How Observe Replaced its Legacy Sequencer to Cut Research Time by 80% and Power New Pipeline
- 80-90% Reduction in manual research time (finding emails, phone numbers, and de-duping data).
- 20% Conversion Lift: Incremental meeting growth driven specifically by real-time AI signals.
- 40% Increase in Connect Rates: Achieved by eliminating the "Duplicate Data" nightmare of legacy sequencers.
- 5x Increase in Prospect Touches: Massively expanding the volume of calls, emails, and LinkedIn messages worked per day.
- 100% Unified Execution: Consolidated prospecting, enrichment, and sequencing into one "single window" workflow.
"You want speed for an SDR team. Slow is what leaves you in the dust," concludes Jake. "Nooks has modernized our outbound. We get reps moving faster, onboarded faster, and producing higher quality pipeline. There's not much more you can ask for as a leader."
"We justified the switch to the CFO easily: we get double the output per SDR, we cut research time by 90%, and we consolidated 4 vendors into one. It’s a major saving for the business and my time."
The Challenge: The "Legacy Nightmare" of Tool-Hopping
As the email market became increasingly saturated, Jake Butters realized his team’s most valuable efforts were being buried by administrative friction. "I looked at it and said, let's play the 90/10 rule," says Jake Butters, SDR Leader at Observe. "If 90% of our meetings are coming from one channel, but it’s only taking up 50% of our time because we're fighting with broken processes in our tools, that's a problem."
Before Nooks, the team was navigating a "million different hoops" across 4-6 different tools, with a legacy tool serving as their primary sequencer. This fragmented approach led to a data management crisis.
"Legacy sequencers cause such a nightmare from a data perspective," Jake explains. "Duplicate records cause so many problems with reporting and inefficiencies. We’d have to go search through the old sequencer, find the email, dedupe the prospect, and then drag it into the sequencing tool. It was a hassle for building anything out cleanly."
The Strategy: A Unified Platform for Signal-Based Sales
Observe moved their entire outbound motion away from the legacy sequencer-centric model and onto Nooks, leveraging the platform’s AI Signals and Sequencing to create a high-velocity, native-CRM execution layer.
1. AI Signals: Real-Time Insights vs. Manual Detective Work
Prior to Nooks, SDRs had to manually scour different platforms to find a reason to reach out. Now, Nooks serves high-intent signals directly to the rep within the dialer and sequencer.
"The quality of conversations has gone up because of the signals and insights Nooks provides. It eliminates steps we would have had to do manually—and probably would have never done. Having that information at our fingertips helps us convert an additional 20% of our meetings."
2. Sequencing That Lives "On Top" of the CRM
The biggest win for Observe was the shift to a platform that doesn't duplicate data. Unlike traditional sequencers that sync periodically and create "ghost" records, Nooks lives natively on top of the CRM.
- Data Integrity: "With Nooks, you're not getting duplicate records or calling bad numbers over and over," Jake notes. "Because it has that true connection with the CRM, we increased our connect rates by over 40%."
- Mission-Critical Reliability: "Sequencing is the core of our function. If it goes down, we’re losing dollars. With Nooks, I don't have to worry about an outage taking my team off the phones or off their sequences."
3. The "One-Window" Productivity Gains
By automating the administrative heavy lifting that used to define an SDR's day—enrichment, de-duping, and account research—the team reclaimed 80-90% of their day.
"I don't need to go search through the legacy sequencer to see where an email is and then dedupe it. The amount of time saved by not having to jump around to different tools is probably 90%. We can search for enriched phone numbers, find emails, send the email, and update the CRM all in one single window. They never have to leave."
The Bottom Line
Speed of Innovation
"I wake up every other day and there's a new product release from Nooks. They revolutionized dialing, and now they've revolutionized sequencing," Jake says. "Legacy sales tools just bolt on AI, but with Nooks, AI is core to the platform from day one. It’s central to how you use the entire sequencer."
