Building a World-ClassAccount Based Sales Development
Team
Brought to you by
Your Speakers
Danilo NikolichHead of Account Development
Engagio
Jon MillerCEO and Co-
FounderEngagio
Brian Lipp (host)VP of Sales
Sales for Life
• Yes, we are recording this webinar
• Yes, you will receive a copy of the slides
• Yes, we are happy to answer your questions
• Yes, there is an hashtag: #ABSD
Housekeeping
Agenda
TechnologyABSD Metrics
People and Process
The New Sales
Development
For a deep dive on these topics review “The Clear & Complete Guide to Account Based Sales
Development”
The New Sales Development
Inbound vs Outbound
Nets Spears
7
Account Centric Thinking
Rise of Account Based Sales
Development
“[Account Based Sales Development is] today’s most effective Account-Based tactic.” – TOPO
Account Based Sales DevelopmentA coordinated strategy that combines personalized, multi-channel, multi-threaded, outbound activities to create high-value opportunities in new and existing customers
• It’s targeted – aimed at selected, named accounts, not huge, undifferentiated lists
• It’s personalized – based on relevant, crafted conversations instead of standard, one-size- fits-all scripts
• It’s researched – driven by systematic insight generation (not two minutes on LinkedIn)
• It’s multi-channel – maximizing reach by using all channels, not massive spamming campaigns
• It’s integrated – a coordinated effort supported by marketing – not another silo
• It’s patient – with less emphasis on short-term calls-to-action such as demos and more on high-value engagements such as meetingsto share insights or trends
How ABSD is Different
CFO to CEO: “What happens if we invest in our people and they leave”
CEO to CFO: “What happens if we don’t and they stay?!”
People and Process
Sales Spam = Opt out, tune out, toss out
“Template emails are roulette wheels. If you only get 100 rolls of the roulette wheel, then you need to increase your odds.”
– Craig Rosenberg
20
What is a Play?
CEODirector, Marketing
Our Team
VP, Sales
VP, Sales
Their Team
The Play
CEO
VP, Marketing
SDR
Jennie, research the account and call Bert
Ray, approve an email to Fozzie
Jon, approve an email to Abby
Becca, send a coffee to Elmo if no one
responds
can send on behalf of…
SDR
SDR customizes and drives play
AE
Building and Managing the Team
23
Execution – Is your team commoditized?• Prep – Week/Day/Account• Follow up process• Number of touches• Weekly: Multiple check-ins on progress
against goals
Process
BANT• Budget• Authority• Need• Timing
Qualification
AN
• Authority• Need
There’s a project in the next six months
(42% opportunities)
A Meeting with the right person at the right company(38% intro meetings; 18% semi-
qualified)
Other factors include: market maturity, company stage, product/sales process
complexity
25
Structure - Areas to Consider• Lead centric vs. Account centric• SDR to AE ratio• Goals and performance management• Compensation
Process
26
• ABR – Don’t Post and Pray! HUNT!– Tell everybody– Employee Ambassadors– Open houses– LinkedIn – Use your commute for
Informational calls
Recruiting
27
• How much does experience matter?• SDRs with “Active” LinkedIn profiles• SDRs working for larger Orgs• Sales reps in other industries
Background
28
• Research on company and role• Why are they interested?• Product pitch• Call structure
Phone Screen
29
• Coachability • Knowledge retention • Team player • Ask what questions they have
Interview
30
• Ask the candidate for writing samples• Sales Assessments (ex: sales drive)
Assessment
31
• Before you send the offer• Set clear expectations
Gain Commitment
Engagio New HireClassroom training - 1 week Ask questions and take notesCall shadowing Coordinate with SDRs and summarize learningsFirst month Pass new hire certificationSecond Month Hit new hire ramp
32
• SDR Playbook/ Call shadowing – Week 1-3• New Hire certification/ Joint calling with Manager –
Week 4• “Buddy program” • Ongoing coaching
Onboarding
33
• “The Market” – Marketing/Sales automation space• Lead vs. Account Based Marketing/SDR approach• Product overview (L2A, Analytics, PlayMaker)• Personas – messaging/call guides/writing emails• Research/Prep – prior to outreach• Outreach – getting organized/time management• Competition• Overcoming Objections• Qualification• Tech Stack• Processes: SFDC/Engagio• Goals/Expectations• Links
Onboarding Agenda
New Metrics to Measure ABSD
35
ABSD metrics are different• They track accounts not leads (MQAs not MQLs) • They focus on quality not quantity • They track impact and influence more than try to
apportion ‘credit’ (the ABE world is much more of a team effort)– Engagement and minutes
Metrics
36
Engagement Minutes
37
Pull your head out of your process• Account selection and penetration
– Measure the conversion ratio to meetings • Multi-player • Team Selling• Research• Outbound process
Metrics
Technology for ABSD
Data Vendors Predictive
Who: Selection What: PersonalizationInsight
Where: InteractionAds
Infrastructure Lead to Account match
(L2a);Routing; ABM Analytics
Website
Orchestration
Direct / Physical
Events
Human Email Phone / Dialer Social
Other
Intent & Technographic
s
AttributionCRMAccount
Planning
Synchronize Interactions into coordinated Plays
Complementary
Content Customization
engagio.com/Guide
Get your free copy today!
The Clear and Complete Guide to Account Based
Sales Development
• Account Based Sales Development is today’s most effective Account-Based tactic
• Sales development should not be robo-spam – have personalized, relevant conversations
• Hope is not a strategy – to embrace ABSD you need to invest in your people
• Don’t field a team of 11 wide receivers – to move ball down the field you need players in multiple positions (ABSD is a team sport)
• Measure engagement and quality, not just activity and meeting / opps
Top Tweetable Takeaways
@jonmillerin/danilonikolich
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