©2015 EverString :: CONFIDENTIAL & PROPRIETARY

3 Key Strategies for Running the Ultimate Sales Development Team

Matt Amundson, Director of Sales Development - EverString

©2015 EverString :: CONFIDENTIAL & PROPRIETARY

My Inspiration

Take emotion out, let the numbers be your guide

Be relentlessly passionate about what you do, demand the best from your team

Get fired for what you do, not what you didn’t do

This job is hard, do everything you can to make it fun

Jon Miller

Maria Pergolino

Patrick Donnelly

Steve Dodsworth

©2015 EverString :: CONFIDENTIAL & PROPRIETARY

Be an inspiration … if you want retention

Be the best version of what you want to see from your SDRs

• Get on the phone and qualify a lead from time to time

• Know your pitch better than anyone on your team

Make it fun, for almost no money

• Play music, let the SDRs pick it (Spotify, Pandora, Apple Music)

• Casual dress code, if you can• Create ceremonies, use a bell,

That Was Easy button92%Retention Rate

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How I Hire

I spend 60% of time recruiting

• 10 phone screens/week (30-45 min)

• 5 live interviews per week (additional 30-45 min)

What I look for• Recent college graduates, state

schools, liberal arts degree• Former athletes are great, but

Greek or work experience is great too

• Meet with them weekly• They send me 10-15

candidates each week• They handle

scheduling, feedback, positive and negative news

©2015 EverString :: CONFIDENTIAL & PROPRIETARY

My Hiring Process

• Betts Recruiting sources my candidates• Phone screen – looking for phone presence, desire for

position, reasons for wanting to be in sales• On-site interview – looking for personal presentation,

objection handling, deeper understanding of our platform, cultural fit• Staff included: Director of SDR, SDR Manager, Sales

Manager, Director of People and Culture (HR), SDR• Unanimous decision and they are hired, split decision

we schedule a phone call with President• I don’t do role playing, I don’t make them present, I don’t

do a panel• I always make every experience positive

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Account Based Sales Development

Lead-Based Demographic & behavioral

scoring SDRs react to lead behavior If lead doesn’t answer, account

is ignored Leads are sorted by score Single-persona based outreach Research each individual pre

call

Account Based Account based scoring SDRs proactive prospect If a contact is nonresponsive,

move on to another contact within account

Outreach based on multiple personas

Research organization and use amongst multiple contacts

6

50% Increase OppsPer SDR

©2015 EverString :: CONFIDENTIAL & PROPRIETARY

Account Based Sales Development

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BAccount Based Sales

Developmentstarts with

Audience Selection

The process of using data to identify your

target accounts

Model your best customer and derive targets from all

accounts in the world

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External Data Your Datainternet

commercial sources

How it works…

Marketing AutomationCRMDecision Platform

©2015 EverString :: CONFIDENTIAL & PROPRIETARY

Account Based Development Process

Scores Accounts Adds contacts to

SFDC CEO/CMO, VP, Dir, Mgr

9

SDRs work out of accounts

Create additional contacts

SDRs use persona-specific cadences

7x7 Methodology for outreach

Call, Email, Social Step all templates

©2015 EverString :: CONFIDENTIAL & PROPRIETARY10

3 1. Be an inspiration, make it fun

2. Be a relentless recruiter

3. Account Based Sales Development is the future

Thank you!Matt Amundson :: @mattya56

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