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Prioritization and Sequence Strategy from Outreach

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- Poor prioritisation is the SDRs deathspiral!
- Make an entrance on day 1 of your sequence
- Add a maximum of 15 people to your sequence everyday to avoid wacky spikes and troughs
- Create your buyer persona matrix using high, low, and no priority
- Learn the way to deal with the "contact me in 3 months" prospects that works shockingly well
- Learn the basics of the agoge sequence strategy that got Outreach to over $100 million in ARR

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Prioritization and Sequence Strategy from Outreach

  1. 1. & In This Together Series “Using Prioritization and Sequence Strategy to get More Qualified Opportunities” Sam Nelson, SDR Leader at Outreach Ken Amar, SDR Manager at Outreach hello@salesimpactacademy.co.uk Sales & Marketing Leaders Webinar will be live at 4pm UK Time presents
  2. 2. Agenda ● Prioritization ○ Prioritizing accounts ○ Prioritizing prospects within an account ● Sequence Structure ○ Outbound ■ High Priority ■ Low priority ○ Post Engagement ■ Types ■ FUPs ■ Future FUPs
  3. 3. Prioritization
  4. 4. Prioritization Death Spiral SDR focuses time in wrong places Poor performance An inaccurate idea of what they are doing wrong
  5. 5. Prioritizing Accounts
  6. 6. Know who is most likely to buy & be a good customer
  7. 7. Prioritizing Prospects Within an Account
  8. 8. SDR AE OPS Marketing Training Misc. VP of Sales Development VP of Sales VP of Sales Operations VP of Marketing VP of Sales Enablement Owner Senior Director of Sales Development Director of Sales Director of Sales Operations Director of Marketing Director of Sales Training Co-founder Director of Business Development Sales Manager Director, Sales Operations Demand Generation Director, Sales Enablement CEO Inside Sales Manager RVP Sales COO Marketing Director Sales Enablement Manager Sr. Vice President SDR Team Lead Regional Director of Sales Sales Ops Manager Marketing Manager Sales Training Manager Vice President Regional Director of Business Development Sr. Sales Manager Sales Operations Manager National Marketing Manager Sales Trainer Director of Strategy Business Development Manager Sales VP Business Operations Manager Content Strategist General Manager Business Development Director Territory Manager Sales Engineering Consultant VP of Innovation Business Development Rep Sales Director Data Operations VP of HR Senior AE Operations Analyst VP Customer Success AE CTO Make a matrix that defines titles and break it into 3 tiers
  9. 9. High Priority Prospects that can become an immediate Opportunity
  10. 10. 10 Prioritization by Title SDR AE OPS Marketing Training Misc. VP of Sales Development VP of Sales VP of Sales Operations VP of Marketing VP of Sales Enablement Owner Senior Director of Sales Development Director of Sales Director of Sales Operations Director of Marketing Director of Sales Training Co-founder Director of Business Development Sales Manager Director, Sales Operations Demand Generation Director, Sales Enablement CEO Inside Sales Manager RVP Sales Sales Engineering Manager Marketing Director Sales Enablement Manager Sr. Vice President SDR Team Lead Regional Director of Sales COO Marketing Manager Sales Training Manager Vice President Regional Director of Business Development Sr. Sales Manager Sales Operations Manager National Marketing Manager Sales Trainer Director of Strategy Business Development Manager Sales VP Business Operations Manager Content Strategist General Manager Business Development Director Territory Manager Sales Engineering Consultant VP of Innovation Business Development Rep Sales Director Data Operations VP of HR Senior AE Operations Analyst VP Customer Success AE CTO Agoge Sequence
  11. 11. Lower Priority Prospects that can get you closer to an immediate opportunity
