SDRs are the most efficient channel for predictable B2B pipeline generation, but successfully scaling a team isn't easy. This session will cover the pillars of effectively recruiting, training, aligning, and empowering SDRs from the early stages of revenue through a global operation. Lars Nilsson has designed and built 25+ SDR operations at B2B SaaS software companies, and currently leads Snowflake's 200+ SDRs. Come have a listen to what all the buzz in SDR-Land is about!

1. How to Manage 100+ SDR’s Across 4
Continents, 6 Countries and 10 Cities
Lars Nilsson
VP, Global Sales Development
Snowflake
1

2. Snowflake’s Scale
2

3. What SDRs Do…
3

4. BUILD YOUR
TALENT PIPELINE
Sales, Marketing, Partnerships,
Sales Engineering, Operations

5. What to Hire For
5

6. SDR Organizational Design - Plan Around Ratios for Scale
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1:3
1:8
1:7
1:40
SDRs to AEs
Frontline Managers to SDRs
Second Line to Frontline Manager
SDR Operations to SDRs

7. 7

8. Create a Career Path & Establish Clear Promotion Criteria
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Attitude
Metrics Integrity
Endorsement of frontline manager
Consistent fulfillment of responsibilities
outside of hitting quota
Good standing with HR
Performance
2 previous consecutive quarters
at/above quota
3 of 4 previous quarters at/above quota
Consistent performance through last
quarter prior to promotion*
90% on-time lead follow up
current and previous quarter
Tenure
Minimum 5 full quarters in role prior to
starting new role
Completion of SDR 2.0 & AE
Readiness programs
Possible 4 full quarters in role if
3 previous consecutive quarters
>= 150% average quota
*Failure to hit quota in the quarter that you are interviewing will result in your promotion being rescinded

9. Pay SDRs on Completed Meetings
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Prospecting
Meetings
Opportunities
Closed Won
Target Accounts
SDR Control
AE Control
Dead Zone
- Closed Loop Process
- Definition Alignment
- Reporting & Alerts

10. BUILD YOUR
SALES PIPELINE
Focus on Contribution to New Business

11. The Importance of “Technology”
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- Car
- Shoes
- Brochures
- Pager

12. Invest Heavily in Technology
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Prioritize Research Execute Handoff
- 2 data providers
- Must have sales
engagement
- Automate the
mundane
SDR
Facing
Behind the
Curtain

13. Thoughtfully Define Your TAM, ICP & HVT’s
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Target Addressable Market
Target Accounts
Selected
Accounts
All of the Accounts who could
potentially purchase your
product/solution
Accounts that fit into your
Ideal Customer Profile (ICP)
- Firmographic
- Technographic
- Behavioral
ICP accounts that you are actively
pursuing

14. Importance of Inbound Lead-to-Account Matching
14
SDR Relevant Leads
10%
Partner
15%
Customers
13%
Non-TAM
50%
Active Prospects
12%
Campaign
Responders
● Inbound vs. MQL vs. SDR Relevant
● Decrease the number of false positives
● Increase predictability of the funnel
AE-Owned
SDR Visible
SDR-Owned
Intelligent
Marketing
Nurture
PAM-Owned

15. Snowflake’s Account-Based Revenue Strategy
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AE
SALES
ABM
LEAD
SDR
MANAGER
TRIPLE
SDR OUTBOUND
MEETING RATE
SYNC INTENT ABM ABSD RESULTS

16. ABSD Sequence - Email #1
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Hook
After Scenario
PBO
Call to Action
Subject Line

17. ABSD Sequence - Email #2
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Hook
After Scenario
PBO
Call to Action
Subject Line

18. Outreach Analytics
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19. ABSD Sequence Results
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56 Prospects added
32% Hard bounced & auto-updated to “Dead”
60% Open rate
31% Reply rate
3 Meetings booked
$500k New Logo Opportunity

20. Dedicated SDR Leadership,
Operations, & Enablement
The Key to Scaling Beyond 25 SDRs

21. Don’t Put Everything on the SDR Manager
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Relative to AEs, SDRs are
typically…
- Earlier in their careers
- More in-need of coaching
- Working with more tools
- Executing more process
- Promoted/attrited faster
Yet we expect SDR managers to do
all of that, PLUS….
- Build/execute onboarding
- Manage the tech stack
- Build playbooks
- Plan headcount, quotas, comp
- Compile analytics

22. Categorize Sequences for Scale + Personalization
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CONTENT STRATEGY
MATRIX
Inbound
High Value
Persona
Low Value
Persona
General Sequences for MQL's Nurture Sequences
Personas
Persona specific Inbound
sequences
VP+ Personas
Director and below
Personas
Industry & Sub -
Industry
Persona specific Inbound
sequences
VP+ Personas
Director and below
Personas
Events
Event specific Inbound
sequences
Event invites for VP+
sequences
Event invites for Director
and below sequences
ABM ABM Sequences supporting the regional Intent topics chosen by Sales
STRUCTURE
CONTENT

23. The Importance of Touch Pattern Strategy
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24. The Importance of Touch Pattern Strategy
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25. Dials + Connects
Emails + Replies
Pipeline Created
Meetings Set
Meetings Held
20-25% Reply Rate
85-90% Hold Rate
40-60% Pipeline
15-25% CW
Top 5 Metrics for an SDR Team
Personalization, research, 6-8
touches in 17 days to best fit titles
Strong AE / SDR communication,
SDR Manager audits
Gifting, Follow-up sequences
Sales Alignment to work pipeline
5-10% Connect Rate
$
Mobile phones + 4-6 touches in 17
days to best fit titles

26. Give SDR function a seat at the table with senior leadership
Dedicate SDR operations and enablement
Invest heavily in the technology stack
Formally educate, inspire, and develop your SDRs
Key Takeaways

27. THANK YOU
27
Lars Nilsson
VP, Global Sales Development
Snowflake
lars.nilsson@snowflake.com
linkedin.com/in/lanilsson/
For those interested in Q&A; I’m heading over to the “Q&A Workshop” stage now

28. THANK YOU