How to Build a World-Class SDR Team

How to Build a World-Class SDR Team

Mike PlanteVP, Demand Marketing, InsideSales.com

Tom PilkingtonVP, Business Development, InsideSales.com

About InsideSales.com• HQ in Silicon Slopes, Utah• Leader in sales acceleration

technology• Salesforce App Exchange top

5 paid app• 3 years of 100%+ annual

revenue growth• Recently announced Series C

of $100M• Always On top 100 private

companies

@insidesales | #salesacceleration

today’s webinar

• Sales specialization can accelerate revenue growth

• About half of B2B companies have embraced some form of a sales specialist model that includes an SDR function

• What are the best practices to build, incent, and measure an SDR function?

• What kind of impact should you expect, based on what some of our customers have seen?

@insidesales | #salesacceleration

© 2014 SiriusDecisions.

lead response

@insidesales | #salesacceleration

how are we doing as a discipline?

• Immediate response: Goal < respond within 5

minutes Average across 14,000

companies evaluated in 2014: 61 hours

• Persistence: Goal - at least 6 attempts Average across 14,000

companies evaluated in 2014: 2.2 attempts

Source for all results: 2014 Lead Response Report, InsideSales.com, February 2014

how to get more out of your current leads?

how to get more out ofsales-sourced?

@insidesales | #salesacceleration

sales specialization

Closer

Inbound SDROutbound SDR SE Client

management

Implementation

insidesales.com specialization model

Inbound lead response reps

Leads from marketing

Cold calling, prospecting reps

Closers

SEs

Implementation Account mgmt

MIDSMB

ENT

MIDMID

ENT

“BUSINESS DEVELOPMENT” (SDR) SALES CLIENT SERVICES

specialization drives results

Improved Conversion

•Immediate, persistent response drives better conversion rates on inbound demand

Lower Cost of Sales

•Specialization leverages lower-cost headcount for lower value-add activities

Enriched Data for Closers

•Can manage SDRs to better enrich data about contacts and opportunities when they get to sales

Talent Development•Specialized model creates a talent “farm league” for your entire organization

best practices for building an SDR

@insidesales | #salesacceleration

sales specialist models

our SDR team

Inbound lead response reps

Leads from marketing

Cold calling, prospecting reps

Focused exclusively on contacting inbound demand generated by marketingAll pooled into one team; inbound leads distributed round robin

Focused on generating new demand through cold calling, social selling, etc.Divided into teams that serve specific segments (SMB, midmarket, enterprise)Enterprise team assigned to specific territories and closer counterparts; other teams round robin

SDR recruiting

• Key sources: employee referrals, social recruiting (LinkedIn), local universities

• Requirements College degree strongly preferred 6-12 months of some sales experience (phone, door to door, retail,

etc.) Naturally competitive Leadership

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SDR compensation

Inbound lead response reps

Generally 65% base/35% variableVariable is calculated • 90% on qualified opportunities from

appointments set• 5% bookings value from appointments set• 5% effort

Generally 60% base/40% variableVariable is calculated • 90% on qualified opportunities from

appointments set• 5% bookings value from appointments set• 5% effort

Cold calling, prospecting reps@insidesales | #salesacceleration

strong investmen

t in coaching

17% Quota attainment increase with

3 hours a month of coaching

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a farm league for talent development

Inbound SDR

Outbound SDR

Closer

MIDMID

ENT

Customer account manager

organization and KPIs

@insidesales | #salesacceleration

assigning leads and setting appointments

Inbound lead response reps

Leads from marketing

Cold calling, prospecting reps

Webinar, event leads

Enterprise leads

All other leads

SMB closer

MID closer

ENT closer

Appts from inbound leads

Appts for mid

Appts for enterprise

monitoring / rewarding EFFORT as predictor of impact

• Targeted dials per day Inbound: 160 Outbound (varies by customer segment): 80-100

• Leads required for the inbound team Dial capacity / average penetration = # new leads 160 dials per day or 800 dials per week / 6 avg attempts = 133

new leads per inbound rep

driving qualified opportunities (TQOs)

• Totally qualified opportunity (TQO) scoring model governs handoff between SDR and closers

Scores the company and the contact for fiturgencytimelinebudget

Scores the contact for behavior indicating buying signals

Inbound lead response reps

Cold calling, prospecting reps

Goal: 35-40 TQOs per month

Goal: 8-12 TQOs per month

rewarding for opportunities that close (ACV)

Inbound lead response reps

Cold calling, prospecting reps

Goal: $40K-$60K bookings per month

Goal: $75K-$100K bookings per month

@insidesales | #salesacceleration

equip an SDR team for success

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Sales Acceleration Platform

communication gamification prediction data visualization

voice | email | sms | fax

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PowerDialer™

PowerDialer™• Local Presence

• Leave Voice Message

• Local Presence

• Leave Voice Message

• Native Salesforce Reporting

PowerDialer™

• Local Presence

• Leave Voice Message

• Native Salesforce Reporting

• Dynamic SEEK Lists8 AM 9 AM 10 AM

Typical Approach

11 AM 12 PM

PowerDialer™

• Local Presence

• Leave Voice Message

• Native Salesforce Reporting

• Dynamic SEEK Lists8 AM 9 AM 10 AM

Dynamic Seek Lists

11 AM 12 PM

PowerDialer™• VP Marketing

• 10am-11am local time

• East coast

• Latest trade show

• Dialed less than 6 times

• Last dial at least 3 days

ago

Dynamic Seek Lists

• Local Presence

• Leave Voice Message

• Native Salesforce Reporting

• Dynamic SEEK Lists

• Immediate Response

PowerDialer™ 100xmore likely to contact

21xmore likely to qualify

$40B Fortune 500 Company

“Since implementing InsideSales.com, we doubled our call volume with the same amount of reps. That is ten reps we did not have to hire.”

With InsideSales.com, everyone is answering our calls, InsideSales.com is a winner!

During our 90 day pilot with 100 users, we increased sales by 30%!

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IS Accelerate ‘14 – Park City, May 27-29