  12. 12. 12 Prioritization by Title SDR AE OPS Marketing Training Misc. VP of Sales Development VP of Sales VP of Sales Operations VP of Marketing VP of Sales Enablement Owner Senior Director of Sales Development Director of Sales Director of Sales Operations Director of Marketing Director of Sales Training Co-founder Director of Business Development Sales Manager Director, Sales Operations Demand Generation Director, Sales Enablement CEO Inside Sales Manager RVP Sales Sales Engineering Manager Marketing Director Sales Enablement Manager Sr. Vice President SDR Team Lead Regional Director of Sales COO Marketing Manager Sales Training Manager Vice President Regional Director of Business Development Sr. Sales Manager Sales Operations Manager National Marketing Manager Sales Trainer Director of Strategy Business Development Manager Sales VP Business Operations Manager Content Strategist General Manager Business Development Director Territory Manager Sales Engineering Consultant VP of Innovation Business Development Rep Sales Director Data Operations VP of HR Senior AE Operations Analyst VP Customer Success AE CTO Automated Sequence
  13. 13. No Priority Don’t touch these prospects
  14. 14. Prioritization by Title SDR AE OPS Marketing Training Misc. VP of Sales Development VP of Sales VP of Sales Operations VP of Marketing VP of Sales Enablement Owner Senior Director of Sales Development Director of Sales Director of Sales Operations Director of Marketing Director of Sales Training Co-founder Director of Business Development Sales Manager Director, Sales Operations Demand Generation Director, Sales Enablement CEO Inside Sales Manager RVP Sales Sales Engineering Manager Marketing Director Sales Enablement Manager Sr. Vice President SDR Team Lead Regional Director of Sales COO Marketing Manager Sales Training Manager Vice President Regional Director of Business Development Sr. Sales Manager Sales Operations Manager National Marketing Manager Sales Trainer Director of Strategy Business Development Manager Sales VP Business Operations Manager Content Strategist General Manager Business Development Director Territory Manager Sales Engineering Consultant VP of Innovation Business Development Rep Sales Director Data Operations VP of HR Senior AE Operations Analyst VP Customer Success AE CTO Do Not Touch
  15. 15. Prioritization Top to Bottom, Left to Right 15
  16. 16. The Agoge Playbook (GOOGLE THIS for a step-by-step)
  17. 17. Sequence Strategy
  18. 18. Outbound
  19. 19. High Priority
  20. 20. 20 Old Sequence The Agoge Sequence Email #1 Opening Email Open Rate 29% Reply Rate 1.8% vs Open Rate 41% Reply Rate 4.5% Email #2 Follow up Email Open Rate 33% Reply Rate 4.2% vs Open Rate 44% Reply Rate 6.5% Email #3 Follow up Email Open Rate 29% Reply Rate 2.6% vs Open Rate 32% Reply Rate 6.0% Email #4 New Auto Email Open Rate 23% Reply Rate 1.4% vs Open Rate 37% Reply Rate 2.9% Email #5 Follow up Email Open Rate 24% Reply Rate 2.7% vs Open Rate 28% Reply Rate 3.5% Email #6 Follow up Email Open Rate 23% Reply Rate 2.2% vs Open Rate 26% Reply Rate 2.2% Email #7 Breakup Email Open Rate 18% Reply Rate 1.1% vs Open Rate 36% Reply Rate 4.0%
  21. 21. Personalization Break Emotion Hail Mary Emotion Personalization Break Best Template Pattern Interrupt/Urgency SDR Decides Next Step
  22. 22. Lower Priority
  23. 23. Load balancing
  24. 24. Consistent Activity
  25. 25. Post-Engagement
  26. 26. Referral Sequence
  27. 27. Referral Sequence has a 54% reply rate!
  28. 28. Old Opportunities
  29. 29. Reaching Out to Lost Opportunities Our Sequence
  30. 30. FUPs
  31. 31. REPLY Replying to a prospect...
  32. 32. FUP SEQUENCEREPLY Replying to a prospect...
  33. 33. FUP SEQUENCEREPLY HEAD TAIL
  34. 34. CENSORED Make First Email a Reply Email (That’s really the only difference)
  35. 35. Future FUPs
  36. 36. Choose Date and Time
  37. 37. Respond mentioning that THEY said this would be a good time to connect.
  38. 38. Q & A

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