The B2B Playbook forSDR and AE Alignment
In the history of competitive sports, the best teams have managed
to make the whole greater than the sum of its parts. Talent, hard
work, and belief in the overarching goals are a given, but perhaps
more important is that all players have a clear understanding
of their roles within the team. Added together, teamwork and
chemistry formulates -- and greatness, in the form of championship
glory, is realized.
Modern B2B sales organizations are structured to embrace this
concept. Just like every sports player has a unique role within a
team, sales development representatives (SDRs) and account
executives (AEs) must work together, albeit with much different
job functions. The structure (on the surface) makes sense: SDRs
typically are on the frontlines, tasked with setting meetings for AEs,
who heavily focus on closing the sale.
Every company – like every different game – has a unique value
proposition related to the business problem or need it solves,
whether it be in the form of a service or product. Conversely,
even if team-wide processes are in place, B2B sales professionals
are unique with varied approaches to prospecting and closing
business. For AEs, or “hunters”, the quota is the end-game. Call it
a bad bounce of the ball, but despite SDR support, a recent study
conducted by ZoomInfo found B2B sales reps only met their quota
59% of the time.
OVERVIEW
We believe a primary reason for failed quota attainment
can be linked to SDR-AE alignment. While an SDR can
adapt to an AE’s approach, the dynamics are inevitably
undermined because the average SDR-to-AE ratio is 4:1 in
B2B organizations. Thus, SDRs find themselves playing for
four different teams -- and in extreme cases, four entirely
different sports -- with players that have different game
plans to go along with their strengths and weaknesses.
Consequently, it’s not surprising burnout – and unhappiness–
are surging by 34% in the sales space.
We also believe SDR-AE synergy is possible in spite of
the aforementioned inherent challenges. To forge this
successful alignment, every SDR and AE should apply
ZoomInfo’s PLAYS methodology, which establishes a
timeline and goals, while simultaneously leaving room to
call an audible based on the scoreboard.
To get you started, the following playbook outlines best
practices for cultivating sustainable SDR-AE alignment
across a B2B sales organization throughout every stage
of the qualification process -- from pre-prospecting to
defining and executing qualified meetings.
(P) = Periodic: For sales professionals, there’s a timeline and a quota. Managing
your time effectively and efficiently is key for hitting your goals. The
length doesn’t matter – whether short-term or long-term – as long
as it has a “term” to completion.
(L) = Learning: Sales is centered on gaining new skills -- and sometimes, it’s more
about the “learning” than the “getting.” Whether it’s trying out new
messaging or targeting different personas, all of your plays should
be fact-finding towards increased growth.
(A) = Agile: In case a strategy isn’t working, it’s important to quickly switch
gears. Having the tools needed to re-group will help in your overall
prospecting process.
(Y) = Yield It’s always important to yield (real) results by the end of your
selling play. If, at the finish line, you can look back on your sales
alignment with pride, then the overtime efforts were worth it.
(S) = Sustainable: Sometimes, things don’t go your way. When looking at your
sales game plan as a whole, it helps to take the extremes out of
it and understand if what you’re implementing is sustainable.
Whether it’s considered a success or failure, it’s worthy to assess
your strategies.
OVERVIEW
KPIs: What Looks Good for Both Players?We also believe SDR-AE
synergy is possible in spite of
the aforementioned inherent
challenges. To forge this
successful alignment, every SDR
and AE should apply ZoomInfo’s
PLAYS methodology, which
establishes a timeline and goals,
while simultaneously leaving
room to call an audible based on
the scoreboard:
Closed/Won Quota Attainment:
Measure of contributed business from
AE-SDR efforts. The average closed/won
opportunity rate is 25%.
(Source: LinkedIn Sales)
Opportunity Pipeline Created:
Potential business that AE-SDR activity
has provided the sales organization.
SDR should aim for a 62% meeting-to-
opportunity rate per month.
(Source: LinkedIn Sales)
Meetings Completed
Percentage of meetings that actually
occurred from the pool of meetings
scheduled by SDRs. SDRs should source 21
completed meeting per month.
