The Mechanics of Sales Development

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Ralph Barsi of Achievers presented how he designs and runs world class sales development teams. He focused on some of the key metrics required to manage the team. Ralph presented at the TOPO Sales Development Council Meeting held on May 18, 2014 at the Rosewood Hotel in Menlo Park, CA.

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  • Ralph, I've been going through your presentations (they are very informative by the way) and had a question about an acronym you are using. What does # of Booked 'NIMs' mean? on slide 8/11
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The Mechanics of Sales Development

  1. 1. RALPH BARSI Senior Director, Sales Development @rbarsi in/ralphbarsi MECHANICS of SALES DEVELOPMENT
  2. 2. Unrecognized Disengaged Misaligned Problems our company solves
  3. 3. Unrecognized Disengaged Misaligned Recognize Engage Align Problems our company solves
  4. 4. Key facts about our company Founded in 2002 (SNAP, I Love Rewards) San Francisco | Toronto | London B2B, Employee Success Platform (HR space) FY Oct-Sep Serve Fortune 500, Enterprise, 110 countries Private, 230 Employees (15% Sales), 50% YoY Growth Sequoia, Relay Ventures, [24]7, Grandbanks Capital Craig Conway, Alfred Lin, Patrick Quirk, Greg Brown
  5. 5. Revenue Pipeline People Pipeline Problems our team solves
  6. 6. Key facts about our team Today, 11 SDRs (Hybrid); 60% at quota SDR:AE 1:2-3 ratio (Geo-driven, Enterprise & National) Inbound 60% (SLA), Outbound 40% (Playbook) ASP $500k+ Challenger Selling, J. Barrows (Certified) Salesforce, Marketo LinkedIn, InsideView, RelSci SalesHood, Box 2-year tenure (Avg per SDR)
  7. 7. LEADS MQLs MTGs OPPs Inbound: Waterfall ~5,000 ~3,500 ~180 ~110 L2MQL ~70% MQL2M ~5% M2O ~61% Takeaway: Implement an SLA
  8. 8. Outbound: Measure Results Takeaway: Create individual (along with team) dashboards You can’t win, if you don’t keep score
  9. 9. Outbound: Know the Audience Takeaway: Provide a playbook Target Accounts Tier 1 = The Top 25 prospective accounts; the cream of the crop (Top drawer) Tier 2 = The 75-100 next best prospective accounts (2nd, 3rd drawer) Ideal Customer Profile Tier 1 & 2 accounts must match the ideal customer profile Tier 1 & 2 accounts require 3-5 key contacts each
  10. 10. Outbound: Plan the work Takeaway: Calendar your prospecting
  11. 11. RALPH BARSI Senior Director, Sales Development @rbarsi in/ralphbarsi THANK YOU!

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