How to Build a

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How to Build a
World-Class SDR Team

Mike Plante
VP, Demand
Marketing,
InsideSales.com

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

Sales doesn’t follow up

Sales: The “leads” are
no good

Marketing: “Why no
follow up?”

Marketing:

Wasted effort, poor
performance, bitterness,
despair
© 2014 SiriusDecisions.

lead response

@insidesales | #salesacceleration

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

MID

SMB
ENT
Inbound lead response reps

Closers

MID

MID

Implementation
ENT

Account mgmt

SEs

Cold calling, prospecting reps
“BUSINESS DEVELOPMENT” (SDR)

SALES

CLIENT SERVICES

specialization drives results

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

Cold calling, prospecting reps
@insidesales | #salesacceleration

strong
investment
in coaching

17%

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

rewarding for opportunities that close (ACV)

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

Inbound lead response reps

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

Cold calling, prospecting reps
@insidesales | #salesacceleration

equip an SDR team
for success
@insidesales | #salesacceleration

communication

gamification

prediction

Sales Acceleration Platform

data visualization

voice | email | sms | fax

@insidesales | #salesacceleration

PowerDialer™

PowerDialer™
• Local Presence
• Leave Voice Message

PowerDialer™
• Local Presence
• Leave Voice Message
• Native Salesforce Reporting

PowerDialer™

Typical Approach

• Local Presence
• Leave Voice Message
• Native Salesforce Reporting
• Dynamic SEEK Lists
8 AM

9 AM

10 AM

11 AM

12 P

PowerDialer™

Dynamic Seek Lists
• VP Marketing

• Local Presence

• 10am-11am local time

• Leave Voice Message

• East coast

• Native Salesforce Reporting

• Dialed less than 6 times

• Dynamic SEEK Lists

• Latest trade show
• Last dial at least 3 days ago
8 AM

9 AM

10 AM

11 AM

12 P

PowerDialer™
• Local Presence

100x

more likely to contact

• Leave Voice Message
• Native Salesforce Reporting
• Dynamic SEEK Lists
• Immediate Response

21x

more 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%!

@insidesales | #salesacceleration

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

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