how to equip sdrs with processes and technology

maryloutyler.com

maryloutyler.com

Who Am I?

Process Expert

2 Best-Selling Business Books – Amazon & McGraw-Hill 30 years specializing in adding predictability to top-of-funnel sales conversations

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4-Part Series – Ambition

How to: Attract & Hire the Right SDRs (ADR | BDR) for

Your Team

Equip SDRs with Process & Technology

Make SDRs More Effective at Time Management

Retain & Enhance Current SDR Talent

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Leverage People, Process & Technology

Technology

Process

People 3 Hiring Managing Leading

Selecting Appropriate Prospecting Enablement Tools

Measuring KPIs Metrics Best Practices

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Part – II PURPOSE: Help you Identify & Equip SDRs with…

Predictive Campaign Libraries

Tools that maximize ROE (Return-On-

Effort)

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Predictive Campaign Libraries

PURPOSE:

Cadence Contact Frequency & Duration

E-Mail Templates (Hyper & Mass Personalized)

Voice Mail & Sales Conversation Scripts

Compelling Content Assets

Buyer Thought Process Navigation

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Cadence Frequency & Duration

Predictive Campaign Library Element

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Types of Cadences

E-mail While You’re Sleeping Engine

E-mail + Phone (Blended Usage)

Phone Immersion (Intra-Day Calling)

3 C

ad

en

ce T

ype

s

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8 WUtCH Campaign: E-Mail Only

[EM1] Out-of-box CTA: Referral

[EM2] RE: intra-thread + disrupt Status Quo

(Challenge) CTA: Referral

[EM3] Common Objection

CTA: Click-Through

[EM4] Customer Story CTA: Are-we-a-fit [AWAF]

call

[EM5] Case Study CTA: Click-Through

[EM7] Endorsement with Benefit Focus

CTA: Discovery call

[EM6] Testimonial CTA: Referral

[EM8] Hail Mary CTA: Reply

We

ek

s 1

-4 (

22

to

32

bu

sin

ess

da

ys d

ep

en

din

g o

n C

ad

en

ce)

Cadence: 22 to 32 Business Days

*22 Day Cadence Shown

Start

Recycle Non-Responders

ANALYTICS 1 2 3 4 5 6 7 8

RESP Rate IT

7.62 4.70 3.09 1.90 1.42 1.51 1.56 1.53

RESP Rate Marketing

11.52 7.62 4.03 2.98 2.77 2.44 2.91 2.58

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8-Touch E-Mail + Phone (25-Day Cadence)

Sequence Phone touch first by RESP and Click-Through

FIRST 24 HOURS Phone + Data-Driven E-

mail (DDE) 1

DAY 3 DDE 2

DAY 5 Phone + Customized E-

mail (CE) 3

DAY 7 DDE 4

DAY 11 DDE 5

DAY 14 DDE 6

DAY 18 Phone + CE 7

DAY 25 Phone + DDE 8

Unaware / Oblivious

Should-Ask-Questions

Sales Activity Buyer Stage Signpost Content

Emotional Trigger – Upset Status Quo

E-mail Theme

5

Signpost Score

Problem Aware

Signpost Stage

Score>=9; Click-through; Opens

Problem Aware /Dis-interested

Industry debate Start-the-conversation (Account-Specific)

9 Solution/ Product Aware

None Problem Aware /Dis-interested

4-6 Slide Case Study Brand Association


None Unaware / Oblivious

1) Case Study wireframe 2) Full Case Study

Emotional Trigger - Challenge

1) 9 2) 14

1) Solution Aware 2) Most Aware


d


Endorsement 1) 9 2) 14

1) Solution/Product 2) Most Aware


Frequently-Asked-Questions

Common Objection


Scores>=14; >=9; Clickthrough; Open

Unaware/ Oblivious

1) Usecase wireframe 2) Full Usecase

Soc. Proof Usecase (Account Specific)

