Tom Pilkington
VP, 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
Sales wants all
“leads” fast
Marketing feels the love and
hits the “more” button
unique companies representing 329 responses (Media & Internet) to 3,008
unique companies respresenting 9,538 responses (Telecommunications).
Regarding the industry variations for median first response time overall, we
find several interesting trends, as represented below in Figure 8. For
how are we doing as a discipline?
industries aggregated. We find that Healthcare, Retail, and Manufacturing
industries are slowest, while the Telecommunications, Media & Internet,
and Business Services industries are fastest.
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
Response Time (hours: minutes)
• Immediate response:
Median First Response Time Overall, By Industry
2:15
2:00
1:45
1:30
1:15
1:00
0:45
0:30
0:15
0:00
2:05
1:55
1:51
1:05
1:02
0:56
0:56
0:44
0:35
0:16
Figure 8
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 of
sales-sourced?
@insidesales | #salesacceleration
sales specialization
Closer
Inbound SDR
Outbound SDR
SE
Client
management
Implementation
insidesales.com specialization model
Leads
Leads from
from
marketing
marketing
best practices for
building an SDR
@insidesales | #salesacceleration
sales specialist models
our SDR team
Focused exclusively on contacting inbound
demand generated by marketing
All pooled into one team; inbound leads distributed
round robin
Leads
Leads from
from
marketing
marketing
Inbound lead response reps
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
Cold calling, prospecting reps
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
@insidesales | #salesacceleration
SDR compensation
Inbound lead response reps
Generally 65% base/35% variable
Variable is calculated
• 90% on qualified opportunities from
appointments set
• 5% bookings value from appointments set
• 5% effort
Generally 60% base/40% variable
Variable is calculated
• 90% on qualified opportunities from
appointments set
• 5% bookings value from appointments set
• 5% effort
Quota attainment increase with
3 hours a month of coaching
@insidesales | #salesacceleration
a farm league for talent development
Inbound SDR
MID
MID
ENT
Outbound SDR
Closer
Customer account manager
organization and KPIs
@insidesales | #salesacceleration
assigning leads and setting appointments
Leads
Leads from
from
marketing
marketing
All other leads
Appts from inbound leads
SMB closer
Inbound lead response reps
Webinar, event leads
Appts for mid
MID closer
Enterprise leads
Appts for enterprise
Cold calling, prospecting reps
ENT closer
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
fit
urgency
timeline
budget
Scores the contact for
behavior indicating buying signals
Goal: 35-40
TQOs per month
Inbound lead response reps
Goal: 8-12 TQOs
per month
Cold calling, prospecting reps
$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%!