The document discusses strategies for running an effective sales development team. It recommends three key strategies: 1) Be an inspiration to the team to improve retention, 2) Spend significant time recruiting through numerous phone screens and interviews each week, focusing on recent college graduates and athletes, 3) Implement an account-based sales development approach that scores accounts, adds multiple contacts from each, and has SDRs proactively reach out to all contacts within an account using personalized messaging.

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3 Key Strategies for Running the
Ultimate Sales Development Team
Matt Amundson, Director of Sales Development - EverString

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My Inspiration
Jon Miller
Maria Pergolino
Patrick Donnelly
Steve Dodsworth

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Be an inspiration … if you want retention

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How I Hire
I spend 60% of time recruiting
• 10 phone screens/week (30-45 min)
• 5 live interviews per week (additional
30-45 min)
What I look for
• Recent college graduates, state
schools, liberal arts degree
• Former athletes are great, but Greek
or work experience is great too
• Meet with them weekly
• They send me 10-15
candidates each week
• They handle scheduling,
feedback, positive and
negative news

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My Hiring Process
• Betts Recruiting sources my candidates
• Phone screen – looking for phone presence, desire for position,
reasons for wanting to be in sales
• On-site interview – looking for personal presentation, objection
handling, deeper understanding of our platform, cultural fit
• Staff included: Director of SDR, SDR Manager, Sales Manager,
Director of People and Culture (HR), SDR
• Unanimous decision and they are hired, split decision we
schedule a phone call with President
• I don’t do role playing, I don’t make them present, I don’t do a panel
• I always make every experience positive

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Account Based Sales Development
Lead-Based
 Demographic & behavioral scoring
 SDRs react to lead behavior
 If lead doesn’t answer, account is
ignored
 Leads are sorted by score
 Single-persona based outreach
 Research each individual pre call
Account Based
 Account based scoring
 SDRs proactive prospect
 If a contact is nonresponsive, move
on to another contact within account
 Outreach based on multiple personas
 Research organization and use
amongst multiple contacts
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Account Based Sales Development
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Account Based Sales
Development
starts with
Audience Selection
The process of using data to
identify your target accounts
Model your best customer
and derive targets from all accounts
in the world
B
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External Data Your Data
internet
commercial sources
How it works…
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Marketing Automation
CRM
Decision Platform

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Account Based Development Process
 Scores Accounts
 Adds contacts to SFDC
 CEO/CMO, VP, Dir, Mgr
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 SDRs work out of
accounts
 Create additional
contacts
 SDRs use persona-
specific cadences
 7x7 Methodology for
outreach
 Call, Email, Social Step
all templates

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1. Be an inspiration, make it fun
2. Be a relentless recruiter
3. Account Based Sales
Development is the future
Thank you!
Matt Amundson :: @mattya56
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