A ~15 sec. Process to Qualify Your “Inbound Leads” (& How to Comp your SDRs to Drive the Results You Crave)
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The document outlines a comprehensive inbound sales process including the goals of inbound leads, the structure of the demo process, handling unqualified leads, and the responsibilities of inbound representatives. It emphasizes the importance of speed to lead, an effective KPI system for measuring performance across inbound, outbound, and allbound sales representatives, and strategies to ensure all reps are fairly compensated. Various myths surrounding inbound sales and mechanisms to enhance lead qualification and conversion are also addressed.
A ~15 sec. Process to Qualify Your “Inbound Leads” (& How to Comp your SDRs to Drive the Results You Crave)
- 1. Inbound Process (And How to KPI Your Reps to Drive the Results You Crave) SalesHacker Webinar:
- 2. AGENDA 01 02 Goals of An Effective Inbound Line & Common Myths Structure of the DR Process 03 What to do with “Unqualified” Leads 04 Responsibilities of the Inbound Rep 05 KPI System for Inbound, Outbound & Allbound Reps
- 3. 01The Goals & Myths of Inbound
- 4. THE GOALS OF INBOUND 1. Book Qualified Demos 2. Filter Out Unqualified
- 5. COMMON MYTHS OF INBOUND… ACTION REASONING Round Robin Asking BANT Questions Reach Out More Quickly Don’t Send “Unqualified” Leads to AEs Most Valuable Leads so want to put a lot of attention on it Make Sure they Are Qualified Want to Protect AEs Calendars, Not Waste their Time and Protect Stage Data Accuracy Studies Show Higher Conversion Tell them You’re “Better Gearing For Your Demo” They Don’t See Through What You’re Doing
- 6. ROUND ROBINING… WHAT IT CAUSES Lack of Transparency on Best BDR Attributes Marketing Fruit to BDR Unfair Distribution on the Quality of Leads Inconsistent User Journey
- 7. Asking BANT… WHAT IT CAUSES Your Prospect Feeling You’re Too Intrusive Subjective Answers Won’t Answer Honestly No Value to Your Prospect
- 8. WHAT IT CAUSES Promises Something You Don’t Deliver Preventing Unqualified Leads From Going to Your AEs… Damages Your Brand Hypergrowth Companies Excluded Make Your Prospects Feel Invalidated
- 9. REACH OUT QUICKLY… WHAT IT CAUSES Forrester Report Under 5 Minutes Still Requires Qualification Live in “Now” Society
- 10. 02Structure of the Demo R. Process
- 11. INBOUND PROCESS 1 Attracting Interest 1. Ask for email for DR 2. Prompt Company Email if given personal 3. Expand to longer form once their email is entered. 4. Gate email, in case they don’t fill out longer form 2 Educated Guessing on “Who They Are” 1. Back-Fill Data Using Data Enrichment on: a. Company Name b. Role c. Company Size d. Technographic Criteria e. Selling Language f. Firmographic Qualifying Criteria ** Can put language to Go Through An SDR for Fail- Safe
- 12. IF THEY ARE QUALIFIED 1 Routing to Appropriate AE 1. If an AE Owns the Account, Route to that AE. 2. Use Calendering Solution to Schedule their Own Time Slot. 3. Allow them to Put Notes on What They’d Like to Discuss. 2 How to Keep it All “Even” 1. Keep Tally of Appointments AEs have received. 2. Skip over AE if they’ve already received allotment to Ensure Equality. 3. Advanced: Define Based on Points System on: a. Level of Role if Segmented b. Role & POTENTIAL Opp Size
- 13. IF IT APPEARS THEY AREN’T QUALIFIED 1 Route to Inbound SDR 1. Use Calendering Solution to Schedule Time with SDR 2. ~15 Min Qualifying Call to double confirm information when asking for context to use human touch to ensure they aren’t qualified. (Ex. HyperGrowth with NYP) **Can SKIP if finding you aren’t surfacing any truly qualified or don’t want to spend headcount. 2 What to do Post Call 1. Manually Schedule Appointment for AE if they are qualified. 2. Route to Bi Weekly Product Webinar: a. Don’t Mention if it’s role or Size, just make it look like next step. b. Technographic - Make them aware, but still give webinar option.
- 14. 03 What do we do with “Unqualified” Leads?
