Sean Kester Rainmaker 2015

The Sales Development Playbook, Playbook

Sean Kester @TheSeanKester

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Sean Kester Sales Development Team Lead SalesLoft

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1 to 12 SDRs (graduated 1)

January 2014 – January 2015

$196,368 to $4.6 MM ARR 87 to 760+ customers

2,276 demos completed

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You finally convinced your CEO to buy into the Sales Development process and you have been granted to opportunity to build a team.

Great! Now what…

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You Need A Playbook

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But what goes in it?

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There are 10 fundamentals to a scalable and efficient process.

Define Your Ideal Customer Profile

•  Who are your target companies? (size, revenue, location, etc.)

•  Who is your target prospect?

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Begin Prospecting

•  Find the most efficient way to quickly and efficiently identify contact information (LinkedIn, Facebook, Twitter)

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Create Outreach (Email)

•  Use an email system that will log directly into you CRM so reps can live where they work

•  Create dynamic email templates (volume + personalization)

•  No Marketing Automation!

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Create Outreach (Phone)

•  Use a dialer that logs with your CRM •  Use a power dialer to semi-automate calls •  Learn to navigate gate keepers

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Getting A Prospect On The Phone

•  Create a script for phone calls •  Ask questions

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Handing Off Demos

•  SDRs should have access to AE’s calendars •  Define ownership (exactly when is handoff

made?)

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Define A Qualification Process

•  Decide which qualification process to use: •  BANT (Budget, Authority, Need, Timing) •  ANUM (Authority, Need, Urgency, Money) •  AN (Authority, Need)

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Create A Daily Schedule

•  How many touches need to be completed •  Set time blocks for:

•  Prospecting •  Calling •  Emailing •  Social touches

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Define A Career Path

•  Transparency is king (from the interview forward) •  Create a path that can be visualized, understood,

and attained

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Share Compensation

•  Have full transparency (quota & compensation)

•  Reward on things the SDR can control (i.e. demos completed vs. deal closed)

•  Weight variable compensation high and base low

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From TOPO’s Sales Development Benchmark Report  

Always Be Testing

•  Your playbook is never done •  Constantly test everything:

•  templates •  scripts •  tools •  processes

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Download: bit.ly/SDR-playbook-playbook  

Thank You!

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