What You'll Learn: - How to build structures to move ambitious team members from SDR to AE and beyond - How to help salespeople pivot into other roles in the org (Sales to Ops, Enablement, Leadership, or even Marketing!) - How to inspire and retain talent that will carry your company forward (down market, or not)

1. How to Inspire,
Grow, and Enable
Your Teams in a
Down Market
SEPTEMBER 22, 2020

2. Director of Enablement,
Chorus
Director of SDR & SMB,
Carta
Today’s Speakers
KAYDE GIVENS ARMAND FARROKH

3. How to Build
Career Paths
Why Clear Career
Paths Matter
Ensuring SDRs Develop
on Their Path
Agenda of the Webinar

4. Why Clear Career
Paths Matter

5. In 2019, hiring mentions remained high in
Q2 but dropped in Q3. This year, we see
the opposite.
Hiring mentions dropped 8% from
January to May during the peak
shutdown months.
And now we’re up 13% since January.
Hiring Trends in 2020
Hiring Mentions in 2020
+13%
Since JanuaryPeak
Shutdown

6. ROI of Ramp
Decreasing the amount
of time your rep is in a
Cash Trough means
hitting the Payback
Period faster.
Source: InsightSquared

7. Cost of Internal vs
External Hire
Promoting Internally vs
Hiring Externally
The average cost to
hire is between
$4,000 – $15,000
per job candidate
Fit Small Business
The failure rate for
Promoted SDRs with
16+ months
experience was
just 6%
The Bridge Group
The average ramp
time for an AE is 4.5
months.
Crunchbase
Successful AE from
Internal Promotion
Quota Retirement and
ROI of Ramp

8. Source: The Bridge Group
The average turnover rate
of an SDR is 34%.
And nearly two-thirds of that
number was voluntary.

9. Only 26% of SDR’s fail when promoted to
AE internally where as the failure rate for
external hires is 41%.
SDR tenure impacts success as an AE
Your SDR’s Are Crucial to Success
AE Failure Rate by # of Months
Tenure as an SDR
1-10 months 11-15 months 36+ months
55%
31%
6%
Source: Bridge Group

10. Design career paths that
let your teams pivot

11. 1.5 Years
is the Average
SDR Tenure
3 Ways to Design Your SDR Career Paths
Traditional
Leadership
Other GTM Role
Source: Bridge Group
SDR
Career
Paths

12. Three Characteristics an SDR
Needs to be Promoted to AE
Succeeding in
the Role Today
Ability to Hold a
Conversation in
a Mock Disco
Ability to Lead,
Inspire, and
Elevate the Team

13. Hiring and Promoting in 2020

14. Is the Role Available?
Another Consideration
Two Options:
1. Find something for them
2. Create programs to keep them engaged so
they’re able to grow and will be ready when a
role opens up

15. Build a Structure
for Growth

16. Weekly
1. Mock disco calls
with your AEs
2. Tape teardowns
3. Cold call + email
reviews
Cadence for Professional
Development
Monthly 3 Months Out From
Promotion
1. Mock disco calls
with sales leadership
2. Follow a sales cycle
from cold call to
close
3. Broad team trainings
1. Live, supervised,
self-sourced
customer calls
2. Pick up mock
cadence from 1x per
week to 2x per week

17. Why Do SDRs Leave?
+26%
Since End of Q1
Burnout Mentions on Sales Calls % of Meetings After 4pm 137%

18. If the Role is Not Available,
Develop Programs for Growth
Running Team
Trainings
Tackling a New
Product or
Industry
Vertical
Enablement
Programs to
Support Growth

19. Project Growth
1. Take emerging leaders
and put them in
groups with cross
functional teams
2. Give them one of your
business problems
3. Have them work on
solutions and present
to the exec team
Enablement Programs for Growth
Leadership Interaction Facilitation Program
1. Dinner with the board
2. Facilitate team meetings
and forecast reviews
3. Mentorship programs for
emerging leaders
4. Invite team members to
leadership QBR’s
1. Create teaching
opportunities for
emerging leaders or
strong performers
2. Onboarding facilitator,
training facilitator, rep
advisory board
Goal | Give visibility into how a business is ran and prepare them early on for their next career move.

20. Three Takeaways
Takeaway 1
Focus on retaining
your people before
you go outside
Check in on those 3
characteristics for
SDR promotion
If you’re not
promoting in 2020,
develop programs to
enhance engagement
Takeaway 2 Takeaway 3

21. Subscribe to The Weekly Briefing at Chorus.ai/the-weekly-briefing
for the latest data that will inform your H2 sales strategy
Check out Armand’s Podcast - 30 Minutes to President’s Club on
Apple Podcasts or Spotify
Follow Kayde at linkedin.com/in/kaydegivens and Armand at
linkedin.com/in/armand-farrokh

22. Thank You