How O'Reilly replaced three sales tools with Amplemarket, doubled SDR output, and generated $21M in 90 days

O'Reilly is one of the most recognized names in technology and business learning.

Heather Polzin runs global sales development at O'Reilly, leading a team of 13 SDRs across North America plus 7 more split between EMEA and APAC: a 20-person, genuinely global motion. Thomas McIntosh sits on the Sales Operations team as a Salesforce Administrator, where he owns the integrations that feed O'Reilly's CRM. Allison Gillespie is O'Reilly's VP of Marketing, and her team keeps the signals and messaging accurate, so sales and marketing tell the same story.

Together, they see the full picture: the rep experience, the infrastructure underneath it, and the positioning that ties it together.

O'Reilly's target buyers are senior technology leaders, the kind of people whose inboxes are, in Heather's words, “buried under a hundred thousand unread messages”. That reality made email saturation, message quality, and deliverability central to whether outbound could work at all.

As their existing contracts came up for renewal, the team went looking for a tool that could fold AI into the workflow rather than bolt it on.

"Sales and marketing were among the first teams at O'Reilly to really dig into AI, because sales handles so much repetitive work. When we bought Amplemarket, strong AI was one of our top requirements."

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Why O'Reilly chose Amplemarket

Before Amplemarket, O'Reilly's sales team was running three tools at once: Salesloft, Lusha, and LeadIQ. The stack had grown piece by piece, and the cracks were showing in data quality, deliverability, and the day-to-day load of keeping it all running.

As Thomas puts it, none of them expected to find an all-in-one tool, but data quality was the main reason they went looking, and their problems with the previous engagement platform had been mounting.

"We had a lot of issues in general with our previous sales engagement platform. They had initially been very hands-on from a customer service standpoint, and as they grew, that changed, and we started to have more and more problems."

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The pain showed up in four ways.

1. Data-quality gaps across providers

O'Reilly leaned on multiple data providers to cover its global footprint, and the quality wasn't holding up. LeadIQ in particular caused major data-quality problems, and Lusha contributed to a flood of duplicate records that Thomas, as the admin, struggled to lock down.

2. Deliverability that had bottomed out

On their previous sales engagement platform, the team had stopped getting responses entirely. As Heather put it plainly, with the old tool, replies and meetings were zero. For a team selling into saturated executive inboxes, that was an existential problem for the channel.

3. A maintenance burden on Sales Ops

Every tool meant another integration into Salesforce, each maintained separately. Any change had to be made in three places instead of one, and the upkeep landed squarely on a three-person Sales Ops team.

4. A stack that had stopped being intuitive

Their previous sales engagement platform had become harder to work with as the vendor relationship cooled, and the team wanted AI woven into the workflow rather than sitting beside it. With contracts coming up for renewal, the timing was right to rethink the whole stack.

O'Reilly came across Amplemarket while evaluating AI messaging tools at the request of their VP of Sales and CRO. Even though the team had informally settled on another vendor, the evaluation experience changed their direction late in the process.

"Amplemarket was one of the last vendors I met with. We'd already decided on another solution and were about to end the meeting when Garen said, 'Based on what you're looking for, it might be worth your time to see what we have.' That confidence really stood out, and it made a big impression on my boss", Heather shared.

Today, Amplemarket is the single hub for O'Reilly's outbound across three teams: SDRs, account executives, and strategic account managers. When marketing recently evaluated ABM platforms, many came with their own email outreach tools, but "we weren't going to move the sales team into yet another tool," says Allison.

"Our reps have made it clear they only want to work in Amplemarket."

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Five capabilities matter most.

1. One platform instead of three, and one integration to maintain

Before Amplemarket, Thomas maintained Salesforce integrations for each tool in the stack. Consolidating to one platform took that load off his team. "If we have to make a change, I make a change in one place instead of three places," he says. "It's been less of a load on our team."

The consolidation also helped O'Reilly get a handle on a long-standing duplicate-records problem. The team had been fighting tons of dupes populated monthly, made worse by limited admin controls in the old setup. Working with Amplemarket's team, they co-built a feature that lets them choose which account records sync to, so data no longer defaults to the oldest record. 

