1. Sales Development Playbook

2. Overview
Team
Hiring Process
Onboarding
Call/Email Cadence
Objections
Time Management
Sales Tools Used

4. Hiring Process
Survey-High Level Setting of Job Expectations, Salary Expectations, finding general timing of
candidate.
Phone Screen(20 minutes)-General Introductions, Learning about candidates educational and
professional background, high level view of company and position, answer any initial questions
from candidate.
In Person Interview w/ 2 BDA’s(30 minutes)-Look to find Culture fit, give the candidate first
hand color on what day to day looks like.
In Person Interview w/ Vice President of Sales and Manager of Sales Development (45 mins-1
hr)-Immediately after BDA interview. In-Depth, traditional interview style. Attempting to
ascertain desire to obtain/succeed at position, competiveness, what does/does not motivate
candidate.

5. Writing Assignment-Questions designed to ascertain candidate’s research ability, technical
competence, quality of work, overall ability to produce a list. Given 48 hours to complete.
Post-Writing Assignment Call-Recap Writing Assignment, Ask 3 Questions-1)Does this interest
you? 2) What interests you? 3)If we offered you the position, would you take it? Why/Why not?
Offer Letter/Call-Offer Candidate position, sort out start date

6. Survey
Hi Brett:
Thank you for your interest in whatcounts.com (please review our website). Prior to scheduling a phone
interview, please respond to these questions:
1. Do you have any experience working with SaaS applications?
2. Do you have any experience prospecting (generating interest) using the phone, email, internet, etc?
3. Are you currently living in Atlanta, and if so, what is your availability to start?
4. Do you understand this is an "entry-level" inside sales position?
5. Do you understand this position requires "high activity": 50+ phone calls per day, 50+ emails per day?
6. The position provides a base salary of $36,000 + bonus (based on leads generated) + benefits (this is a
full-time position in our Buckhead office), does this meet with your salary expectations?
7. Do you consider yourself technical (do you enjoy playing on Internet, social media, etc)?
8. Are you looking to build a career in Sales?

7. WhatCounts Research Questions
Please answer the following five questions and reply.
1) Who are the three main competitors for WhatCounts? How do they differentiate themselves?
2) What is the difference between Brightwave Marketing and WhatCounts?
3) What are the three most popular E-commerce systems? What is the relationship with WhatCounts and Ecommerce systems?
4) What are the three most popular web analytics platforms? What is the relationship with WhatCounts?
5) Locate 5 companies who fit this profile. Once you have located the appropriate type of company, locate
an individual who currently holds one of the "titles" below (generally Director, Manager and VP are strong titles):
Anything containing "business development, sales, sales and marketing, etc"
Business Type
B2C
Market Segment
Company Size
Employee Size
Geography
Media/Publishing
SMB ($50M-500M)
200-10,000 Employees
US, English Speaking Canadian Provinces
Marketing Titles:
Chief / CMO
VP of Marketing
Marketing Director
Newsletters, Marketing Campaigns, Transactional., etc.
Must have an opportunity to sign up for email communications on the home page.
Must be selling a tangible product that can be sold on a repeatable basis.
Title
Campaign Types
Key Qualification

8. Onboarding Plan-1st 90 Days
Weeks 1-2(Days1-14)-Training
Meeting with heads of other department heads, learning pieces of the business
Learning the Sales Process(Prospecting to Closed Won Business)
Learning Sales Tools (Salesforce, Sales Loft, etc.)
Spend time with every member of the Sales Team
Launch Meeting
Weeks 3-4(Days 15-30)-Practical Learning
Making first Prospecting calls, building own lists, getting used to the cadence and process
Have a better understanding of what common objections are and how to overcome them at
a high level
Set at least 8 appointments to have an initial discussion with another BDA within these 2
weeks
Qualify a minimum of 1 Converted Turnover with an Opportunity amount
Understand a high level of the 1-3 post call scoring system

9. Weeks 5-8(Days 31-60)-Executing the Plan
Be fully proficient in building lists and executing process on a day to day basis
Become more proficient in overturning objections, notations in Salesforce, etc.
Set at least 32 appointments to execute within the next 6 weeks
Qualify a minimum of 2 additional Converted Turnovers with Opportunity amounts
Be able to score all of your turnover calls on a 1-3 system accurately
Weeks 9-12(Days 61-90)-Confirmation of Ramped Proficiencies
Qualify a minimum of 3 additional Converted Turnovers with Opportunity amounts
Set at least 32 additional appointments to execute within the next 6 weeks
Excellent process execution from logging calls to managing daily processes to prospecting lists
Excellent understanding of Competitor tiers, Objection Handling, as well as Professional
Services and how they interact with core business
90 Day Review meeting

10. Call/Email Cadence
Waterfall
Day 1-1st Email in the morning
Day 1-Call and Leave Voicemail in the Afternoon
Day 2-Call with no Voicemail
Day 3-Call No Voicemail in the morning
Day 3-Call, Leave Voicemail in the Afternoon
Day 4-Send Email #2 in the morning
Days 5/6-No Contact
Day 7-Send Email #3 before lunch

11. Day 1-1st Email in the morning
Looking for the Appropriate Contact
Hello Sue: I am with WhatCounts, an Email Service Provider in Atlanta. I am looking for the
right person to speak with about your email marketing programs. Can you let me know who
that person is?
Day 1-Call and Leave Voicemail in the Afternoon
Hey John, Mike from WhatCounts. I was doing some research on your company and it looks
like you are the right person to speak to about email marketing. Give me a call back at 404920-0127.

