Implications of Salesforce Acquiring ExactTarget for Sales Professionals
Salesforce on Salesforce: Sales Development
Transcript of Salesforce on Salesforce: Sales Development
Salesforce on Salesforce: Sales Development
Leah Muller, VP Sales Development
Our Organization
~20%1,000$2B+
Sales Development Global Value
Global pipeline last fiscal year People Globally of total pipeline
Values in Sales Development
Hire the Right People
Ramp Reps Faster
Retain and Promote
Top Talent
Align Teams with V2MOM and KPIs
Sales Development Roles
Sales Development Representative (SDR)
Business Development Representative (BDR)
Inbound Leads
Qualifies Opportunities
Face of Salesforce
Training ground for future BDRs
Outbound Prospecting
Aligned with Account Executives
Generate net-new & x-sell Opportunities
Training ground for future AEs
Salesforce Specialized Sales Development Model
Sales Development
Account ExecutivesBy Segment
Inbound Leads
Qualified Opportunities
Closed Deals
BDRs: Outbound
SDRs: Inbound
Customer Success
Mapping Inside Sales to AE Segmentation
Motivation in Sales Development: Career Path
Incentives
Compensation
CareerBDA
3-6 months
SDR10-12
months
BDR12-14 months
AE SMB24-36
months
AE CMRCL36-48
months
AEENTR
48+ months
Sales Dev Academy
Spiffs and Contests:
• High Energy and Results
• Change Behavior on Process or Product
• Current Sales Programs
Compensation:
• SDR: 75% fixed / 25% commission
• BDR: 65% fixed / 35% commission
• Commission based on sourced ACV
Sales Development Academy:
SDRThe Lead Process
An SDR’s Day - By the Numbers
30+ Inbound Leads
~15Workable
Leads
65+Calls 4
Opportunities created
Value drivers and design fundamentals the SDR machine
1. “The Fundamental Theorem of SDR speed” + Cadence
2. Generalist SDR model is better than a Specialist for SDR
3. “Uniform Accountability Model” for SDRs and Managers/Teams
4. SDR ACV is correlated to lead flow
Speed-to-LeadThe faster you call on a new lead, the higher your chance of connecting & flipping
1
Calling a lead back in < 30 mins give you a 25% higher chance of flipping it than if the call back was > 60 min
Speed-in-CadencePrioritizing leads that are still early in cadence maximizes your chance of a flip
2
• 70%+ of total opptys are flipped within the first 2 call attempts
• Attempts on calls 1, 2, 3 are 2-3x more likely to flip than attempts on call 4+, given higher call-to-connect and connect-to-flip rates earlier in cadence
Calls and Opptys by Call Attempt, FY18; excludes 1-800 & Chat
Speed-to-MeetingThe sooner the AE has their discovery call, the higher the win rates
3
Win rates are 2x higher when AE disco call happens within a day of initial SDR qual.
FY18 SDR flips by time until AE disco call*
Call + Email Call + Email Call + Email Call + Email Call + Email
SDR SLAs: Speed-to-Lead + Call CadenceSDRs are quick-to-call and “politely persistent”
Archive LeadDay 1 Day 3 Day 5 Day 12 Day 19
Marketing Nurture
First call: Target is 60 min average response team (can be as quick as 0 to 15 mins)
Form Completes (Contact Me,
demos, trials, etc.)
Marketing Automation:Routes leads based on ROE and
automates some deduping
SDRs work leads from 5 channels, subject to Rules of Engagement (ROE)Lead Routing Overview
1-800-NO-SOFTWARE & CHAT
ROE
SDR
BDRWebinars& Events
ROE
Work
Work
Stage 4 Stage 5Stage 3 Stage 6 Stage 7 Stage 8
Stage 1 Criteria (SDR creates) Stage 2 Criteria (AE to progress)
• Business need/interest• Compelling reason• Timeline
• Business need/interest• Mutual commitment for next step in the
evaluation after the intro call• Budget
SDR creates Stage 1 oppty in AE’s name(note: Stage 1 is omitted from sales forecast)
Stage 1 Stage 2
SDR opportunity creation and progression (acceptance) criteria
BDR: The Outbound Engine
An BDR’s Day/Month - By the Numbers
40-50+ Daily Cold
Calls140+
“Connects”15+
Meetings 7Opportunities
created
Outbound Prospecting Goals
Brand Evangelists
Hunt for New Logos
Coverage by Region/Segment
Pipe to Revenue (ACV)
#dreamjob
Maintain balance between quantity
and quality
Meeting
IdentifyAccounts
Volume of A
ctivities
Research &
AddContacts Call &
Assess Needs Custom
Demo SolutionProposal Closing
AE Responsibilities:Stage 2 Opportunity to Close
Qualify
BDR Responsibilities:Prospect to Stage 1 Opportunity
5% 35% 60% 85% 100%
Value
How Far Does a BDR Take the Opportunity?
