[Webinar] Give Your SDRs An Unfair Advantage with Predictive

Give Your Sales Development Reps
An Unfair Advantage With Predictive
Kerry Cunningham
Sr. Research Director
SiriusDecisions
@KerrySirius
Presented by:
Max Altschuler
CEO & Co-Founder
Sales Hacker
@MaxAlts
Tony Yang
VP Demand Gen
Mintigo
@tones810

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Terry Flaherty
Senior Research Director
@Tdiddy
Kerry Cunningham
@kerrycunningham
How Predictive Gives LDRS
An Unfair Advantage

Kerry Cunningham
@KerrySirius
How Predictive Gives LDRS A
Much Needed Assist

5 © 2017 SiriusDecisions. All Rights Reserved@KerrySirius
Outbound Prospecting in the State of Nature
The life of mankind in the state of nature…
solitary, poor, nasty, brutish and short
Absent:
•  Law
•  Culture
•  Governance
You get:
•  Chaos
•  Feuds and
warfare

Outbound Prospecting in the State of Nature
The life of outbound prospectors in the state
of nature…
solitary, poor, nasty, thankless, unproductive and
filled with rejection
Absent:
•  Precise targeting
•  Strategic cadencing
•  Integrated outreach
•  LDR Enablement
You get:
•  Chaos
•  Lost productivity
•  Failure

Most Lead Development Calls are Ineffectual
of live connects last less than 3 minutes
88%
The average call with a decision-maker is
just over 4 minutes 4.2
of outbound calls result in no progress
toward qualifying a lead50%

Average Attempts to Produce A Lead - Outbound
Call Attempts
0.00 10.00 20.00 30.00 40.00
Manager
Director
Vice President
C-level
In the data we examined,
more effort was required
to reach prospects higher
in the organization.

Design Principles – The Desired End State
Systematic | Measurable | Sustainable | Scalable
• Connected to
processes that
precede and follow it
• Planning
• Process reviews
• Diagnostic
• Actionable
• Repeatable
processes
• Execution
according to plan
• Balanced,
consistent
performance
• Designed so
average performer
can succeed
• Process replaces
genius

SiriusPerspective:
Management
The Eight-Factor Model of Lead Development
The most effective lead development organizations optimize around the eight key
disciplines that comprise the function.
Job Design
Measurement
DevelopmentSelection
Culture
TargetsExecution

SiriusPerspective:
The Evolution of Intelligent Outbound Prospecting
Typical lead development is characterized by a lack of logic and science and an over-
reliance on intuition and wishful thinking.
Typical Lead Development Lead Dev With Predictive
Planning
• Poor target selection
• Left up to LDRs, sales
• Not fitted to goals
• Predictive prospect selection
• Leading indicators operationalized
• Focus on accounts vs. contacts
Preparation
• Roll your own messaging and contact
strategies
• Multi-channel outreach
• Prioritized lists, scientized cadences
Execution
• Person-focused contact strategies
• One-size-fits-all messaging
• Disciplined, fact-based cadences
• Account-centric contact strategies
• Individualized messaging
Optimization • Management by anecdote
• Outreach governed by yield curves
• Propensity models optimize
performance
Planning Preparation
Execution Optimization

SiriusPerspective:
Planning
Preparation
strategies
Execution
performance

SiriusPerspective:
Integrated Marketing Increases Response
Integrated, multi-touch marketing tactics not only drive warm inquiries, but also
increase the likelihood that prospects will answer LDR calls.
•  Mere exposure. A robust finding from the psychology of
decisionmaking: Simply being exposed to a name or
concept induces a sense of liking.
Integrated demand creation tactics: Use ad targeting, social and
email marketing to generate interest and responses.
•  If using predictive to source leads, you may also
be able to target the sourced leads directly.
Display Advertising
Responses are not the only reason to provide air cover.

SiriusPerspective:
Integrated Marketing Increases Response
Integrated, multi-touch marketing tactics not only drive warm inquiries, but also
increase the likelihood that prospects will answer LDR calls.
•  Mere exposure. A robust finding from the psychology of
decisionmaking: Simply being exposed to a name or
concept induces a sense of liking.
Integrated demand creation tactics: Use ad targeting, social and
email marketing to generate interest and responses.
•  If using predictive to source leads, you may also
be able to target the sourced leads directly.
The Bieber Effect
That song you hated but now hum to
yourself…
Responses are not the only reason to provide air cover.

