Steady sales are essential for the growth and sustainability of every company. As a marketing or sales leader, you need to ensure the leads your team generates are handled properly through a top-notch process, resulting in happy customers and recurring revenue. What are the best practices for building, scaling, and maintaining an efficient SDR (Sales Development Rep) team? How do you stay human while scaling your marketing and sales department? What is the balance to ensure quality over quantity? All these questions and more are answered in the Up Your Lead Gen Game, Create a Rockstar SDR Team presentation.

1. UP YOUR LEAD GEN GAME
CREATE A ROCKSTAR SDR TEAM
Anastasia Valentine, VP Marketing, Versature
@AVV

2. ● 50% of buyers choose the
vendor that responds first.
● Conversions increase 21X
when leads are contacted
within 5 minutes.
● Median first response call
is 3 hrs, 8 mins.
● Average is 61 hours.
● 47% of companies don’t
respond at all.

3. ● SDR’s can decrease the
sales cycle by 15%
resulting in a potential
30% increase in revenue.
● It can take up to 60-90
calls and/or touchpoints
to get a qualified sales
appointment.

4. What is a Sales Development Rep (SDR)?
● Dollar Dialers?
● Lead Generators?
● Relationship Builders
● Opportunity Finders?
● Rainmakers?
● Relationship Builders

5. SDR’S:
• Create their own lead lists
• Add leads to appropriate cadence
• Manage leads in each
cadence/Nurture
• Address top of the funnel
objections
• Identify size of opp
• Identify competitors
• Identify pain points
• Select appropriate call to action
SALES:
• Deliver a demo
• Talk about/Negotiate pricing
• Position us against competitors
• Address mid to deep funnel
objections
• Do an ROI analysis
• Discuss technical/implementation
details.
• CLOSE!
Set Appointment OR Connect NOW!
Seamless hand off & appt confirmation.

6. Only Reason to Invest in an SDR Practise:
To Generate MORE Revenue!

7. FRINGE BENEFITS!
● Improved Customer Relationships
● Improved Productivity
● Positive Impact to Bottom Line
● Collaborative Internal Relationships

8. NEW GRAD CAREER TRANSITION
SALES CALL CENTRE
EXPERIENCE
SALES EXPERIENCE
SDR Dream Team

9. “These aren’t the SDR’s
you were looking for.”

10. Prospect Before Prospect After Sales Stage
Why Listen? Crazy Busy Curious Introductory
Meeting
Why Care? Curious Interested Discovery Call
Why Change? Interested Active Pipeline Opportunity
Why You? Active Committed to you Forecasted
Opportunity
(60-90%)
Why Now Committed to you Committed to Now Win/Close
Source: Sales Development Playbook
Where do SDR’s Fit in Pre-Sales?

11. SDR
Minimum 12 – 18 Month Commitment
SDR Captain/Team Lead
Sales Account RepMarketing Specialist
Customer Success
SDR Career Path

12. Some schools of thought
SDR’S SHOULD:
• Be inbound or outbound only.
• Handle inbound & outbound.
• Belong under sales.
• Belong under marketing.
• Have a 1:1 relationship with a salesperson.
• Be outsourced.

13. START SMALL AND STRONG

14. TEST, EXPERIMENT, TEST AGAIN!

15. CONNECT to your
PERFECT FIT Customers

16. Meet our Buying Personas:
COMPANY & DECISION MAKERS
Finn Skewers
CTO,
Amazeballs
Jason Gilly
CFO, Amazeballs
Patty Shiver
COO,
Amazeballs
• 200 Employees & Growing
• 20 Remote Workers
• Vancouver, Toronto & Montreal Offices
• Founded in 2010 - solid funding & growth.
“I want a business phone
system that can scale to
meet our internal &
external demands from a
stable company with a
reliable network, support
system and CDN based
infrastructure.”
“The business phone
solution we choose needs
to be cost effective, low to
no maintenance and scale
with the growth of the
company. No pop up
shops or conglomerates
please.”
“Our business phone
solution must be low
maintenance, easy to use
& feature rich PLUS
integrate with our
operational systems like
Salesforce.”

17. PERSONALIZED CADENCE
For Every Scenario
● Vertical
● Call to Action
● Paid Lead Programs
● Event
● Demo Request
● Quote Request

18. INBOUND SALES
SUPPORT /
ROAD TRIPS
EVENTSOUTREACH
SDR Strategy
Pre planned
Leverage our success
Personalized cadence
Industry / GEO targeting
List Creation
Add to right cadence
Immediate response
Target GEO
Create lists
High touch point
Personalized cadence
Leads from events
Add to specific event
cadence
Follow up in 24 hrs
WORK CADENCE

19. Where do SDR leads come from?
Lead Lists
Professional/
Personal Network
Versature Prospect
Email List
Events
Business Directories

20. SDR COMPENSATION
• Base Salary + Bonus + % of SDR Deals Closed
• First 2 Months - Ramp up & grace period
• Probation - 3 months
• 100% of monthly bonus if they hit their targets
• 40 Sales Accepted Leads per SDR, per Month
• If 100% of SAL’s achieved, 100% of bonus given.
• >100% Accelerated SAL plan kicks in
• <49% No bonus that month
• 2% ARR on SDR Sourced Deals at time of billing.

21. Be DATA-DRIVEN

22. SALS PER WEEK
PER PERSON
50
250
1000
10
40
CALLS A DAY
A WEEK
A MONTH
SALS PER MONTH
MEASURE OVERALL SUCCESS
BASED ON PIPELINE & REVENUE BY:
• Cadence
• Individual
• Team
• Timeframe
SDR Performance

23. Contact Details Complete &
Accurate
• No Gmail/Hotmail/Yahoo
addresses
• Company Verified
Buying Signal(s) /
Interest Identified
• Move/Add/Change/Cost/Scaling/
Acquisition/Contract End etc.
Deal Details Captured
• # of Seats
• # of locations
• Identify pain points.
Define Sales Accepted Lead?
Appointment
• Sales Appt Booked, Confirmed &
Attended.
BONUS!
• Identify current provider.
• Identify who does their IT. Internal?
External? What company?
• What is their contract end date?

24. USE TECHNOLOGY TO SCALE
Manage Process KPI Measurement Nurturing
MEASUREMENT,
COACHING
& QUALITY CONTROL
AUTOMATION TRIFECTA

28. You can NEVER go wrong,
if you do the RIGHT thing.

29. Q&A
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