What You'll Learn: - A 15-second process to weed out unqualified inbound leads & “tire-kickers” - How to identify “sales-ready” leads & move unqualified leads to the “back of your radar” - Why defining your ideal customer profile (ICP) is critical (and how to do it the RIGHT way) - How to select the right variable performance measures & calculate OTE for your inbound reps

1. Inbound Process
(And How to KPI Your Reps to Drive the
Results You Crave)
SalesHacker Webinar:

2. AGENDA
01
02
Goals of An Effective Inbound Line & Common Myths
Structure of the DR Process
03 What to do with “Unqualified” Leads
04 Responsibilities of the Inbound Rep
05 KPI System for Inbound, Outbound & Allbound Reps

3. 01The Goals & Myths of Inbound

4. THE GOALS OF INBOUND
1. Book Qualified Demos
2. Filter Out Unqualified

5. COMMON MYTHS OF INBOUND…
ACTION REASONING
Round Robin
Asking BANT Questions
Reach Out More Quickly
Don’t Send “Unqualified” Leads
to AEs
Most Valuable Leads so want to
put a lot of attention on it
Make Sure they Are Qualified
Want to Protect AEs Calendars, Not Waste
their Time and Protect Stage Data Accuracy
Studies Show Higher Conversion
Tell them You’re “Better Gearing For Your
Demo”
They Don’t See Through What
You’re Doing

6. ROUND ROBINING…
WHAT IT CAUSES
Lack of Transparency on Best BDR
Attributes Marketing Fruit to BDR
Unfair Distribution on the Quality of Leads
Inconsistent User Journey

7. Asking BANT…
WHAT IT CAUSES
Your Prospect Feeling You’re Too Intrusive
Subjective Answers
Won’t Answer Honestly
No Value to Your Prospect

8. WHAT IT CAUSES
Promises Something You Don’t Deliver
Preventing Unqualified Leads From Going to Your AEs…
Damages Your Brand
Hypergrowth Companies Excluded
Make Your Prospects Feel Invalidated

9. REACH OUT QUICKLY…
WHAT IT CAUSES
Forrester Report
Under 5 Minutes Still Requires
Qualification
Live in “Now” Society

10. 02Structure of the Demo R. Process

11. INBOUND PROCESS
1
Attracting Interest
1. Ask for email for DR
2. Prompt Company Email if given
personal
3. Expand to longer form once their email
is entered.
4. Gate email, in case they don’t fill out
longer form
2
Educated Guessing on “Who They Are”
1. Back-Fill Data Using Data Enrichment on:
a. Company Name
b. Role
c. Company Size
d. Technographic Criteria
e. Selling Language
f. Firmographic Qualifying Criteria
** Can put language to Go Through An SDR for
Fail- Safe

12. IF THEY ARE QUALIFIED
1
Routing to Appropriate AE
1. If an AE Owns the Account, Route
to that AE.
2. Use Calendering Solution to
Schedule their Own Time Slot.
3. Allow them to Put Notes on What
They’d Like to Discuss.
2
How to Keep it All “Even”
1. Keep Tally of Appointments AEs have
received.
2. Skip over AE if they’ve already received
allotment to Ensure Equality.
3. Advanced: Define Based on Points System
on:
a. Level of Role if Segmented
b. Role & POTENTIAL Opp Size

13. IF IT APPEARS THEY AREN’T QUALIFIED
1
Route to Inbound SDR
1. Use Calendering Solution to Schedule Time
with SDR
2. ~15 Min Qualifying Call to double confirm
information when asking for context to use
human touch to ensure they aren’t
qualified. (Ex. HyperGrowth with NYP)
**Can SKIP if finding you aren’t surfacing any
truly qualified or don’t want to spend headcount.
2
What to do Post Call
1. Manually Schedule Appointment for AE if
they are qualified.
2. Route to Bi Weekly Product Webinar:
a. Don’t Mention if it’s role or Size, just
make it look like next step.
b. Technographic - Make them aware,
but still give webinar option.

14. 03
What do we do with
“Unqualified” Leads?

15. BI - WEEKLY PRODUCT WEBINAR
The “Who” Senior SDR who knows product, is aspiring to be an AE,
and has been “demo certified” by sales leaders.
The “What”
Basic Demo based on buyer persona held by majority of
attendees without individualized discovery.
The Outcome
Contract
Training
Say if anyone is interested in pricing, to contact you for next
steps to light pressure to surface qualified deals out of the
generic pool
Train the Senior SDR on how to process contracts as
part of their training as an aspiring Account Executive.