15%
KPIs & Scorecard
Activities, Meetings and Pipeline
Key Business Development Metrics
Dials
Expert Prospecting
45Calls/Day
8Connects/Day
15Meetings/Month
7Opptys/Month
Weekly 8Prospecting 101 training
(Managers 1st, then Reps)Manager call coaching
hours/Week
ACV Pipeline 160 ~15Mtgs/MonthConnects/Month
1RVP Territory Strategy
Session/Month
How do we measure?Governance and Accountability
Management & Coaching
Visibility Allows Leaders to Manage Effectively
Dashboards to Measure:
• AMP (Activity, Meetings, and Pipeline)
• Forecasting and Quota Attainment
• Spiffs and Contests
• Health of the Pipeline
• Trends in the Business
• Onboarding milestones for new hires
Have a Single Source of Truth
Track Activity + Drive Performance of RepsActivity drives pipeline acceleration
Activity Preparation and Time Management“If it’s not in Salesforce, it didn’t happen”
Prospect more intelligently and effectively by:
● knowing where you’ve been ● where you are in your cadence● when to call someone new in the Organization● when to follow up with an email
Manage Sales Follow Up
Collaboration on Salesforce
Coaching and Development
Collaboration and Best Practices
Operations and Process Documentation
Enablement/Tools We Leverage for Success
Sales Development Enablement
Weekly Enablement & Call Coaching
Sandler & BASHO Trailhead
“Better, better, never best”
How we decide which technology to useWork smarter not harder
BDR Tech Stack Step 1: Identifying Right Accounts
Handraiser Dashboard: Target customers and prospects that are actively engaging with marketing assets and showing buying intent.
AE Home: Salesforce Analytics helps segment customers/prospects by industry, product, sector and other criteria to help you prioritize within your territory
Account Intelligence: Account and prospect scores and insights. Using intent, and engagement info to highlight recent happenings on your accounts
Inside View: Gather business insights and relationships by aggregating contact data, online news, CRM data and social media.
BDR Tech StackStep 2: Engaging with Prospects
LinkedIn Navigator: Target the right buyers, increase engage with personalized outreach.
Swag IQ: Create personalized campaigns for top targets to receive Salesforce swag!
ZoomInfo: Create accurate and detailed contact lists to build targets campaigns to reach your best buyers.
Salesforce Inbox: Use templates and other efficiency tools to drive a tailored and high touch approach. Personalize your outreach to engage your buyers
Lightening Dialer: Streamline the sales process with automatic call logging, voicemail drop, and call lists you can power through to connect to your leads and contacts faster.
