.png)
The sales landscape in the tech industry is ever evolving, and whilst the sales development strategy can be very successful, they need to be set up for success.
We look at some of the elements needed to enable Sales Development teams and generate pipeline.
1. The first step is building the foundations
Often, companies overlook important elements when it comes to setting up a successful internal sales development team.
As a result, they go straight into the hiring process and ultimately are rolling the dice on whether their Sales Development Representatives (SDR's) will fail.
Things to consider include:
ICP (Who you want to target)
Sales Playbook and messaging
Technology stack and data
Training and enablement
Expectations, targets and responsibilities (outbound or inbound)
Lead hand over and other processes
Commission Plans and alignment on SDR's personal objectives
2. Data is King
Whether you are engaging with prospects via the phone or email, if your data debt is high, the chances of an SDR being successful are dramatically reduced.
In addition, having the right type of data is also important. For instance, having a prospects mobile number is going to perform a lot better than a company switchboard.
In theory, the better the data, the less activity is needed in order to speak to a prospect and therefore your chances of generating meetings is increased.
Your SDR's time is valuable and having them focused on the right activities is key - you do not want them to spend the whole day researching data, receiving email bounces, or reaching out to wrong numbers.
Avoid the temptation of buying or pulling huge generic data sets. Data research should be as specific as possible to your ICP to increase results.
Be proactive, and address any issues with a structured data program. By having a structured documented approach to cleaning data, your SDRs will have a data set that is reliable and they can be more efficient.
"Your SDR's time is valuable and having them focused on the right activities is key - you do not want them to spend the whole day researching data, receiving email bounces, or reaching out to wrong numbers."
3. Managing your Sales Development Team
While you can meticulously plan processes for your sales development team, having a dedicated Sales Development Leader is crucial for mentorship, accountability and continuous improvement.
Senior executives like the VP of Sales, Chief Marketing Officer or CEO typically do not have time or bandwidth to provide the detailed, ongoing support that SDRs need to ramp.
A dedicated SDR leader or Sales Development Consultant can focus on:
One-on-One Coaching to provide personalized feedback and guidance to help SDRs improve their techniques.
Offer access to training materials, call guides and tools to enhance performance
Ensure the team follow established processes, meet targets and hold them accountable.
Often for SaaS start ups, the messaging and sales playbook is not fully defined from an outbound perspective.
A Sales Development leader or Consultant can support the SDRs to continually refine the sales messaging and make necessary adjustments based on market feedback and data analysis.
Another key responsibility is to analyse data and gather feedback to drive strategic decisions. This may include looking at performance metrics to monitor KPIs such as call volumes, conversion rates, and appointments set.
4. Using your Sales Development Team for the Right Purpose
Before investing significant resources into a Sales Development program, it's essential to determine if it's the right go-to-market strategy for your business. Not all SDR teams are initially designed to generate immediate sales and pipeline. Understanding and aligning the purpose of your SDR team is crucial for their success and efficiency.
Strategic Roles of a Sales Development Team
When expanding into a new region or market, an SDR team can be invaluable in assessing product-market fit:
Market Feedback: Use SDRs to gather insights on how well your product resonates with the target market.
Adaptation: Modify your approach based on the feedback to better meet the needs and preferences of the new market.
For disruptive technology vendors, the primary goal of the SDR team may be to evangelize and educate:
Market Education: If prospects are unaware of your solution, the priority is to educate them about how your product can solve their problems.
Content Engagement: Focus on getting prospects into an education funnel through webinars, nurture sequences, and other top-of-funnel activities.
Balancing Inbound and Outbound Efforts
Managing inbound leads effectively is crucial for capitalizing on existing interest:
Prompt Follow-Up: Ensure SDRs respond quickly to inbound inquiries to capture interest while it’s high.
Qualification: Qualify inbound leads to determine their fit and readiness for further sales engagement.
Proactively engaging with target accounts through outbound efforts is equally important:
Targeted Outreach: Use SDRs to identify and reach out to high-potential accounts that fit your ideal customer profile.
Messaging Development: Develop and refine messaging that resonates with these target accounts, adjusting based on feedback and results.
Developing Effective Playbooks and Messaging
A structured approach to playbook and messaging development is essential:
Playbook Creation: Document successful strategies, scripts, and processes in a comprehensive playbook.
Continuous Improvement: Regularly update the playbook based on data analysis and feedback from SDRs and prospects.
Consistent Messaging: Ensure that all SDRs use consistent and effective messaging tailored to different stages of the sales funnel.
Tailored Approaches for Different Scenarios
The approach of your SDR team must be flexible and tailored to specific business contexts:
If your primary goal is market education:
Education Funnel: Focus on content that educates prospects, such as webinars and nurture sequences, rather than immediate lead generation.
Long-Term Engagement: Build awareness and understanding, leading to future sales engagements.
If your business is positioned to solve a specific problem directly:
Problem-Solving Conversations: Engage prospects with tailored messaging that addresses their pain points.
Scheduled Follow-Ups: Identify key opportunities, such as contract end dates, to schedule follow-up meetings and advance the sales process.
Conclusion
Setting up a Sales Development Team for success is not a set-and-forget task. The sales landscape in the tech industry is ever-evolving, and a well-structured sales development strategy can significantly impact your pipeline growth. However, it's essential to recognize that success starts with a solid foundation and ongoing support.
Building the Foundations: Carefully consider the essential elements like identifying your Ideal Customer Profile (ICP), developing a sales playbook, and providing the right technology stack and training. This preparation ensures your SDRs are equipped to perform at their best.
Data Quality: High-quality data is crucial for effective outreach. Reliable, specific data minimizes wasted effort and increases the chances of successful engagements, making your SDRs more efficient and productive.
Dedicated Leadership: A dedicated Sales Development Leader or Consultant provides the necessary mentorship, resources, and accountability. They continuously refine strategies, analyse performance metrics, and ensure that the team remains aligned with the company's objectives.
Purposeful Use of SDRs: Align the role of your SDR team with your business goals. Whether it's educating the market, assessing product-market fit, or engaging in direct sales conversations, having a clear purpose for your SDRs ensures their efforts are focused and effective.
Ultimately, a Sales Development Team must be nurtured, supported, and strategically guided. By investing time and resources into these areas, you set your team up for long-term success and significant contributions to your company's growth.
