the mechanics of sales development
DESCRIPTION
Ralph Barsi of Achievers presented how he designs and runs world class sales development teams. He focused on some of the key metrics required to manage the team. Ralph presented at the TOPO Sales Development Council Meeting held on May 18, 2014 at the Rosewood Hotel in Menlo Park, CA.TRANSCRIPT
RALPH BARSISenior Director,
Sales Development
@rbarsiin/ralphbarsi
MECHANICS of SALES DEVELOPMENT
UnrecognizedDisengagedMisaligned
Problems our company solves
UnrecognizedDisengagedMisaligned
RecognizeEngageAlign
Problems our company solves
Key facts about our company
Founded in 2002 (SNAP, I Love Rewards)San Francisco | Toronto | LondonB2B, Employee Success Platform (HR space)FY Oct-SepServe Fortune 500, Enterprise, 110 countriesPrivate, 230 Employees (15% Sales), 50% YoY GrowthSequoia, Relay Ventures, [24]7, Grandbanks CapitalCraig Conway, Alfred Lin, Patrick Quirk, Greg Brown
Revenue PipelinePeople Pipeline
Problems our team solves
Key facts about our team
Today, 11 SDRs (Hybrid); 60% at quotaSDR:AE 1:2-3 ratio (Geo-driven, Enterprise & National)Inbound 60% (SLA), Outbound 40% (Playbook)ASP $500k+Challenger Selling, J. Barrows (Certified)Salesforce, MarketoLinkedIn, InsideView, RelSciSalesHood, Box2-year tenure (Avg per SDR)
LEADS
MQLs
MTGs
OPPs
Inbound: Waterfall
~5,000
~3,500
~180
~110
L2MQL ~70%
MQL2M ~5%
M2O ~61%
Takeaway: Implement an SLA
Outbound: Measure Results
Takeaway: Create individual (along with team) dashboards
You can’t win, if you don’t keep score
Outbound: Know the Audience
Takeaway: Provide a playbook
Target AccountsTier 1 = The Top 25 prospective accounts;
the cream of the crop (Top drawer)
Tier 2 = The 75-100 next best prospective accounts (2nd, 3rd drawer)
Ideal Customer ProfileTier 1 & 2 accounts must match
the ideal customer profile
Tier 1 & 2 accounts require 3-5 key contacts each
Outbound: Plan the work
Takeaway: Calendar your prospecting
RALPH BARSISenior Director,
Sales Development
@rbarsiin/ralphbarsi
THANK YOU!