12. Day 2-Call with no Voicemail
Day 3-Call No Voicemail in the morning
Day 3-Call, Leave Voicemail in the Afternoon
Hey John, Mike from WhatCounts, left you a voicemail and sent an email, still trying to
connect with you about email marketing. Let me know when a good time to reach you
would be. Give me a call at 404-920-0128

13. Day 4-Send Email #2 in the morning
Trying to Reach You
Hello Dave,
While I've tried to reach you, I haven't heard back from you and that tells me one of three
things:
1)You've already chosen another company to help you with Email Marketing and if that's
the case please let me know so can I stop bothering you.
2) You still want to learn about WhatCounts but November is a better time to follow up
3) You've fallen and can't get up and in that case please let me know and I'll call 911 for
you... Please let me know which one it is because I'm starting to worry...
Thanks in advance and I look forward to hearing back from you

14. Days 5/6-No Contact
Day 7-Send Email #3 before lunch
The Train is Leaving The Station
Hi Matt, I’ve reached out to you a few times and haven’t heard back. Please let me know
when the best time to reach out to you or who a better contact would be. I eagerly
anticipate your response.

15. Objections
I don’t deal with that
I can appreciate that… maybe you can help me out…
It would be great if you could refer me to the right person
IDK…
Do you think that would fall under (name highest marketing name you know)?
IDK…
Do you know who is in charge of your email marketing? Social media?
Send me info
I am happy to send you info… but what I am really interested in is…
We have a lot of great content, I want to see what specific info I could send you..
We don’t do email marketing
If you’re not doing email marketing you may not be a good fit
You look like a lot of our customers that are doing email
Is there a reason you’re not?
Not interested… thanks.
I can appreciate that you must get hammered by cold calls… maybe you can help me out real
quick…
When do you evaluate email providers?
Who is best to follow up with

16. We use ET and we’re happy/ in house…
That’s good… I’m glad to hear you understand the value of email marketing
ET is certainly a good company
That said, we have been successful working with other companies like yours and winning
deals from ET based on usability, pricing, and customer svc
Love to get an opportunity to talk with you when timing is right
Do you know when you evaluate email services
what specifically are you happy with?
Are you happy b/c I caught you at a bad time? Or b/c they are performing…
Are you getting (stats - open rates)…
How are you sending personal messages.
What information are you looking for… is there a better time to speak…
2nd blow off…
I understand you’re busy… reason, I’m so passionate about what we’re doing is that we’ve
been able to help other ______ get open rates as high as 41%. Just want to see when it’s
appropriate to talk with you to see if we can help you.

17. Pricing
Happy to give you pricing. Before I give you pricing, I need to understand a little bit
more about what you’re doing. We have a broad set of services and solutions. I want
to make sure I give you the right price based on volume and services. Understand that
we are competitive. We don’t lose deals based on price.
Great so, you’re ready to buy….
Timing
Doesn’t really have a timeframe/reluctant-Utilizing Smart Start,-takes 30-45 days,
Where are you at in your research/evaluation process, try to tie it back to value, i.e.-if
you are having bad deliverability and you are losing money,
how quickly would you want to move forward with it?
Budgets
Budgets-How are budgets created for these type of services?
How do you evaluate ROI for new services?
What other projects are being funded by your budgets? Who do you currently use?
General
The point came up to ask more specific questions and avoid such questions as “Are
you doing email marketing?”

18. Month to Month? Push Back on Contract
It takes a big investment in an email program from our end, we do require a commitment
This is the industry standard.
We don’t use month to month contracts because of deliverability. We don’t want anyone
that would damage our IP addresses and then take off after a month. We need to protect
our IP reputations. Also bring up SmartStart, investing the time to make you successful.
Education on the difference between the DIY space and the mid-market/enterprise level
companies
Free Trial
Use the opportunity to get a deep dive demo-takes a while to set it up, takes a while to get
used to it, send a few templates, lists, we’ll take you thru a 90 minute demo with your info
to show you how it would work.
Someone is in Research Phase, then goes dark
Goes back to the send me some information stage, make sure that you ask what specific
problems you are having, so I can send you appropriate materials.
Where did you start your search? Google, Forrester?
What’s the evaluation process? Is there an RFP? Are you looking at 20 ESP’s?

19. Time Management
8:30 AM-8:40 AM
8:40 AM-9:00 AM
9:00 AM-9:15 AM
9:15 AM-9:45 AM
9:45 AM-10:45 AM
10:45 AM-11:45 AM
11:45 AM-Noon
Noon-1:00 PM
1:00PM-3:30 PM
3:30 PM-4:30 PM
4:30 PM-5:30 PM
Arrive/Log On/Review Calendar
Stand Up
Send 1st Email
Respond to Emails/Send Day 4 Touch (Email #2)
Day 2 Touches-No Voicemails
Day 3 Morning Touches-No Voicemail
Day 7 Touches(Email #3)
Lunch
Day 1 touches-Call and Leave Voicemail
Day 3 Afternoon Touches, Leave Voicemail on All
Prospecting in Insideview/SalesLoft for next day

20. Sales Tools
SalesLoft-Used to prospect via LinkedIn API’s. Has proved marked improvements over
previous use of Data.com. Much Lower Bounce rates from emails. More direct and
targeted prospecting available with this tool.
Salesforce-CRM to log/track activities and send email campaigns. Also provides dashboards
for analysis.
Telephone-We’re paying for it…they should be using it…because it works.
InsideView-Used in conjunction with SalesLoft to find general phone numbers, unknown
email address formats, and other information not readily available from other data sources.
ThundrLizard-Used for call recording and coaching to help develop BDA’s via real situations
with objection handling and controlling the conversation.