1) 5 2) 9

1) Solution Aware 2) Product Aware

Score>=14; Score>=9

Unaware/ Oblivious


Brand Association

1) 9 2) 14

1) Product Aware 2) Most Aware

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6-Touch Delicate E-mail + Phone (25-Day Cadence)

Sequence Follow-up (F/U) Responses - CLVM

FIRST 24 HOURS Phone + Data-Driven E-

mail (DDE) 1

DAY 5 Phone Attempt 2

DAY 10 Phone Attempt + DDE 3

DAY 15 Phone Attempt 4

DAY 20 Phone + DDE 5

DAY 25 Phone Attempt + DDE 6

Unaware / Oblivious

Should-Ask-Questions

Sales Activity Buyer Stage Signpost Content

Emotional Trigger – Upset Status Quo

E-mail Theme

Unaware/

Problem Aware

Signpost Stage

F/U RESP & Click Through - Attempt Call

Problem Aware / Dis-Interested

Industry debate Start-the-conversation

Solution/ Product Aware

F/U RESP & Click Through – CA

Problem Aware /Dis-interested

4-6 Slide Case Study Brand Association

Solution/ Product Aware

F/U RESP & Click-Through

Unaware / Problem Aware


Emotional Trigger - Challenge

1) Solution Aware 2) Product Aware

F/U RESP; CLVM Problem Aware / Dis-Interested


Endorsement 1) Solution Aware 2) Product Aware

F/U RESP, Click-Through,

Unaware / Problem Aware

Frequently-Asked-Questions

Common Objection

Problem / Solution Aware

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Plan Potential Entry Points

Influence Map (Points of Entry)

CMO

Direct

Indirect CEO

Product Mgmt

LOB Marketing

Sales

Customer Success

Executive team

Operations

Human Resources

Charlie

B2B CMO

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Intra-Day Calling Cadence In

tra

-Da

y P

ho

ne

Imm

ers

ion

Week 4 Week 2 Week 3 P

rosp

ecto

r W

ork

flow

Week 1

EM #1 EM #2 EM #3 EM #4 EM #5 EM #6 EM #7

Bullseye Direct /

Indirect Calling

Score >=9

Engagement

(Target)

E-M

ail

Bu

llse

ye

Workflow Order:

1. QUALIFY Queue– Top to

Bottom

2. Working queue – Top to

Bottom

3. Cold queue responses

Workflow Order:


Bottom


Bottom


4. Engagement (Targets)

5. Bullseye (Influencers)

EM #1 EM #2 EM #3 EM #4

Bullseye Direct /

Indirect Calling

Score >=9

Engagement

(Target)

START NEW E-MAIL GROUP

Workflow Order:


Bottom


Bottom


4. Engagement (Targets)

5. Bullseye (Influencers)

Workflow Order:


Bottom


Bottom


EM #8

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E-Mail Templates (Hyper & Mass Personalized)


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Mass–Personalized

Call-to-Action = Time on Calendar Subject line: Mobile optimization in 3 easy steps Hi <prospect-name>, This article states approximately percent of consumers say they won’t return to a website if it doesn’t load properly on their mobile device. Meaning nearly half of your potential customers could be turned away if your website isn’t operating properly. [ABC company] solved this problem in 3 short months using breakthrough approaches for optimize mobile. Their website engagement increased 40%. If you’re struggling to solve this universal problem, I'm confident a short conversation at this stage can be extremely valuable. If you'd like to take advantage of this, please suggest a few times that work for you and we'll grab time on the calendar. Regards,

Trigger = Curiosity

Obstacle

Outcome

CTA

Opportunity

ANALYTICS

Response Rate + 5.5 %

Click-Through Rate + 15.1 %

Prospect Persona Marketing IT

Pain Theme Engagement

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Hyper–Personalized

Call-to-Action = Click-Through Follow-Up Subject line: Congratulations Jeremey Jeremey, Great accomplishment on your new job as head of sales strategy at GLG. Assuming you’ll be ramping up outbound efforts, I thought you’d find this article I wrote helpful. It covers seven quick wins in your first days leading sales ops: [link: Sales Operations Leadership: Your First 100 Days] I hope this is helpful. Best wishes to you and much success in your new position. I’m sure you’ll make quite an impact on the company. Don’t hesitate to reach out if you need assistance. Regards,

