how to move the bell curve & retain top sdrs

maryloutyler.com

maryloutyler.com

Who Am I?Sa

les

Stra

tegy

Exp

ert

Process Expert

2 Best-Selling Business Books – Amazon & McGraw-Hill30 years specializing in adding predictability to top-of-funnel sales conversations

maryloutyler.com

4-Part Series – Ambition

How to:Attract & Hire the Right SDRs (ADR | BDR) for

Your TeamEquip SDRs with Process & TechnologyMake SDRs More Effective at Time ManagementRetain & Enhance Current SDR Talent

4-Pa

rts

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Part – IV PURPOSE: Retain & enhance a winning SDR team through… Collaboration Accountability

Engagement

Conscientiousness Effectiveness

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Motivation Recognition

Build a Consistent, Effective Sales Team5

Tene

ts |

Doc

trin

es

Development MutualAccountability

Transparency

$$$

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Principle #1: Transparency

Transparency

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What Does Transparency Look Like?

• absence of hidden agendas or conditions• availability of full information• collaboration• cooperation• collective decision making

Outcome: Builds strong trust within the team

Managers: “The more transparent you are, the more your team trusts you”TRA

NSP

ARE

NCY

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Transparency Establishes Trust

3 Components of TrustCare Security, respect and pay for SDRs

IntegrityNo hidden agendas, false truths, manipulation

CompetenceKnow everything SDRs are expected to know

TRU

ST

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Reporting – The Tool of TransparencyTR

AN

SPA

REN

CY

CUSTOMER LIFECYCLE TOUCH POINT KPIs

REPO

RTIN

G

BY

GRO

UP

ACTIVITIES TRENDSOBJECTIVES INSIGHTS

BY T

YPE

BY T

OU

CH

POIN

TIB AMOB AE

INDIVIDUAL ENTERPRISETEAM REGION

MARKETING SUPPORTSALES SERVICE

ENGINEERING PROD. DEVEL.

EXECUTIVE SUPERVISORDIRECTOR MANAGER

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Principle #2: Mutual Accountability

Accountability

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Practice Mutual Accountability

Invite Critique Practice Reciprocity Establish boundaries using individual & team participation Activities Objectives Good, Better, Stretch goals (realistic, yet challenging)

Set Accountability Operating Parameters KPIs

Leading | Lagging Balanced Score Cards

ACC

OU

NTA

BILI

TY

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KPI Development Steps

Describe intended result(s)Understand alternative measures Select right measurement(s) for each goal/objectiveDefine composite indicators (it takes a village) Set targets, thresholds, weights, importance, frequency Build into on-demand and time-based reportingMeasure | Analyze Results Build into role-playing | feedback loops to improve

ACC

OU

NTA

BILI

TY

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Measuring AccountabilityA

CCO

UN

TABI

LITY

ACCOUNTABILITY KPIs

KPIs ACTIVITIES TRENDSOBJECTIVES INSIGHTS

BY ROLE

BY SCORE

BY IMPORTANCE

BY DURATION

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Principle #3: Recognition

Recognition

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Extrinsic & Intrinsic Recognition

Extrinsic Commissions Bonuses Awards Level-Up

Intrinsic Feeling Respected Feeling Appreciated Meaningful Work Important Vision

RECO

GN

ITIO

N

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Micro Recognition – Extrinsic Rewards

Achievement Based instead of Tenured Based Ex: Level-Up Assistant SDR (research & mapping) Associate SDR (sets appointments) Senior SDR (sets qualified opportunities) Lead SDR (Senior SDR who also manages pod of 2)

Ex: Bonus Silver Bonus – 2 consecutive months of meeting sales objectives Gold Bonus – 3 consecutive months of meeting sales objectives Platinum Bonus – 4 consecutive months of meeting sales

objectives

RECO

GN

ITIO

N

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Micro Recognition – Intrinsic Rewards

Workflow | Day-In-The-Life Ex: E-Mail Writing Highest Response Hyper-Personalized Template (RESP) Highest Open Rate (subject line) Highest Use of Content (click-through)

Ex: Block-Time Most Meaningful Conversations in Block-Time (BTTC) Highest Ratio of Meaningful Conversations to Connects

(FTRP | Mapping) Fastest Conversations to SQL Time (Lag)

RECO

GN

ITIO

N

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Make Recognition Active & PublicRE