SiriusPerspective:
Deeper Dive: The Role of Predictive
Five distinct predictive applications can be used to select and source high-propensity
targets, and match them to marketing and sales tactics.
OptimizationExecutionPreparationPlanning
Lead Qual
Prospecting
Account-
Based
Predictive models
•  Outbound
•  Needs, Fit
•  Intent
•  Inbound
•  Fit, Interest
•  Account Monitoring
•  Interest
Select: MAP and
SFA accounts,
contacts
1
Prioritize:
Accounts, contacts
3 Engage: Accounts for
calls
Enable conversations
4
Alert: Monitor target
accounts, alert
account teams
5
Machine learning
continuously
improves
prospect models
2Source: Net new
accounts, contacts
Multi-touch,
integrated tactics
and programs
•  Email
•  Display
•  Social
•  Phone

SiriusPerspective:
Deeper Dive: The Role of Predictive
Five distinct predictive applications can be used to select and source high-propensity
targets, and match them to marketing and sales tactics.
OptimizationExecutionPreparationPlanning
Lead Qual
Prospecting
Account-
Based
Predictive models
•  Outbound
•  Needs, Fit
•  Intent
•  Inbound
•  Fit, Interest
•  Account Monitoring
•  Interest
Select: MAP and
SFA accounts,
contacts
1
Prioritize:
Accounts, contacts
3 Engage: Accounts
for calls
Enable conversations
4
Alert: Monitor
target accounts,
alert account teams
5
Machine
learning
continuously
improves
prospect
models
2Source: Net new
accounts, contacts
Multi-touch,
integrated tactics
and programs
•  Email
•  Display
•  Social
•  Phone

Predictive signals should also drive playbooks for lead development and sales.
Presentation to Sales
Buying Cycle
Activity Factor
Where stage of
the buying
process?

Buying Cycle
Activity Factor
Fit - Target Persona
Factor
Where stage of
the buying
process?
What are the needs
of the buying
organization and
individuals
involved?

Buying Cycle
Activity Factor
Factor
Interest
Factor
Where stage of
the buying
process?
What are the needs
of the buying
organization and
individuals
involved?
How much
interest have
they shown in
us?

Buying Cycle
Activity Factor
Factor
Interest
Factor
Business Drivers
Factor
Where stage of
the buying
process?
What are the needs
of the buying
organization and
individuals
involved?
How much
interest have
they shown in
us?
Is the problem
we might solve
for them both
important and
urgent?

The Difference Between a “Warm” Lead and Predictive
Buying Cycle
Activity Factor
Fit - Target
Persona Factor
Interest
Factor
Business
Drivers Factor
Organization Perspective: The best
prospects to call on have strong business
drivers, fit, and are ready to take action.

Buying Cycle
Activity Factor
Fit - Target
Persona Factor
Interest
Factor
Business
Drivers Factor
Organization Perspective: The best
prospects to call on have strong business
drivers, fit, and are ready to take action.
Long-term client
relationship

Factors to consider when thinking
about a long-term relationship
(LTR)
The Difference Between a “Warm” Lead and PredictiveClichéddating
analogy Life
Circumstances Attractiveness Interest
Health &
Finances
LTR

The Difference Between a “Warm” Lead and PredictiveClichéddating
analogy
Life Circumstances Attractiveness Interest Health & Finances
LTR
Now
Who do I want to ask out now?
Hot! Into me!

Best long-term
Customers
Most comfortable
to call now
Who do I want to call now?
Buying Cycle
Activity Factor
Fit - Target
Persona Factor
Interest
Factor
Business
Drivers Factor

When lead recipients are used to a
steady flow of prospects who are sort of
attractive but clearly ‘into me’, you must
work extra hard to bias their thinking
toward the other important factors.

Action Items • Employ predictive to:
•  Prioritize marketing generated leads
•  Source net new high propensity targets
•  Provide insights to SDRs that both INFORM
their follow-up and MOTIVATE their best
efforts

Predictive? AI? Machine Learning?

What is Predictive, AI & Machine Learning?
Predictive analytics…allow B2B organizations to estimate in advance what is likely to
happen as a result of marketing or sales actions. Predictive providers provide external
data, which creates a more complete view of who prospects are and whether they are in
the market for solutions. Statistics and advanced algorithms then detect patterns that
identify buyers that otherwise would be invisible, and statistical modeling processes
embedded within feedback loops enable machine learning.
“The SiriusDecisions Predictive Application
Evaluation Framework” Core Strategy Report
AI is an umbrella term, a branch of computer science
whereas machine learning, deep learning etc. are some of
the methods and systems of enabling AI.
Atul Kumar, Mintigo CPO
article on MarTech Advisor

1 0 0 1 1 1 0 0 1 0 1 1 1 0 0 1 0 1 1 0 0 1 1 0 1 0 1 0 1 1
1 1 0 0 1 0 1 1 1 1 0 0 1 0 1 1 1 0 0 1 0 1 1 1 0 0 1 0 0 1
0 1 1 1 0 0 1 1 0 0 1 0 1 1 1 0 0 1 0 1 1 0 1 1 0 0 1 0 1 1
1 0 0 1 0 1 1 0 1 1 0 0 1 0 1 1 1 0 0 1 0 1 1 0 1 1 0 0 1 0
0 1 1 1 0 0 1 0 1 1 0 1 1 0 0 1 1 1 0 0 1 0 1 1 0 1 1 0
Ideal Customer Proﬁle
(aka “CustomerDNA™”)
Customers 
(“Positives” List)
Prospects
Predictive Models/
Machine Learning
Signals From The Web
(i.e., tech, org/hiring, ﬁnancials,
intent, etc.)
How Predictive Modeling Works