Trigger = Curiosity

Obstacle

Outcome

CTA

Opportunity embed in Click-Through

ANALYTICS

Response Rate + 11.2 %

Click-Through Rate + 12.7 %

Prospect Persona SalesOps

Pain Theme NewPosition

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Voice-Mail Scripts Sales Conversation Scripts &

Questioning


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Voice-Mail Script

What to Say E

MA

IL

Mr. Smith, I just sent you an e-mail outlining a case-study summary of one of your competitors – Donnelly Technology. Sales grew 25% at Donnelly Technology using our proven sales training program. In the next few minutes, I’ll be reaching out to network with [influencer # ] and [influencer # ]. This is Marylou Tyler and I can do the same for your team. When we connect, I’ll explain how we did it at Donnelly. I’m with [ABC Co] and can be contacted at 7 -555-1212. Thank you.

WE

BIN

AR

Mr. Smith, thank you for attending our webinar. Sales grew 25% at Donnelly Technology using our proven sales training program. In the next few minutes, I’ll be reaching out to network with [influencer # ] and [influencer # ]. This is Marylou Tyler and I can do the same for your team. When we connect, I’ll explain how we did it at Donnelly. I’m with [ABC Co] and can be contacted at 7 -555-1212. Thank you.

USE FOR: Follow-Up (E-mail, Webinar | Tradeshow | Exec Briefing | etc. attendance) – SOCIAL PROOF

Tri

an

gu

lati

on

Scr

ipt

ANALYTICS

Returned Call Rate + 9.2 %

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Find-The-Right-Person Script

What to Say

1 I’m looking for the person responsible for sourcing and reviewing acquisition opportunities.

[Optional Interest Grabbing Statement Demonstrating Results via Social Proof, Endorsement or Short Testimonial]

How do you recommend I reach out to them?

2 In researching your company, I saw [why you]. This prompted me to reach out to you because [why you now]. [Optional Interest Grabbing Statement Demonstrating Results via Social Proof, Endorsement or Short Testimonial] Who would be the best person to speak with there about this, who evaluates these sorts of things?

USE FOR: Verifying the right person, influencer mapping, getting the internal referral

FT

RP

Scr

ipt

ANALYTICS

Success Rate + 83 %

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Implication Questioning (S.P.I.N.) P

ain

Aw

are

ne

ss

INTEREST /

THINKING

EVALUATING / HURTING

X X PERSONA/BUYER: DIRECTOR OF MARKETING

AWARE /

APATHETIC

UNAWARE /

OBLIVIOUS

SP: How does inconsistent lead quality affect revenue for the Enterprise?

PP: How does my choice of channel distribution contribute to the Enterprise?

SP FP PP

SP: How is Sales affected by the inconsistent lead quality my current channels are producing? PP: How can I improve my

positioning with the Director of Sales? How can I consistently meet and beat goals?

SP: How effective is the outreach channel for generating revenue? How can I increase product awareness? How can I turn

marketing into a profit center for Sales? For the Enterprise?

PP: How will my career opportunities increase if I can consistently generate quality leads via the outreach channel which

is considered the most difficult channel to optimize? How can Marketing be friends with Sales?

SP: How quickly can we start generating predictable revenue using the outreach channel? How can we lower the cost of

acquisition using the outreach channel? How does this channel keep me on budget, on time, with maximum delivery

quality?

PP: How favorably will my peers regard me when I consistently add to the bottom line with this program? How can I keep

my job?

PAIN: INCONSISTENT LEAD QUALITY

STRATEGIC PAIN

FINANCIAL PAIN

PERSONAL PAIN

USE FOR: Determining awareness level of your prospect persona

ANALYTICS

Next Sales Step Rate + 27.3 %

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Compelling Content Assets


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Determine touch frequency & channel delivery

What is a typical day-in-the-life of my buyer?

