Post on 09-Jan-2017
THE
SALES DEVELOPMENT
PLAYBOOK PART 1 - STRATEGY
PART 2 - SPECIALIZATION
KEY TAKEAWAYS
From:
YOUR PROSPECTS #1 CONCERN:
how are you going to help
their business?
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2 SALES MODELS
1
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setting introductory
meetings
generating qualified
opportunities
2
opportunities come after you've nailed your ideal prospect and message
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introductory meetings
new business issues reps need to arouse
curiosity and set meetings
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introductory meetings
account executives
need more at-bats
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utilize introductory meetings for rapid learning with these
4 steps:
introductory meetings
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HYPOTHESIZE: which companies need
your solution?
develop baseline messaging and identify target prospects.
introductory meetings
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TEST schedule introductory
meetings
test your messaging before, during, and after the meetings
introductory meetings
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ITERATE iterate on both target profile and message
introductory meetings
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a contact becomes
an opportunity when:
qualified opportunities
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qualified opportunities
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a problem has been identified
a potential solution was introduced
qualified opportunities
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a prospect has committed to a next step
qualified opportunities
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pursue qualified opportunities using the PACT method
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AUTHORITY find the people who
make organizations move
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CONSEQUENCE what are the
implications of
not acting?
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TARGET PROFILE don't waste time on opportunities with
too many red flags
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TIMING may be under contract
for another 2 years (in mature markets)
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THE RIGHT TIME TO BUILD AN IN HOUSE SALES
DEVELOPMENT TEAM
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ALIGNMENT everyone in leadership, sales and
marketing is ready to fully invest in order to make the team successful
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MARKET MESSAGE FIT you have enough knowledge about your market and messaging so that new reps can establish credibility
over the phone
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decide if the team will sit within sales or marketing; it usually
falls somewhere between the two
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remember: reps have more conversations
with your prospect than anyone else in the organization
keep and analyze information from every interaction
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INBOUND OR OUTBOUND?
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INBOUND prospects take
actions in response to
marketing
OUTBOUND prospects whom your reps target with proactive
outreach
most companies can’t source more than three-quarters of their pipeline
from inbound marketing.
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You may need to help fill
your pipeline with outbound techniques.
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target the most profitable accounts
with outbound activity.
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ICP - IDEAL CUSTOMER PROFILE
to gain clarity of your ICP use the ABCDs
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A-LIST
your dream clients They have a problem. You
have the solution.
don't usually come inbound; need outbound work
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BREAD & BUTTER
your sweet spot know 5 key traits these
prospects share
inbound usually works well, use outbound for the largest
of these accounts
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COMPELLING EVENTS prospects don’t need your
solution until they get a shock hit or miss for outbound efforts
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DEAD ENDS look like bread and butters and
probably want to work with you but
for some reason they can't or won't.
learn how to professionally disengage from these accounts.
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break inbound SDRs* and outbound SDRs into separate roles
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*SDR = Sales Development Rep
FOCUS easier to optimize
execution for a specialist than for a jack-of-all trades
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ATTITUDE AND APTITUDE
not every rep good in one area is good in another
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HUMAN NATURE reps in a blended role spend their
time where they’re most comfortable, usually focusing on
inbound leads rather than prospecting
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consider adding a
lead researcher role if you have the following:
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your reps are juggling multiple tools to build
account and contact lists
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finding data separating the
a-list from dead ends takes lots of time
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reps are spending lots of time
finding relevant
research points
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2 primary reasons
to consider the lead researcher role
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ACCESS providing reps with the correct
titles, e-mails, and numbers they need for their calls
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separate the people making the call from the people
updating the data
CONTEXT provide the reps with talking points
memos and attach them to accounts in SalesForce
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ENABLE YOUR FIELD REP AND DIRECTOR TO CALL
THE SAME FORECAST (NO EXCEL REQUIRED)
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