5 keys to the ultimate sales development playbook
TRANSCRIPT
5 Keys to the Ultimate Sales Development
Playbook
@Engagio#SalesPlaybook
Brandon Redlinger,
Director of Growth
Elliott Lowe, Director of Account
Orchestration
Agenda
Engagio’s Playbook
Types of Plays
The 5Elements
1 2 3
• More complex decisions• More decision makers• Longer sales cycles• Higher stakes
The Changing Landscape of Sales Development
“A Play is a series of steps that orchestrates interactions across departments and channels to achieve a business purpose for one or more buying centers at target accounts.”
Orchestrating Plays
The 5 Elements
1. Players2. Touches3. Channels4. Timing5. Content
Key Elements of a Playbook
Get your team involved!It takes a village.
#1 - The Players
SalesSales Dev.MarketingCustomer SuccessExec. Mgmt.Solutions Eng.
Find and map the important roles inside every target account’s buying team. It could look something like this: • Initiator• Decision Maker• Buyer• Influencer• User• Gatekeeper
Mapping Your Target’s Org
#2 – The Number
75%
• Play touch nomenclatureX (touches) * Y (days) * Z (players)Example: 8 x 21 x 5
• It’s ok to start small and build
Not All Touches Are Created Equal
75%
Rep A• Day 1• Day 2• Day 4• Day 7
Rep B• Day 0• Day 1• Day 2• Day 4• Day 6• Day 7
++++
+
+
#3 – The Channels
75%
The Triple Threat• Email• Call• Social
Channels Diversity
75%
• CofffeSender• PFL• Social• Text messages• Personal video• Google Hangout• Door to door
• Free standing inserts in newspapers
• Personal website• AngelList profile• Slideshare• Fax• Ads
#4 – The Timing
75%
“The difference between lettuce and garbage is timing.”
75%
• Persona• Time of day• Day of week
Know Thy Buyer
Content Personalization Spectrum
75%
#5 – The Content
75%
“The phrases ‘Touching base’ and ‘checking in’ are two of the most meaningless
phrases in sales. It means there’s no reason for your call, so therefore there’s no reason
for me to talk to you”
-John Barrows
Avoid at all costs!
Instead:• Reemphasize business value• Offer insight• Educate • Share news
The “Touching Base” Email
Engagio.com/crappy-email-ebook
Types of Plays
Sales & Sales Development Plays
• Core Prospecting Plays• Door Opener Plays• Trigger Event Plays• Deal Acceleration Plays• Executive Alignment Plays• “Shake the Tree” Play• Handoff Plays
Marketing Plays
• Event Plays• Upsell/Cross-Sell Plays• Customer
Advocacy/Marketing• Surprise and Delight
Plays
Customer Success Plays
• User Onboarding Plays• 90 Days From Renewal Play• Declined Use Plays• Churn Prevention Plays
When to Use an Account Orchestration Platform
• A large dynamic set of plays• Account level engagement visibility and analytics• Synchronize interactions across multiple players
and channels• Personalize communications
Example Plays
Core Prospecting Plays
• Core prospecting Play• True multi-channel, multi-
player Play• Creativity is a plus
Core Prospecting Play
Overview: • Manually launched• 12 steps
Players: • Our Team– Marketing – CEO– ADR
• Their Team– Head of Marketing– Head of Sales– Head of Sales Dev.
Core Prospecting Play
Core Prospecting Play
Core Prospecting Play
Core Prospecting Play
To: Head of MarketingFrom: CEO
Handoff Plays
• Change of contacts– ADR AE– AE CSM
ADR AE Handoff Play
Overview: • Auto triggered
– 5 steps
Players: • Our Team– ADR– AE
• Their Team– Contact 1– Others
Handoff Play
Handoff Play
Mutual Connection Play
• Opens the door• Leverage your network
Mutual Connection Play
Overview: • Manually launched• 9 steps
Players: • Our Team– ADR– Executive
• Their Team– Contact 1
Mutual Connection Play
Mutual Connection Play
Mutual Connection PlayTo: Contact 1CC: ADRFrom: CEO
Mutual Connection Play
Marketing Qualified Account Play
• What is an MQA?• Sales and marketing
alignment is crucial
Marketing Qualified Account (MQA) PlayOverview: • Auto triggered• 12 steps
Players: • Our Team– ADR– VP of Sales– CEO
• Their Team– Head of Sales– Head of Demand
Gen
MQA Play
MQA Play
MQA Play
MQA Play
Hiring Trigger Event Play
• Opens the door• Short window of opportunity• Leverage external tools
(e.g., LinkedIn)
Hiring Trigger Event Play
Overview: • Auto triggered• 10 steps
Players: • Our Team– ADR – VP of Sales
• Their Team– Hiring manager– VP of CXO
Hiring Trigger Event Play
Hiring Trigger Event Play
Hiring Trigger Event Play
Questions and Answers
@Engagio#SalesPlaybook
Engagio.com/LeadMD-report
For more Account Based treasures…
How to Not Send Really Crappy Cold Emails
Engagio.com/crappy-email-ebook