Key takeaways, section-by-section from the Sales Development Playbook: Build Repeatable Pipeline and Accelerate Growth with Inside Sales In The Sales Development Playbook, author Trish Bertuzzi shares 3 decades experience on building pipeline and speeding up growth. In this takeaway: Part 3 - Recruiting Chapter 10 - Hire with urgency Chapter 11 - Spot qualities of qualified candidates Chapter 12 - Write job descriptions, not sleep prescriptions Chapter 13 - Compensate at market rate Chapter 14 - Build attractive compensation plans Chapter 15 - Source candidates effectively Chapter 16 - Glassdoor like a pro

1. THE
SALES
DEVELOPMENT
PLAYBOOK
PART 3 - RECRUITING
KEY TAKEAWAYS
From:

2. wheredatapp.com
PART 3
Recruiting

3. wheredatapp.com
HIRE WITH URGENCY
sales development:
a field with high demand and
not enough supply

4. Need to out-hire
your competitors
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5. Make recruiting a
TOP 3 priority
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6. 3 REASONS to
hire groups
of two or more:
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7. simplified on-boarding
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1

8. better efficiency
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2

9. better bonding
between new hires
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3

10. FIND QUALIFIED
CANDIDATES
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11. Have a solid
candidate profile
a standard against which to
measure candidates
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12. 4 candidate profiles
to keep in mind:
recent grads
experienced SKRs
military to civilian transitions
job shifters
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13. 3 CHARACTERISTICS
of the best candidates
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14. PASSION
“perseverance and grit
over the long term”
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1

15. COMPETITIVENESS
look for those who want to
win, but not at the expense of
their teammates
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2

16. CURIOUSNESS
“curious people ask the
best questions”
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3

17. WRITE JOB
DESCRIPTIONS,
NOT SLEEP
PRESCRIPTIONS
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18. The description
should sell the job,
not the duties
Think of it as a
“role elevator pitch”
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19. Impression to give:
“this is the place to
advance my career”
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20. wheredatapp.com
Don’t present a
laundry list of duties;
show candidates how
they will learn and
grow in the position

21. wheredatapp.com
DO: DON’T:
Describe what
they’ll be doing
everyday
Demonstrate
why to work
here

22. speak to their aspirations
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market towards your
target demographic

23. COMPENSATE AT
MARKET RATE
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24. Pay competitive wages
and offer attractive
compensation
packages
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25. 5 VARIABLES that
affect compensation
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26. REGION
(northeast, midwest, etc.)
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1

27. REQUIRED SALES
EXPERIENCE
(none, one year, etc.)
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2

28. MODEL
(introductory meetings vs.
qualified opportunities)
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3

29. AVERAGE
SALES PRICE
(<$10k, $50k+, etc.)
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4

30. TYPE OF PRODUCT
(software, service, etc.)
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5

31. Know the market
compensation for
your region
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32. FAST, MOBILE
SALESFORCE ACCESS
WhereDatApp.com/salesforce

33. ATTRACTIVE
COMPENSATION
PLANS
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34. Great compensation
plans have 3 THINGS
in common:
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35. 1. CLARITY
core plans should have no
more than 2 moving parts
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36. 2. PAYMENT CLOSELY
FOLLOWS ACTION
don’t wait 2-3 quarters to give
out payments
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37. 3. REPS CONTROL
THEIR OWN DESTINIES
don’t award or penalize reps for
things outside their control
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38. 2 general rules:
Base plan should be 60-70%
of total compensation
Pay incentive compensations monthly;
don’t make them wait for payday
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39. SOURCE
CANDIDATES
EFFECTIVELY
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40. wheredatapp.com
2 broad buckets
of candidates:
GREEN
CANDIDATES
EXPERIENCED
SDRs

41. GREEN CANDIDATES
no prior experience
• spend time marketing
the position to them
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42. wheredatapp.com
Potential Sources:
VETERAN GROUPS
UNIVERSITIES

43. wheredatapp.com
Use inbound marketing
on job boards:
‘RECENT GRADS’
‘FOR VETERANS,’
‘ENTRY LEVEL’

44. EXPERIENCED SDRs
make them understand you’re
the best path towards
THEIR end game
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45. Pursue passive
candidates who are
currently employed /
not actively looking
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46. 2 COMPONENTS
to “activating” passive
candidates:
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47. 1. THE MESSENGER
have the CEO, SVP of sales or
senior hiring manager message
them directly, not a recruiter
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48. 2. THE ASK
Don’t ask for their resume
Only sell the next step:
a 5 minute phone conversation or
a reply to the e-mail
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49. 3 TACTICS
for sourcing passive
candidates:
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50. LinkedIn + Messenger + Ask
subject: why should they listen?
message: why should they care?
Ask for a one line reply or a
5 minute phone call
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1

51. PROMPT
EMPLOYEE REFERRALS
best source for candidates
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2

52. SET A NETWORK QUOTA
set realistic and measurable goals
for example: 1 phone interview
every day, or 1 face-to-face
interview every week
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3

53. LIKE A PRO
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54. Make sure Glassdoor
reviews are helping your
company, not hurting it
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55. Claim your
Glassdoor profile
SPICE IT UP:
add pictures, videos, awards,
culture information, etc.
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56. Rating and review goals:
aim for 3.7 out of 5 stars and 80%
“recommend to a friend”
and “approve of CEO”
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57. TREAT HIRING LIKE
A SALES PROCESS
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58. 6 STEP
FRAMEWORK:
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59. 1. APPLICATION + SURVEY
attach a brief 5 minute web
survey to the application to
help determine "fit"
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60. 2. PHONE SCREEN
screen for red flags—don’t
evaluate skills
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61. 3. PHONE INTERVIEW
keep it 20 minutes or less
great candidates will
come prepared
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62. 4. ON-SITE INTERVIEW
ask behavioral questions
make the sure candidate "closes"
at the end of the interview.
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63. 5. SDR SHADOW
Let them see the position
firsthand and ask candid questions
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64. 6. OFFER
Aim for 10 business days from
application to offer
If you claim to be a fast-paced,
agile culture, then prove it with
your hiring process
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65. ENABLE YOUR FIELD REP
AND DIRECTOR TO CALL
THE SAME FORECAST
(NO EXCEL REQUIRED)
WhereDatApp.com/salesforce