Embed Size (px)
Citation preview
Thinking BIGBuilding and Running a
Global SALES DEVELOPMENT Organization
Knowing is not enough;WE MUST APPLY.
Willing is not enough;WE MUST DO.
Bruce Lee
We’ve got to find a way to make THIS…
fit into THIS…
using nothing but THAT.
ALL SALES DEVELOPMENT teams have a two-fold objective:
REVENUE PIPELINE
PEOPLE PIPELINE
Drive a
Drive a
Drive a REVENUE PIPELINE
Inbound lead qualification
Outbound lead generation
Referrals (internal, external)
Upsells and cross-sells
Align with all sales efforts
REVENUE PIPELINEMusts
Assign a Pipeline $ Amount
Total Addressable Market
Ideal Customer Profiles
Buyer Personas
Touch Patterns, SLA
Qualification Criteria
Rules of Engagement
Handoff / Closed Loop
Drive a PEOPLE PIPELINE
Recruit and hire A Players
Onboard and ramp with precision
Scale employee culture
Recognize performance
Develop future field sales reps
PEOPLE PIPELINEMustsManage Expectations while Recruiting
Establish, Identify RPM
Show a Well-Lit Career Path
Tout, Encourage Company Culture
Certify Core Components
Stress the Importance of Brand
Keep It Real
REVENUE PIPELINE PEOPLE PIPELINE
Inbound Outbound Less than 1 Year Up to 2 Years
STRATEGY
PROCESS
PEOPLE
TECHNOLOGY
REVENUE PIPELINE PEOPLE PIPELINE
Inbound Outbound Less than 1 Year Up to 2 Years
STRATEGY
BHAGsOKRs
Increase lead velocityMeet SLAsCreate Sales Playbook
Usher social sellingEmploy methodologyAdopt ABE
Hire rightExpedite ramp timeImprove conversations
Certify sales attributesMeet w/ hiring managersDraw-up promotion path
PROCESS
SystemsFormulas
Assign by territoryIssue via round-robinSustain 200 leads/SDR
Feed sales intelEnrich contact dataBroker exec intros
Establish 1:1sOwn calendarsAcquaint w/ use cases
Master SDR remitQBR presentationsRun deal start to finish
PEOPLE
LeadersManagersSoldiers
Inbound line managerSDR territory ownersSDR by lead source
SDRs by segmentJr & Sr SDRs1:3 ratios
Introduce to mentorInterlock with Field RepsMeet eStaff
Guest speakers, trainersAssociation membershipsTeam Lead Assignments
TECHNOLOGY
MustsLikesWants
MA, CRM synergyICP, BP, TAM techDialing, Email, Nurture
Emailing, messagingSocial outreachTrigger alerts
Apps, offerings for:-Calendar-Touch cadence-Meetup alerts
Apps, offerings for:-Networking-Note-taking-Time management
PLAN YOUR WORKand WORK YOUR PLAN
TAKEAWAYS
Sales Development organizations are different
ALL Sales Development organizations have a two-fold objective
Make informed decisions based on STRATEGY-PROCESS-PEOPLE-TECHNOLOGY
Think BIG and think SCALE and you WILL SCALE
• Sizes, locations, infrastructures, languages, targets, cultures, experiences vary
• Drive a revenue pipeline, drive a people pipeline
• Measure progress via BHAGs or OKRs; use the four areas as cornerstones
• Ask “How will the entire team benefit?” Leave a trail of breadcrumbs for people to follow
