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Alignment & Accountability: Being
The Broker Between Marketing &
Sales
Kent Venook
Vice President, Sales Development
Talkdesk
• Kent Venook
• University of Arizona
• Degree in Finance
• CRE – 10 years as a broker/AVP
• Became a BDR at age 30
• Grew Apttus team from 4 to 100+
• Growing the Talkdesk team from 6 to 50+
About KV
APTTUS
“I don’t even know what the
BDRs do.”
- Vice President, Sales
“The BDRs don’t follow up and
can’t convert.”
- Director, Demand Gen
•Promoted to manager (YAY!!!)
•Director leaves Apttus
•Kill the BDR team (Boooo!)
•No alignment or accountability
•1 month to turn it around
Quick Recap
Talkdesk Proprietary & Confidential
Call Your Own BS!
• How often do your SDRs/AE meet?
• What is the average per week?
Talkdesk Proprietary & Confidential
Talkdesk Proprietary & Confidential
Call Your Own BS!
• How often do your SDRs/AE meet?
• What is the average per week?
Talkdesk Proprietary & Confidential
Source: ISDC State of Sales Development Report
Talkdesk Proprietary & Confidential
Call Your Own BS!
• Teams that meet once a week attain
20% higher quota
• There’s a principle here; When you
meet more often with your peers it
creates success
• How often do you meet with your
sales/marketing leaders?
Talkdesk Proprietary & Confidential
Source: ISDC State of Sales Development Report
RVP Report
• Areas of focus
• Pipeline by stage
• Opportunities to improve
• Quality of opportunities
• Feedback
VP of DG Report
• Speed to lead
• Touches per lead
• Lead status distribution
• Opportunities to improve
• Feedback
Takeaway: Call your own BS!
WE’RE LOW ON PIPE AND YOU’RE TO BLAME
WE’RE LOW ON PIPE AND YOU’RE TO BLAME
YOU GIVE SALES A BAD NAME
You go 90… I’ll come 10
Stop The Blame Game
The 90
•Identify the issues
•Come up with a plan
•Present your solution
•Is there anything that you think I am missing?
The 10
•What can your team do to help support this
plan?
Takeaway: 90/10 rule
Get An Arbitrator
• 1000+ sales, marketing & ops leaders
Polled my network
• How many sales development leaders
involve ops when creating and
communicating SLAs?
Question
Get An Arbitrator
Stage 2 SLA
• Qualification requirements
• AE days to flip
• Responsibilities of the AE
• Responsibilities of the SDR
Marketing SLA
• Speed to lead
• Touches per lead
• Call/Email distribution
• Hours of operation
Takeaway: Get an arbitrator
3 Takeaways
Call your own BS 90/10 Rule Get an arbitrator
Questions?

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Alignment & Accountability: Being The Broker Between Marketing & Sales

  • 1. Alignment & Accountability: Being The Broker Between Marketing & Sales Kent Venook Vice President, Sales Development Talkdesk
  • 2. • Kent Venook • University of Arizona • Degree in Finance • CRE – 10 years as a broker/AVP • Became a BDR at age 30 • Grew Apttus team from 4 to 100+ • Growing the Talkdesk team from 6 to 50+ About KV
  • 4. “I don’t even know what the BDRs do.” - Vice President, Sales
  • 5. “The BDRs don’t follow up and can’t convert.” - Director, Demand Gen
  • 6. •Promoted to manager (YAY!!!) •Director leaves Apttus •Kill the BDR team (Boooo!) •No alignment or accountability •1 month to turn it around Quick Recap
  • 7. Talkdesk Proprietary & Confidential Call Your Own BS! • How often do your SDRs/AE meet? • What is the average per week? Talkdesk Proprietary & Confidential
  • 8. Talkdesk Proprietary & Confidential Call Your Own BS! • How often do your SDRs/AE meet? • What is the average per week? Talkdesk Proprietary & Confidential Source: ISDC State of Sales Development Report
  • 9. Talkdesk Proprietary & Confidential Call Your Own BS! • Teams that meet once a week attain 20% higher quota • There’s a principle here; When you meet more often with your peers it creates success • How often do you meet with your sales/marketing leaders? Talkdesk Proprietary & Confidential Source: ISDC State of Sales Development Report
  • 10. RVP Report • Areas of focus • Pipeline by stage • Opportunities to improve • Quality of opportunities • Feedback
  • 11. VP of DG Report • Speed to lead • Touches per lead • Lead status distribution • Opportunities to improve • Feedback
  • 13. WE’RE LOW ON PIPE AND YOU’RE TO BLAME
  • 14. WE’RE LOW ON PIPE AND YOU’RE TO BLAME YOU GIVE SALES A BAD NAME
  • 15. You go 90… I’ll come 10
  • 16. Stop The Blame Game The 90 •Identify the issues •Come up with a plan •Present your solution •Is there anything that you think I am missing? The 10 •What can your team do to help support this plan?
  • 18. Get An Arbitrator • 1000+ sales, marketing & ops leaders Polled my network • How many sales development leaders involve ops when creating and communicating SLAs? Question
  • 20. Stage 2 SLA • Qualification requirements • AE days to flip • Responsibilities of the AE • Responsibilities of the SDR
  • 21. Marketing SLA • Speed to lead • Touches per lead • Call/Email distribution • Hours of operation
  • 22. Takeaway: Get an arbitrator
  • 23. 3 Takeaways Call your own BS 90/10 Rule Get an arbitrator