Ralph Barsi of Achievers presented how he designs and runs world class sales development teams. He focused on some of the key metrics required to manage the team. Ralph presented at the TOPO Sales Development Council Meeting held on May 18, 2014 at the Rosewood Hotel in Menlo Park, CA.

1. RALPH BARSI
Senior Director,
Sales Development
@rbarsi
in/ralphbarsi
MECHANICS of
SALES DEVELOPMENT

2. Unrecognized
Disengaged
Misaligned
Problems our company solves

3. Unrecognized
Disengaged
Misaligned
Recognize
Engage
Align
Problems our company solves

4. Key facts about our company
Founded in 2002 (SNAP, I Love Rewards)
San Francisco | Toronto | London
B2B, Employee Success Platform (HR space)
FY Oct-Sep
Serve Fortune 500, Enterprise, 110 countries
Private, 230 Employees (15% Sales), 50% YoY Growth
Sequoia, Relay Ventures, [24]7, Grandbanks Capital
Craig Conway, Alfred Lin, Patrick Quirk, Greg Brown

5. Revenue Pipeline
People Pipeline
Problems our team solves

6. Key facts about our team
Today, 11 SDRs (Hybrid); 60% at quota
SDR:AE 1:2-3 ratio (Geo-driven, Enterprise & National)
Inbound 60% (SLA), Outbound 40% (Playbook)
ASP $500k+
Challenger Selling, J. Barrows (Certified)
Salesforce, Marketo
LinkedIn, InsideView, RelSci
SalesHood, Box
2-year tenure (Avg per SDR)

7. LEADS
MQLs
MTGs
OPPs
Inbound: Waterfall
~5,000
~3,500
~180
~110
L2MQL ~70%
MQL2M ~5%
M2O ~61%
Takeaway: Implement an SLA

8. Outbound: Measure Results
Takeaway: Create individual (along with team) dashboards
You can’t win,
if you don’t keep score

9. Outbound: Know the Audience
Takeaway: Provide a playbook
Target Accounts
Tier 1 = The Top 25 prospective accounts;
the cream of the crop (Top drawer)
Tier 2 = The 75-100 next best prospective
accounts (2nd, 3rd drawer)
Ideal Customer Profile
Tier 1 & 2 accounts must match
the ideal customer profile
Tier 1 & 2 accounts require
3-5 key contacts each

10. Outbound: Plan the work
Takeaway: Calendar your prospecting

11. RALPH BARSI
Senior Director,
Sales Development
@rbarsi
in/ralphbarsi
THANK YOU!