Lead to ACV Funnel: Expected Conversion RatesAMER SDR horse; per one ACV transaction
41%
28%
65%35%
SDR Design Fundamentals
Fixed(75%)
Variable(25%)
50% SDR’s Individual ACV
OTE
50% SDR Nation ACV
SDR Comp. Plan
Fixed(65%)
Variable(35%)
30% BDR’s Individual ACV
OTE
70% BDR Nation ACV
BDR Comp. Plan: FY19 – 30% of TI is individual ACV, 70% team
The Fundamental Theorem of SDR SpeedFast, early, soon = max ACV
Speed-to-Lead:
• The faster you call on a new lead, the higher your chance of connecting & flipping
Speed-in-Cadence:
• Earlier in your call cadence, the higher the connect & stage 1 oppty rates
Speed-to-Meeting:
• The sooner the AE has their disco. call, the higher the win rates
1
2
3
Visibility Yields Effective Coaching + Results
ManagementVisibility Results
Increased Pipeline Higher Win RatesLower Discounts
More Cross-selling More Revenue
Activity Levels Pipeline Generation
ForecastsDeal StageNext Steps
PrioritiesCollaborationMethodology
QualityCourse Correct
4 Principles to Drive Pipeline
1. Data Quality 2. Qualification 3. Operational rigor 4. Team motivation
Marketing automation and lead assignments to
ensure CRM hygiene
Implementing a sales methodology to drive
pipeline velocity
Accountability at all stages of the funnel
Incentives and career planning that drives the
right behaviour
Management team to hire, retain & promote world class talent into Sales organisation
Close collaboration with Marketing, Sales Development & Sales
Existing Account
Work by
SDR
Yes
30d BDR touch anywhere
in heirarchy?
Pass to
BDR
Yes
NoOpen oppty in same LOB as
lead?
Yes
Convert into acct (pass to
AE)
No
Work by
SDRNo
SDR Rules of Engagement SummaryROE is mainly intended to protect recent (30d) BDR touch anywhere in company
STRAT, KEY Public Sector or
Quip?
Pass to
BDR
Yes
No
Lead Type BDR with Valid Touch
MC or Krux MC
Pardot
Prospects: Core
Customers: MC
Commerce Cloud Commerce Cloud
Core (i.e., all promo codes, excluding
those listed above)Core
All of the above Retail
All of the above Non-Profit
Can SDRs work the lead? Which BDR do we pass to?
SDRs are Generalists: Qualify for all products & BUs
Form Completes (Contact Me,
demos, trials, etc.)
1-800-NO-SOFTWARE & CHAT
Webinars& Events
AMER SDR(Fully Generalist)
ServiceCloud
CommerceCloud
Lightning AnalyticsHerokuEinstein
Salesforce Platform
MarketingCloud
CommunityCloud
SalesCloud
RetailHealthcare & Life
SciencesFinancial Services
Trailhead
Manu- facturing
Public SectorQuip
Quip SDRs
Public Sector SDRs
Canada
Call open (new) leads
Call their working
leads
Call archived
(old) leads
Outbound calling (very
limited)
How does an SDR prioritize their time?
ROI of SDR effort:Highest Lowest
Dead oppty revival
Operational Oversight& Accountability
Our Ultimate DeliverablesPipeline and Revenue
Value drivers and design fundamentals the BDR machine
1. The notion of evangelising The Art of the Possible using Salesforce
2. Vertical BDR model allows us to use the Customer Voice
3. AE Alignment model that is regionalized for strategic outreach
4. Heavily focused on importance of New Business to drive future growth
The Global Sales Development Organization
897
150 SDRs will follow up with 360,000+ Leads this year
Lead Channels SDRs Account Executives
Feeding the Funnel with Inbound Interest
Lead ConversionActivities/Conversion Rate
QualificationPipe Created/Avg. Oppty Size
Deal MaturityBump Rate/DNO Rate (Dead No Oppty)
BookingsTransaction Volume/Avg Deal Size
Close Rate/Product Mix/Sales Cycle Length
Lead VolumeValid Leads/Lead Mix
Generalist model has many advantages over specializing SDRsSpecialized SDRsE.g., dedicated product or industry-specific SDRs
Generalist modelI.e., SDRs qualify a broad set of lead types (products, industries, channels)
Specialized product or industry knowledge
Speed-to-leadPooled capacity of a large 140 person team ensures leads get called back ASAP
Resource and stakeholder alignment
Lead routing (1): Poor data quality prevents accurate routing Routing fields (i.e., employee counts, state, industry) on lead forms are user-generated; they are not very accurate and we cannot trust them for routing to specific SDR teams
