Sales development is not new, but has exploded in the last few years due to the advancements in technology. This boom has lead to new rules, new roles and new resources.

1. The Rise of Sales Development
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“The sales development team is the
most important sales process
innovation in the last 10 years.”
-David Cummings
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3. 1. The 4 Critical Factors………………………………………………….4
2. Number of Touchpoints………………………………………………..
12
3. Channel Diversity………………………………………………………. 16
4. Time Between Touches………………………………………………..
22
5. Content of Touchpoints…………………………………………………
30
6. Re-emphasize Business Value………………………………………...37
1. The Rise of Sales Development………………………………….
2. The Rise of the SDR…………………………………………...…..
3. Modern Outbound Sales...……………………………………..….
4. Building a Great Sales Development Team ………………...…..
5. Onboarding and Training …….……………………………………
6. Further Reading……………...……………………………………..
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Table of Contents

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The Rise of Sales Development

5. The process that entirely focuses on the
front end of the sales cycle (or top of the
sale funnel).
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What is Sales Development?

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In the 1980s were lead by trend-setters such as Oracle, which
was one of the fastest growing companies during that era.
Other companies, like Salesforce (started by a former Oracle
executive) quickly followed suit and put an emphasis on using
technology to sell.
Sales Development Pioneers

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Technology is transforming sales and a new way
for prospecting and qualifying leads is emerging.
It’s perfect marriage of technology, process and
people and it’s known as “modern sales
development.”
A New Paradigm for Prospecting

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“New sales technology means new
roles, new rules & new resources.”
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Ken Krogue, founder of InsideSales.com, says,
“Companies realized that they could be more
leveraged if they broke the sales roles into
closers and appointment setters.”
Taking this approach, they saw their close ratio
jump from 10% to 17%.
New Roles Emerge

10. The “appointment setters” are the SDRs and
BDRs who are responsible for prospecting,
initiating contact, and qualifying leads.
The “closers” are the AEs who are responsible
for giving demos or consultations and
negotiating contracts.
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Role Specialization

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“Companies realized they could be more
effective if they broke the sales roles into
closers & appointment setters.”
-Ken Krogue,
InsideSales.com

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The Rise of the SDR

13. Google Trends shows that the term “sales
development representative” broke into the
scene no more than 2.5 years ago.
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The Sales Development Rep

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The Rise of the SDR

15. Simply put, generate pipeline.
How?
Outbound sales.
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The SDR’s Role

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Modern Outbound Sales

17. Outbound Sales is anything that involves the
sales rep reaching out to a prospect.
This could be done through manually searching
for prospects to calling and emailing prospects to
interacting with them on social media.
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What is Outbound?

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The use of prospecting tools & setting
meetings has become a skill in and of
itself; thus the role of the SDR was born.
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19. If you’re starting your first outbound campaign, we wrote an entire
blog post on this, called The Quick Start Guide to Outbound Sales,
which you can read here.
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A Guide to Outbound

20. Though not all are mutually exclusive, prospecting tools live at the
very top of a company’s sales funnel, and include tools like the
following:
● PersistIQ Chrome Extension
● LinkedIn Sales Navigator
● Rapportive
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The Tools & Technology

21. Another option is to buy lists prospects from a list
broker. This gives you the advantage of time and
quantity, but it often comes with price.
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Buying Lists

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Build a Great Sales Development
Team

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“World-class sales hiring is the
biggest driver of sales success”
-Mark Roberge
CRO at Hubspot

24. Great-functioning teams attract more great talent, making it
easier to hire in the future.
Start by identifying defining your company and team culture.
Don’t skip this step. Max Levchin said his biggest mistake at
Slide was failing to define the company’s culture.
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Hiring

25. An SDR will probably spend a lot of time on the
phone and writing emails, so look for people with
good phone and writing skills and a track
record of success in roles that required those
skills.
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The Hard Skills

26. The ability to listen well is critical.
Ask candidates to explain back a complicated point
about your product that you walked them through.
Or ask candidates to review a case study before the
interview, then and have them explain it to you live.
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The Soft Skills

27. At Hubspot, Mark Roberge looks for:
1. Coachability: the ability to absorb and apply coaching
2. Curiosity: the ability to understand a prospect’s context through
effective questioning and listening
3. Prior Success: a history of top performance or remarkable
achievements
4. Intelligence: the ability to learn complex concepts quickly and
communicate them clearly
5. Work Ethic: proactively pursuing the company mission with a high@PersistIQ
5 Traits of a Good Sales Rep

28. We recently interviewed Jordan Wan, CEO of
CloserIQ, and he offered his 5 Tips for Hiring the
Right Sales Reps Without Getting “Sold”
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5 Tips for Hiring

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Advice from Ken Krogue of InsideSales
Encourage employee referrals
Profile candidates on LinkedIn
Hire recent college graduates who are energetic and competitive
Hire people who have recently finish professional accelerator programs

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Onboarding & Training

31. Spend the 1st week on company culture and
processes, basic product training and getting
comfortable with the sales process.
By the end of the first week, reps should be
able to take calls.
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Onboarding - Week 1

32. The 2nd week should be heavy on role playing and taking calls
every single day. Also consider peppering message and buyer
personas.
Reps should be comfortable with taking calls on their own at
the end of the second week.
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Onboarding - Week 2

33. Week 3 should consist of more specific process training,
such as CRM and outbound platform.
Reps should be able to launch an entire outbound
campaign on their own.
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Onboarding - Week 3

34. Week 4 should consist of more lead generation training as well as
specific and more narrow topics, like call mapping and objection
handling.
By the end of the 1st month, reps should fully ramped.
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Onboarding - Week 4

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“Nine out of 10 sales training initiatives
have no lasting impact beyond 120 days”
-RAIN Group

36. Training doesn’t stop after onboarding.
Exams and certifications add predictability to sales trainings.
Establish this culture early on during your onboarding, and do not
deviate from the plan.
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Ongoing Training

37. ● How to Build the Perfect Sales Stack
● 4 Critical Factors For Sales Follow-Up Success
● 5 Steps to Personalizing Your Sales Emails at Scale
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Further Reading

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help you be more effective with
outbound sales?
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