When do they start work?

How late do they work?

How do they consume content? When do they consume it?

When are they online?

What topics are of interest to them?

What is the best-time of day to deliver content to them?

What is the best day of week to deliver content to them?

What level of specificity do they want? How technical do they need it?

How interactive are they online? For webinars, audio programs, video?

How serious are they? Do they want to be entertained?

DO THIS: Determine Frequency & Channel Delivery for Every Buyer

Se

qu

en

ce |

Ca

de

nce

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Deliver content to 3+ channels

• LinkedIn • Email • Voice-mail • You Tube • Facebook • Pinterest • TV

• Magazine • Trade Journal • Podcast • Blog • Slideshare • Groups &

Discussions

• Newsletters • Twitter • Industry Groups

DO THIS: Create, repurpose & deliver content for 3+ channels*

Co

nsu

mp

tio

n

*The 3+ channels your buyer spends time on. Note: Different buyers may spend time on different channels.

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Format in multiple modalities

PDF

Paper

E-book / Kindle / E-reader

Slides

Audio

Video

Interactive Presentation

Webinar

Seminar

Speaking

Panel

Landing page

E-mail

Etc.

DO THIS: Re-purpose content into multiple formats for multiple channels

Example: Case Study Repurpose

• Slides • Webinar • PDF • Landing page

Co

nte

nt

Fo

rma

ts

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Use themes for content mapping

• Theme #1 – Emotional triggers (curiosity, greed, fear, guilt, anger, exclusivity, salvation, flattery) read the book Secrets of Emotional, Hot-Button COPYWRITING by Denny Hatch

• Theme #2 – Brand Association (the one thing we want our company to be known for)

• Theme #3 – Starting the conversation (debate, controversy, thought provoking questions)

• Theme #4 – Frequently Asked Questions | Should Ask Questions | Easy Asked Questions (objections, FUD, urgency)

• Theme #5 – Endorsements & Testimonials

• Theme #6 – Case Studies

DO THIS: Develop content based on themes and buyer behavior T

he

me

Sa

mp

les

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Buyer Thought Process Navigation


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Length

Theme Mapping by Stage DO THIS: Develop re-purposed content based on themes & buyer behavior

Qu

ali

fyin

g

Wo

rkin

g

Co

ld

Unaware Aware Interest Evaluating

• Theme #1

(emotional trigger)

• Theme #2 (brand

aware)

• Theme #3 (start

conversation)

• Theme #4 (FAQ)

• Theme #5

(endorsement/

testimonial)

• Theme #6 (case

study)

• Theme #5

(endorsement/

testimonial)

• Theme #6 (case

study)

• Theme #5

(endorsement/

testimonial)

• Theme #6 (case

study)

• Theme #5

(endorsement/

testimonial)

• Theme #6 (case

study)

• Theme #2 (brand

aware)

• Theme #3 (start

conversation)

• Theme #4 (FAQ)

< 20 seconds < 5 minutes < 20 minutes < 60 minutes

Exa

mp

le #

1 –

Th

em

e M

ap

pin

g

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Theme & Frequency Mapping by Stage

Cold Working Qualifying

Unaware Aware Interested Evaluating

Bu

ye

r

Be

ha

vio

r

Sa

les

Sta

ge

Co

nte

nt

Len

gth

T

he

me

s T

ou

ch

3+ times weekly

(consider weekend)

3-4 times

monthly

2-3 times

monthly

At least 1 time

monthly

• Emotional Trigger &

Response

• Brand association

• Start the Conversation

• Freq. Asked Ques

• Should Ask Ques.

