the complete guide to sales development leadership

#SalesDevGuide#SalesLeadership

Hiring for Sales Development


How to build a Sales Development team

Pouyan SalehiCEO & Cofounder,

PersistIQ

Click to add title1. What is Sales Development? 2. How is it changing?3. How do you hire for it?4. Profile of a successful sales rep5. 4 steps to hiring the right sales rep


What we’ll cover

Generate Qualified Pipeline $$$

Process: Inbound vs. Outbound

Structure: Centralized vs. Decentralized

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What is Sales Development

New technology is impacting how sales development reps and teams operate.

1. The new metrics that matter2. The new team structures3. What this means for being successful

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How Sales Development is Changing

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1. The New Metrics that Matter

Today● Email template open

rates● Raw activity numbers

New● Response rates

(positive, negative, neutral)● Type and Quality of

activities ● Number of

touchpoints● Order of touchpoints

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2. Different Team Structures

Centralized● Outbound feels like

inbound for the reps ● Better for high-

volume / transactional

De-Centralized● Empowers reps to

operate (within limits)● Better for target

account selling

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Having the right team!

Since activity execution is solved, the focus changes to strategy and personalization.

3. What this Means for Success

Research + Communication + EmpathyProfile: ● Curious● Intelligent / Astute● Desire to win● Resilient and Coachable● Creative (de-centralized)

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The New Skillset for Sales Reps

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4 Steps for Hiring the Right Rep

1. Clearly Identify Your Needs for the Rolea. Team Structure / Candidate Profile

2. Create a Compelling Job Description3. Data-Driven and Consistent Approach 4. Act Quickly and Decisively

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(The Bridge Group, 2016)

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The Interview Process

Step 1: 15 min. phone screenStep 2: Sales Development Exercise (take-home)Step 3: In-person and Mock Qualifying CallStep 4: Meet the team (culture fit)

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Sales ExerciseLooking for...● Follow instructions● Attention to detail● Research● Communication● Feedback

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We’re Here to [email protected]

@psalehi

PersistIQ Sales ExerciseSales Technology

The future of Sales Development

Managing Different Levels


Move the Middle, Support the Top & Salvage the Bottom

Ben SardellaCo-founder & CRO

@datanyze

3 Types of Reps● Roof

○ 20% of sales team who consistently exceed quota

● Middle○ 60% who hit or are just

shy of quota each month

● Basement○ Bottom 20% who are

struggling each and every month


Why aren’t they progressing?


Internal or External

Deficiency Top Reps Middle Reps

Moving the middle● Focus on what matters

○ Don’t just be “busy”

○ Don’t get caught in endless admin work

○ Understand your reps are having trouble “getting it” and they know there’s a problem


Moving the middle● Provide Guidance

○ Dive into activity metrics during 1-on-1 meetings

○ Compare those to time spent on admin work

○ Make necessary adjustments

○ Analyze data and use dashboards to visualize the insights


Coaching is crucial


Coaching is crucial


“If there was no coaching or reinforcement activity following training, there was a drop-off of 87% of the knowledge acquired. That’s a waste of 87 cents on every dollar spent on formal development efforts.”

-Neil Rackham, author of Spin Selling

Coaching is crucial ● Ask, listen & identify the

problem○ Insufficient # cold calls/emails

○ Lack of trust built during sales call

○ Product-focused sales call

○ Price-focused sales call

○ Not asking enough questions

○ Not asking relevant questions

○ Personal issues at home

○ Lack of product knowledge

○ Lack of motivation

○ Personality conflict with sales manager


Make it a game● Competition/Gamification

○ Digital leaderboards

○ Spiffs

○ Caution: may be seen as public shaming

○ Check out these solutions:


Salvage the Bottom


Clearly communicate

goals

Salvage the Bottom


Clearly communicate

goals

Examine Rep’s Individual Activity

Salvage the Bottom


Clearly communicate

goals


Honesty, Transparency &

Positivity

Salvage the Bottom


Clearly communicate

goals


Honesty, Transparency &

Positivity

Upward Movement

Part Ways

Support the top● Challenge them

○ Path to more responsibility

○ Assign important verticals

○ Keep it interesting


Support the top● Have their backs


Source: Salesforce

Support the top● Let them know they’re appreciated

○ Public recognition fills void money can’t

○ GIve awards and acknowledge them in front of peers


Support the top


Managing Different Levels


Move the Middle, Support the Top & Salvage the Bottom

Ben SardellaCo-founder & CRO

@datanyze

Compensation & Quota


2016 SDR Metrics & Compensation Report

Trish BertuzziPres. & Chief Strategist

@bridgegroupinc

Base & OTE are Flat, Again


Incentive Pay Variation


Monthly Quotas are Up


Roughly 2/3 of SDRs Hit Quota


SDR Pipeline Contribution is Flat


SDR Pipeline Contribution is Flat

#SalesLeadership


Questions?