The document discusses building an effective sales development team. It recommends specializing roles into outbound reps who prospect for new leads and inbound reps who handle leads from marketing. Steps include hiring competitive reps through a rigorous process, incentivizing performance through pay-for-performance compensation, and encouraging cooperation through recognition and access to data. The goal is to qualify more leads efficiently and drive revenue by leveraging technology to provide reps with clean, accurate data.

1. Building a High Performing
Sales DevelopmentTeam
PRESENTED BY PATRICK PURVIS

2. DiscoverOrg
Contact Data | Org Charts | Trigger Events

3. TheGoal of an SDRTeam
“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

4. Steps for Building an SDRTeam
•Hiring
•Compensation
•“Cooperative Competition”
•Tools
•Data
Before Interview Process: 25% Retention Rate
After Interview Process Implementation: 80% Retention Rate

5. HiringOutstanding Sales Development Reps
•Job Posting
•Phone Interview
•Cognitive Assessment (we use Omnia)
•Panel Interview
•Mock Demo

6. Incentivizing Performance forYourSDRs
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

7. Encouraging “CooperativeCompetition”
• 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

8. LeveragingTechnology forSDR Success

9. 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

10. “
WhyWaste PreciousTime?
Salespeople spend fewer than
45% of the time actually selling.
”

11. “
The Bottom Line
On average, companies are
spending $32,000 per year per sales rep
to collect BAD data.
”

12. SpecializedSales Roles
Specialize 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

13. ThankYou for Joining Us!
Contact DiscoverOrg
805 Broadway St., 9th Floor
Vancouver, WA
ppurvis@discoverorg.com
360-783-6807
Contact Data l Org Charts lTrigger Events