1

CONTENTS

ANALYZING

ANALYTICS. REPORTING. INTEGRATIONS.

2

Here at SalesLoft, we believe in inside sales and the power of the sales development team. This is the document we equip our SDRs with to ensure the highest likelihood of success.

3

CONTENTS

Getting Started /4Get To Know SalesLoft /5Why Are You Here? /6Analytics /7-13Timing: Phone & Email /14Email Templates /15-16Daily Schedule /17Daily Touch Breakdown /18Integrations /19-23

Here’s what you’ll find in this section of the playbook.

4

GETTING STARTED

Welcome to SalesLoft as the newest Outbound Sales Development Rep!

We’re excited to have you on board and are looking forward to watching you shine in your new role. We believe that the sales development process is the biggest innovation to happen to sales in the last decade, so you’re in a great starting place. We want you to get the basics down quickly so you can start thinking outside the box and be creative. As you begin to set up your first demos, start by using the process below. This document has been created and improved by the SDRs hired before you, and soon you’ll be leaving your own mark on this document.

Let’s get started with the background and daily processes you need!

5

GET TO KNOW SALESLOFT

SalesLoft is the simplest way to convert prospects into qualified appointments, all within one platform.

Don’t waste your prospecting leads. Build a cadence of phone calls and emails for your team to follow consistently. Automatically track and log sales emails and dials into salesforce.com, saving time for

Sales Development Reps to have more conversations with our integrated sales dialer.

Data Phone Email

6

WHY ARE YOU HERE?

Sales development is no longer a nice to have, but a need to have.

And it’s not slowing down. You’re either on board, or getting left in the dust by your competitors.

We serve sales development teams and count over 1,500 organizations as our clients. They’ve taught us the ins and outs of sales development and we look forward to sharing these best practices to maintain the almanac on how to build and run the hottest sales development team - from recruiting, hiring and onboarding, to setting compensation plans and coaching.

This playbook will be your go-to for your sales development career at SalesLoft.

In the second section, we discussed the ins and outs of efficiently using SalesLoft to email and call prospects.

In this section, we’ll discuss how to measure and analyze your data, as well as each integration at your disposal.

2. EXECUTING

1. PLANNING3. ANALYZING

7

ANALYTICS

7

To fully unleash the power of data, organizations need to evolve to an analytics-driven culture—a culture that trusts and uses its data to drive strategic decision making and empower their people. Data is a key organizational resource which can be monetized or tapped to improve mission effectiveness and efficiency.

That’s why Cadence has one tab devoted specifically to it. Simply select the “Analytics” tab in the header and you’ll have six options to view your data: Overview, Success, Ranking, Process, Email, and Phone.

I pity the fool who isn’t creating a culture of Analytics.

8

The first screen after clicking into “Analytics,” reveals a general overview of your team’s activities. You’ll see a graph of emails and calls over time and filter by specific groups within your organization.

As you scroll down, you’ll see a snapshot of emails delivered, calls made, and other steps completed. You’ll be able to see more on these metrics as you navigate within Analytics.

ANALYTICSOverview: What the team is doing

9

ANALYTICSSuccess: How the team is doing

If you click from “Overview” to “Success,” you’ll see a breakdown of how well your team is performing, broken down by Success score, derived from Efficiency score, Effectiveness score, and Lead lifetime.

Success score: Total number of successesEfficiency score: Perfect of people that are successful

Effectiveness score: Activities it takes to get 1 successLead lifetime: Number of days it takes to get 1 success

10

ANALYTICSRanking: Who is performing best

Gamification is helps a thriving sales organization through creating positive competition, encouraging collaboration, opportunities for mentorship, and creating an engaging workspace. Track your teammates’ progress, see the effectiveness of templates, and uncover who is an ace on the phones.

11

ANALYTICSProcess: How well the team is sticking to their cadences

What is the #1 attribute of high growth teams? Process. Process. Process.

Staying accountable to your process is absolutely necessary to being a successful SDR. Track the number of prospects you are adding each day to stay consistent. Execute on time to maintain rhythm and flow. Every touch matters, so keep yourself in check by measuring your skipped actions.

12

ANALYTICSEmail: What engagement looks like

Gone are the days where you hit send on an email and cross your fingers hoping for success. Use science to uncover the best times to email your prospects. The platform tracks the times of highest email engagement so you know what day and time is best to send your emails.

See what templates are working. You may not realize which templates are your secret weapon.

13

ANALYTICSPhone: Is the team having meaningful conversations

Cold calling is a tough racket. Especially when you do not know what times are best to call.

The platform tracks the historical dispositions of your calls and lets you know the best time of day to make calls.

Now that you can see analytics across the board, let’s move on to take a look at some example email templates and integrations that can give you the edge in your outreach.

14

TIMING: PHONE & EMAILYou’ve seen general analytics for phone and email, but you can get even more granular by scrolling down under each tab. You’ll see times with the best reply rates (for emails) and connects (for phone), which you can segment by team or person.

A graph will populate based on you or your teams data, and you’ll have one optimal date and time. The example below shows sample data for phone, but you’ll find similar data for emails under the “Email” tab.

