Inside View along with Televerde built a next-generation sales development team utilizing the latest marketing technology. This case study was presented at Sirius Decisions 2019 in Austin.

1. The Next-Generation Sales
Development Team
A Force for Stronger B2B
Relationships and Revenue
Tracy Eiler
Chief Marketing Officer
InsideView
@tracyleilerSiriusDecisions 2019

2. • Our Challenge: Complex B2B Landscape
• What Success at InsideView Looks Like
• Key Takeaways
Case Study

3. Our Challenge

4. FACT: B2B Buying Behavior Has Changed Forever
Sources: Forrester, May 2017 Sellers Reign in the 21st Century, published by Mary Shea;
CEB, Harvard Business Review
90%
of decision makers
do not respond to cold
calls or emails
prefer doing own
research to engaging with
a sales rep
84% 57%
of the way through their
buying process before
talking to sales

5. Buyer is more in charge than ever before
Alignment between sales, SDR, and marketing is more critical than ever
Tightly orchestrated motions and consultative selling
Need to be more relevant
Shift from ‘volume mindset’ to ‘targeted engagement model’
B2B Buyer Now Has Higher Expectations
1
2
3
4
5

6. Data
Right Targets
Connections
Right
Relationships
Insights
Right Context
and Timing
Targeting
Intelligence
Technology-Driven Data
Aggregation & Validation
Financials
News
Public data
Social
Networks
• Targeted Sales & Marketing
Intelligence Platform
• Helping companies
transform their
Go-To-Market strategy
• Aligning sales and
marketing workflows to
engage with intelligence
Who is InsideView?

7. Our Business Complexity
Multiple revenue models - SDR approach has to be flexible
Global Sales
Organization
Europe
Partner-referral
driven
SMB
<1000
employees
Enterprise
> 1000
employees
Strategic
Top 50
Accounts
OEM/Partner
Microsoft, SAP,
Salesforce, other

8. Exec Team
Dynamically plan, execute, and
manage your GTM strategy
Operations
Manage data quality
Sales & Marketing
Engage the right buyers with the
right message at the right time
Platform Offering
Multiple
personas

9. Complex Relationship Engagement
Buying groups (6.8 people* on average) + even more influencers
67% had 3+ engaged
departments 34 average engaged
people per account
Source: CEB 2017
Other/Unknown
16%

10. Journey to Success

11. Challenges to Alignment
2
3
Source: InsideView Market Report, 2018
Lack of accurate data on target
accounts
Measured by different metrics
1
Communication

12. Marketing exists to make sales easier

13. SDR Team

14. Role of the InsideView SDR
SDR SDR SDR SDR
Develop outreach
strategies for new
prospects, breaking into
accounts to drive pipeline
creation
Customer outreach
campaigns, partnering
with sales/CSMs to
increase account
engagement & upsell
Qualify inbound leads,
book demos & meetings
to develop pipeline for
sales
Special projects:
competitive take-out,
ex-customer win-back,
etc.
Qualify leads, engage with accounts, generate pipeline

15. Team Structure
CMO
Sales Development
Demand Generation &
Customer Lifecycle
Marketing
InsideView SDR
Product & Solution Marketing
Sales Enablement
InsideView SDR InsideView SDR InsideView SDR Televerde SDR Televerde SDR Televerde SDR Televerde SDR
InsideView SDR InsideView SDR InsideView SDR

16. Considering Inside/Outside
Upside of Inside
• Develop talent & “bench” for sales
• Unified GTM team
• Stay in driver’s seat
• Immediate answers, face to face
Upside of Outside
• Ready talent pool
• Fast experimentation
• Ramp quickly, break up easily
• Minimize management time
• Industry best practices & metrics
• Expertise & leadership
Downside of Inside
• Recruiting & retention
• Demands on management time
• Ongoing training
• Need for instrumentation
• Tech stack investment
Downside of Outside
• You don’t own the talent
• Systems may not be compatible
• Siloed communication
• Less control
• Perceived higher cost
• Internal resistance

18. Our Blended Model
Best of both worlds
• Teams challenge each other
• Easy to “turn on” a new SDR at partner
– Fast to ramp
– Team has complete focus
– Allows more experimentation
• Internal team is more integrated
– Career development, cross-training, leadership opportunity,
process improvement, close to sales, feedback for
marketing, feel revenue goal more intensely

19. Where Should SDR Team Report?
Message control from the start
Provide complete service to sales
Create the sales reps of the future
Better feedback on campaigns
More experimentation
Recruit & retain in their image
Career path (perception)
More visibility into sales process
Tighter personal relationships
Closer to revenue

20. Funnel

21. The New Funnel

22. Path To Revenue
Source: Forrester Research, Inc., “Build An Adaptive, Efficient Process To Elevate Leads To Revenue,” March, 2016
SDR

23. Inbound Process from MQL

24. Outbound Scenarios
Scenario 1: Account-based strategy
● Orchestrated motions between SDR & marketing (see next slide)
Scenario 2: Proactive research for new accounts
● Create a watchlist (personalized newspaper) to gather news on
accounts - see what’s going on and decide where to focus
● Customize watchlist (e.g. leadership changes, acquisition, etc.)