16. 04
Responsibilities of an Inbound Rep

17. RESPONSIBILITIES OF THE SDR
Running a Sequence after the first automatic email that for people who
gated the email, but didn’t fill out the form in order of:
1. People who appear qualified from ICT/ICC
2. People who appear qualified from ICC, but not ICT
3. People who appear qualified from ICT, but not ICC
4. People who don’t appear qualified from ICT or ICC
Take the ~15 Min Qualification Calls on Their Calendar
Run the Bi Weekly Product Webinar
Assemble Contracts Prospects Who Request Pricing After BWP Webinar
1
4
3
2

18. 05a.Comping Reps to Drive Results:
“Inbound” Rep KPI System

19. WHAT THEY CAN & CAN’T CONTROL
CAN CONTROL
1. Speed to Lead
2. Leading Qualified DRs
into a Demo Meeting
3. Leading Unqualified
DRs into an Alternative
Path
CAN’T CONTROL
1. Volume of Demo Requests
2. Role of Person Who Requests Demo
3. Size of Company of Prospect Who
Requests Demo
4. Qualifying Criteria of the Company
(Technographic Setup, Selling in English,
Field Sales v. Remote)

20. KPI SYSTEM FOR INBOUND REPS
1. Allow them to disqualify for
firmographic reasons - Log in
CRM.
2. Creates short list of DQ
reasons for expansion.
3. Doesn’t reward surplus in DR,
or penalize for lack.
Ex. Variable of $1k/month, 7 out of
10 set, $700 variable.
% Conversion for Qualified Bonus - Closed Won **Speed to Lead **
< 10 Min 100%
10m - 30m 75%
30m - 1hr 50%
1hr - 2hr 25%
2hr + 0%
Give them a cut of the
commission for anyone they
close off of the Bi - Weekly
Product Webinar.
Less of a cut than a normal
AE cut as a bonus, but keeps
them motivated to learn the
process and close deals.

21. 05b.Comping Reps to Drive Results:
“Outbound” Rep KPI System

22. KPI SYSTEM FOR OUTBOUND REPS: PRE SEGMENTING
10 - 50 Reps 50 - 200 Reps 200+ Reps
Head of, VP, CXO 2 3 4
Director, Sr. Director 1.5 2.5 3.5
Manager, Sr. Manager 1 pt 2 3
X Axis: Indicator of the Potential Size of Deal
Y Axis:
Level
Of
Role
Of
Your
Prospect

23. KPI SYSTEM FOR OUTBOUND REPS: POST SEGMENTING
**Quota of 20 for Junior Rep
**Quota of 23 for Senior Rep
SMB Mid - Market Enterprise
Head of, VP,
CXO
1
Director,
Sr. Director
1.5
Manager,
Sr. Manager
2
Head of, VP,
CXO
1
Director,
Sr. Director
1.5
Manager,
Sr. Manager
2
Head of, VP,
CXO
1
Director,
Sr. Director
1.5
Manager,
Sr. Manager
2
**Quota of 15 for Junior Rep
**Quota of 18 for Senior Rep
**Quota of 12 for Junior Rep
**Quota of 15 for Senior Rep

24. 05c.Comping Reps to Drive Results:
“Allbound” Rep KPI System

25. WHAT THEY CAN & CAN’T CONTROL
CAN CONTROL: INBOUND
1. Speed to Lead
2. Leading Qualified DRs into a Demo
Meeting
3. Leading Unqualified DRs into an
Alternative Path
CAN’T CONTROL
1. Volume of Demo Requests
2. Role of Person Who Requests Demo
3. Size of Company of Prospect Who Requests
Demo
4. Qualifying Criteria of the Company (Technographic
Setup, Selling in English, Field Sales v. Remote)
1. Role of Person They Reach Out To
2. Size of Org they are Reaching Out To
CAN CONTROL: OUTBOUND

26. 1. Set a Quota (For example: 15 pts.)
2. Every Inbound Processed Into a Meeting is worth a subtraction of .2 pts to the
Quota, regardless of title and opportunity size, to account for their time and
motivate them to handle inbound.
3. Put a minimum floor of lower limit they can get their quota to (For example: 6)
4. Make up the differential again their quota (and their quota) on Outbound ONLY.
5. Have a points system for outbound.
For example: Quota of 10. The rep gets 10 inbound Demo requests into a meeting,
leading to a reduction of their quota by 2 pts (10 X .2), leaving them with a outbound
quota for the month of 8.
They would need 4 meetings with VPs within buyer persona to hit full quota.
KPI SYSTEM FOR ALLBOUND REPS

27. In Summary...

28. Q & A