how to maximize efficiency & time management on your sales development team

maryloutyler.com

Presenter

Presentation Notes

4-Part "SDR Management Master-Class" 1. How to Attract and Hire the Right SDRs for Your Team 2. How to Equip SDRs with Processes and Technology 3. How to Make SDRs More Effective at Time Management 4. How to Retain and Enhance Current SDR Talent

maryloutyler.com

Who Am I?Sa

les

Stra

tegy

Exp

ert

Process Expert

2 Best-Selling Business Books – Amazon & McGraw-Hill30 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 TeamEquip SDRs with Process & TechnologyMake SDRs More Effective at Time ManagementRetain & Enhance Current SDR Talent

4-Pa

rts

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Building SDR Accountability & Engagement3

Face

ts

PersonalEffectiveness Communication

Time Management

$

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Part – III PURPOSE: Help you contrast and compare best practice against your performance objectives:

Time Management Objectives Focus

Schedule

Plan

Delegate

Presenter

Presentation Notes

Leading to accountability & engagement for the SDR team

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Time Management Principle #1: Focus

FOCUS

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Focus – Gateway to Selling Success

• Macro• SMART Goals

• Specific• Measurable• Achievable/attainable• Realistic/relevant• Time-bound

• Micro• Results driven activities• Distractions removed

(multi-tasking)

FOCU

S

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Macro Goals – Actionable vs. Vanity Im

bala

nce

Gap

S. M. A. R. T. VANITY

1. % Acceptance – SQL to SAL (SDR Qualified Lead to AE Accepted Lead)

2. SQL Distribution Variance

3. Stage Lag % (# of Days In Stage)

4. Hyper-Personalized E-Mail Response Rates (Positive, Neutral, Negative)

5. Voice-Mail (VM) Response Rates

6. Conversations (DISC, MC, AWAF, FTRP)

7. Technology vs. Phone Usage Variance

1. # SQLs

2. # Calls

3. # Dials

4. # Emails Sent

5. # VM Left

6. # records per stage

Build Accountability & Engagement By Enforcing Good Habits

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Micro Goals: Single-Tasking = Better Selling

• Single-Task• More productive• More efficient• Habit can be retrained

• Focusing on single-task blocks increases SDR performance• Research conducted at Stanford University found that multi-

tasking is less productive than doing a single thing at a time• Myth that millennials are better multi-taskers has been de-

bunked by multiple studies

Effic

ienc

y &

Pro

duct

ivit

y

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Single-Tasking Samples

• Phone Block-Time • Research – Hyper-personalization (Core accounts)• 1st & 10 – Social network build• Writing – Hyper-personalized e-mail templates• Role-Play

SDR

Sing

le T

asks

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Focus – Funnel Defines KPIs

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)

INBOUND (5%) OUTBOUND (95%)EMEAUSA

2. QUALIFIED

MQL (Marketing)ADR (Account Development Rep)AE (Account Executive)

LEGEND

Sales Qualified Leads(SQL)

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Focus – Determine SMART MetricsRefer 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 QualifyingWHAT TO TRACK

PHONE CONVERSATION

AUTOMATED TIMERS (LAG)

FTRPAWAF

MCDISCMC

ENTERED WORKING

ENTERED QUALIFYING

MQL

DIALEDREACHED

LEGEND

FTRP Find The Right Person

AWAF Are-We-A-Fit

MC Meaningful-Conversation

DISCBudget Authority Need Timeframe

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Focus – Automation vs. Manual VariancesAUTOMATIONHUMAN

Page 12

Qua

lifyi

ngW

orki

ngCo

ld

FTRPRESP

AWAF | MC

HYPER-PERSONALIZE

DATA-DRIVEN PERSONALIZE

VM

VM

VM

DISC | MC

HYPER-PERSONALIZE

VM

WEEKLY RECORDS

250

20-30

10-20

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Questions To Ask – FOCUS

• What are your 5 measureable metrics for top-of-funnel performance?

• Are we gliding or struggling • Variances | Standard Deviations

• Actual vs. Goal• Benchmark vs. Actual• Goal vs. Stretch Goal

• Single-focused or multi-tasked? Percentage?• Manual vs. Automation – appropriately placed?FO

CUS

QU

ESTI

ON

S

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Time Management Principle #2: Schedule

SCHEDULE

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Schedule – Simplicity & Consistency

• Phone • Uninterrupted call blocks• Work up to 2 hours – BTTC • Strive for 5 meaningful conversations (MC)

• Inter-Stage: Convos that move record to next selling stage• Exit: Convos that move record out of active pipeline (Long Term Follow-Up or Do-

Not-Contact)• Intra-Stage: Convos that result in you knowing one-thing-more than you knew

before the call but keep you parked at current stage

• Writing (non-prime calling hours)• Research (core accounts – hyper-personalization)• CWC – Templates by segment (reducing lag)

• Role-Play

DAY

-IN-T

HE-

LIFE

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Advised Daily Workflow*

FIRST 15 MINUTES

AM• Write down 3 goals for the day• Review plan for the day

30 MINUTES• Personal time (15 minutes)• Wrap-Up 1st Call Session

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 CallPM

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

• Ready 25-50 contacts for e-mail• Ready call-list for next day• Maintain list freshness (net-new)

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

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

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

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MT Block Time – Home M

ARY

LOU

TYL

ER

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Questions to Ask – Schedule

• A & B schedules for day-in-the-life?• Visibility?• Adherence?• Performance to benchmark?• What are my daily numbers?

