AA-ISP UNITE 16 Starting an IS Team

Starting and Growing an Inside
Sales Team

#UNITE2016
Copyright Inside Sales by Design 2016
Starting and Growing an Inside
Sales Team
Dionne Mischler
CEO, Inside Sales by Design
AA-ISP OC Chapter President
in/DionneMischler
DionneMischler

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Agenda
1. Team Structure
2. Effective Job Descriptions
3. Onboarding and Training
4. Coaching Cadence
5. Reporting

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Team Structure

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The Right Inside Sales Model for your
Organization
1. Lead Generation - Fill the funnel
2. Discrete - Quota carrying
3. Hybrid - Inside/Outside
4. Teaming - Inside paired with Outside
“In 5 years, Inside Sales will
produce more quota than
outside sales.”
Dave Elkington, CEO, Inside
Sales
Team Structure

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1 10
On a scale of 1 to 10, how would you rate your Sales Organization’s alignments to
your Company goals?
1. Is your company a start up?
2. Are you rolling out a new product?
3. Are you going after a new segment?
4. Did you get all the headcount you wanted?
5. What are you doing different this year than last?
Team Structure

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Generating Revenue
Understanding Key Sales Fundamentals

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Overview
Generating Revenue
“Plan your work, work your plan.”
Can you confidently answer the questions:
1. How do you make money?
2. What’s your monetization path?
3. Where’s your revenue coming from? (What’s your Ideal
Customer Profile?)
4. How do you acquire customers?
5. How do you retain customers?

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ICP
Demographic
1. Company Industry
2. Size of company
3. Buying team
4. Sales team
5. Use case
1. Who buys?
2. Why they buy?
3. What are they solving?
Quantitative
1. What product/service did they
buy?
2. How long was the sales cycle?
3. Successful win information
4. Loss information
Kite Desk blog post

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HOW DO YOU ACQUIRE CUSTOMERS?

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ARE YOU EASY TO BUY FROM?

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Customer Onboarding
3 Easy Steps – for when your customer says yes
1. Signed contract
2. Kick off call
3. Training

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Customer retention

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Customer retention
3 Easy Steps
1. Account Review
2. X Touches
3. Value tied back to their desired business outcomes

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Next Steps
1. Determine Ideal Customer
Collect your data points
Who/which departments need to be a part of this
conversation and exercise
2. Acquire Customers
Determine how to get your solution in the
customer’s hands EASILY
Where are your customers and how do you go
after them?
3. Retain Customers
What does this need to look like?
Who should be a part?

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Project timeline
Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 Month 7
Customer
Onboarding
Reporting
(i.e. track
progress)
Customer
Retention
Is your
Product/solution
read?
Document, document, document
Workflow
Automation
Excel-based Activity Reports (Manual) Automate Activity Reports
Ongoing Sales Training
Market Validation/ICP Validation

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Effective Job Descriptions

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The Rise of Inside Sales

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Ideal profile of an Inside Sales Person*
“The challenge facing Inside Sales Leaders around finding
qualified talent is staggering. In essence, today’s Inside Sales
person has to not only have phone, e-mail, and internet
competencies, but also the “chops” once seen in the very best
field sales people.”
Paul Macura, Vice President, Oracle Direct
*AA-ISP Training, Development and Accreditation Webinar 8/14

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Ideal profile of an Inside Sales Person*
*AA-ISP Training, Development and Accreditation Webinar 8/14
The Old Inside Sales
•Good communicator
•Good on the phone
•Some sales experience
The New Inside Sales
•Excellent communicator
•Great on the phone
•Quota carrying inside sales experience
•Virtual presentation expertise
•Social Media skilled
•Video Capable
•Negotiating
•Closing
•Relationship/Account Management
•New Buyer Requirements

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The 4 keys Pillars of People success

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JD Example
At ABC, we <INSERT VALUE PROPOSTION> and are looking
for likeminded folks to join our team. The role of our <XYZ>
is absolutely mission critical in achieving our goals. Our
<ROLE> fulfill the important role of facilitating business
conversations with our prospects and customers, ensuring
we’re a fit for them, and making sure they are delighted
with our service.
In this role, people that have the below track record and
qualities are successful:
If you want to join a growing company where you can
leverage your professional skill set to <INSERT VALUE TO
CANDIDATE> and be part of a team that has tremendous
upward velocity, contact abc@abc.com
Learn more about <ABC> here.
Make it
exciting!
Be real!
What’s in
it for
them!

