Migrate from Outreach to Thawly

Move your lost deals from Outreach to Thawly in 10 minutes. Outreach (outreach.io) is primarily an engagement and forecasting tool — its "deals" data lives in the Opportunities module if your org uses Outreach Deals, or in the Accounts module otherwise. This guide covers both routes.

What you need#

• An Outreach user with the Export Opportunities or Export Accounts permission. By default, Admin and Manager profiles include export; many sales-rep profiles do too. If you can see a CSV download button on a list view, you're set.
• A modern browser. No Outreach API token, no Snowflake mirror.
• About 10 minutes.

If your org has tightened export permissions, ask your Outreach admin to grant Export for your role on the Opportunities object — it's a one-toggle change.

Step-by-step extraction#

1. Log in to Outreach at app.outreach.io.
2. From the top nav, click Opportunities (if you have the Deals module) or Accounts (if your org tracks lost data at the account level).
3. Build a saved view filtered to your lost deals:
   • Opportunities: Stage → Closed Lost plus any custom lost stages (Disqualified, Lost — competitor, No decision).
   • Accounts: filter by Account Status = your team's lost-equivalent value.
   • Optionally Close Date (or Last Activity Date) → Last 3 years.
4. Add the columns you need from the column-picker icon (top-right of the list). Tick at minimum: Account Name, Opportunity Name, Amount (or Annual Value), Close Date, Lost Reason, Description / Notes, plus any custom fields for competitor or call summaries. [Screenshot: Outreach Opportunities list with column picker]
5. Save the view as Lost deals for Thawly so you can re-run it later.
6. With the filtered list visible, click the ⋮ (more actions) menu top-right of the list and choose Export to CSV. [Screenshot: Outreach Opportunities more-actions menu]
7. In the export dialogue, pick All filtered rows rather than just the current page. Confirm the export.
8. Outreach runs the export and emails you a download link. For larger exports, the file lands under Settings → Data Management → Exports.
9. Download the CSV. Open it in Excel or Google Sheets to sanity-check the row count.

Field mapping#

Thawly's importer auto-maps any reasonable header. For reference:

• Account Name → name (best column for Companies House matching)
• Amount or Annual Value → deal_value (GBP)
• Close Date → lost_date
• Lost Reason → lost_reason
• Custom Competitor field → lost_to
• Description + custom long-text note fields → notes

If you don't use Outreach Deals and your "lost" data sits at the account level, the Account Name column carries through cleanly and Thawly will match it the same way.

What to do with the Notes column#

Don't pre-clean. Outreach is built around engagement data — sequence history, call recordings, email threads, meeting summaries. Paste the raw Description field, the call summaries, the freeform notes — Thawly's AI is built to summarise long activity logs and pull out the structured signals (objection type, named decision-maker, competitor name, budget threshold) on its own.

If your team uses Outreach Kaia for call recording, the transcripts don't flow through the Opportunity export by default. Add the Most Recent Activity Summary column to the view — it concatenates the latest interaction text into a single cell.

Common gotchas#

• Duplicate companies. A single account commonly has several lost opportunities over time (Pendle Civils Ltd lost twice in 2024). Thawly de-duplicates on lower-cased company name on import, so duplicates in the CSV are safe.
• Currency mismatches. Outreach Opportunities supports multi-currency. The Amount column shows the local currency on the opportunity; Amount (Base) converts to your tenant's base currency. Filter to Currency = GBP before exporting, or post-process to drop non-GBP rows.
• Multi-pipeline issues. Outreach lets admins set up multiple deal pipelines (new business, renewals, expansion). Pulling renewal "lost" rows is misleading — a churned customer is not a re-engageable lost deal. Filter on your sales pipeline only.
• Stale "won" or "open" deals. Stage = Closed Lost is the safe filter. If you have custom stage names, make sure the filter lists every lost-equivalent stage explicitly. Don't filter on Status = Closed alone — that catches won deals too.
• Outreach as a Salesforce front-end. Many teams run Outreach on top of Salesforce, with Salesforce as the source of truth. If that's your setup, the Salesforce migration guide is usually cleaner — pull from Salesforce directly rather than from Outreach's mirror.

What happens next#

Drop the CSV at thawly.co.uk/upload. We auto-map the columns, run a Companies House lookup on every Account name and give you a per-row preview before any data lands in your Thawly account.

After import, monitoring kicks in on the next signal-source pass. Your first digest arrives only when something genuinely re-engageable happens — see Reading your digest.

Coming from a different CRM?#

• Migrate from Salesloft — almost identical export shape; teams often run both.
• Migrate from Salesforce — if Outreach sits on top of Salesforce, the Salesforce route is usually cleaner.
• Migrate from a spreadsheet — if you'd rather clean the data in Excel first.

For the bigger picture, read Dead deal recovery and Buying signals in B2B sales.