Cadence Creating a Scalable and Sustainable Sales Development process

WITH SEAN KESTER

@TheSeanKester

HEAD OF SALES DEVELOPMENT

@TheSeanKester

@TheSeanKester

SALES DEVELOPMENT PROCESS THE APPLICATION OF RECORD FOR THE

@TheSeanKester

Fastest Growing Startup in Atlanta Top 10 Places to work in Atlanta $200k ARR in January to 3.9mm ARR in 10 months 650+ Customers, 22.5k Users 5 to 40 Employees

@TheSeanKester

@TheSeanKester

WHAT IS SALES DEVELOPMENT?

@TheSeanKester

The sales development team is the most important sales process innovation in 10 years.

“-David Cummings

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What is Sales Development?

It’s not--- Jr Sales, Farm League, a stepping stone

It is--- Its own entity, Core of revenue producing machine, Hardest working position in a Sales Organization

@TheSeanKester

SPECIALIZE YOUR SALES TEAM. THE SIMPLEST WAY USES 3 ROLES.

SDR—> CLOSER—> Customer Success

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INSIDESALES.COMUSES 14 SPECIFIC ROLES!

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INBOUND: MARKETING QUALIFIED APPTS OUTBOUND: SALES QUALIFIED APPTS CLOSERS: RUN DEMOS & CLOSE DEALS CUSTOMER SUCCESS- ONBOARD, SUPPORT, CROSS SELL/UPSELL

AT SALESLOFT WE HAVE 4

@TheSeanKester

WHO DOES SALES DEVELOPMENT REPORT TO?

Traditionally SD falls under Sales or Marketing.

-At SalesLoft we put so much emphasis on the importance of our SDR team that Sales Development has become its own department separate from Sales and Marketing.

@TheSeanKester

3 KEY’S TO SUCCESS IN SALES DEVELOPMENT

-Process -Process -Process

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THE FIRST KEY Process-

-If it cannot be measured, it cannot be duplicated

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Cadence- You have to have a process

-Cadence is the proven outreach cycle used to turn cold dark strangers into Interested Targeted Prospects. OURS IS a 7x7 METHOD of 7 TOUCHES OVER 7 DAYS.

@TheSeanKester

@TheSeanKester

-You must find what works for you and repeat it.

-It does not matter what your process is as long as it attains a predictable result that can be replicated.

CREATING A CADENCE

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CREATING A PLAYBOOK

-Who has a Sales Playbook?

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CREATING A PLAYBOOK

-Playbook = baseline process for hitting repeatable quota number

-From day one everything a rep needs to know to prospect through scheduling a demo

-Living document

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CREATING A PLAYBOOK

-All changes must be made with Data -A/B testing -First the subject line looking for open rate changes -Second the body looking for click and reply rate changes

-Must run a test for a min of 30 days. (have to have the right sample size)

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Training/On-boarding

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Training/On-boarding

-Setting Expectations -Checklist for on-boarding -Product training -30 Questions -Shadowing -Mock calls

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Weekly Coaching

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Weekly Coaching -1hr 1on1 with each rep -Numbers/ Activity -Weekly Goals/ Actionable Items -How are they feeling/Where do they want to be

-1hr with entire team -best practices -objection handling -Round table thoughts on specific content

@TheSeanKester

Career Progression

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Career Progression

-Full transparency from the interview process about progression track

-Promotion is set at a quota number (for example 270 completed = 9months at 30 demos completed)

-SDR1- SDR2- AE 1,2,3 OR Move up within SD OR move to customer success (upsell and on-board)

Benefits- Keeps rep accountable and motivated with clear vision of progression

@TheSeanKester

Compensation

@TheSeanKester

Compensation -Full transparency about all numbers and compensation

-Starts with 35k base -demos 1-30 =$70 each -demos 31-40 =$85 each -demos 41+ = $100 each

-Pay- From demo 1 with no cap

-Average rep hits 35 demos completed = 66k OTE

THANK YOU!QUESTIONS?