The Complete Guide to Sales Development Leadership

#SalesDevGuide#SalesLeadership

Hiring for Sales Development
How to build a Sales Development team
Pouyan Salehi
CEO & Cofounder, PersistIQ

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1. What is Sales Development?
2. How is it changing?
3. How do you hire for it?
4. Profile of a successful sales rep
5. 4 steps to hiring the right sales rep
What we’ll cover

Generate Qualified Pipeline $$$
Process: Inbound vs. Outbound
Structure: Centralized vs. Decentralized
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What is Sales Development

New technology is impacting how sales development reps
and teams operate.
1. The new metrics that matter
2. The new team structures
3. 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

Research + Communication + Empathy
Profile:
● 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 Role
a. Team Structure / Candidate Profile
2. Create a Compelling Job Description
3. 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 screen
Step 2: Sales Development Exercise (take-home)
Step 3: In-person and Mock Qualifying Call
Step 4: Meet the team (culture fit)

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Sales Exercise
Looking for...
● Follow instructions
● Attention to detail
● Research
● Communication
● Feedback

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Sales Exercise
If you would like to see a copy of
our sales exercise, visit:
bit.ly/PIQ-exercise

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We’re Here to Help!
pouyan@persistiq.com
@psalehi
PersistIQ Sales Exercise
Sales Technology
The future of Sales Development

Managing Different Levels
Move the Middle, Support the Top
& Salvage the Bottom
Ben Sardella
Co-founder & CRO
@datanyze

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

Why aren’t they progressing?
Top RepsMiddle Reps

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

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

Coaching is crucial

Coaching is crucial
“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

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

Make it a game
● Competition/Gamification
○ Digital leaderboards
○ Spiffs
○ Caution: may be seen as public shaming
○ Check out these solutions:

Salvage the Bottom
Clearly communicate
goals

Salvage the Bottom
Clearly communicate
goals
Examine Rep’s
Individual Activity

Salvage the Bottom
Clearly communicate
goals
Examine Rep’s
Individual Activity
Honesty, Transparency
& Positivity

Salvage the Bottom
Clearly communicate
goals
Examine Rep’s
Individual Activity
Honesty, Transparency
& Positivity
Upward
Movement
Part Ways

Support the top
● Challenge them
○ Path to more responsibility
○ Assign important verticals
○ Keep it interesting

Support the top
● Have their backs
Source: Salesforce

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

Support the top

Compensation & Quota
2016 SDR Metrics & Compensation
Report
Trish Bertuzzi
Pres. & Chief Strategist
@bridgegroupinc

Base & OTE are Flat, Again

Incentive Pay Variation

Monthly Quotas are Up

Roughly 2/3 of SDRs Hit Quota

SDR Pipeline Contribution is Flat

SDR Pipeline Contribution is Flat
#SalesLeadership

Check out the new
PersistIQ and Datanyze Podcast
#SalesLeadership
Hosts:
Brandon Redlinger,
Growth at PersistIQ
Ben Sardella,
CRO & Cofounder at Datanyze
SalesFloorStories.com

Questions?

The Complete Guide to Sales Development Leadership

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The Complete Guide to Sales Development Leadership