Sean Kester TOPO Presentation

Sean Kester@TheSeanKesterHead of Sales Development, SalesLoft

@TheSeanKester

Why Sales Development?

$196,368 - $4.6 MM ARR@TheSeanKester

87 to 800 customers

2,276 Demos Completed

In 2014:

1 to 14 SDR’s

$196,368 - $4.6 MM ARR@TheSeanKester

87 to 800 customers

2,276 Demos Completed

1 to 14 SDR’s

@TheSeanKester

The Beginning…

@TheSeanKester

The Tony Robbins method for becoming an expert. Write this down.

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First, accept that at you don’t know anything.

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1

Find the top 5 experts in the world in the space.

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2

Extensively interview, study, and understand them.

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3

Identify the 5 most simple core principles they have in common with each other.

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4

Implement those principles and ideals, practice over and over and over and over

(repetition), build your process from there.

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5

Another way to look at this is R&D

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Ripoff and Duplicate

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WHY SALES DEVELOPMENT?

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Sales Development was not getting the love and respect it deserved.

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Sales Development was the red headed stepchild of the industry. Was not represented in the board

room and the executive meetings.

Who knows what this is? @TheSeanKester

Time for the SDR

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“People have been using the term ‘sales development’ since the 1980s,” she says. “But only in the past four years or so has it

become reality.” -Trish Bertuzzi

Enter the new discipline of “sales development,” which combines data analysis tools, email nurturing and phone prospecting teams, what Bertuzzi calls the marriage of “technology, process and people.”

The Sales Development Team is the most important sales process innovation in the past 10 years

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-David Cummings

We took Sales Development out from under Sales and Marketing, gave it a seat on the

Executive team, and reports directly to the CEO.

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What are you doing to prioritize SDR’s?

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Sales Development = Professional appointment setting

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Time for the CEO to talk about them at the board meetings

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Our career’s depends on it

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The Sales Acceleration Space

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@TheSeanKesterBig enough to absorb all these vendors.

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But also have an application of record

@TheSeanKester© 2014 TOPO

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Now that you have a team of SDR’s, how can you keep them

producing longer?

© 2014 TOPO

Give SDR’s glorification within the organization

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This is Tyler

Transparent Career Progression

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• Promotion is set at a quota number (ex. 270 demos completed = 9 months at 30 completed quota )

• SDR 1 & SDR 2 - Promotes to AE 1, AE 2, AE 3 etc.

• Benefits: Keeps reps motivated with clear vision of progression

Coaching

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Hire Reps in Pairs (or as high of volume as you can)

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Compare performance Build competition Half the training

Exponential Value Team Bonding (Hire a class)

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What is next?

• Phone, email, social all in one platform all in one process holding the reps accountable.

• Management oversight improvement based on analytics

• One platform: from cold dark stranger to warm qualified appointment

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bit.ly/playbooksl bit.ly/playbookplaybook

Check out our internal SalesLoft playbook

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Thank You! Questions?