1.
How to Build a
World-Class SDR Team

2.
Mike Plante
VP, Demand
Marketing, InsideS
ales.com
Tom Pilkington
VP, Business
Development, Insid
eSales.com
About InsideSales.com
• HQ in Silicon Slopes, Utah
• Leader in sales acceleration
technology
• Salesforce App Exchange top
5 paid app
• 3 years of 100%+ annual
revenue growth
• Recently announced Series C
of $100M
• Always On top 100 private
companies
@insidesales | #salesacceleration

3.
today‟s webinar
• Sales specialization can accelerate revenue growth
• About half of B2B companies have embraced some form of a
sales specialist model that includes an SDR function
• What are the best practices to build, incent, and measure an
SDR function?
• What kind of impact should you expect, based on what some of
our customers have seen?
@insidesales | #salesacceleration

4.
Sales wants all
“leads” fast Marketing feels the love and
hits the “more” button
Sales doesn’t follow up Marketing: “Why no
follow up?”
Sales: The “leads” are
no good Marketing:
Wasted effort, poor
performance, bitterness,
despair
© 2014 SiriusDecisions.

5.
lead response
@insidesales | #salesacceleration

6.
how are we doing as a discipline?
• Immediate response:
Goal < respond within 5 minutes
Average across 14,000 companies
evaluated in 2014:
61 hours
• Persistence:
Goal - at least 6 attempts
Average across 14,000 companies
evaluated in 2014: 2.2 attempts
unique companies representing 329 responses (Media & Internet) to 3,008
unique companies respresenting 9,538 responses (Telecommunications).
Regarding the industry variations for median first response time overall, we
find several interesting trends, as represented below in Figure 8. For
industries aggregated. We find that Healthcare, Retail, and Manufacturing
industries are slowest, while the Telecommunications, Media & Internet,
and Business Services industries are fastest.
Figure 8
Median First Response Time Overall, By Industry
2:05
1:55 1:51
1:05 1:02
0:56 0:56
0:44
0:35
0:16
0:00
0:15
0:30
0:45
1:00
1:15
1:30
1:45
2:00
2:15
ResponseTime(hours:minutes)
Source for all results: 2014 Lead Response
Report, InsideSales.com, February 2014

7.
@insidesales | #salesacceleration

8.
sales specialization
Closer
Inbound SDR
Outbound SDR SE Client
management
Implementation

9.
insidesales.com specialization model
Inbound lead response reps
Leads from
marketing
Cold calling, prospecting reps
Closers
SEs
Implementation Account mgmt
MID
SMB
ENT
MID
MID
ENT
“BUSINESS DEVELOPMENT” (SDR) SALES CLIENT SERVICES

10.
specialization drives results
Improved
Conversion
• Immediate, persiste
nt response drives
better conversion
rates on inbound
demand
Lower Cost of Sales
• Specialization
leverages lower-
cost headcount for
lower value-add
activities
Enriched Data for
Closers
• Can manage SDRs
to better enrich
data about contacts
and opportunities
when they get to
sales
Talent Development
• Specialized model
creates a talent
“farm league” for
your entire
organization

11.
@insidesales | #salesacceleration

12.
sales specialist models

13.
Inbound lead response reps
Leads from
marketing
Cold calling, prospecting reps
Focused exclusively on contacting inbound
demand generated by marketing
All pooled into one team; inbound leads distributed
round robin
Focused on generating new demand through cold
calling, social selling, etc.
Divided into teams that serve specific segments
(SMB, midmarket, enterprise)
Enterprise team assigned to specific territories and
closer counterparts; other teams round robin

14.
SDR recruiting
• Key sources: employee referrals, social recruiting
(LinkedIn), local universities
• Requirements
College degree strongly preferred
6-12 months of some sales experience (phone, door to door, retail, etc.)
Naturally competitive
Leadership
@insidesales | #salesacceleration

15.
SDR compensation
Inbound lead response reps
Generally 65% base/35% variable
Variable is calculated
• 90% on qualified opportunities from
appointments set
• 5% bookings value from appointments set
• 5% effort
Generally 60% base/40% variable
Variable is calculated
• 90% on qualified opportunities from
appointments set
• 5% bookings value from appointments set
• 5% effort
Cold calling, prospecting reps
@insidesales | #salesacceleration

16.
strong
investment
in coaching
17%Quota attainment increase with
3 hours a month of coaching
@insidesales | #salesacceleration

17.
a farm league for talent development
Inbound SDR
Outbound SDR
Closer
MID
MID
ENT
Customer account manager

18.
@insidesales | #salesacceleration

19.
assigning leads and setting appointments
Inbound lead response reps
Leads from
marketing
Cold calling, prospecting reps
Webinar, event leads
Enterprise leads
All other leads
SMB closer
MID closer
ENT closer
Appts from inbound leads
Appts for mid
Appts for enterprise

20.
monitoring / rewarding EFFORT as predictor of impact
• Targeted dials per day
Inbound: 160
Outbound (varies by customer segment): 80-100
• Leads required for the inbound team
Dial capacity / average penetration = # new leads
160 dials per day or 800 dials per week / 6 avg attempts = 133 new leads
per inbound rep

21.
driving qualified opportunities (TQOs)
• Totally qualified opportunity (TQO)
scoring model governs handoff between
SDR and closers
Scores the company and the contact for
fit
urgency
timeline
budget
Scores the contact for
behavior indicating buying signals
Inbound lead response reps
Cold calling, prospecting reps
Goal: 35-40
TQOs per month
Goal: 8-12 TQOs
per month

22.
rewarding for opportunities that close (ACV)
Inbound lead response reps
Cold calling, prospecting reps
Goal: $40K-$60K bookings per month
Goal: $75K-$100K bookings per month
@insidesales | #salesacceleration

23.
@insidesales | #salesacceleration

24.
communication gamification prediction data visualization

25.
voice | email | sms | fax
@insidesales | #salesacceleration

26.
• Local Presence
• Leave Voice Message

27.
• Local Presence
• Leave Voice Message
• Native Salesforce Reporting

28.
• Local Presence
• Leave Voice Message
• Native Salesforce Reporting
• Dynamic SEEK Lists
8 AM 9 AM 10 AM
Typical Approach
11 AM 12 P

29.
• Local Presence
• Leave Voice Message
• Native Salesforce Reporting
• Dynamic SEEK Lists
8 AM 9 AM 10 AM
Dynamic Seek Lists
11 AM 12 P
• VP Marketing
• 10am-11am local time
• East coast
• Latest trade show
• Dialed less than 6 times
• Last dial at least 3 days ago
Dynamic Seek Lists

30.
• Local Presence
• Leave Voice Message
• Native Salesforce Reporting
• Dynamic SEEK Lists
• Immediate Response
100x
more likely to contact
21x
more likely to qualify

31.
$40B Fortune 500
Company
“Since
implementing
InsideSales.com,
we doubled our call
volume with the
same amount of
reps. That is ten
reps we did not
have to hire.”
With
InsideSales.com,
everyone is
answering our calls,
InsideSales.com is
a winner!
During our 90 day
pilot with 100 users,
we increased sales
by 30%!
@insidesales | #salesacceleration

32.
IS Accelerate „14 – Park City, May 27-29