Ideal Customer Proﬁle
(aka “CustomerDNA™”)
1st Application: Predictive Scoring
•  Revenue:(Above($1B(
•  Industry:(So6ware(&(
Manufacturing(
•  Marke@ng(Tools:(
Marketo,(Marin(
So6ware(
•  Web:(WordPress,(
Google(Analy@cs,(Alexa(
Rank:(<(100K(
•  PPC(Spend:(Above($5K(
•  CDN:(Akamai(
•  CRM:(MS(Dynamics(
•  Hires(Demand(Gen(
roles(
•  Intent:(marke@ng(
technology,(demand(
gen(
((((…(
Initech Corp.
Aviato Inc.
Cyberdyne
Systems
Predictive
Score 75 or Rank B
Predictive
Score 54 or Rank C
Predictive
Score 92 or Rank A

But There’s Value In The Data From Predictive Models!
5X#
“Non-Intuitive” Insights

Predictive Intelligence Drives Relevant Offers

Predictive Data Can Drive Email Offers & Nurture
Programs

Predictive Data Can Drive Targeted Display Ads

That’s great for Marketing,  
but what about for 
Sales & SDRs?

Predictive Helps
You Prioritize(

Predictive Gives
You Insights  
So You Can  
Have Better
Conversations(

Know What
Prospects Are
Interested In
Or Has Intent To
Purchase(

Get
Recommendations
On Which Product
To Sell & Bundle(

Identify Speciﬁc
Sales Plays To
Utilize Based On
Insights from
Predictive(

Panel Interview
Kerry Cunningham
SiriusDecisions
@KerrySirius
Max Altschuler
CEO & Co-Founder
Sales Hacker
@MaxAlts
Tony Yang
VP Demand Gen
Mintigo
@tones810

Question: 
How can you leverage these insights from predictive in
conversations/outreach (without sounding like a stalker)?
Kerry Cunningham
SiriusDecisions
@KerrySirius
Max Altschuler
CEO & Co-Founder
Sales Hacker
@MaxAlts
Tony Yang
VP Demand Gen
Mintigo
@tones810

Question: 
Any suggestions on how to start a conversation with a
prospect? Any ice-breakers?
Kerry Cunningham
SiriusDecisions
@KerrySirius
Max Altschuler
CEO & Co-Founder
Sales Hacker
@MaxAlts
Tony Yang
VP Demand Gen
Mintigo
@tones810

Question: 
What are some creative ways that SDRs can successfully
connect with prospects outside of making & sending a ton
of calls and emails?
Kerry Cunningham
SiriusDecisions
@KerrySirius
Max Altschuler
CEO & Co-Founder
Sales Hacker
@MaxAlts
Tony Yang
VP Demand Gen
Mintigo
@tones810

Question: 
What are some types of questions should SDRs be asking
a prospect?
Kerry Cunningham
SiriusDecisions
@KerrySirius
Max Altschuler
CEO & Co-Founder
Sales Hacker
@MaxAlts
Tony Yang
VP Demand Gen
Mintigo
@tones810

Question: 
What kind of content are the most useful  
for SDRs to have on hand?
Kerry Cunningham
SiriusDecisions
@KerrySirius
Max Altschuler
CEO & Co-Founder
Sales Hacker
@MaxAlts
Tony Yang
VP Demand Gen
Mintigo
@tones810

Question: 
Is the SDR function required in order for B2B organizations
to see sales success?
Kerry Cunningham
SiriusDecisions
@KerrySirius
Max Altschuler
CEO & Co-Founder
Sales Hacker
@MaxAlts
Tony Yang
VP Demand Gen
Mintigo
@tones810

Question: 
Many view the SDR position as an entry level or early
career step to get into “sales” roles (i.e., “Account Execs”,
“closer”, etc.). Do you agree or disagree?
Kerry Cunningham
SiriusDecisions
@KerrySirius
Max Altschuler
CEO & Co-Founder
Sales Hacker
@MaxAlts
Tony Yang
VP Demand Gen
Mintigo
@tones810

“Give Your Sales Development Reps
An Unfair Advantage With Predictive”
Kerry Cunningham
SiriusDecisions
@KerrySirius
www.siriusdecisions.com
Thanks For Joining Us!
Max Altschuler
CEO & Co-Founder
Sales Hacker
@MaxAlts
www.saleshacker.com
Tony Yang
VP Demand Gen
Mintigo
@tones810
www.mintigo.com

[Webinar] Give Your SDRs An Unfair Advantage with Predictive

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