Learn how to work collaboratively with your marketing organization to reduce redundancy, maximize touches, and increase transparency in support of your organizations GTM strategy.

1. ©2008–18 New Relic, Inc. All rights reserved
Coordinating SDR and Marketing Messaging
for ABM
Mya James

2. ©2008–18 New Relic, Inc. All rights reserved
My passions translated into Real Life
BUILD ⚫ NURTURE ⚫ GROW
Mya James

3. ©2008–18 New Relic, Inc. All rights reserved 3
Account Executive (Inside Sales)
Started when I was 19 years old. Obviously knew everything.
Student. 5 years learning and growing.
.
SDR, Sales Engineer, Sales Manager
Fell in love with data. Fell in love with top of funnel metrics. Fully
began to understand the power of the 80/20 rule.
Sales Operations/Marketing Operations
Built an awesome sales operations team. Partnered closely with
marketing ops. Became queen of the SDRs. Did lots of cool
things with some of my closest friends.
SOPs PM, SOPs Generalist
Implemented new systems, managed pricing changes, managed
the SDR team, created territories, created ROE, compensation
planning, enablement, all the SOPs things.
U
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C
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P
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Head of Marketing Operations
Charter: Global Inside Sales Alignment
-Measure & increase contribution to pipeline
-Create scalable and repeatable processes
Current State
Future State
Clear roles and
responsibilities
Persona and tier
based playbooks
Standardized
metrics and KPIs
C
S
A
E
S
D
R
That was then…... This is now
But who are you…...really...

4. ©2008–18 New Relic, Inc. All rights reserved
GTM Strategy
4
GROW
Land Strategic
Customers
EXPAND
Increase
footprint in top
accounts
CHURN
Eliminate
churn in our
top accounts
Where SDR/BDR’s Play

5. ©2008–18 New Relic, Inc. All rights reserved
Team Charter
5
Create incremental pipeline and demand in high
value greenfield accounts.
Increases incremental pipeline and demand in
install base and greenfield accounts
SDR
CSAE
● Prospecting
● Qualifying leads and potential opportunities
● Whitespace account plans
● Prospecting
● Qualify leads and potential opportunities
Service Catalog by Territory Type
Prospecting
Appointment Setting
Create Whitespace Account Plans
TT1 TT2 TT3 TT4 TT5
GROW
Land
Strategic
Customers
EXPAND
Increase
footprint in
top accounts
CHURN
Eliminate
churn in our
top accounts

6. ©2008–18 New Relic, Inc. All rights reserved
Challenge
6
700K
emails sent per week
4
no. of teams sending
emails
200
no. of people sending
regular email
communication
4
no. of tools sending
emails
IMPACT TO SDRS
● SDRs were very email focused, effecting the number of dials
● Frustration due to messaging overlap
● Poor visibility into what’s being sent to prospects

7. ©2008–18 New Relic, Inc. All rights reserved
Organize your company’s messaging strate
7
STEP 1
Understand
Current State
STEP 2
Document
your findings
and strategy
moving forward
STEP 3
Planning
Calendar
STEP 4
Communication
Feedback
STEP 5
Measure and
Enforce
Adoption

8. ©2008–18 New Relic, Inc. All rights reserved 8
But Then What? How Do You Really Partner

9. ©2008–18 New Relic, Inc. All rights reserved
Building Joint Multi-Touch Cadences
9
STEP 1
Joint
Understanding
of the goal
STEP 2
Rally behind a
single program
and target list
STEP 3
Create
messaging
(Yes! Together)
STEP 4
Build out your
cadence
STEP 5
Launch
Measure
Iterate

10. ©2008–18 New Relic, Inc. All rights reserved 10
STEP 1
Joint
Understanding
of the goal
STEP 2
Rally behind a
single program
and target
audience
STEP 3
Create
messaging
(Yes! Together)
STEP 4
Build out your
cadence
STEP 5
Launch
Measure
Iterate
Generate x amount
of pipeline in our
target accounts
What is the goal
Guess what? You likely already have the same goal.
Marketings success is in large part dependent on SDRs
and SDR’s success is in large part dependent on
Marketing.

11. ©2008–18 New Relic, Inc. All rights reserved 11
STEP 1
Joint
Understanding
of the goal
STEP 2
Rally behind a
single program
and target
audience
STEP 3
Create
messaging
(Yes! Together)
STEP 4
Build out your
cadence
STEP 5
Launch
Measure
Iterate
Be thoughtful, choose a program inline with GTM strategy
Don’t boil the ocean. Pick one program at a time
Consider technology. Where will the target list live for marketing and sales
DOCUMENT IT

12. ©2008–18 New Relic, Inc. All rights reserved 12
STEP 1
Joint
Understanding
of the goal
STEP 2
Rally behind a
single program
and target
audience
STEP 3
Create
messaging
(Yes! Together)
STEP 4
Build out your
cadence
STEP 5
Launch
Measure
Iterate
Email Templates
In App Messaging
Hard Copy Mailers
Clear Call to Action SDR Talk Tracks
Persona Cheat Sheets
Objection handling

13. ©2008–18 New Relic, Inc. All rights reserved
STEP 1
Joint
Understanding
of the goal
STEP 2
Rally behind a
single program
and target
audience
STEP 3
Create
messaging
(Yes! Together)
STEP 4
Build out your
cadence
STEP 5
Launch
Measure
Iterate
Step Date Owner Technology Copy/Resources
Hard Copy Mailer Sept 1 Marketing USPS Link
Email Follow-Up 1 Sept 3 Marketing Marketo Link
Phone Call Sept 5 SDR Phone Link
High Touch Email Sept 7 SDR SalesLoft Link

14. ©2008–18 New Relic, Inc. All rights reserved 14
STEP 1
Joint
Understanding
of the goal
STEP 2
Rally behind a
single program
and target
audience
STEP 3
Create
messaging
(Yes! Together)
STEP 4
Build out your
cadence
STEP 5
Launch
Measure
Iterate
Suppress target audience from other marketing campaigns/sdr cadences
Upload templates and contacts ahead of launch date
Measure opens, clicks, connects, conversions, and make changes in real time.
MAKE IT A BIG DEAL

15. ©2008–18 New Relic, Inc. All rights reserved
MAKE IT A BIG
DEAL
DOCUMENT
CADENCES
MESSAGING
WORKSHOPS
One Team.
One Goal.
MEET OFTEN
RECAP
15
This won’t be easy.
Lot’s of opinions.
Will be worth it.
Keep everyone of
the same page
Drive accountability
Reuse!
Have a kick off
meeting
Send daily emails
Celebrate wins