sean kester topo presentation
TRANSCRIPT
Sean Kester@TheSeanKesterHead of Sales Development, SalesLoft
@TheSeanKester
Why Sales Development?
$196,368 - $4.6 MM ARR@TheSeanKester
87 to 800 customers
2,276 Demos Completed
In 2014:
1 to 14 SDR’s
$196,368 - $4.6 MM ARR@TheSeanKester
87 to 800 customers
2,276 Demos Completed
1 to 14 SDR’s
The Tony Robbins method for becoming an expert. Write this down.
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First, accept that at you don’t know anything.
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1
Find the top 5 experts in the world in the space.
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2
Extensively interview, study, and understand them.
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3
Identify the 5 most simple core principles they have in common with each other.
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4
Implement those principles and ideals, practice over and over and over and over
(repetition), build your process from there.
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5
Sales Development was not getting the love and respect it deserved.
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Sales Development was the red headed stepchild of the industry. Was not represented in the board
room and the executive meetings.
Time for the SDR
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“People have been using the term ‘sales development’ since the 1980s,” she says. “But only in the past four years or so has it
become reality.” -Trish Bertuzzi
Enter the new discipline of “sales development,” which combines data analysis tools, email nurturing and phone prospecting teams, what Bertuzzi calls the marriage of “technology, process and people.”
The Sales Development Team is the most important sales process innovation in the past 10 years
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-David Cummings
We took Sales Development out from under Sales and Marketing, gave it a seat on the
Executive team, and reports directly to the CEO.
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Sales Development = Professional appointment setting
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Time for the CEO to talk about them at the board meetings
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Now that you have a team of SDR’s, how can you keep them
producing longer?
© 2014 TOPO
Give SDR’s glorification within the organization
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Transparent Career Progression
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• Promotion is set at a quota number (ex. 270 demos completed = 9 months at 30 completed quota )
• SDR 1 & SDR 2 - Promotes to AE 1, AE 2, AE 3 etc.
• Benefits: Keeps reps motivated with clear vision of progression
Hire Reps in Pairs (or as high of volume as you can)
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Compare performance Build competition Half the training
Exponential Value Team Bonding (Hire a class)
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What is next?
• Phone, email, social all in one platform all in one process holding the reps accountable.
• Management oversight improvement based on analytics
• One platform: from cold dark stranger to warm qualified appointment
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