COG

NIT

ION

SET TRIGGERS & ACCOLADES FOR PUBLIC DISPLAY

KPIs EXTRINSIC INTRINSIC TRENDS

TRIGGERS

ACCOLADES

DISPLAY

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Principle #4: Motivation

Motivation

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It Takes More than Money…

Money is Important, but it’s also about being… Valued Respected Successful Involved

Money…Marks Our SuccessMeasures Value We Are Creating Beyond Basics –Satisfying Work Matters Most

MO

TIVA

TIO

N

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Extrinsic & Intrinsic Motivation

Extrinsic External rewards

Money Praise Tangible & concrete

Intrinsic Internal rewards

Enjoyment Positive Feelings Happiness

MO

TIVA

TIO

N

maryloutyler.com

Gamification – The Extrinsic | Intrinsic Motivational Link Gamification [done correctly] targets 4 intrinsically

motivated behaviors: Relatedness

social status, connections, belonging

Autonomy creativity, choice, freedom, responsibility

Mastery learning, personal development, levels

Purpose altruism, meaning, a reason why

MO

TIVA

TIO

N

maryloutyler.com

Sample Gamification – Ambition

“Sustainable gamification that works…”

Harvard Business Review

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Motivation Through Empowerment

Give Control to Get Control Procedures (training, meetings, office hours, etc.) Objectives (mutually agreeable, realistic but challenging) Policy & Planning (development & execution) Information Sharing (see Transparency slides) Pricing decisions

Get Buy-In Empower We own our job, we take initiative, we are mini-CEOs

MO

TIVA

TIO

N

maryloutyler.com

Principle #5: Development

Development

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Development – Simplicity & Consistency

• Telephone • Objections• Sales Conversations (questions, disqualifying, call-flow, next steps,)• Product discussions• Mapping

• Writing (non-prime calling hours)• Research • Templates• Subject Lines

• Improvement• Role-Play• Goal Setting• Problem Solving• Product Knowledge

DEV

ELO

P SK

ILL

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Developing Skills – Review Your Funnel

1. IDENTIFIED

QUALIFYING

WORKING

COLD | NEW

Marketing Qualified Leads (MQLs)

Automation Referral Engine

(Marketo)ADR Personal E-mails

(Templates)ADR Found-Person Calls

(FTRP)

INBOUND (30%) OUTBOUND (70%)

E-MAIL PHONE

ADR Generated Leads (AGLs)

ADR Accepted Leads (AALs)

ADR Qualified Leads (AQLs)

Sales Accepted Leads(SAL)

INBOUND (5%) OUTBOUND (95%)EMEAUSA

2. QUALIFIED

MQL (Marketing)ADR (Account Development Rep)AE (Account Executive)

LEGEND

Sales Qualified Leads(SQL)

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High Winning SDR Team Development

Themes Activities

Give & Get Respect Collaboration Communication Shared Vision Exercises Expressing Gratitude

Engage The Team Planning Policy Procedures Goals Objectives

Ask Questions – Listen to Answers Define Success (motivation, productive, process improvement, goals, techniques, strategies, tasks, rhythms)

IDEA

S TO

DEV

ELO

P

maryloutyler.com


Themes Activities

Activate Limitless Selling Strategies Challenging, record-breaking, stretch goals Encourage achievement of goals Short-term, long-term goal setting Workable plan to make goal a reality

Tracking & measurement Training & Development Improvements Expectations (discipline, hours, etc.)

Encourage Optimism Practice Learned Optimism: Adversity, Beliefs, Consequences, Disputation (snap-out-of-it), Energization (positive feelings only allowed)

“Learned Optimism” by Martin Seligman

IDEA

S TO

DEV

ELO

P

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Themes Activities

Training Strategies 1-1 Mentoring Teach-a-topic Pick-an-objection Critique-my-call Call-wrapup

Assessments Daily (through reporting) On-Demand (call wrap-up, block-time, headset-tango) Sales process (D-M-A-I-C) TQM (Total Quality Management)

Assets (e-mail, content, scripts, convos, training materials)

Buyer journey

IDEA

S TO

DEV

ELO

P

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Where to Learn More

Predictable Prospecting, The Book.

2nd Generation of Predictable Revenue Good resource Filled with examples and how-to’s

For the more advanced business developer