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3 Key Strategies for Running the Ultimate Sales Development Team

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Running a Sales Development Team can be tough. Learn about 3 key strategies our Director of Sales Development uses to increase team retention and lead conversion.

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3 Key Strategies for Running the Ultimate Sales Development Team

  1. 1. ©2015 EverString :: CONFIDENTIAL & PROPRIETARY 3 Key Strategies for Running the Ultimate Sales Development Team Matt Amundson, Director of Sales Development - EverString
  2. 2. ©2015 EverString :: CONFIDENTIAL & PROPRIETARY My Inspiration Jon Miller Maria Pergolino Patrick Donnelly Steve Dodsworth
  3. 3. ©2015 EverString :: CONFIDENTIAL & PROPRIETARY Be an inspiration … if you want retention
  4. 4. ©2015 EverString :: CONFIDENTIAL & PROPRIETARY How I Hire I spend 60% of time recruiting • 10 phone screens/week (30-45 min) • 5 live interviews per week (additional 30-45 min) What I look for • Recent college graduates, state schools, liberal arts degree • Former athletes are great, but Greek or work experience is great too • Meet with them weekly • They send me 10-15 candidates each week • They handle scheduling, feedback, positive and negative news
  5. 5. ©2015 EverString :: CONFIDENTIAL & PROPRIETARY My Hiring Process • Betts Recruiting sources my candidates • Phone screen – looking for phone presence, desire for position, reasons for wanting to be in sales • On-site interview – looking for personal presentation, objection handling, deeper understanding of our platform, cultural fit • Staff included: Director of SDR, SDR Manager, Sales Manager, Director of People and Culture (HR), SDR • Unanimous decision and they are hired, split decision we schedule a phone call with President • I don’t do role playing, I don’t make them present, I don’t do a panel • I always make every experience positive
  6. 6. ©2015 EverString :: CONFIDENTIAL & PROPRIETARY Account Based Sales Development Lead-Based  Demographic & behavioral scoring  SDRs react to lead behavior  If lead doesn’t answer, account is ignored  Leads are sorted by score  Single-persona based outreach  Research each individual pre call Account Based  Account based scoring  SDRs proactive prospect  If a contact is nonresponsive, move on to another contact within account  Outreach based on multiple personas  Research organization and use amongst multiple contacts 6
  7. 7. ©2015 EverString :: CONFIDENTIAL & PROPRIETARY Account Based Sales Development 7 D C D C D C D C C D C D C C D C D C D C D C D C D C D C D C D C C C C D C C D C C C C D C C D C D C A A A A A B Account Based Sales Development starts with Audience Selection The process of using data to identify your target accounts Model your best customer and derive targets from all accounts in the world B B
  8. 8. ©2015 EverString :: CONFIDENTIAL & PROPRIETARY External Data Your Data internet commercial sources How it works… 8 Marketing Automation CRM Decision Platform
  9. 9. ©2015 EverString :: CONFIDENTIAL & PROPRIETARY Account Based Development Process  Scores Accounts  Adds contacts to SFDC  CEO/CMO, VP, Dir, Mgr 9  SDRs work out of accounts  Create additional contacts  SDRs use persona- specific cadences  7x7 Methodology for outreach  Call, Email, Social Step all templates
  10. 10. ©2015 EverString :: CONFIDENTIAL & PROPRIETARY 10 1. Be an inspiration, make it fun 2. Be a relentless recruiter 3. Account Based Sales Development is the future Thank you! Matt Amundson :: @mattya56 TakeAways