(Source: TOPO)
Meetings Scheduled
The number of demos scheduled by an
SDR. No-show rates can be as high as
40% for B2B sales calls during the demo/
discovery stage. (Source: LinkedIn Sales)
SDR Connects (Conversations)
The number of documented conversations
an SDR has with prospects. It can take up to
90 tries to connect with a prospect. A good
conversation rate from lead to opportunity
for SDRs and AEs is 30%. (Source: TOPO)
Activity
Total outreach across engagement
channels (including phone, email, LinkedIn).
65% of salespeople who use social selling
fill their pipeline, compared to 47% of reps
who do not. The average SDR performs
94 activities a day, including social, call,
voicemail, and email touches.
(Source: HubSpot)
TRAINING CAMP:4 Rules for Aligned Prospecting
RULE #1
Tier the account universe from a
territory to ensure SDRs spend time in
the right places
Stay focused on your target accounts to
meet quota attainment. For example, map
out the account universe. Does an AE’s
strategy center on volume-based wins or
landing high-value, low-volume customer
acquisition? And does the SDR understand
how to support the selected approach?
Align messaging and touchpoints
You’re selling to an organization with
multiple stakeholders, who may have
different -- or even competing! -- interests
as it relates to your product or service. Does
the SDR know which persona is typically a
decision-maker vs. an influencer? Moreover,
does the SDR understand how to navigate
the account to properly engage various
personas to turn spectators into fans?
Create a re-engagement strategy to
recycle prospects
Just because a prospect isn’t ready to take
a meeting today doesn’t mean the SDRs’
efforts should go to waste. Avoid benching
prospects by working together to plan
periodic, follow-up outreach via automated
email campaigns, social selling, and more.
Outline Outreach ExpectationsTraining camp is about preparing
for the season. And with KPIs in
place, AEs should work with their
assigned SDR to develop their
playbook for success:
RULE #2 TRAINING CAMP:4 Rules for Aligned Prospecting
Discover or demo: What’s the
difference?
The discovery call has been dubbed
“the most important call in the sales
conversation” for the prospect and the
sales team. Going forward, this call sets the
tone for the entire relationship. The main
objective of the call is to decipher if there is
potential fit by diving deeper than the initial
SDR conversation. Maybe more context
is required for qualification to ensure
neither the prospect nor your sales team
is wasting one another’s time. Chances are,
the more complex the sale, the more likely
a discovery call prior to jumping straight
to a demo is required, regardless of how
much information an SDR gathered in the
initial conversations. During this time, it’s
important for them to keep in mind the
80/20 rule of sales: the SDR should be
doing 80% of the listening and 20% of
the talking. Here, you should make your
prospects feel heard by tailoring your talk
track to their specific needs.
But make no mistake, the context gained
in a discovery meeting is still immensely
invaluable for AEs to use in order to develop
a stronger, tailored product or service
demonstration in subsequent meetings.
The demo call will show the prospect
highlighted features, explain capabilities
as it relates to a potential use case (as
established by SDR demo notes or previous
discovery meetings), and answer questions
about your service or product. The desired
result? Further establish qualification,
usually in the form of BANT (budget,
authority, need, and timing) and provide
the prospect proof of concept.
Communicate the ContextPlaybooks are situational.
Context is king. In sports, teams
play differently depending on the
stage of the game and whether
they’re behind, ahead, or tied.
Sales meetings are the same. In
this circumstance, it’s up to the
SDR to communicate the type
of scenario an AE is entering.
Depending on the situation, it will
involve prepping for a demo or
discovery call.
RULE #3 TRAINING CAMP:4 Rules for Aligned Prospecting
After the initial prep time, prospect
ownership must be established amongst the
team. If the lead is categorized as qualified,
then the SDR will own the account. And yes,
that’s not a typo.
Why?
If a lead gets passed around, it will confuse
the prospect. Thus, having the lead stay with
the SDR is crucial for client organization and
avoiding miscommunication.
RULE #4 TRAINING CAMP:4 Rules for Aligned Prospecting
Establish Guidelines for Ownership and TransferIn order to be successful,
knowing who does what is
essential when creating a game
winning strategy. Similarly, when
an SDR and AE establish who
a prospect belongs to, it helps
them score big in their processes.