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Next steps
1. Benchmark you current job description
2. Identify areas of improvement
3. Determine plan to fix
4. IMPLEMENT
On a scale of 1 to 10, how would you rate your overall recruitment and retention
efforts?
1. Job Description Rating:
2. Networking Rating:

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Onboarding and Training

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Revenue
Stream

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What Sales Onboarding Really Is

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Sales onboarding – Next Steps
 Make it a part of your Hiring Strategy
 Make it a part of your Team and Company DNA
 Document, document, document.
 Includes Product and marketplace information
Monday Tuesday Wednesday Thursday Friday Result
Paperwork/intro
’s
Intro’s/downloa
ds from Product,
Marketing
Intro’s/downloa
ds from other
departments
Read, recap
Sales Process
Messaging
Recap/mock-
sales calls
Comfortable
with value prop
Read, recap,
shadow, tech
CRM
Sales Process
CRM/Tools
Sales Messaging
Review with
Leadership
Recap/mock-
sales calls
Comfortable
with VP in own
words

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What Sales Training Really Is

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Sales Training – Next Steps
 Make it a part of your Onboarding
 Make it a part of your Team/Company DNA
 If you’re a start-up, take away the option and make it
mandatory and round robin the team – have them join
webinars, read books, etc.
 Document, document, document.
 What verbiage – email and voice mail – work (Sales
Playbook, anyone?
 Shadowing
 Live call feedback
 Create an editorial calendar with the team

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Without Sales Training

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With Sales Onboarding & Training

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Next steps
1. Benchmark you team/company*
4. IMPLEMENT
*Taken from Project Managing Inside Sales course

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Leadership and coaching

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Leadership & Coaching
BrightTalk Webinar: Managing v. Leading and Why They’re Different
https://drive.google.com/file/d/0ByDUCNdii43zempadmxJSHpGbEk/view

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What you’ll be doing
Manage and Own Up
Leading down
Collaboratively work across departments
Motivate your team
Create and update process
Train and Onboard
Measure success and make adjustments
Known by their peers in the industry and community

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By the numbers
#1 Top Challenge for Sales Leaders
Training and Development
_% Manager’s Account for employee’s
variance in engagement
70%

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Why and What

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The basic table stake
1:1 Example Agenda
• By the numbers: goal to quota attainment
• Activity metrics review
• What went well this week?
• What didn’t go well?
• What should you work on next week?
• What do you need me to do?

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Training and Coaching calendar

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Next steps and Resources
Why did you decide to become a Sales Leader?
Examine these motivations very carefully
What do you need to start doing?
What do you need to stop doing?
What type of Leader do you want/need to be for your team?
What actions are you taking to make this happen?
Create your overall Training, Coaching and 1:1 Calendar
1. Jeffrie Story – Unleash your Sales DNA
2. WideAngle – 1:1 software and resource. www.wideangle.com
3. Ambition – connect your teams. www.ambition.com
4. Leisa Reid- Management Training
http://employeemanagementconsulting.com/

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Reporting
Dashboard Best Practice
Current
State/Results Goals Activity
Opps Won
Opps Lost
Revenue Won
Opps Won
Revenue
# Customers
Leads created
Opps Created
Accounts Targeted

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Reporting

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Dashboard basics – Keep it SIMPLE!!
Does what your reps look at align to their goals?
Same question for you
Can they at-a-glance, look at their dashboard and
know where they’re at? (Both daily and monthly?)
Same question for you
Recommend setting up your dashboards and having
your reps start their day there
We can’t improve what we’re not measuring and we
certainly can’t pay on it.
Reporting

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Next steps
1. Benchmark your current dashboards
4. IMPLEMENT
Reporting

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Project timeline - Example
Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 Month 7
Align Sales
Structure to Goals
Develop Hiring
Plan
Training and
Onboarding Plan
Determine your
goals
Workflow
Automation
Excel-based Activity Reports (Manual) Automate Activity Reports
Ongoing Sales Training
Market Validation/ICP Validation
Reporting
Leadership
Phase 1 Role Specialization
Milestone Check
Milestone Check
Initial Training and Onboarding
Milestone Check
Document EVERYTHING: Process, Sales Process, Verbiage, email and voicemail, ICP

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Resources
https://blab.im/DionneMischler http://pminsidesales.usefedora.com/
OC Chapter: http://www.aa-isp.org/chapter.php?id=69

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Resources
*Project Managing Inside Sales course overview

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Resources

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Who am I?
Professional
Almost 20 years in Sales and Technology
Built first official Inside Sales team in 2007
Today, Founder of Inside Sales by Design
President of AA-ISP OC Chapter since 2009
Personal
Born and raised in the Chicago Suburbs living in OC
International Business & Business Administration
degree from Carthage College
Married 10 years; Mother to 2 children
Passionate about Inside Sales and Education

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Dionne Mischler
Founder, Inside Sales by Design
AA-ISP OC Chapter President
in/DionneMischler
Dionne.Mischler@InsideSalesbyDesign.com
@DionneMischler

AA-ISP UNITE 16 Starting an IS Team

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AA-ISP UNITE 16 Starting an IS Team