How to Scale Sales Development with Two and a Half Reps Sales Hacker Series - New York City February 18th, 2015

1. How to Scale
Sales Development
w/ Two and a Half Reps
By Mark Birch @marksbirch
CRO of Enhatch
@ENHATCH

2. Key Points
• Big results with little investment
• Go broad and narrow down as you
analyze results
• Do first, learn how to improve, then
outsource or delegate
• Scale the process before you scale the
team
• It’s a team effort – much thanks to Peter,
Sasha, Glenn & Zahid of Enhatch
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3. About Me
• Co-founder & head of sales for Enhatch
• Enhatch – early stage SaaS startup with
mobile field sales productivity apps for
enterprises involved in complex sales
• Been doing sales for over fifteen years at
places like Siebel and Oracle
• Complete noob about lead gen or sales
development before Enhatch
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4. Our Challenge
• We have no sales “team” – just myself, one full-
time rep, and a sales contractor (the “half”)
• We are bootstrapped but revenue generating
• We are in a crowded market (CRM / sales
enablement) with plenty of competitors
• No one was knocking down the door begging us to
use our product
• Not entirely sure we had product / market fit
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Need to generate enough leads
in order to get deals in the pipe

5. The Fundamental Sales Problem
The intersection between your product
& prospect need is small
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Your
Prospects
Your
Product

6. Possible Solutions
• Hire an outsourcing firm
• Hire an appointment setting firm
• Hire an SDR team
…all potentially large upfront commitments
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Requires both investment in capital and
time without much certainty in results

7. Our Solution…
Scale the Process
• Five repeatable steps
• Works with minimal people
• Requires minimal investment
• Immediate and actionable results
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Before you scale the team,
scale how you do things

8. The Scalable Prospecting Stack
• Source
• Scrub
• Hook
• Sequence
• Cycle
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9. Finding Your Source
Question: Why did Willie Sutton rob banks?
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Because that is where the leads are!

10. Places for Leads
• Find large groupings of prospects that fit
your target market and congregate
– Professional networks - LinkedIn, AngelList
– Tradeshows & events
– Sales intelligence tools
– Paid industry lists
– Inbound traffic
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The cheapest sources can often
turn out to be the best sources

11. Our Lead Acquisition
• Use LinkedIn and Sales Navigator
– Easy to use search on multiple parameters such as
industry, title, company size…
– Provides number of people that fall within each search –
are you targeting too wide (over >5000) or too narrow
(<500)
– Sales Navigator allows you to view 3rd level connections
• Harvest prospects via Salesloft
– Provides key data points about prospects (company, title,
location, phone, etc.)
– Fills-in best guess for email address
– Extract into spreadsheet for processing
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12. Scrub the Leads Clean
• Whatever the lead source, some % are
going to be wrong
– Tools that provide email addresses are simply
guessing at the proper formats
– Some people do not update online profiles
often e.g. current job / company is outdated
– Information grows stale quickly
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You can recover many of these
bad contacts through quick
cleanup

13. Scrubbing “Hacks”
• Kickbox.io to weed out bad emails
– Protects you from getting lots of bounced emails
which hurts your email “deliverability”
– Provides helpful explanations as to why email
addresses will bounce
• Data.com to get proper email or email domain
– Recover bad emails by uncovering the correct
domain & email pattern
– Get “free” credits by uploading a portion of your
contacts into Data.com
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14. Hook Your Audience
• Find one thing that grabs the attention of prospects that matters to
them
– Big upcoming event, topical news item, major industry report are
useful starting points
– Think relevant and applies broadly to market
• Write very short, very direct message - many emails read on the
phone
• Personalize, but limit to just a few fields like name, company, and
attention grabber
• Personalizing subject line is a big winner when it comes to opens -
Personalized > 40% opens
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Ask yourself, is the message
relevant, to the point & personal

15. Example of Target Email
• Subject:
Bob, catch you at Hack-a-mania 2015
• Body:
Hi Bob,
I am attending Hack-a-mania next week and wondered if
you were also going as well. The reason is that I was hoping
to chat about sales hacker tools and was curious what Big
Enterprise Co. is using today.
My company EnHacken offers a mobile hacker tool focused
on helping hackers code faster and we work with lots of folks
in the forestry industry.
When would be a good time to meet for a quick chat?
Mark
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Hook

16. Build Your Sequencing Engine
• Many sales tools for operationalizing the SDR process…Outreach.io
works best for us
• Focus on email only
– Inbox is still where business gets done
– Calls are not as effective a channel early on
• Start with shorter sequences of 4 – 6 steps
– Each step is an email based on personalized template
– Noticed open / reply rates improved deeper within the sequence
– Now moving to longer 12 step campaigns
• Consider tying your email to an email infrastructure to improve
deliverability and avoid spam catchers
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The more touches, the better the
results (within reason of course)

17. Rinse and Repeat
• At scale, it is easier to see what works i.e. is it the prospects or the messaging
• A/B test for the things that have most impact
– Important for big things such as subject lines, compelling hook, industry
focus, lead source
– Not as critical for smaller things like message body, hyper personalization
• Through the process, we learned:
– More touches matter and email is more effective than calls
– Certain industries were not a great fit while others were surprisingly fruitful
– Found ways to scale even further through targeted outsourcing providers
for time consuming tasks like list building & data cleansing
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Experiment often, view results,
understand results, iterate

18. Our Results
• In six months, we were able to:
– Increased prospecting throughput from 800 to
10,000 leads per month
– Improved open and reply rates to over 50% and
20% respectively
– Generated 315 qualified sales deals up from 8
total deals six months prior (note that these are
enterprise class deals)
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Most importantly, we confirmed
strong need for our product

19. Let’s Talk
• Learn more about Enhatch http://www.enhatch.com/
• Read my blog Strong Opinions on sales topics
http://birch.co
• Tweet at me, I generally reply if you are nice @marksbirch
• Connect over LinkedIn and mention that we met at Sales
Hacker https://www.linkedin.com/in/marksbirch
• If you sell to enterprises, join us for the NYC Enterprise
Sales Meetup http://www.meetup.com/NYC-Enterprise-
Sales-Meetup/
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20. Q & A
• Questions about the presentation or on
general practices in scaling sales
development? Please question away…
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THANKS AGAIN FOR LISTENING!