ronny swor- zapproved- building and managing a high-performance sales development team

Building and Managing a High-Performance

Sales Development Team

Zapproved Confidential — 1

AgendaWhy Specialize

The Right PeopleOnboardingTechnology

Motivation & CultureResults

Takeaways

Zapproved Confidential — 2

Closers Building Pipeline & Qualifying Leads =

Stagnant GrowthFragmented Focus

Lack of Talent Incubation Skewed Cost Allocation

Why Specialize?

Zapproved Confidential — 3

Why Specialize?

Zapproved Confidential — 4

People – What I Look ForGage Experience Needed By the Complexity of Your Sales Cycle

Rough Guide:1. Avg. Sales Cycle 90+ Days

2. ASP $40k+ 3. Multiple Buyer Personas

Recruit 2+ Years of Relatable Experience (Not Necessarily Tech, But B2B or Sales/Customer Facing)

Zapproved Confidential — 5

People – What I Look ForHire Aptitude/Attitude Over Experience

Zapproved Confidential — 6

Curiosity and empathy

Written and verbal

communication skills

Lean heavily on referrals from

trusted colleagues

Strongly consider cultural fit

Zapproved Confidential — 7

Setting Your Team Up For Success (Onboarding)

3 Phases to Onboarding

Zapproved Confidential — 8

Educate – ‘The Why’

» Education on the industry, company, competition, etc.

» Incorporate quizzes

Educate – ‘The What’

» Learning the elements of the SDR role

» Incorporate quizzes

Educate – ‘The How’

» Shadowing seasoned reps & learn the workflows

» Practice to produce

Onboarding Week 1 Onboarding Week 2 Onboarding Week 3

SPACE

YOUR COMPANY & OFFERING

COMPETITION

JOB

Zapproved Confidential — 9

1. Industry –Understanding why the industry is what it is - the history, the problem it solves?

2. Company / Offering– How do we fit in this space, what is our history, what is our value, who do we sell to?

3. Competition –Who are they? How do we differentiate, compliment etc.?

Focus: ‘The Why’ of the SDR’s role relative to the eco-system is very important.

Phase 1 – Educate ‘The Why’

Zapproved Confidential — 10

}

1. General Company Info/Resource Guide2. Technologies and Their Uses3. Prospecting Approach

(type, style, format)4. Prospecting Workflows5. Process Logistics

(logging activities, CRM)6. Metrics/Deliverables

Phase 2 – Educate ‘The What’Build a Sales Development Manual (PPT, Microsite, etc.)

Zapproved Confidential — 11

Listen – To reps making

calls/prospecting

Watch – Workflows, how the tools are used

- log info into CRM, building target lists, manage time etc.

Do – Do the actual work in a controlled environment, write

emails to real prospects in territory

Zapproved Confidential — 12

Phase 3 – Educate ‘The How’

Zapproved Confidential — 13

SDR Technology

» Find Your Target Linkedin List And Lead Providers

» Know Your Target News Aggregators Web Scrapers

» Call Your Target Click-to-call Power/Team Dialers

» Email Your Target Email Analytics/Tracking Email Automation/Delivery

What is Essential» The Obvious

LinkedIn Premium List tools (based on audience)

» The Difference Maker Workflow/comm. tools

The Basics

Hybrid Tools Founded On Email Automation, That Have Transformed Into Much More. Workflow Maximizers

N

N

N

Zapproved Confidential — 14

Zapproved Confidential — 15

Automation Meets Personalization

Zapproved Confidential — 16

Bolts Into The Reps Natural Work Flow

Zapproved Confidential — 17

Gives You Insights To Iterate Fast

Zapproved Confidential — 18

Zapproved Confidential — 19

Motivation and Culture

» Power Hour (Promotes Activity)

» Weekly Meeting (Promotes Outcomes)

» Qtly/Monthly Bonus(Promotes Results)

» Deal Spiff (Promotes Solidarity)

Zapproved Confidential — 20

Motivation – Creative Comp. (OTE+)Spiffs and Bonuses

» HH, Lunch & Coffee go along way in this role

» Team rewards tied to team overdrive

Motivation – Team Events and Rewards

Zapproved Confidential — 21

Team EDU for Professional Growth

Team EDU for Personal Growth

Motivation - Growth

Zapproved Confidential — 22

Zapproved Confidential — 23

Results

FY’15 New Business Via Outbound Prospecting

Zapproved Confidential — 24

FY’15 New Business Via Outbound Prospecting

49.8%Zapproved Confidential — 25

20%

80%

Booked Mtg. 1H’2015

EMAILPHONE

40%

60%

Booked Mtg. 2H’2015

EMAILPHONE

Results – Phone & Email

Zapproved Confidential — 26

Results – Avg. Monthly Mtg. Booked

1H'2015

2H'2015

0 2 4 6 8 10 12 14 16 18

BELOW POWERABOVE POWER

Zapproved Confidential — 27

TakeawaysBe Patient

The Importance of Specialization Find the Right People

Have a PlanWork Smart, Leverage Technology

Have Fun

Zapproved Confidential — 28

Zapproved Confidential — 29