Cadence, Create Scalable and Sustainable Sales Development Process

Cadence
Creating a Scalable and
Sustainable Sales Development process
WITH
SEAN KESTER

HEAD OF
SALES DEVELOPMENT
@TheSeanKester

THE APPLICATION OF RECORD FOR THE
SALES DEVELOPMENT PROCESS
@TheSeanKester

Fastest Growing Startup in Atlanta
Top 10 Places to work in Atlanta
$200k ARR in January to 3.9mm ARR in 10 months
650+ Customers, 22.5k Users
5 to 40 Employees
@TheSeanKester

WHAT IS SALES DEVELOPMENT?
@TheSeanKester

The sales development team is the
most important sales process
innovation in 10 years.
@TheSeanKester
“
-David Cummings

@TheSeanKester
What is Sales Development?
It’s not--- Jr Sales, Farm League, a stepping
stone
It is--- Its own entity, Core of revenue
producing machine, Hardest working position
in a Sales Organization

SPECIALIZE YOUR SALES TEAM.
THE SIMPLEST WAY USES 3 ROLES.
SDR—> CLOSER—> Customer Success
@TheSeanKester

INSIDESALES.COM
USES 14 SPECIFIC ROLES!
@TheSeanKester

INBOUND: MARKETING QUALIFIED APPTS
OUTBOUND: SALES QUALIFIED APPTS
CLOSERS: RUN DEMOS & CLOSE DEALS
CUSTOMER SUCCESS- ONBOARD,
SUPPORT, CROSS SELL/UPSELL
@TheSeanKester
AT SALESLOFT WE HAVE 4

WHO DOES SALES DEVELOPMENT REPORT TO?
Traditionally SD falls under Sales or Marketing.
-At SalesLoft we put so much emphasis on the
importance of our SDR team that Sales Development has
become its own department separate from Sales and
Marketing.
@TheSeanKester

3 KEY’S TO SUCCESS IN SALES DEVELOPMENT
-Process
-Process
-Process
@TheSeanKester

THE FIRST KEY
Process-
-If it cannot be measured, it cannot be
duplicated
@TheSeanKester

Cadence- You have to have a process
-Cadence is the proven outreach cycle used
to turn cold dark strangers into Interested
Targeted Prospects.
OURS IS a 7x7 METHOD of
7 TOUCHES OVER 7 DAYS.
@TheSeanKester

-You must find what works for you and repeat it.
-It does not matter what your process is as long
as it attains a predictable result that can be
replicated.
@TheSeanKester
CREATING A CADENCE

@TheSeanKester
CREATING A PLAYBOOK
-Who has a Sales Playbook?

@TheSeanKester
CREATING A PLAYBOOK
-Playbook = baseline process for hitting repeatable
quota number
-From day one everything a rep needs to know to
prospect through scheduling a demo
-Living document

@TheSeanKester
CREATING A PLAYBOOK
-All changes must be made with Data
-A/B testing
-First the subject line looking for open rate changes
-Second the body looking for click and reply rate changes
-Must run a test for a min of 30 days. (have to have the right
sample size)

@TheSeanKester
Training/On-boarding

@TheSeanKester
Training/On-boarding
-Setting Expectations
-Checklist for on-boarding
-Product training
-30 Questions
-Shadowing
-Mock calls

@TheSeanKester
Weekly Coaching

@TheSeanKester
Weekly Coaching
-1hr 1on1 with each rep
-Numbers/ Activity
-Weekly Goals/ Actionable Items
-How are they feeling/Where do they want to be
-1hr with entire team
-best practices
-objection handling
-Round table thoughts on specific content

@TheSeanKester
Career Progression

@TheSeanKester
Career Progression
-Full transparency from the interview process about progression track
-Promotion is set at a quota number (for example 270 completed = 9months at
30 demos completed)
-SDR1- SDR2- AE 1,2,3 OR Move up within SD OR move to customer success (upsell
and on-board)
Benefits- Keeps rep accountable and motivated with clear vision of progression

Compensation
-Full transparency about all numbers and compensation
-Starts with 35k base
@TheSeanKester
-demos 1-30 =$70 each
-demos 31-40 =$85 each
-demos 41+ = $100 each
-Pay- From demo 1 with no cap
-Average rep hits 35 demos completed = 66k OTE

Cadence, Create Scalable and Sustainable Sales Development Process

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