Let’s face it: nobody likes warm-up drills. Just like stretching, laying out a clear process for pre-call deliverables and logistics may seem tedious, but these steps will avert injury on the B2B playing field:
SDRs schedule an appointment and send the
calendar invite:
The SDR should send a brief recap of the meeting’s purpose and
open with a welcome -- addressing the prospect by first name in
order to give the message a personal touch.
SDRs determine an organized handoff to the AE:
Any (and all) qualification criteria should be handed off to the AE at
this point. It’s helpful to include notes within your CRM or records
for future reference. Additional references could include added
qualifications and questions required by the company.
SDRs and AEs communicate ahead of the meeting to ensure
adequate knowledge transfer:
Prepare ahead of time so the sales rep understands the
background of the meeting and avoids asking the same questions
covered by the SDR in their initial outreach.
SDR is in charge of outlining a presentation strategy:
B2B organizations have pitch decks with integrated demos. That
said, canned demos are mostly a thing of the past. Prospects
expect personalization; it’s up to the rep to understand how to
customize the standard pitch deck.
If the information is complex, the rep should validate the
information collected by the SDR and tailor the presentation to
illustrate proof of concept.
If either a solutions architect or sales engineer is required for
the meeting, the sales rep needs to play quarterback or point
guard and dictate which roles and responsibilities every player has
going forward.
Game Day Warm-Ups: Stretch Out Before Selling
When the meeting occurs, it’s essential for the SDR to put his or her best (playing foot) forward!
First, the SDR should recap why everyone is on the call. Doing so
sets the tone and purpose for the meeting. Afterward, the SDR will
establish the AE as the main point of contact. This gives the prospect
a clear understanding of who to contact for additional inquiries.
From here, the SDR will outline the planned presentation. During
this time, the SDR will run through all the main points and tailor the
conversation to the prospect.
Towards the end, next steps and timeline should be discussed. The AE
should establish deliverables between both the AE and the prospect –
and schedule a “meeting recap” after it’s over.
The Kickoff – What Happens During the Meeting:
Cool Down - Practicing for the Next Game:
After the meeting has ended, internal and external conversations
need to be initiated. AEs and SDRs should always make a point
to remember that they win as a team and lose as a team. Aligned
conversation around the specific meeting at hand will only help
foster and embolden the partnership.
Internal: Film Study, Victory Speeches, and Game Balls
Learn your ABCs: Sales professionals reference ABC as an
acronym for “always be closing.” Just like players and coaches
who diligently study film, both during and immediately after the
game, SDRs and AEs should debrief and embrace “always be
communicating.” Whether it’s a victory speech or the aftermath
of a defeat, an honest conversation about the good, the bad, and
the ugly will go a long way in developing chemistry that’s crucial
toward SDR-AE alignment.
Brainstorm additional outreach in the form of “air
coverage”: Staying top of mind is key. If you’re an AE, ask yourself
if the prospect should be included in other campaigns throughout
the sales process – such as email drips – to help close the existing
opportunity or even uncover additional ones.
External: What to Include in the “Follow-Up” Press Conference
The AE sends any deliverables communicated during the meeting,
along with pricing collateral: All collateral should indicate who the
prospect is working with going forward.
Next steps: Further discuss what should be implemented at the
next meeting.
Conclusion
Account executives and sales development representatives
should always strive for aligned goals and processes. Having
an integrated workflow helps both teams score big and gather
more leads – efficiently and effectively. Going forward, this sets
the stage for creating a game-winning strategy on all fronts!
Looking to further organize your sales team?
qualifiedMEETINGS builds sales acceleration programs for
software and IT services companies that are focused on new
customer growth and new market penetration. DiscoverOrg’s
unrivaled B2B database can optimize your sales processes
with accurate insights into millions of the most qualified
professionals around. Start today.
ACCELERATE YOUR GROWTH WITH ZOOMINFO.
Visit www.zoominfo.com or call 866-904-9666 to find out how.
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