All the data used to sync to the oldest record rather than the one reps were working from, and as Heather puts it, "having that feature has made a huge difference."

2. Deliverability and messaging that actually land in the inbox

The clearest before-and-after is in the inbox. On their previous sales engagement platform, replies and meetings had fallen to zero. With Amplemarket, the team now runs a 52% email open rate, and that healthy deliverability foundation helped drive 446 meetings booked in 90 days.

"Our deliverability has improved. We've actually gotten responses and meetings. That speaks volumes, considering we weren't getting responses or meetings. Zero was the number from our previous tool."

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From the Sales Ops seat, Thomas reads the improvement in the absence of complaints. "Our numbers are way better," he says. "The way I can tell is I don't have people yelling at me every day saying these numbers are wrong, which they would definitely be doing."

Social has become the standout channel for engagement quality: O'Reilly sees a 23% connection rate and a 3.9% reply rate on social steps, meaningfully ahead of email. That's why the team runs multichannel sequences instead of relying on email alone.

3. Duo Copilot turns hours of personalization into seconds

O'Reilly's reps use Amplemarket's Duo Copilot to personalize outreach at scale. For reps who already did the customization, Thomas hears about the time savings most.

"For folks who already took the time to do the customization of Duo Copilot, it's just a godsend because it saves them so much time. That's the one thing I hear over and over again: this used to take me like three hours, and now there it goes."

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The impact isn't only speed. On a per-lead basis, Duo-assisted outreach earns higher open rates, a reply rate roughly 44% higher, and more than double the interest rate. In a saturated executive inbox, those gains are what turn outreach into conversations.

Marketing sees the difference in quality. "Amplemarket's AI writes much better than other tools we’ve tried," Allison says. What sets it apart is relevance: "It doesn't feel like generic AI. The emails feel personal and relevant. And because we can shape what it says about each signal, it's really powerful."

Duo works alongside Amplemarket's signal intelligence, which spots when a prospect engages with a competitor's post, follows the company, or searches certain keywords, then adds them to a personalized AI sequence built around that activity. Job changes stand out in particular: as Allison puts it, "Job change alerts are one of our highest-performing signals." 

Heather was impressed enough to recommend Amplemarket to a former colleague because of its signals. 

4. Automated social touches that free reps to focus on calls

O'Reilly's team was newer to automation when they joined, and social automation became one of the most-loved pieces. Simple automated touches: following a prospect, liking a recent post, engaging with their last post, warming up a contact before a rep ever picks up the phone.

In 90 days, the team completed 50,342 social tasks automatically, saving 839 hours of manual work that would otherwise have been spent clicking through profiles one by one. The AI messaging and automated social outreach let reps open with softer touches instead of hitting people cold, which, as Heather puts it, means "they're really able to focus on calls. That's the biggest thing, because that's where we're seeing most of our results."

That shift, from manual single-channel prospecting to automated multichannel sequences, is what lets the team treat email and social as engagement points that earn attention, while reps spend their freed-up time on the calls that convert.

5. One message across sales and marketing

O'Reilly's marketing team shapes what the sales team says by keeping the signals accurate and training the AI on the right messaging for each signal and persona.

"Our goal is to make sure sales is saying the same thing marketing is. Now we can update messaging and positioning once in Amplemarket, and it reaches the whole sales team."

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Before, keeping the team on the same page for messaging was slow and impossible to check. "We shared messaging in documents," Allison explains. "Each rep wrote their own emails, or we built sequences for them, and we never knew if they changed them. Every update meant going back through every sequence."

That speed matters when positioning is still moving. "We recently launched a new product, and our messaging changed several times as we figured out the positioning," Allison says. "Each time, we just updated the AI. It helps us stay agile."

Marketing is now going a step further, sending outreach on behalf of the SDRs, such as pre-event emails that go out from the rep who owns each account. "It takes work off their plate," Allison says.

Amplemarket vs. the previous three-tool stack

O'Reilly's switch shows up in adoption, pipeline, productivity, and cost, and it came in a market the team describes as significantly tougher for their space.

