Building a High Performing Sales Development Team PRESENTED BY PATRICK PURVIS

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The Goal of an SDR Team “One of the biggest productivity killers is lumping together a mix of different responsibilities (such as raw web lead qualification, cold prospecting, closing, and account management) into one general ‘sales’ role. This creates significant inefficiencies” – Aaron Ross (ran the business development team at Salesforce.com and grew it to $100M in revenue)

Even the champion of Inbound relies heavily on an outbound SDR team.

It’s really about Specialization and by using it, seeing multipliers in efficiency and effectiveness

Steps for Building an SDR Team

•Hiring •Compensation •“Cooperative Competition” •Tools •Data

Before Interview Process: 25% Retention Rate

After Interview Process Implementation: 80% Retention Rate

Hiring Outstanding Sales Development Reps

•Job Posting

•Phone Interview

•Cognitive Assessment (we use

Omnia)

•Panel Interview

•Mock Demo

Incentivizing Performance for Your SDRs

Pay for performance, but focus on what your SDRs have control over.

•Quantity – How many dials they make leads to number of demos set •Quality – Cherry pick the best fit leads

End result: pay per meeting COMPLETED

Encouraging “Cooperative Competition” • An SDRs job is to grind – they better LIKE coming

to work • Your first hires are the most important – they

create the entire team culture • Look for competitive people who are intellectually

curious - they’ll be both driven to get better by seeking out help, and be willing to give it in exchange

• Recognize their contributions, not as a side note, but in meaningful way

Leveraging Technology for SDR Success

Above all, feed them Data Without clean, accurate data it doesn’t matter what else you do – it will fail.

Bad Data = Not knowing who to target

Bad Data = Sales reps doing all their own

research

Bad Data = Marketing confusion

“Why Waste Precious Time?

Salespeople spend fewer than 45% of the time actually selling.”

“The Bottom Line

On average, companies are spending $32,000 per year per sales rep

to collect BAD data. ”

Specialized Sales RolesSpecialize your four core sales roles.

Inbound leads (from webinars, word of mouth, SEO) go only to inbound sales team.

2. Inbound

Reps

1. Outbound

Reps

1 & 2: Sales Development

(Qualifiers)

3. Account Executive(Closers)

4. Customer Success / Account Manager (Farmers)

Qualified Opportunities

New Customers

Thank You for Joining Us! Contact DiscoverOrg

805 Broadway St., 9th Floor Vancouver, WA

ppurvis@discoverorg.com 360-783-6807

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