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How to Build a HigHly EngagEd & MotivatEd SdR tEaM
Every SDR knows the feeling. The end of the month is quickly approaching and they haven’t come close to hitting their quota. This is when frustration and burnout start to kick in, as the monotony of the day to day grind drags on. But there are ways you can avoid burnout, keep your sales team
motivated, and accelerate your revenue growth.
2How to Build a Highly Engaged & Motivated SDR Team
Voluntary turnover is costing your
organization money. Causes of SDR turnover
are usually because SDRs feel they’re not
being treated well or the job isn’t satisfying
or rewarding. In fact, 80% of SDRs leave the
role within 18 months. Typical ramp time
for an SDR is 3-4 months and they get more
productive each month they stay (source:
Ambition). Creating a rewarding environment
will help get your SDRs to stay longer, which
will positively impact the bottom line.
How to dEvElop & Maintaina HigH lEvEl of EngagEMEnt
• Haveanonboardingplaninplace
• Haveteamleaderswhofocuson:
•GrowingSDRs’skillsets
•MakingSDRspromotablewithin
18-24 months
• Havedefinedprocesses
• Investinmorethanjustthesalary,buton
processesandenablementtoolstomake
SDRsmoreefficientandeffective
tHE iMpact of SdR tuRnovER
3How to Build a Highly Engaged & Motivated SDR Team
Hire with the future in mind: Build a
bench of your future superstars
uSE tHESE 3 StEpS to Build a HigHly EngagEd & MotivatEd SdR tEaM:
Set the stage for success: Empower
your SDRs with the right tools
Acknowledge success & establish the right
career trajectory, goals and expectations, and
follow through
4How to Build a Highly Engaged & Motivated SDR Team
In order to hire with the future in mind and
build your bench of future superstars, you
needto:
• EstablishtheSDRroleasanentrypoint
tothefirm
• Hirepeoplewhowillbesuccessfulin
the role
• Developandcustomizeonboardingand
mentoring processes to help SDRs
advance their careers
• RememberbeinganSDRisatouchpoint
in a person’s career and this position
leads to something else
At ZoomInfo, the sales management team
successfully created and implemented a SDR
playbooktoassistwiththeonboardingprocess.
Thepurposeoftheplaybookistogivethe
SDRs guidance and to help ensure the highest
likelihoodofachievement.Theplaybook
guidesthemonhowtobuildtherightscientific
approachandgivesthemtheknowledgeto
craft their own artistic success.
1. HiRE witH tHE futuRE in Mind: Build a BEncH of youR futuRE SupERStaRS
5How to Build a Highly Engaged & Motivated SDR Team
Without the right tools in place your team will
burnout.Thinkabouthowmuchtimeyour
SDRsspend:
• Googlingcorporatephonenumbers
• Callingcontactswhohavemovedonto
new companies
• Leavingvoicemailsforgatekeepers
• Callingpeoplewhoaren’tagoodfit
Goingthroughgatekeepersanddialingmultiple
phone numbers just to get one person on the
phoneisfrustrating.Makegooduseofyour
team’s time by ensuring they have accurate
contact data, such as direct dial phone
numbersandemailaddresses,andbackground
information,attheirfingertips.
2. SEt tHE StagE foR SuccESS: EMpowER youR SdRS witH tHE RigHt toolS
6How to Build a Highly Engaged & Motivated SDR Team
When dialing a direct dial phone number at the director level you’re 46% more likely to connect and when dialing a direct dial phone number at the VP level, you’re 147% more likely to connect.
When dialing a list of switchboard numbers it takes 17 dials to connect with one prospect, but when dialing a list of direct dial phone numbers it takes 12 dials to connect.
When dialing switchboard numbers it takes 22 minutes to connect, but when dialing direct dial phone numbers it takes 5 minutes to connect.
(source: VorsightBP)
By arming your team with direct dial phone
numbers, you’re saving them a lot of time
and frustration. You’re also giving them
the ability to spend more time holding
relevant conversations and focus on revenue
generating activities, rather than wasting time
researching countless sites to gather the
contactinformationtheyneedtomakeacall.
AlsomakesureyourSDRsunderstandwho
theirtargetmarketissothey’respendingtime
goingafterpeoplewhoaretherightfit.Thiswill
increase their productivity and give them more
satisfaction.
Additionally, you need to arm your SDRs with
sales automation tools, such as auto-dialers, as
well as targeted content for each phase of the
funnel to help them close the deal faster.
147vs.46
12vs.17
5vs.22
7How to Build a Highly Engaged & Motivated SDR Team
SDRs don’t join your organization with the
goal of being in that position for 30 years. It’s
a great starting point for their career in sales
and a great opportunity for you to coach and
grow them into successful sales reps. Ensure
youknowthecareeraspirationsoftheSDRs
you hire, set goals and expectations and what
that means for career development, and follow
throughwiththepromise.Additionally,define
where your SDR function reports to, whether
it’ssalesormarketing.Ifyoudon’tclearlydefine
this,SDRslackasenseofcommunityandfeel
caught in the middle of the two teams.
The chart is an example from ZoomInfo’s SDR
playbook,whichhighlightsthecareerpathfor
an SDR.
3. acknowlEdgE SuccESS & EStaBliSH tHE RigHt caREER tRajEctoRy, goalS and ExpEctationS, and follow tHRougH
• Thestartinggroundforsalessuccessand akeypartoftheteam
• Attacktargetaccounts,setupkeymeeting forsalesrepresentativesandpartakeas part of the sales team as you learn and grow with ZoomInfo
• Responsibleforsetting20meetingsper month
SdR 1
• Joinsomedemosyousetup
• Attendlocaltradeshows
• Eligibletocallonthemajoraccounttarget companies
• Targetis20meetingspermonth
SdR 2
• Haveshownleadershipandsupportand helped promote best practices
• Assistwithinterviewing,trainingnewhires and running team meetings
• Responsibleforsetting25meetingsper month
SdR tEaM lEad
• Eligibletoattendtradeshows,join meetings further down the sales cycle and alsomaybeaskedtorunwithoccasional small deals
• Responsibleforsetting25meetingsper month
SEnioR SdR
OR
8How to Build a Highly Engaged & Motivated SDR Team
Contests are a great way to motivate your team and help them reach their established goals. They
help increase the number of appointments by going beyond the leaderboard and recognize your
SDRsfortheirhardwork.Theyfiretheteamupandletindividualsseewheretheystandversus
where their peers stand. A sales contest should contain additional layers of motivation that reach
your middle performers and focus on achieving long-term ROI and not just today. Hold contests
withthefollowinggoalsinmind:
Drive daily activities
in line with monthly
objectives
Engage
employees
Instill
accountability
Create
excitement
Solidify the sales
process
Create
transparency
Build a winning
culture
9How to Build a Highly Engaged & Motivated SDR Team
1. Being an SDR is a touch point in a person’s career and that position leads to something else,
so always hire and coach SDRs as future sales reps.
2. Develop and maintain a high level of engagement by having a hiring, onboarding, and mentoring
program in place that develops your SDRs and helps them grow in their sales careers.
3. Equip SDRs with the right tools to set them up for success.
4. CreateasenseofcommunitybyclearlydefiningwhereyourSDRfunctionreports,whetherit’s
tosalesormarketing.
5. Recognizeyourteam’ssuccessesthroughcontestsandfollowthroughonthenotions.
kEy takEawayS
Grow with ZoomInfo.
Find out how by visiting visit www.zoominfo.com or 866-904-9666.