ronny swor- zapproved- building and managing a high-performance sales development team
TRANSCRIPT
Building and Managing a High-Performance
Sales Development Team
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AgendaWhy Specialize
The Right PeopleOnboardingTechnology
Motivation & CultureResults
Takeaways
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Closers Building Pipeline & Qualifying Leads =
Stagnant GrowthFragmented Focus
Lack of Talent Incubation Skewed Cost Allocation
Why Specialize?
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Why Specialize?
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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)
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People – What I Look ForHire Aptitude/Attitude Over Experience
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Curiosity and empathy
Written and verbal
communication skills
Lean heavily on referrals from
trusted colleagues
Strongly consider cultural fit
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Setting Your Team Up For Success (Onboarding)
3 Phases to Onboarding
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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
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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’
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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.)
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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
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Phase 3 – Educate ‘The How’
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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
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Automation Meets Personalization
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Bolts Into The Reps Natural Work Flow
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Gives You Insights To Iterate Fast
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Motivation and Culture
» Power Hour (Promotes Activity)
» Weekly Meeting (Promotes Outcomes)
» Qtly/Monthly Bonus(Promotes Results)
» Deal Spiff (Promotes Solidarity)
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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
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Team EDU for Professional Growth
Team EDU for Personal Growth
Motivation - Growth
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Results
FY’15 New Business Via Outbound Prospecting
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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
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Results – Avg. Monthly Mtg. Booked
1H'2015
2H'2015
0 2 4 6 8 10 12 14 16 18
BELOW POWERABOVE POWER
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TakeawaysBe Patient
The Importance of Specialization Find the Right People
Have a PlanWork Smart, Leverage Technology
Have Fun
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