CONTENTS PLANNING BACKGROUND. PROCESS. GETTING STARTED.

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Here at SalesLoft, we believe in

inside sales and the power of

the sales development team.

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Getting Started

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Get To Know SalesLoft

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Why Are You Here?

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Career Matrix

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Onboarding

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Your Ideal Customer Profile

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Building A Cadence

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The Sales Development Cloud

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4 Rules To Good Data

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GETTING STARTED

Welcome to SalesLoft as the newest Outbound Sales Development Rep!

We’re excited to have you on board and are looking forward to watching you shine in your new role. We believe that the sales development process is the biggest innovation to happen to sales in the last decade, so you’re in a great starting place. We want you to get the basics down quickly so you can start thinking outside the box and be creative. As you begin to set up your first demos, start by using the process below. This document has been created and improved by the SDRs hired before you, and soon you’ll be leaving your own mark on this document.

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GET TO KNOW SALESLOFT

SalesLoft is the simplest way to convert prospects into

qualified appointments, all within one platform.

Don’t waste your prospecting leads. Build a cadence of phone calls and emails for your team to follow consistently. Automatically track and log sales emails and dials into salesforce.com, saving time for Sales Development Reps to have more conversations with our integrated sales dialer.

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WHY ARE YOU HERE?

2. EXECUTING

1. PLANNING

3. ANALYZING

Sales development is no longer a nice to have, but a need to have.

And it’s not slowing down. You’re either on board, or getting left in the dust by your competitors.

We serve sales development teams and count over 1,500 organizations as our clients. They’ve taught us the ins and outs of sales development and we look forward to sharing these best practices to maintain the almanac on how tobuild and run the hottest sales development team - from recruiting, hiring and onboarding, to setting compensation plans and coaching.

This playbook will be your go-to for your sales development career at SalesLoft.

In the first section, we discussed the background to a sales development career at SalesLoft and how to effectively create a process and find data.

In this section, we’ll discuss everything

you need to know getting started in an

SDR role.

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THE CAREER MATRIX

Where do you see yourself next year?

SDR 1

The first level of outbound sales

development rep, SDR 1s are eligible to attend happy hours and team outings.

SDR 2

The second tier of progression, SDR 2s are eligible to attend tradeshows.

After being promoted a second time, SDRs have the option to either pursue a captain or executive role.

SDR CAPTAIN

SDR EXECUTIVE

SENIOR SDR CAPTAIN

SENIOR SDR EXECUTIVE

As a Captain, SDRs are assigned mentees and conduct interviews for new Sales Development hires.

SDR Executives provide example training calls for new hires and complete a monthly audit on the competition.

Senior SDR Captains are responsible for training new hires and helping them adjust to their new role.

With the highest quota on the SDR team, Senior Executives conduct Lunch & Learns and Team Trainings. The career matrix motivates reps by painting a crystal clear picture of what they can achieve and how it can grow their careers, but sets expectations for salary, quota, and promotions.

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ONBOARDING

Now that you know what to expect in the long run, what about the first couple of weeks?

After reps hit the promotion stage in the Senior Captain or Senior Executive role, they are prepared to advance to to an Account Executive, Account Management, or Marketing role.

DAY 1

DAY 8

DAY 2

DAY 9

DAY 3

DAY 10

DAY 4

DAY 5

DAY 6

DAY 7

Get familiar with the product:

• Sit in on an Onboarding Call • Sit in on 2 AE demos

Get familiar with the company:

• Meet with department heads • Learn about company culture

Get familiar with the workflow:

• Cold Calling 101 Training • Complete mock cold call

Get familiar with data:

• Data training

• Target Audience Training

Get familiar with prospecting:

• Search for 200 prospects

• Set up first cadence and lead pass

Get familiar with calls:

• Voicemail Drop Training • Complete mock cold call

Get familiar with the workflow:

• Finish prospecting

• Start Predictable Revenue report • Sit in on an Onboarding Call

• Sit in on 2 AE demos

• Training on 15five

• Read through social proof on blog

• Sit in on 2 AE demos

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YOUR IDEAL CUSTOMER PROFILE

The best way to qualify leads is to create a benchmark: an ideal customer profile (ICP), that defines your ideal customer. This will allow you to focus your sales and marketing efforts, spend less time deliberating on the promise of inbound leads, and ensure greater consistency in your sales rep’s effort.

How do you define your ideal customer profile (ICP)?