Adoption: the tool reps asked for

The results start with adoption. In all her time at O'Reilly, Allison had never seen the sales team react to a tool like this.

“We've rolled out a lot of different tools for our sales team over the years. Amplemarket is the only one the team immediately adopted and got excited about. I've never heard such strong reviews of a tool."

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Pipeline impact: $21M in 90 days from a channel that once produced zero

On the previous sales engagement platform, the outbound channel had produced zero: zero replies, zero meetings. In 90 days, opportunities touched by Amplemarket outreach added up to $21M in pipeline. Held steady, that pace is roughly an $84M annual run-rate.

That pipeline is the product of genuinely qualified activity: 446 meetings booked in the window. Put against the pipeline generated, that works out to roughly $47K in pipeline for every meeting booked, a measure of how productive, not just how busy, the channel has become.

‍Output impact: SDRs doubled their output year over year

After changing several processes, Amplemarket among them, "for most of the SDRs, we've doubled what their output was this year compared to last year," Heather says.

Across a 20-person SDR team, roughly doubling per-rep output is the equivalent of standing up a second sales development team without adding a single headcount.

"For sales development, we have been exceeding expectations. This year, with the processes in place, we're significantly exceeding expectations not only in activity but also in the meetings and opportunities the team creates. I've seen a really big shift."

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Productivity impact: 839 hours of manual work returned to the team

The 839 hours saved on social tasks in 90 days add up to roughly 3,350 hours a year, about 1.7 full-time employees' worth of manual work. That's the social channel alone; the time Duo saves on email personalization comes on top. Heather has put that time back into calls, where O'Reilly sees most of its results.

Three tools into one, and the gains that don't show up on the invoice

O'Reilly went from three tools to one, and Thomas confirmed the move drove a meaningful reduction in tooling cost.

"We definitely did cut costs, going from all those tools to one. It wasn't a little. It was more than a little."

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Partnership, not just a vendor

A recurring theme was the relationship itself: responsive support, fast feature delivery, and direct access to Amplemarket's founders. A year in, Thomas's early skepticism about a fast-growing young vendor had been answered. "We're a year in now, and it's definitely delivered," he says. "We've seen rapid development of requests that have really helped. It's been a win-win." 

Their CSM comes in for particular praise. "Meredith's amazing. She always comes prepared with our numbers and what we can do to improve," Heather says. For Thomas, the support model lifted a load off Sales Ops directly: "Your entire support team and that Slack channel have alleviated so much pressure off me. Normally, that would all be on my shoulders. The support has been phenomenal." In one case, a feature fix was delivered by the next morning.

Allison sees the same thing from the leadership side: "The Amplemarket team builds the features we need for our business. We don't get that often from other vendors."

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In roughly a year, O'Reilly went from a fragmented three-tool stack with bottomed-out deliverability to a single AI-native platform that generated $21M in pipeline in 90 days. Most SDRs doubled their output year over year, the equivalent of a second sales development team with no added headcount. The team now runs a 52% open rate, automation handed back 839 hours of manual work, and three Salesforce integrations became one.

What stands out most in the team's own telling is the combination of results and relationship: a platform that delivered, backed by a partner that moved fast on their requests.

Ask the team what made the difference, and they point to the people as much as the platform. "I always talk about Amplemarket in the different networking groups I'm part of, because it's not just the platform, it's the experience, it's the people you're working with," Heather says.

Asked whether the move from a three-tool stack to a single platform had been worth it, and whether he'd recommend Amplemarket, Thomas didn't hesitate.

"Going from multiple tools to one tool, it's 100% worth it; it's not even a question. From my sales operations standpoint, it's been a major improvement. I wouldn't hesitate to recommend Amplemarket to anyone, and I have been."

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For Allison, the measure of success is simple: "Our sales team is very happy with Amplemarket. And when they're happy, we're happy."

With the volume win secured, the next phase at O'Reilly is about quality on top of it: converting a strong 52% open rate and healthy deliverability foundation into higher reply rates, and leaning further into Duo and the social channel, where the team already sees its best engagement.