• All of Aware plus

• Endorsements &

Testimonials

• Case Studies

• Endorsements &

Testimonials

• Case Studies

< 20 seconds < 5 minutes < 20 minutes < 60 minutes

Unaware

(Oblivious)

Aware

(but Indifferent)

Interested

(and Thinking About It)

Evaluating

(and Hurting)

Exa

mp

le #

2 –

Th

em

e M

ap

pin

g

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Tools To Maximize ROE (Return-On-Effort)

PURPOSE:

Eliminate rogue | covert activities

(black-ops)

Run over-lapping campaigns

Streamline routine work

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Process PURPOSE: Measure & Optimize Your Sales Pipeline

Maxmimizing Return-On-Effort

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Optimization KPIs

Leading & Lagging Indicators

Metrics-based Optimization

Uncover, Shore-Up & Evolve Best Practices

Prioritize Discovered Issues

Establish Intra & Inter-Stage Active Pipeline Metrics

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What Is Our Funnel? How Is It Measured?

1. IDENTIFIED

QUALIFYING

WORKING

COLD | NEW

Marketing Qualified

Leads (MQLs)

Automation Referral

Engine

(Marketo)

ADR Personal E-mails

(Templates)

ADR Found-Person Calls

(FTRP)

INBOUND (30%) OUTBOUND (70%)

E-MAIL PHONE

ADR Generated Leads

(AGLs) ADR Accepted Leads

(AALs)

ADR Qualified Leads (AQLs)

Sales Accepted

Leads

(SAL)


EMEA

USA

2. QUALIFIED

MQL (Marketing)

ADR (Account Development Rep)

AE (Account Executive)

LEGEND

Sales Qualified

Leads

(SQL)

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Activity Mapping by Stage

Cold and/or Cold-Active

Working Qualifying

Qualify:

• Map stakeholders

• Assess required qualifying criteria for hand-off

• Compel-with-ContentTM e-mail sequencing (heavy personalization) to drive prospect engagement

• Complete necessary forms for hand-off

• Schedule necessary next-steps for hand-off

Determine fit:

• Are-we-a-fit conversations (AWAF)

• Meaningful conversations (MC)

• Compel-with-ContentTM e-mail sequencing (medium to heavy personalization)

Contact sources:

• Sequenced e-mail campaigns

• Targeted Find the Right Person Calls (FTRP)

• Inbound activity

• Referral activity

Qualified / Opportunity

Hand-off:

• Pass sales qualified opportunity to Account Executive (AE)

• Review opportunity with management and/or AE

• Update relevant fields

• Business Developer Disengage

Act

ivit

ies

Sta

ge

Unaware & Oblivious

Aware but

Indifferent

Interested or

Thinking About it

Evaluating &

Hurting Bu

yer

Ma

pp

ing

Act

ivit

ies

by

Sta

ge

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Activity – Process – Rhythms

FIRST 15

MINUTES

AM

• Write down 3 goals for the day

• Review plan for the day

1 HOUR • Handle e-mail responses & tasks • Follow-up on new MQLs • Follow-up on hot Pipeline leads

30 MINUTES • Personal time (15 minutes)

• Plan 1st call session (AM block time) – plan the plan, then work the plan – allow no interruptions

2 HOURS

• Block time – 2-hour phone time

• GOAL: 2-4 connects / hour

• GOAL: 5 meaningful conversations

1.5 HOURS • Personal time (15 minutes)

• MQL 2nd thru 5th touch follow-up

30 MINUTES • Qualification Call

PM

30 MINUTES • AE Tier1 Account Review

• Create tasks for next steps

• Schedule calls for AM block time

1 HOUR • Second Qualification Call or

• Task Follow-up

• Scheduled call Follow-up

1 HOUR

• Personal time (15-30 minutes)

• Review queues, progress or 3rd Qualification call

• Target contacts for automation

BEFORE YOU

GO HOME

• 25-50 contacts for e-mail | phone

• GOAL: maintain 250 1st e-mail targets

*Adapted best practice workflow as described in the book “Predictable Revenue”

GOAL: Daily Call Time (Noted in blue text & boxes) ~ 5 Hours

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Activity Goals At-A-Glance Plan your activities with these goals in mind. Goals are shown for for each stage in your pipeline. MQL Goals are listed as well.

