UP YOUR LEAD GEN GAMECREATE A ROCKSTAR SDR TEAM

Anastasia Valentine, VP Marketing, Versature

@AVV

● 50% of buyers choose the vendor that responds first.

● Conversions increase 21X when leads are contacted within 5 minutes.

● Median first response call is 3 hrs, 8 mins.

● Average is 61 hours.● 47% of companies don’t

respond at all.

● SDR’s can decrease the sales cycle by 15% resulting in a potential30% increase in revenue.

● It can take up to 60-90 calls and/or touchpoints to get a qualified sales appointment.

What is a Sales Development Rep (SDR)?

● Dollar Dialers?● Lead Generators?● Relationship Builders● Opportunity Finders?● Rainmakers?

● Relationship Builders

SDR’S:• Create their own lead lists• Add leads to appropriate cadence• Manage leads in each

cadence/Nurture• Address top of the funnel

objections• Identify size of opp• Identify competitors• Identify pain points• Select appropriate call to action

SALES:• Deliver a demo• Talk about/Negotiate pricing • Position us against competitors• Address mid to deep funnel

objections• Do an ROI analysis• Discuss technical/implementation

details.• CLOSE!

Set Appointment OR Connect NOW!Seamless hand off & appt confirmation.

Only Reason to Invest in an SDR Practise:To Generate MORE Revenue!

FRINGE BENEFITS!

● Improved Customer Relationships ● Improved Productivity● Positive Impact to Bottom Line● Collaborative Internal Relationships

NEW GRAD CAREER TRANSITION SALES CALL CENTRE EXPERIENCE SALES EXPERIENCE

SDR Dream Team

“These aren’t the SDR’s you were looking for.”

Prospect Before Prospect After Sales Stage

Why Listen? Crazy Busy Curious Introductory Meeting

Why Care? Curious Interested Discovery Call

Why Change? Interested Active Pipeline Opportunity

Why You? Active Committed to you Forecasted Opportunity (60-90%)

Why Now Committed to you Committed to Now Win/Close

Source: Sales Development Playbook

Where do SDR’s Fit in Pre-Sales?

SDRMinimum 12 – 18 Month Commitment

SDR Captain/Team Lead

Sales Account RepMarketing Specialist

Customer Success

SDR Career Path

Some schools of thought

SDR’S SHOULD:• Be inbound or outbound only.• Handle inbound & outbound.• Belong under sales.• Belong under marketing.• Have a 1:1 relationship with a salesperson.• Be outsourced.

START SMALL AND STRONG

TEST, EXPERIMENT, TEST AGAIN!

CONNECT to your PERFECT FIT Customers

Meet our Buying Personas: COMPANY & DECISION MAKERS

Finn SkewersCTO, Amazeballs

Jason GillyCFO, Amazeballs

Patty ShiverCOO, Amazeballs

• 200 Employees & Growing• 20 Remote Workers • Vancouver, Toronto & Montreal Offices• Founded in 2010 - solid funding & growth.

“I want a business phone system that can scale to meet our internal & external demands from a stable company with a reliable network, support system and CDN based infrastructure.”

“The business phone solution we choose needs to be cost effective, low to no maintenance and scale with the growth of the company. No pop up shops or conglomerates please.”

“Our business phone solution must be low maintenance, easy to use & feature rich PLUS integrate with our operational systems like Salesforce.”

PERSONALIZED CADENCEFor Every Scenario

● Vertical● Call to Action ● Paid Lead Programs● Event● Demo Request● Quote Request

INBOUND SALES SUPPORT /

ROAD TRIPS

EVENTSOUTREACH

SDR Strategy

Pre planned

Leverage our success

Personalized cadence

Industry / GEO targeting

List Creation

Add to right cadence

Immediate response

Target GEO

Create lists

High touch point

Personalized cadence

Leads from events

Add to specific event cadence

Follow up in 24 hrs

WORK CADENCE

Where do SDR leads come from?

Lead Lists

Professional/Personal Network

Versature Prospect Email List

EventsBusiness Directories

SDR COMPENSATION

• Base Salary + Bonus + % of SDR Deals Closed• First 2 Months - Ramp up & grace period • Probation - 3 months• 100% of monthly bonus if they hit their targets• 40 Sales Accepted Leads per SDR, per Month• If 100% of SAL’s achieved, 100% of bonus given.• >100% Accelerated SAL plan kicks in• <49% No bonus that month• 2% ARR on SDR Sourced Deals at time of billing.

Be DATA-DRIVEN

SALS PER WEEK PER PERSON

50 250

1000 10 40

CALLS A DAY

A WEEK

A MONTH

SALS PER MONTH

MEASURE OVERALL SUCCESS BASED ON PIPELINE & REVENUE BY:• Cadence• Individual

• Team• Timeframe

SDR Performance

Contact Details Complete & Accurate

• No Gmail/Hotmail/Yahoo addresses

• Company Verified

Buying Signal(s) / Interest Identified

• Move/Add/Change/Cost/Scaling/Acquisition/Contract End etc.

Deal Details Captured• # of Seats• # of locations• Identify pain points.

Define Sales Accepted Lead?

Appointment• Sales Appt Booked, Confirmed &

Attended.

BONUS!• Identify current provider.• Identify who does their IT. Internal?

External? What company?• What is their contract end date?

USE TECHNOLOGY TO SCALE

Manage Process KPI Measurement Nurturing

MEASUREMENT, COACHING

& QUALITY CONTROL

AUTOMATION TRIFECTA

You can NEVER go wrong,if you do the RIGHT thing.

Q&A

Recommended Reading List