3 Key Strategies for Running the Ultimate Sales Development Team
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Transcript of 3 Key Strategies for Running the Ultimate Sales Development Team
©2015 EverString :: CONFIDENTIAL & PROPRIETARY
3 Key Strategies for Running the Ultimate Sales Development Team
Matt Amundson, Director of Sales Development - EverString
©2015 EverString :: CONFIDENTIAL & PROPRIETARY
My Inspiration
Take emotion out, let the numbers be your guide
Be relentlessly passionate about what you do, demand the best from your team
Get fired for what you do, not what you didn’t do
This job is hard, do everything you can to make it fun
Jon Miller
Maria Pergolino
Patrick Donnelly
Steve Dodsworth
©2015 EverString :: CONFIDENTIAL & PROPRIETARY
Be an inspiration … if you want retention
Be the best version of what you want to see from your SDRs
• Get on the phone and qualify a lead from time to time
• Know your pitch better than anyone on your team
Make it fun, for almost no money
• Play music, let the SDRs pick it (Spotify, Pandora, Apple Music)
• Casual dress code, if you can• Create ceremonies, use a bell,
That Was Easy button92%Retention Rate
©2015 EverString :: CONFIDENTIAL & PROPRIETARY
How I Hire
I spend 60% of time recruiting
• 10 phone screens/week (30-45 min)
• 5 live interviews per week (additional 30-45 min)
What I look for• Recent college graduates, state
schools, liberal arts degree• Former athletes are great, but
Greek or work experience is great too
• Meet with them weekly• They send me 10-15
candidates each week• They handle
scheduling, feedback, positive and negative news
©2015 EverString :: CONFIDENTIAL & PROPRIETARY
My Hiring Process
• Betts Recruiting sources my candidates• Phone screen – looking for phone presence, desire for
position, reasons for wanting to be in sales• On-site interview – looking for personal presentation,
objection handling, deeper understanding of our platform, cultural fit• Staff included: Director of SDR, SDR Manager, Sales
Manager, Director of People and Culture (HR), SDR• Unanimous decision and they are hired, split decision
we schedule a phone call with President• I don’t do role playing, I don’t make them present, I don’t
do a panel• I always make every experience positive
©2015 EverString :: CONFIDENTIAL & PROPRIETARY
Account Based Sales Development
Lead-Based Demographic & behavioral
scoring SDRs react to lead behavior If lead doesn’t answer, account
is ignored Leads are sorted by score Single-persona based outreach Research each individual pre
call
Account Based Account based scoring SDRs proactive prospect If a contact is nonresponsive,
move on to another contact within account
Outreach based on multiple personas
Research organization and use amongst multiple contacts
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50% Increase OppsPer SDR
©2015 EverString :: CONFIDENTIAL & PROPRIETARY
Account Based Sales Development
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BAccount Based Sales
Developmentstarts with
Audience Selection
The process of using data to identify your
target accounts
Model your best customer and derive targets from all
accounts in the world
B
B
©2015 EverString :: CONFIDENTIAL & PROPRIETARY8
External Data Your Datainternet
commercial sources
How it works…
Marketing AutomationCRMDecision Platform
©2015 EverString :: CONFIDENTIAL & PROPRIETARY
Account Based Development Process
Scores Accounts Adds contacts to
SFDC CEO/CMO, VP, Dir, Mgr
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SDRs work out of accounts
Create additional contacts
SDRs use persona-specific cadences
7x7 Methodology for outreach
Call, Email, Social Step all templates
©2015 EverString :: CONFIDENTIAL & PROPRIETARY10
3 1. Be an inspiration, make it fun
2. Be a relentless recruiter
3. Account Based Sales Development is the future
Thank you!Matt Amundson :: @mattya56
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