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#SalesDevGuide#SalesLeadership
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Hiring for Sales Development
#SalesDevGuide#SalesLeadership
How to build a Sales Development team
Pouyan SalehiCEO & Cofounder,
PersistIQ
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Click to add title1. What is Sales Development? 2. How is it changing?3. How do you hire for it?4. Profile of a successful sales rep5. 4 steps to hiring the right sales rep
#SalesDevGuide#SalesLeadership
What we’ll cover
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Generate Qualified Pipeline $$$
Process: Inbound vs. Outbound
Structure: Centralized vs. Decentralized
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What is Sales Development
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New technology is impacting how sales development reps and teams operate.
1. The new metrics that matter2. The new team structures3. What this means for being successful
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How Sales Development is Changing
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1. The New Metrics that Matter
Today● Email template open
rates● Raw activity numbers
New● Response rates
(positive, negative, neutral)● Type and Quality of
activities ● Number of
touchpoints● Order of touchpoints
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2. Different Team Structures
Centralized● Outbound feels like
inbound for the reps ● Better for high-
volume / transactional
De-Centralized● Empowers reps to
operate (within limits)● Better for target
account selling
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Having the right team!
Since activity execution is solved, the focus changes to strategy and personalization.
3. What this Means for Success
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Research + Communication + EmpathyProfile: ● Curious● Intelligent / Astute● Desire to win● Resilient and Coachable● Creative (de-centralized)
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The New Skillset for Sales Reps
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4 Steps for Hiring the Right Rep
1. Clearly Identify Your Needs for the Rolea. Team Structure / Candidate Profile
2. Create a Compelling Job Description3. Data-Driven and Consistent Approach 4. Act Quickly and Decisively
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(The Bridge Group, 2016)
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The Interview Process
Step 1: 15 min. phone screenStep 2: Sales Development Exercise (take-home)Step 3: In-person and Mock Qualifying CallStep 4: Meet the team (culture fit)
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Sales ExerciseLooking for...● Follow instructions● Attention to detail● Research● Communication● Feedback
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We’re Here to [email protected]
@psalehi
PersistIQ Sales ExerciseSales Technology
The future of Sales Development
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Managing Different Levels
#SalesDevGuide#SalesLeadership
Move the Middle, Support the Top & Salvage the Bottom
Ben SardellaCo-founder & CRO
@datanyze
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3 Types of Reps● Roof
○ 20% of sales team who consistently exceed quota
● Middle○ 60% who hit or are just
shy of quota each month
● Basement○ Bottom 20% who are
struggling each and every month
#SalesDevGuide#SalesLeadership
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3 Types of Reps● Roof
○ 20% of sales team who consistently exceed quota
● Middle○ 60% who hit or are just
shy of quota each month
● Basement○ Bottom 20% who are
struggling each and every month
#SalesDevGuide#SalesLeadership
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3 Types of Reps● Roof
○ 20% of sales team who consistently exceed quota
● Middle○ 60% who hit or are just
shy of quota each month
● Basement○ Bottom 20% who are
struggling each and every month
#SalesDevGuide#SalesLeadership
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Why aren’t they progressing?
#SalesDevGuide#SalesLeadership
Internal or External
Deficiency Top Reps Middle Reps
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Moving the middle● Focus on what matters
○ Don’t just be “busy”
○ Don’t get caught in endless admin work
○ Understand your reps are having trouble “getting it” and they know there’s a problem
#SalesDevGuide#SalesLeadership
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Moving the middle● Provide Guidance
○ Dive into activity metrics during 1-on-1 meetings
○ Compare those to time spent on admin work
○ Make necessary adjustments
○ Analyze data and use dashboards to visualize the insights
#SalesDevGuide#SalesLeadership
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Coaching is crucial
#SalesDevGuide#SalesLeadership
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Coaching is crucial
#SalesDevGuide#SalesLeadership
“If there was no coaching or reinforcement activity following training, there was a drop-off of 87% of the knowledge acquired. That’s a waste of 87 cents on every dollar spent on formal development efforts.”
-Neil Rackham, author of Spin Selling
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Coaching is crucial ● Ask, listen & identify the
problem○ Insufficient # cold calls/emails
○ Lack of trust built during sales call
○ Product-focused sales call
○ Price-focused sales call
○ Not asking enough questions
○ Not asking relevant questions
○ Personal issues at home
○ Lack of product knowledge
○ Lack of motivation
○ Personality conflict with sales manager
#SalesDevGuide#SalesLeadership
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Make it a game● Competition/Gamification
○ Digital leaderboards
○ Spiffs
○ Caution: may be seen as public shaming
○ Check out these solutions:
#SalesDevGuide#SalesLeadership
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Salvage the Bottom
#SalesDevGuide#SalesLeadership
Clearly communicate
goals
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Salvage the Bottom
#SalesDevGuide#SalesLeadership
Clearly communicate
goals
Examine Rep’s Individual Activity
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Salvage the Bottom
#SalesDevGuide#SalesLeadership
Clearly communicate
goals
Examine Rep’s Individual Activity
Honesty, Transparency &
Positivity
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Salvage the Bottom
#SalesDevGuide#SalesLeadership
Clearly communicate
goals
Examine Rep’s Individual Activity
Honesty, Transparency &
Positivity
Upward Movement
Part Ways
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Support the top● Challenge them
○ Path to more responsibility
○ Assign important verticals
○ Keep it interesting
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Support the top● Have their backs
#SalesDevGuide#SalesLeadership
Source: Salesforce
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Support the top● Let them know they’re appreciated
○ Public recognition fills void money can’t
○ GIve awards and acknowledge them in front of peers
#SalesDevGuide#SalesLeadership
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Support the top
#SalesDevGuide#SalesLeadership
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Managing Different Levels
#SalesDevGuide#SalesLeadership
Move the Middle, Support the Top & Salvage the Bottom
Ben SardellaCo-founder & CRO
@datanyze
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Compensation & Quota
#SalesDevGuide#SalesLeadership
2016 SDR Metrics & Compensation Report
Trish BertuzziPres. & Chief Strategist
@bridgegroupinc
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Base & OTE are Flat, Again
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Base & OTE are Flat, Again
#SalesDevGuide#SalesLeadership
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Incentive Pay Variation
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Monthly Quotas are Up
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Roughly 2/3 of SDRs Hit Quota
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Roughly 2/3 of SDRs Hit Quota
#SalesDevGuide#SalesLeadership
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SDR Pipeline Contribution is Flat
#SalesDevGuide#SalesLeadership
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SDR Pipeline Contribution is Flat
#SalesLeadership
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Questions?