25. Source: InsideView
Orchestration between SDR & Marketing

26. ABM Engagement Design
Total ABM Accounts: 300
Customers: 55%
New Logos: 45%
Types of Programs Programs
Marketing/Field
Muscle
Target Accounts
Tier 1 Tier 2 Tier 3
Direct Mail Low-Cost Direct Mail Low Yes Yes No
High-Cost Direct Mail High Yes No No
In-Person Programs Tradeshows High Yes Yes Yes
Tradeshow Extras (dinner, room
drop, etc.)
High Yes No No
Lunch & Learns / Onsite Meetings High Yes No No
Customer Advisory Board High Yes Yes No
Online Programs Paid Advertising Medium Yes Yes No
Thought Leadership Webinars Medium Yes Yes Yes
Landing Page Personalization High Yes No No
Customized Emails Medium Yes No No
Broad Emails Low Yes Yes Yes
Sales Outreach Outreach Campaigns Medium Yes Yes No
1:1 Communications for upcoming
webinars, events, etc.
Medium Yes Yes No
Personalized Coaching High Yes Yes Yes
Executive Sponsor Low Yes No No
Personalized Content Assets Medium Yes No No
Internal Communications Included in regular review meetings High Yes No No

27. Make every touch a “give”
Use social touches plus phone/email
Get email marketing best practices from marketers
Take the time to personalize approach
Use human language -- not marketing spin
Relationship tips
The SDR has the First Relationship with the Account

28. Stack

29. CRM - salesforce.com
ABM Play 1
ABM Play 2
ABM Play 3
ABM Play 4
Source: InsideView CRM
Account, contact, lead
repository & ABM
orchestration

30. Outreach.io Day to day activity/tasks, sequences,
templates, monitor content engagement

31. Highspot Content engagement & analytics

32. InsideView
Lead enrich,
account &
contact
information,
connections,
build a list,
create watchlist

33. Key Takeaways

34. Measures in 3 Categories
1. Engagement & relationship goals
2. Pipeline & revenue goals
SUCCESS METRICS
EARLY
• New names in target account
(building out white space)
• Higher program engagement
across multiple contacts
• Lift in website traffic from
targeted accounts
MID
• # of meetings set with target
accounts
• Marketing qualified leads in target
accounts
• Program success with a target
account
• Call connects with target accounts
LATE
• Higher win rates
• Deeper and broader relationships
within accounts
• # opportunities in targeted accounts
• Pipeline in targeted accounts
• Deal acceleration
• Multi-product, multi-year deals

35. Engagement Example
Calls & Meetings

36. Pipeline
Account engagement
Sales productivity & velocity
Activity measures
Softer measures -- promotability, fast ramp, sales satisfaction,
feedback
Measures of SDR Success

37. Appendix

38. Example Inside Career Path
SDR 1
SDR 2
SDR 3
SDR Leader
AE 1
AE 2
AE 3
Global Acct Mgr
CSM 1
CSM 2
CSM 3
Global Acct CSM

39. Key Statistics
Source: Bridge Group, Sales Development 2016, Metrics and Compensation Research Report

40. Key Statistics
Source: Bridge Group, Sales Development 2016, Metrics and Compensation Research Report

41. Key Statistics
Source: Bridge Group, Sales Development 2016, Metrics and Compensation Research Report

42. Inbound SDR Process (detail)
MQLs route to SDRs
○ Lead is enriched - scoring, appending different firmographic data and
routing to SDR based on territory
○ Dedupe lead to check if anyone is working on this lead or any other
leads in this account and browse past activity history
○ Understand what’s happening in the account
■ business landscape and industry
■ how they make money
■ what connections we may have
■ technology used

43. Outbound SDR Process (detail)
Scenario 2: Net new companies to InsideView
Build out customized lists
● Build a targeted list of companies/people using ideal customer profile criteria
● Narrow down vs. spray and pray and focus on conversion
○ how many conversations with quality prospects vs. how many emails sent
● Dedupe against database
● Work out of contacts in outbound, sync new people with CRM
● Set up contact view to see who are the people to start reaching out to
● Create customized outbounding sequence based on their criteria
○ typically 10 steps lasting for 30 day, mix of phone, email and social touches

44. Using ABM as a Forcing Function
ABM enriches lead
generation with
account-specific tactics
Source: Retro Yet Revolutionary: Demystifying Account-Based Marketing” Forrester report

45. LARGE ACCOUNT
Very small number of large
existing or targeted accounts
NAMED ACCOUNT
Moderate or larger number of defined
existing or targeted accounts
DEEPEN CUSTOMER
RELATIONSHIPS
Moderate or larger number of existing
customers that receive differentiated outreach
NEW MARKETS
Any number of new or existing accounts in
same vertical or other specific segment
Account-Based Models
InsideView ABM Approach

46. ICP > TAM > ABM: Taming the Alphabet
Who are my perfect customers?
Where do they work?
What do they do?
What accounts fit that profile?
Where are they located?
How many are in my database?
Let’s target:
1
2
3
IDEAL CUSTOMER PROFILE
Define your targets.
TOTAL ADDRESSABLE MARKET
Find every matching account.
ACCOUNT-BASED MARKETING
Target them one by one.

47. Ideal Client Profile Mapping: Before
Industry A
Industry E
Industry C
Industry B
Industry K
Industry D
Industry F
Industry G
Industry I
Industry H
Industry J
Industry L
Re-evaluators Expanders
IdlersDecliners

48. Ideal Client Profile Mapping: After
Industry A
Industry E
Industry C
Industry B
Industry D
Re-evaluators Expanders
IdlersDecliners

49. Total Addressable Market