Prospecting at Salesforce
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This document summarizes Salesforce's use of sales development representatives (SDRs) and business development representatives (BDRs) to fuel company growth. It describes how the sales development team has expanded over time, from 17 SDRs and 2 BDRs in 2004 to over 500 employees in 2016. The sales development organization is responsible for generating leads and opportunities through outbound prospecting. Representatives are expected to qualify leads and create opportunities to contribute to the company's global pipeline. The document outlines the roles and responsibilities of customer intelligence trainees, SDRs, and BDRs within the sales development process. It also provides examples of the types of questions representatives ask to qualify leads and examples of common qualification hurdles.
![Sales Development Motivation
Remuneration
70% fixed and 30%
commission based on:
Revenue Performance of
VP [50%]
Personal Performance
[50%]
Career
Merit based career
progression.
Move from CIT to SR to
EBR
Sales Development as
grooming ground for AE
population
SPIFFS
High Energy
Focus
Campaigns
Recognition](https://image.slidesharecdn.com/2016-11-15cloudjourneyprospectingatsalesforce-161118005548/85/Prospecting-at-Salesforce-21-320.jpg)
Prospecting at Salesforce
- 1. Prospecting at Salesforce How Salesforce uses Salesforce in Sales Development Michael Scherbaum, Jordan Alf & Christiaan Koene
- 2. Did you know? of leads are never called More than 30% The Art of Cold Calling | And the science of Contact Ratio’s – Insidesales.com
- 3. Where does Sales Development fit in the sales cycle Marketing SalesSales Development
- 4. Sales Development Fuels the Growth of the Company FY2004 17 SDRs 2 BDRs FY2006 55 SDRs 22 BDRs FY2008 110 SDRs 70 BDRs FY2010 144 SDRs 133 BDRs Sales Dev Contributed 40% of Global Pipeline FY2016 75 CITs 275 SDRs 325 BDRs
- 7. >$1.5B in Global Pipeline Influenced *FY12 Numbers
- 8. Sales Development Organisation Customer Intelligence Trainee Identify target accounts Add/Update Contacts Aligned with Marketing and BDR Quality Data for prospecting Leads Assignment for BDR Training ground for future SDRs Sales Representative 24 hour turn-around SLA on leads Create a lead for every response & first SR to “touch” (reach out to) a prospect owns the lead Five to ten activities before archiving Once Archived, the lead continues to be touched through the Marketing Nurture drip campaign Business Development Rep Generating Leads and Opportunities through outbound, strategic & targeted prospecting into large companies Strategic calling to leverage business from new and established customers Achieving monthly Quota of Qualified Opportunities
- 9. The Sales Development Team Customer Intelligence Trainee Sales Representative Business Development Rep 2-3 years experience Graduate 1-2 years experience
- 11. Homework – It all starts here This will set the stage for you to ask the right questions Spend time looking at the prospect’s website for clues Business Activities (Sales & Service) Marketing Channels e.g. social links (Sales, Marketing & Service) Latest News Logins (Communities) Various Branches/Locations LinkedIn Profile Did the prospect work for a Salesforce customer?
- 12. Is it a good time to talk? Why them, why now? – It’s about them – so let them talk away! Why should they talk to you? What agree on next steps – E.g. a discovery call with the AE Upfront Contract – Setting Expectations
- 13. Qualification Questions What Pains do they have? • L1 – Challenges (Challenges) • L2 Business Impact (Quantify, if possible – USD/EUR value) • L3 Personal Impact Business Description What inspired them to learn about Salesforce? Who initiated the investigation of CRM (inbound) – was it a KDM? How do they Find, Win and Keep their customers? What tools/infrastructure are they using e.g. Excel Spreadsheets You can’t know enough
- 14. Qualification Questions Compelling Event! What priority does solving the previously mentioned pains have? Timeline to solve the problem - ask why the time is x months/weeks? What happens if you don’t solve these problem in the given time? Identify the consequences NEW Have they looked at other solutions?
- 15. Qualification Questions How many full time employees to you have? What do they do/ which divisions do you have? Do you have any external agents or partners? Budget: Has it been discussed? Decision Making Process: Who needs to be involved? Are we talking to the right people? Keep the “champion” on your side. Grow your opportunity with the right questions
- 16. Qualification Questions Number of users and in which capacity? What have you done to solve your problems? What happens if you don’t act now/in the near future? Alternative solutions looked at? Secure the next steps – Disco with a specific time/date and person (get the KDM involved). Red Flags: Key objections, points emphasized or ice-breakers
- 17. Qualification Hurdles Price: Avoid discussions around price, but position Salesforce as a premium brand Competitive Analysis: Position the platform (end to end CRM) advantage and avoid a feature battle Security: Use Standard Bank as a reference client with high security standard Explain the multi tenancy model we use Don’t be afraid to challenge the prospect e.g. strip-line Be cautious with “time wasters” e.g. some consultants who act as gate keepers Gate Keepers: Be creative and confident with the value of your phone call Things that you should prepare yourself for
- 18. Qualification Hurdles Never waste a call – always gather some sort of valuable information, even if you don’t have a qualification call. E.g. mobile number, email address etc. If you don’t know something, tell the prospect that you don’t know and make sure to follow up. Be confident, use “their language” and show value from the first second!
- 19. Basho emails: a reason to call
- 20. Christiaan Koene Manager, Emerging & Small Business Sales
- 21. Sales Development Motivation Remuneration 70% fixed and 30% commission based on: Revenue Performance of VP [50%] Personal Performance [50%] Career Merit based career progression. Move from CIT to SR to EBR Sales Development as grooming ground for AE population SPIFFS High Energy Focus Campaigns Recognition
- 22. Four Pillars of Success Marketing Alignment Focus Activity Driven Sales Alignment
- 23. Marketing Alignment: Look for Lead Trends Lead Flow Lead Mix Conversion Rates Created Pipeline Accepted Pipeline RevenueCampaigns Report on and analyse Brand Awareness
- 24. Focus: Dashboards and Reporting Daily Activities Lead Rigor Pipeline Created Number of Opps Pipeline Closed Etc…
- 25. ` Email & Phone Call Email & Phone Call Email & Phone Call Email & Phone Call Email & Phone Call Marketing Nurture Day 1 Day 3 Day 5 Day 12 Day 19 Day 26+ Activity Driven: Politely Persistent
- 26. Sales Alignment: Success is a team sport
- 27. `` We Use Dashboards to Manage Accountability Reps don’t have too many working leads Ensure quality of work Monitor that leads are receiving follow-up Maximize every selling moment Reps aren’t archiving leads without first following up with them
- 28. Collaboration/ Planning Team Work / High Activity Recognise Success Fun / Team Spirit Growth/Productivity Sales Development: High performing team
- 29. Thank Y u