How to Build a World-Class SDR Team
Sep 10, 2014
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™
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Typical Approach
11 AM 12 PM
PowerDialer™
• Local Presence
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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
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• 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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