena wins on the phone and Ade on email, and the channels reach different people. Calls convert operations leads. Email converts support directors.
On accounts matched by segment and size, five behaviours separate Ade and Lena from Tom and Priya. None of them is effort: the lower converters sent more.
| Behaviour | Ade and Lena | Tom and Priya |
|---|---|---|
| Where the touches go | 71% on accounts with a signal in the last 30 days | 38% |
| First email | 58 words, one question, no pitch | 131 words, two asks and a value proposition |
| When they call | Within 48 hours of any reply | Fixed Tuesday and Thursday blocks |
| Third touch | Changes the angle | Repeats the first |
| Opening sentence | Names something verifiable about the account, 92% of the time | 41% of the time |
Conversion is meetings per 100 touches on the channel, from the dialer log and the mailbox. The behaviours are read from the same quarter on comparable accounts, so they can be coached; the reasons behind them are a conversation with each rep.
UnifyA four-week test. Two changes only, so you can read the result.
Coaching the team, with and without Unify
A leaderboard names who is ahead. It does not say what they are doing differently.
| Without Unify | With Unify |
|---|---|
| The leaderboard ranks everyone together, so a rep on a harder segment looks worse than they are | Reps are grouped by segment and territory, and anyone too low on volume is left out rather than ranked on noise |
| Reply rate is a column, with no read on why the good ones work | The emails and call openers behind the numbers, quoted as they were written |
| Coaching runs on what the top rep remembers doing, described weeks after the fact | The habits are named: one question, no pitch, something verifiable in the first line |
| A change goes to the whole team at once, so nobody finds out whether it worked | Two changes are tested for four weeks against a control group before the team adopts them |
Start from this prompt
Make it your own in Unify, then review the results.
Which reps performed best across email and phone last quarter, comparing only reps working similar audiences, and what do the top two do differently?
What else you can ask for
The walkthrough is one path through this workflow. These are the turns people take most often.
- See which sequences reply best, and whyWhich of our sequences have the highest reply rates, and what do they do differently?Try in Unify
- Phone versus emailCompare our best reps on phone against our best on email last quarter: conversion to meetings, the personas each channel works for, and what the call transcripts and top-performing emails say differently.Try in Unify
- Coaching opportunitiesCompare our high and low converters on the same accounts last quarter and show me the behavioural differences in account selection, calls, emails, messaging and follow-up that I can coach.Try in Unify
How it changes by who you sell to
- Software
- Volumes are high enough to read a difference in a quarter. Ask for reply rate and meetings booked per hundred emails, and compare reps by segment so enterprise and mid-market are not mixed.
- Financial services
- Cycles are long, so read replies and meetings rather than closed deals. Ask for reply rate and time to first meeting, and exclude anything closed-won from the comparison window.
- Manufacturing
- Call connects matter more than email reply rates. Ask for connects and conversations per hour dialed, for which reps reach plant contacts rather than head office, and for what the call transcripts of the top rep do in the first minute.
- Professional services
- Sample sizes are small, so treat every finding as provisional. Ask for the last two quarters together and for Unify to say how many conversations each finding rests on.
- Healthcare
- Reps working systems versus facilities are not comparable; group them first. Ask Unify to split the comparison by account type before it ranks anyone.
- Media
- Short cycles make the four-week test meaningful quickly. Ask for a comparison of the last four weeks against the four before, and for what the top rep changed between them.
Next in pipeline intelligence and coaching
+2Activity versus fitCheck whether reps work the right accountsActivity is easy to count. Whether it landed on accounts that fit the ICP and showed intent is the question, and the answer is different for every rep.
+2Coverage gapsFind pipeline coverage gapsCoverage by rep, segment and territory against the number, and the accounts that could fill each gap, so the fix is a list of names rather than a bigger target.- +2Pipeline driversFind what drives outbound pipelinePipeline broken down by signal, persona, segment, channel and rep, from the CRM and the outreach records, so the next quarter is planned on what worked rather than on what felt busy.
Connect what this workflow uses
Each guide covers the connection, what Unify reads and writes, and what to check before the first run.
- Connect SalesforceAuthorize Salesforce in Unify, configure CRM field mappings, and choose when to enable writing.
- Connect HubSpotConnect HubSpot to Unify, map Company and Person fields, and plan CRM exclusions and supported write-back.
- Connect GmailConnect Gmail to Unify for sequence emails and replies.
- Connect OutlookConnect Microsoft Outlook directly to Unify.
Questions about this workflow
What data does the comparison use?
Email activity from Gmail or Outlook, calls from the Unify dialer, and opportunities from Salesforce or HubSpot, over the last quarter.
How does it keep the comparison fair?
It groups reps by segment and territory and only compares those working similar audiences, and it excludes reps with too little volume to read.
What does 'what they do differently' mean?
Concrete, checkable habits: reply-triggered calls, shorter first emails, a follow-up cadence. Each one comes with the numbers behind it.
Can I turn a finding into a test?
Yes. Ask Unify to set up a four-week test of one habit with a control group and report on it at the end.
Can it compare phone and email, and read the calls?
Yes. Call outcomes and transcripts from the dialer sit beside sequence analytics, so Unify can compare conversion by channel, show which personas answer the phone and which reply to email, and quote the talk track and the email that worked.