• Industry

• Revenue

• Business Unit

• Size

• Location

• Technology Implemented

Ask targeted questions:

At SalesLoft, we have found specific groups that are typically good prospects:

VPs of Sales, CEOs, Sales Operations Managers, Directors of Sales, and Inside Sales professionals are typically good places to start searches as you prospect. Keep in mind, title is just a starting point, and function is the ultimate measure of a good prospect. Search for people whose roles include managing sales reps (particularly SDRs) and implementing new sales tools.

“What title best suits your target market?

What function do they serve?

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ACCOUNT-BASED SALES DEVELOPMENT

Your Ideal Customers can now be tied to accounts, focusing on tailored, SDR-driven campaigns into specific target accounts. This is called Account-Based Sales Development or ABSD (similar to Account-Based Marketing).

As an SDR, you’ll find the accounts that serve your business best and create cadences specifically for your ideal customers at your target accounts. You’ll be able to spend time personalizing your messaging, resulting in more appointments with less leads. Let’s take a look at a quick example:

VIEW NOW!

Want to learn more about the Account-Based Sales Development model and markets of one? We’ve got

the resources for you.

Without ABSD: 15 appointments / 1,000 leads created

With ABSD: 25 appointments / 1,000 leads created

Aim for a 60-70% improvement on the number of leads created to set one appointment. Now that you’re acquainted with Account-Based Sales Development, let’s build some example people personas that you might target within each account.

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IDENTIFYING PEOPLE PERSONAS

The people who buy your product (in this case, SalesLoft) aren’t always the same ones who use it. To cover a breadth and width of potential customers at your accounts, it’s helpful to create People Personas, applying your idea customer profile to your accounts and idenitfying their pain points. They might look something like this:

Rick the Rep

“I have so many emails and calls

to manage, it can be difficult to

keep everything organized and

actionable.”

“My reps are spamming and not

growing as sales professionals.

They are switching tasks often,

spending too much time in CRM,

and aren’t apble to spend the time

they need to train and improve.”

“I need a tool that increases

efficiency across my sales

organization.”

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BUILDING A CADENCE

Now that you know who you’re trying to reach, you have to identify how. Define the number of touches over a set period of time. This will be your Cadence.

You need to find a way to quickly and efficiently reach out to these prospects. There is no “one size fits all” solution. The key is to test and discover what works best for you.

Use multiple channels to reach your prospects. Phone, email, social, and direct mail are all proven ways to earn a conversation with your prospects. Now, define your specific cadence, and slowly test new iterations, changing one thing at a time for a month to consistently improve. This is an example of a 7x10 cadence used a SalesLoft:

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THE SALES DEVELOPMENT CLOUD

Data + email + phone + analytics

As the top of the funnel sales industry blossoms, there is a flurry of tools and technology available to modern sales development pros. Based on demand, we’ve invited critical providers to be a part of a cloud ecosystem that can serve the sales development community. The Sales Development Cloud integrates directly into technology that modern revenue teams use to further enhance their workflow. Use these providers to gather and enrich data, reach out, and view reporting and analytics all within the SalesLoft platform.

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4 RULES TO GOOD DATA

1. Information Is Up-To-Date

3. Social Data Beats Legacy Data

2. Look For Highly Maintained Data Lists

3. Starting With Company Data Is Most Effective

You have your cadence built out and an application of record for your outreach.

Now you need to determine a way to fill your funnel. Data is becoming a commodity so here are the things you need to look out for:

You need information that isn’t outdated and stale. Gather the best data from sources like LinkedIn, Twitter, and Crunchbase, rather than third party providers.

Services propped up by social data typically have the most accurate information. Legacy “crowd-sourced” data becomes stale quickly.

To get the most-up-to-date data lists, you need vendors who are highly invested in maintaining their lists. Businesses like DiscoverOrg, Ringlead, Datanyze, and Proleads are good options for this data.

The best teams start by aiming at targeted companies, rather than just buyer personas. By honing in on specific accounts, you find more qualified leads.

Now that you know what to expect in the role and have the basic information, the next section of the playbook will explore details of email and phone.

of legacy data is out-of-date after three months.

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As the product grows, the process will change along with it.

As these changes arise and our business grows, we will update and re-publish the ebook to keep you informed.

This publication was both created and written by SalesLoft. While it was orginally created for internal use, feel free to re-publish exerpts of the book as long as it is credited to SalesLoft. You are welcome to share the book in its entirety with anyone you think might be interested.

SalesLoft is a complete sales development platform aimed at helping find and reach out to people they’re interested in.

Visit SalesLoft.com for more information on sales development best practices or follow us on Twitter @SalesLoft.

ABOUT SALESLOFT

MORE INFORMATION

ABOUT THE BOOK

Want to download the next section of the playbook without the hassle of filling out a form? In section two, you’ll learn about executing on

your data with email and phone.