1515

EMAIL TEMPLATESExample template #1

With a grasp on analytics, let’s take a look at three email templates we use in a typical Account-Based cadence.

Here’s number one.

You can tweak each email within each cadence and easily test different options.

1616

EMAIL TEMPLATESExample template 2 & 3

1717

DAILY SCHEDULEWhat does a day typically look like for an Outbound SDR?

8-9 AM 10:30 - 10:50

9 - 9:20 10:50 - 11:30

9:20 - 9:40

11:30 - 12 PM

9:40 - 9:50

12 - 1

9:50 - 10:30

1 - 2:30

2:30 - 4

4 - 5

Answer emails, check calendar, send demo confirmation emails.

Format .CSV file of 50prospects from the night before• Import to Salesforce.com• Sync to SalesLoft Cadence• Make sure companies do not read

“company name Inc” and review the prospect names.

• Review titles to make sure they aren’t too long (ex. change Vice President to VP)

Send Day 4 “touch” Email 2

SCRUM

Day 2 Calls, NoVoicemail

Send Email 1

Day 3 Morning Calls - No Voicemail

Send Email 3

LUNCH

1st Call - LeaveVoicemail

Day 3 Afternoon Call - Leave Voicemail

Source 50 prospects for next day

1818

DAILY TOUCH BREAKDOWNfor outbound SDRs

DAY 1

DAY 2

DAY 3

DAY 4

DAY 5

DAY 6

DAY 7

Morning Email (#1) and Afternoon call with Voicemail: (Note the numbers that go through/direct dials/available extensions, etc.)

Call (No Voicemail)Social Touch: Tweet or InMail

Morning call no Voicemail: Afternoon call w/ Voicemail (Focus afternoon VM on prospects that have opened an email)

Email 2

Social Touch: Tweet or InMail

No Touches

Email 3,Social Touch: Tweet or InMail

Actioning SalesLoft’s 7x10 cadence looks something like this:

1919

INTEGRATIONS

As mentioned in the first section, the Sales Development Cloud integrates technology with your workflow to get more done faster.

The next four pages will discuss some of the key integrations within the SalesLoft platform and how they can be used to supplement your current process.

Want to learn how MuleSoft used personalization at scale to increase their conversations using SalesLoft?

VIEW THE CASE STUDY

2020

INTEGRATIONS

DiscoverOrg Datanyze

Find accurate, comprehensive intel on your prospects.

Best-in-class sales intelligence platform that helps sales professionals sell smarter and more effectively. The robust DiscoverOrg platform enables sales professionals to easily access the right contacts and context to significantly contribute to the bottom line. Import your target people and companies with one click right into SalesLoft to speed up your process and create better alignment.

Find your perfect prospect information.

Uncover, research, and connect with the right prospects and companies at the right time. Import your target people and company profiles with one click right into SalesLoft to speed up your process and create better alignment.

2121

INTEGRATIONS

Crystal Owler

Communicate based on psychological personality.

Get access to millions of personality profiles and learn the best way to communicate with your customers. Use empathy and intentionality by tailoring your outbound messages to fit the context of your buyer.

Get insights on companies exactly when you need them.

Owler is a competitive intelligence tool for business professionals. Get customized insights on your companies with Owler insights built right into the platform. Stay updated with hand-curated, real time updates about companies along with exclusive company insights from the Owler community.

2222

INTEGRATIONS

InsideView Sigstr

Leverage insights from your data.

InsideView company enrichment and insights turns basic company information into detailed, contextual records that reveal far more about companies and their decision-makers than is possible through typical information channels. Gather just-in-time insights to infuse into your messaging and communication.

Find your perfect prospect information.

Simple management for employee email signatures. Ensure a consistently branded Email Signature for employees and unlock a powerful marketing channel via Sigstr Campaign banners.

2323

INTEGRATIONS

ExecVision RingLead

Drive revenue through conversational insights.

Better data drives better decisions, and better conversations close more deals. ExecVision unlocks the valuable data within your conversations. ExecVision is the only conversation analysis solution that gives you direct actionable insights into your buyer’s point of view.

Command your data.

Source new contacts that meet your targeted companies and personas. Import your target people and companies with one click right into SalesLoft to speed up your process and create better alignment.

As the product grows, the process will change along with it.

As these changes arise and our business grows, we will update and re-publish the ebook to keep you informed.

This publication was both created and written by SalesLoft. While it was orginally created for internal use, feel free to re-publish exerpts of the book as long as it is credited to SalesLoft. You are welcome to share the book in its entirety with anyone you think might be interested.

SalesLoft is a complete sales development platform aimed at helping find and reach out to people they’re interested in.

Visit SalesLoft.com for more information on sales development best practices or follow us on Twitter @SalesLoft.

ABOUT SALESLOFT

#1. PLANNING

#2. EXECUTING

#3. ANALYZING

MORE INFORMATION

ABOUT THE BOOK

Miss anything?

You can find everything you need - from planning and executing to analyzing - all in these three sections of the playbook. Simply click a cover to download any of the three sections of the ebook.