Shawn Fowler with SalesLoft: Sales Development Testing the Right Way

© 2020. SalesLoft. All Rights Reserved.
Testing the Right Way
Shawn Fowler, VP Enablement - SalesLoft
08/17/20

© 2020. SalesLoft. All Rights Reserved.© 2020. SalesLoft. All Rights Reserved.
Why Should You Test?

It All Starts With a Process
Step 4 | Call
Afternoon Call. No VM
Step 10 | Call
Morning call
Step 15 | Other
Where should this person go from here? Anything else on
social you can do to connect? Move to Nurture cadence?
Step 8 | Email
New email thread. Consider a templated Vidyard for this step
Step 6 | Email
In-thread follow up to ﬁrst email
Step 7 | LinkedIn
Connection Request on LinkedIn
Step 13 | Call
Final call. Leave Voicemail
Step 9 | Call
Leave VM referring back to email
Step 14 | Email
Final Email
Step 1 | Call
First Call. Leave Voicemail
Step 2 | Email
First email. Personalize based on the research you’ve
done on the prospect
Step 11 | Email
Fourth Email
Step 12 | Call
Afternoon Call
Step 3 | Call
Morning Call. No VM
Step 5 | Call
Leave voicemail, follow up with an email
DAY 1
DAY 2
DAY 4
DAY 5
DAY 7
DAY 11
DAY 12
DAY 14
DAY 17

Staying Ahead of the Game
● Sales Development is a game of novelty
● Often when something works, it’s because it’s
different
● Once it becomes popular, it stops working

Just because you’re good, it doesn’t mean
you can’t be better.

Identifying What You Need to Test

Identify/Scrub Accounts
Add Contacts
Activities
Meeting
Opp
XX%
XX%
XX%
XX%
Where’s the Problem?

Basic Metrics
Activities
(Calls/Emails)
Meetings
Booked
Opportunities
Created

Key Outcome Metrics
● Opps Sourced = Total Number of Opps Sourced
● Meetings Booked = Total Number of Meetings Booked
● Pipeline Sourced = $$ of Pipeline Sourced
● Bookings Sourced = $$ of Bookings Sourced

Key Performance Metrics
● Efficiency (Opps) = Total Activities/Opps Created
○ Call Efficiency
○ Email Efficiency
● Efficiency (Meetings Set) = Total Activities/Meetings Set
● Connect Rate = Calls Answered/Calls Placed
● Email Reply Rate = Replies/Emails Sent
● Call Conversion Rate = Meetings Set/Number of Calls Answered
● DQ Rate = Opps Disqualiﬁed/Opps Created
● Day 1s = Avg. Number of Contacts Added to a Cadence
● Cadence Completion Rate = Contacts Completed/Contacts Added

Why Are We Focused on These Metrics?
1. Identify which metric you want to change
2. Decide how you intend to change that
metric
3. Test
4. Analyze

Example

Problem
Opportunity creation is down by 23% compared to
this time last quarter.
Why?

Diagnosing the Problem
1. Has headcount gone down? No
2. Has opportunity efficiency changed? Yes, It has
increased from 268 to 392
3. Has the email reply rate changed? Yes, it has gone
9.8% to 8.6%
4. Has the call connect rate changed? Yes, it has gone
from 13.6% to 12.9%
5. Has the call conversion rate changed? Yes, it has
gone from 11.2% to 8.9%

Types of Data
Quantitative Qualitative

How to Get Qualitative Data
● Listen to call recordings
● Make some calls
● Interview reps
● Interview managers
● Interview customers/prospects
● Call sentiment reports

Devising the Experiment
Hypothesis: The 23% reduction in Opps Sourced is due to a
2.3% decrease in the call conversion rate. The call
conversion rate reduction can be attributed to COVID-related
budget objections.

Devising the Experiment
The Test: We intend to increase Opps Sourced by 15% in the
next 45 days. We’ll do this by testing out the CFO talk track
we designed. If we’re successful, the Call Conversion Rate
should increase by 1.7% and the Opp Efficiency score should
be reduced by 115.

Test Duration

Sometimes the Idea Isn’t the Problem

How to Determine the Test Duration
● How long does it take for the process to run?
● How long will it take to collect a meaningful amount of
data?
● How long will it take for your team to effectively execute
the new process?

Some Tips

Practical Tips
● Test one thing at a time (otherwise it’s not really a test)
● Test with the smallest group necessary to generate the
data
● All participants in the test need to be thoroughly trained
and bought in
● All participants should report to the same manager
● When possible, participants should be involved in the
creation of the test

Real World Example

Shawn Fowler with SalesLoft: Sales Development Testing the Right Way

Recommended

Recommended

More Related Content

What's hot

What's hot (19)

Similar to Shawn Fowler with SalesLoft: Sales Development Testing the Right Way

Similar to Shawn Fowler with SalesLoft: Sales Development Testing the Right Way (20)

More from Tenbound

More from Tenbound (20)

Recently uploaded

Recently uploaded (20)

Shawn Fowler with SalesLoft: Sales Development Testing the Right Way