EMAILS TO SEND 250

Cold | New Working Qualifying ACTIVITY

RESPONSE RATE - EMAIL 7-9%

GOALS FOR EACH STAGE

RESPONSE RATE - PHONE 13-15%

TOTAL DIAL ATTEMPTS 10 5

TOTAL MINUTES IN CONVERSATION 20 30-45

MAXIMUM # OF MEANINGFUL CONVERSATIONS 3 2 % OF CONTACTS TO MOVED WEEKLY

STAGE TO STAGE 40% 45% 45%

# OF QUALIFIED OPPORTUNITIES 8

MQL

5

1

% OF OPPORTUNITIES ACCEPTED BY AE 90% 90%

HOURS TO RESPOND TO ALERT 72

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Tracking At-A-Glance Refer to this quick reference guideline outlining what to track in the CRM, and at what Stage to track each element.

MQLs are also listed here because of tracking requirements.

EMAIL SENT

EMAIL RECEIVED

P-EMAIL P-EMAIL P-EMAIL

RESP

Cold | New Working Qualifying WHAT TO TRACK

PHONE CONVERSATION

AUTOMATED

TIMERS (LAG)

FTRP AWAF

MC DISC MC

ENTERED WORKING

ENTERED QUALIFYING

MQL

DIALED REACHED

LEGEND

FTRP Find The Right Person

AWAF Are-We-A-Fit

MC Meaningful-Conversation

DISC Budget Authority Need Timeframe

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Technology PURPOSE: Equip SDRs With The Right Tools

Maxmimizing Return-On-Effort

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Let’s Talk Function Rather Than Form

Function: What the tools do

Form: What the tools are

Source: http://unified.vu/wp-content/uploads/2016/01/inside-sales-stack.png

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What Is Our Funnel? How Is It Measured?

1. IDENTIFIED

QUALIFYING

WORKING

COLD | NEW

Marketing Qualified

Leads (MQLs)

Automation Referral

Engine

(Marketo)

ADR Personal E-mails

(Templates)

ADR Found-Person Calls

(FTRP)


E-MAIL PHONE

ADR Generated Leads

(AGLs) ADR Accepted Leads

(AALs)

ADR Qualified Leads (AQLs)

Sales Accepted

Leads

(SAL)


EMEA

USA

2. QUALIFIED

MQL (Marketing)

ADR (Account Development Rep)

AE (Account Executive)

LEGEND

Sales Qualified

Leads

(SQL)

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Tool Function – Cold | New Queue

Task Function of Tool

Build Ideal Account Profile Account Identification

Build Ideal Prospect Profile Contact Discovery & Management Self-Managed (Social Networks – LinkedIn,

Twitter, Facebook, etc.) Manually Verified Crowd-Sourced Web Scrapers

Select Right Content To Use At Right Time Sales Enablement

Prioritize Right Prospects to Engage Predictive Analytics

Move Low Scoring Leads To Higher Engagement Levels

Marketing Automation Platforms (MAPs)

Initiate Contact Sequence E-Mail: Mass Personalized Phone: FTRP, Click-Through, Opens

1. Sales Workflow Automation 2. Document Handling

Cold Working Qualifying Opportunity

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Tool Function – Working Queue


Research – Pre-Cadence Planning Contact Research

Contact -> Compel -> Convert Sequence E-Mail + Phone Cadence Contact (Initial or Follow-Up) Compel to Are-We-A-Fit | Discovery Call Convert Forward or Out of Active Pipeline

Sales Workflow Automation

Initiate Personalized Follow-Up Sequence Lightly Customized Hyper Personalized

1. E-Mail Activity Tracking 2. E-Mail Marketing 3. E-Mail Discovery 4. E-Mail Quality 5. E-Mail Verification 6. Document Tracking

Schedule Meetings Meeting Scheduling


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Tool Function – Qualifying Queue


Scoping 1, Scoping 2, Dis-Qualification Call 1. Web Conferencing 2. Document Tracking

Verify Prospect Engagement Document Tracking


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Where to Learn More

Predictable Prospecting, The Book.

2nd Generation of Predictable Revenue

Good resource Filled with examples and how-to’s

For the more advanced business developer