• RESP | FTRP | HP-EMAIL• MC – (Story: Ceros & Round B financing)• DISC | BANT | UNAM | SCOPING (Disqualification)SC

HED

ULE

QU

ESTI

ON

S

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Schedule – Predictable Revenue

• Quote from Aaron Ross (Predictable Revenue)

“Without consistent time-blocking, nothing else will predictably increase your sales pipeline.”

‘2016 – Predictable Prospecting ForewordFIN

AL

WO

RD

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Time Management Principle #3: Plan

PLAN

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Plan Your Work – Work Your Plan

• Baseline - Design• Measure• Assess• Iterate• Benchmark to

Control

LEA

N &

SIM

PLE

Presenter

Presentation Notes

Moral – easier said than done 8-10 qualified opps… how quantified Board decisions 10-15 new logos per rep…. How? Mice vs. cat – put a bell around the cat.. How?

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SDR Activity Goals At-A-GlanceSimple & Accountable: Goals are shown for for each stage in your pipeline by time period.

Cold Working QualifyingACTIVITY

GOALS FOR EACH STAGE

MQL

# WEEKLY EMAILS TO SEND 250

TOTAL DIAL ATTEMPTS 10 5TOTAL MINUTES FOR ONE MC 20 45-90

5

# DAILY MEANINGFUL CONVERSATIONS (MC) 3 2

# MONTHLY QUALIFIED OPPORTUNITIES 81

HOURS TO RESPOND TO ALERT 72HDWM

P

Hourly -> Daily -> Weekly -> Monthly ->Per Persona

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

Cold Working QualifyingANALYTICS

GOALS FOR EACH STAGE

MQL

RESPONSE RATE – EMAIL – PER CAMPAIGN 7-9%RESPONSE RATE – PHONE – PER CAMPAIGN 13-15%

% OF CONTACTS TO MOVED WEEKLY STAGE TO STAGE 40% 45% 45%

% OF OPPORTUNITIES ACCEPTED BY AE 90%90%B

Benchmarks

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Questions to Ask – Planning

• Unwieldy? (Think shorter, smaller, more manageable)• Begin with end in mind?• Logical or wishful mindset? (Support hypothesis with

data – MT Story: 15-new logos)• Conversion rate calculations – by source?• Automate manual processes?• Consolidate duplication?• Gut check – ROE?PL

AN

NIN

G Q

UES

TIO

NS

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Time Management Principle #4: Delegate

DELEGATE

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Delegate – Stress-Free Productivity

• Automation• Manual Personalization• Qualification• Handoff

APP

LY O

RDER

TO

CH

AO

S

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Delegate – The Simple Checklist*

• Tasks to Delegate• Those Not Part of FOCUS Goals• Unqualified to Complete

• Tasks to Keep• Uniquely qualified & < 10 minutes of your time

• Ex: Research CORE accounts

• Tasks to Schedule• Meaningful events (AWAF, DISC, SCOPING)

• Ones that take a meaningful length of time to complete

GET

TH

ING

S D

ON

E

* Adapted From David Allen – Getting Things Done

Presenter

Presentation Notes

David Allen – Getting Things Done – Moral - Even the smallest friends can do big favors The lion and the mouse

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Questions to Ask – Delegate

• What opportunities exist to delegate?• Email: Handcrafted to Template• Email: Personal to Automation• Sales Conversation | Sell-The-Dream: Up-pipeline qualification• Scoring Within Sequence: Top-of-pipeline self service• Tools / Tech:

• Sales Intelligence• Database & List Services, Social & Company Intelligence, Prospect Persona

Insights• Analytics

• Descriptive, Predictive, Prescriptive• Content

• Alignment, enablement, sharing

QU

ESTI

ON

S -D

ELEG

ATE

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Bonus Principle #5: Learn

EXPAND

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Learn – Continuous Sharpening

• Customer Knowledge• Product Knowledge• Competitive Knowledge• Sales Process Knowledge• Interpersonal Skills

• Communication• Tonality (phone)• Questioning (Socratic | SPIN)

CON

TIN

UO

US

LEA

RNIN

G

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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