Want the skinny on building out a leading SDR/BDR team at your organization? Join Ernesto Castillo, Director of Enterprise Sales Development at Marketo, to learn how he created the processes, team structure and methodology for building out and leading Marketo’s Enterprise Sales Development team. Join for best practices on: - Leveraging the right mix of prospecting tools - Creating alignment between Marketing & Sales - Motivating your team to drive 3x or more sales pipeline

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Marketo’s Secrets:
Building a World-Class Sales
Development Org
Ernesto Castillo
Director, Enterprise Sales
Development
Marketo

2. 1. People-Hiring the right team is important
2. Alignment-Partnering for success
3. Structure and Methodology-Go to market
4. Execution-Day to Day
5. Success
Agenda
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3. • How to pick the right team to win the big prize
• ”Sabre Metrics” – Look for Intangibles
• Align team with the goals and needs of the company
1. People
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4. The Search for Objective Knowledge
• Coachable
• Driven
• Recruiters
• Non-profit
• Competitive Athletes
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5. Sales alignment is important-understanding sales management
goals and finding how we fit in
• Having the right SDR/AE Ratio (1 to 2)
• Manage the expectations for both teams (comp, goals)
• Coach teams to collaborate and share (communication)
2. Alignment
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6. All about teamwork
• Weekly Cadence
• Collaboration
• Team sell in calls/meetings
• Qualification and Handoff process
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7. • Strong onboarding (includes boot camp) and sales enablement
• Ongoing and consistent accreditation and check in’s
• Aligned to each function in the company (AE, SDR and SC)
Enablement is one of my best friends
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8. Enablement-Onboarding
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9. Enablement-Outbound Focus
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10. Marketing
• Product and Segment Team collaboration-training
• Demand Gen Team campaigns and programs
• Strong alignment and cadence-bi weekly meetings
• Campaigns and program collaboration
• Accelerators for driving additional sales opportunities
• Sharing the same goals and objectives for success
My real best friend forever…
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11. Marketing/SDR Agreements
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12. Service Level Agreements
Day 0 Notification
Day 1 If untouched, reminder
Day 2 If untouched, reminder cc boss
Day 3 If untouched, alert executives
Day 7 If stale, reminder
Day 8 If stale, reminder cc boss

13. Marketing/SDR Collaboration
Getting Attention
Email #1: Introduction
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14. Marketing/SDR Collaboration
Getting Attention
Starting the
Conversation
• Battlecard
identifies most
common use
cases
• Questions guide
industry-relevant
talking points
• Relevant cases
are highlighted
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15. • Inbound/Outbound-Or Both?
• Metrics and KPI’s-measurements for day to day activities
• Tools of the trade-Productivity
• Compensation-Align with the right behaviors
3. Structure and Methodology
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16. • What is important to you? Quantity vs Quality
• Align with sales goals-Opportunities or Meetings?
• Define roles and set proper expectations
• Set rules of engagement to avoid fights
Inbound vs Outbound
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17. Outbound Profile
• Work with AE teams to prospect into the named account base. (1-2 ratio)
• Must engage with prospects strategically and with clean professional
messaging
• Own existing incoming contacts in named accounts
Inbound Profile
• Work all incoming leads and contacts – for non- named and target accounts
• Drive attendance to all Marketo sponsored events
• Direct follow-up to all marketing activities (pre and post event)
Inbound/Outbound
Marketo Proprietary and Confidential | © Marketo, Inc. 10/17/17

18. Metrics
• Daily, Weekly, Monthly Metrics
• Reports and Dashboards
• Complete transparency to all
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19. Sample Dashboards
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20. Tools
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21. • Salesforce.com-CRM and main database of leads, contacts and opps
• ToutApp-SDR Productivity, sales campaigns, automation, analytics
• LinkedIn Sales Navigator-Social profiling tool
• Rainking-List builder, project identifier, org charts
• Marketo Sales Insight-Lead scoring, email templates,
Other tools:
• Datanyze- used to identify what technologies are being used through company
website
• Email Hunter-scrubs public records to identify the correct email address for a lead
in LISN
Tools
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22. Rainking
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23. ToutApp
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24. Sipping our own champagne…
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25. MSI
• Sales intelligence
dashboard
• Powerful sales tool that lives
natively within our CRM
• Prioritize and interact with
your hottest prospects
• Understand buying signs
• Close business faster
Marketo Proprietary and Confidential | © Marketo, Inc. 10/17/17

26. Show Me The Money
• Drives the right behavior
• Spiffs, Bonuses,
• Awards
• Recognition
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27. Recognize and Award
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28. Top of the Boards
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29. Outbound
• Profile accounts (using tools)
• Build personalized emails (collaboration with PM)
• Working cadence (25 day salute)
• Nurture process
• Manage, Coach, Mentor, Promote
4. Execution
Marketo Proprietary and Confidential | © Marketo, Inc. 10/17/17

30. Sample Emails-Vertical Focus
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31. • Day 1 email #1 is sent-Intro
• Day 1 call #1 attempt to get live
• Day 3 call is made, lvm-add them on Linked In
• Day 5 2nd email sent
• Day 8 call is made attempt to get live
• Day 11 search them on Twitter and follow them or company account
• Day 14-3rd email is sent
• Day 17 call is made LVM
• Day 20 Send personal/custom IN MAIL in LISN
• Day 23 4th and final email sent (breakup)
• Day 24 final call made, lvm-are we really breaking up?
• Day 25 create an activity to reach out again in 30, 60 and 90 days out.
25 Day Salute-Outbound Working Cadence
Marketo Proprietary and Confidential | © Marketo, Inc. 10/17/17

32. Inbound
• Identify top inbound leads/contacts
• Build follow-up emails
• Working cadence (10 touches-14 days)
• Nurture process
• Manage, Coach, Mentor, Promote
Marketo Proprietary and Confidential | © Marketo, Inc. 10/17/17

33. Important Leads
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34. Inbound Working Cadence
• Day 1-Make a call, lvm, send a follow up email
• Day 4, Make a call, send a follow up email
• Day 7, Make a call, lvm send a follow up email
• Day 10, Make a call, send a follow up email
• Day 13 Send final breakup email and leave last vm
• Day 14 Set follow-up activity for 30 days out
• If no response, disposition to appropriate lead status.
• Putting a lead into Recycled status kicks off a nurture process
Marketo Proprietary and Confidential | © Marketo, Inc. 10/17/17

35. 5. Success
• Making quota and adding 5x pipeline
• 200% increase in pipeline YOY
• Becoming the SDR model that the company adopts
• Promoting from within
Marketo Proprietary and Confidential | © Marketo, Inc. 10/17/17

36. Company Adoption
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37. Always Improve
Be open to change
• A/B Testing with messaging/emails
• Streamline processes
• Innovate and try new technologies
• Continue to hire to backfill for promotions
• No Robots
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38. Promote/Career Path
In 2016 ans 2017 Promoted 10 SDR’s into many sales roles at Marketo
• 3 Commercial AE’s
• 1 Enterprise AE
• 1 Commercial SDR Manager
• 2 Enterprise SDR Team Leads
• 1 Enterprise SDR Manager
• 1 Commercial Customer Success Rep
• 1 Sales Enablement Manager
Marketo Proprietary and Confidential | © Marketo, Inc. 10/17/17

39. Build for the future
• Team was 15 SDR’s in 2016 and is now 28 in
2017
• Consistent hiring -building a pool
• More future sales super stars
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40. Have fun, give back…
Work hard, play hard
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41. Want to learn more?
Blog.Marketo.com
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42. Thank you!
Ernesto Castillo
Director, Enterprise Sales
Development
Marketo