Lead routing (2): A large share of specialist ACV comes from agnostic pages/sourcesA massive share of ACV for each vertical, product or BU comes from lead sources that are specialist-agnostic and aren’t tooled for specialist routing, like 1-800, Chat, Contact Me Form, generic Sales Cloud demos/trials, etc.; such lead flow won’t be routed to specialists
Cross-product attach/“Halo effect”When CRM leads come in, SDRs can inquire about secondary products (e.g., Pardot, MC)
Performance managementSpecialized SDRs/teams cannot be cleanly stack-ranked against the rest of SDR Nation because their businesses are nuanced, so productivity will likely be below their full potential
Simpler SDR operations creates many economies of scale which drives pipeline for all BUs
“Uniform Accountability Model” for SDRs and Managers/Teams
Previously, differing standards of performance
Having equal opportunity allows us to manage to equal expectations
Today, unambiguous standard for all reps & teams
No ACV quota in SDR comp plan All reps = $XXK per month
No ACV quota in Manager comp plan All managers/teams = $XXM annual
Many specialist teams (Core SDRs, Chat team, 1-800 team, Desk.com team, Pardot, MC, Service Cloud, and more…), making it difficult to compare
All SDRs/teams work all lead types
Difficult to load balance lead flow accurately with many specialist teams
All teams have exactly equal # of leads per HC
Teams would vary in size (9, 10, 11, 12 heads) All teams have exactly 10 HC
Unequal opportunity and ambiguous standard of performance; inability to stack rank or compare all teams
Equal opportunity, equal and unambiguous quota, equal standards of performance, allowing us to stack rank and performance manage effectively
During your RVP: BDR 1-1, pick a “play” to focus on and get help from Marketing through your BDR.
Great BDR Plays:• Industry• Role• AE • Target Accounts• High-Low• Competitive Campaign• Events (6 weeks advance notice)
Marketing can help with:• Assets: call down lists, direct mail, etc• Call to Actions: webinar, white paper,
ROI case studies• Enablement: product or role based
training & tools
Marketing + RVP Direction + BDR Execution = Success Pick a play with your BDR and get enabled by marketing!
Goal of the Meetings Model Activity > Meetings > Pipeline > ACV
Meeting
Goal: Get me in the door at the account! • No formal BDR Qualification call• Meeting is scheduled if:
• Title = functional leader (or higher)• Interest = willing to take a call• Meeting is confirmed by prospect
Target Accounts Research Prospect Qualification Call
(Meeting) Discovery Call Stage 2 Oppty
Pipe Progression ACV
AECBU RVP & BDR BDR BDR AE AEAE & BDR AE
AE & BDR BDREBU BDR AE & BDR AE AEBDR AE & BDR
Process: BDR to AE Hand Off
Cold Call
•BDR cold calls relevant titles in prospect accounts directed by RVP
Meeting Scheduled
•BDR schedules with AE, prospect + BDR
•Use BDR conference line
•BDR creates a Stage 1 Opp ($0 Products)
Reminder for Meeting
•BDR sends email to prospect (cc AE)
•BDR sends call preparation information to AE
Meeting(Qualification Call)
•AE & BDR attends
•BDR logs “Meeting” Activity Type
•If AE or BDR miss meeting, comments of task updated (Mgt tracks)
After meeting, Opportunity
updated
AE Not Qualified
Option 1: Nurture (BDR and/or AE)
Option 2: Dead out opportunity and move on to next account
AE QualifiedBDR logs notes
BDR Adds products
Changes Opp Owner to AE
AE updates the Opp (stage/products/etc) when needed
Meetings need to be followed up on: If AE no shows or reschedules multiple times,
SVP and AVP will be notified. Action will be taken if necessary.
Meeting Definition What do we want a “meeting” to look like?
Meeting
Goal: Qualified Meetings• BDR Qualification Call will happen; then BDR schedules meeting if:
• Title: functional leader (or higher)• Willing to evaluate and take a call• Meeting is confirmed by prospect
Lead SourceWeb traffic
Social MediaCampaigns
Trials
Lead ConversionConversion Rate
Cost per Lead
QualificationPipe Created
Avg. Deal SizeMeetings
Deal MaturitySales CycleCompetitionProduct(s)
ACVProductivity
Transaction VolumeClose RateProduct Mix
Apply Standard Metrics across the Sales Funnel
Keys to Success
Profile territory with propensity to buy data
Identify the right contacts
Hunting Execution
Targeted messaging with proven success stories