5 keys to the ultimate sales development playbook

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