- 15. BI - WEEKLY PRODUCT WEBINAR The “Who” Senior SDR who knows product, is aspiring to be an AE, and has been “demo certified” by sales leaders. The “What” Basic Demo based on buyer persona held by majority of attendees without individualized discovery. The Outcome Contract Training Say if anyone is interested in pricing, to contact you for next steps to light pressure to surface qualified deals out of the generic pool Train the Senior SDR on how to process contracts as part of their training as an aspiring Account Executive.
- 16. 04 Responsibilities of an Inbound Rep
- 17. RESPONSIBILITIES OF THE SDR Running a Sequence after the first automatic email that for people who gated the email, but didn’t fill out the form in order of: 1. People who appear qualified from ICT/ICC 2. People who appear qualified from ICC, but not ICT 3. People who appear qualified from ICT, but not ICC 4. People who don’t appear qualified from ICT or ICC Take the ~15 Min Qualification Calls on Their Calendar Run the Bi Weekly Product Webinar Assemble Contracts Prospects Who Request Pricing After BWP Webinar 1 4 3 2
- 18. 05a.Comping Reps to Drive Results: “Inbound” Rep KPI System
- 19. WHAT THEY CAN & CAN’T CONTROL CAN CONTROL 1. Speed to Lead 2. Leading Qualified DRs into a Demo Meeting 3. Leading Unqualified DRs into an Alternative Path CAN’T CONTROL 1. Volume of Demo Requests 2. Role of Person Who Requests Demo 3. Size of Company of Prospect Who Requests Demo 4. Qualifying Criteria of the Company (Technographic Setup, Selling in English, Field Sales v. Remote)
- 20. KPI SYSTEM FOR INBOUND REPS 1. Allow them to disqualify for firmographic reasons - Log in CRM. 2. Creates short list of DQ reasons for expansion. 3. Doesn’t reward surplus in DR, or penalize for lack. Ex. Variable of $1k/month, 7 out of 10 set, $700 variable. % Conversion for Qualified Bonus - Closed Won **Speed to Lead ** < 10 Min 100% 10m - 30m 75% 30m - 1hr 50% 1hr - 2hr 25% 2hr + 0% Give them a cut of the commission for anyone they close off of the Bi - Weekly Product Webinar. Less of a cut than a normal AE cut as a bonus, but keeps them motivated to learn the process and close deals.
- 21. 05b.Comping Reps to Drive Results: “Outbound” Rep KPI System
- 22. KPI SYSTEM FOR OUTBOUND REPS: PRE SEGMENTING 10 - 50 Reps 50 - 200 Reps 200+ Reps Head of, VP, CXO 2 3 4 Director, Sr. Director 1.5 2.5 3.5 Manager, Sr. Manager 1 pt 2 3 X Axis: Indicator of the Potential Size of Deal Y Axis: Level Of Role Of Your Prospect
- 23. KPI SYSTEM FOR OUTBOUND REPS: POST SEGMENTING **Quota of 20 for Junior Rep **Quota of 23 for Senior Rep SMB Mid - Market Enterprise Head of, VP, CXO 1 Director, Sr. Director 1.5 Manager, Sr. Manager 2 Head of, VP, CXO 1 Director, Sr. Director 1.5 Manager, Sr. Manager 2 Head of, VP, CXO 1 Director, Sr. Director 1.5 Manager, Sr. Manager 2 **Quota of 15 for Junior Rep **Quota of 18 for Senior Rep **Quota of 12 for Junior Rep **Quota of 15 for Senior Rep
- 24. 05c.Comping Reps to Drive Results: “Allbound” Rep KPI System
- 25. WHAT THEY CAN & CAN’T CONTROL CAN CONTROL: INBOUND 1. Speed to Lead 2. Leading Qualified DRs into a Demo Meeting 3. Leading Unqualified DRs into an Alternative Path CAN’T CONTROL 1. Volume of Demo Requests 2. Role of Person Who Requests Demo 3. Size of Company of Prospect Who Requests Demo 4. Qualifying Criteria of the Company (Technographic Setup, Selling in English, Field Sales v. Remote) 1. Role of Person They Reach Out To 2. Size of Org they are Reaching Out To CAN CONTROL: OUTBOUND
- 26. 1. Set a Quota (For example: 15 pts.) 2. Every Inbound Processed Into a Meeting is worth a subtraction of .2 pts to the Quota, regardless of title and opportunity size, to account for their time and motivate them to handle inbound. 3. Put a minimum floor of lower limit they can get their quota to (For example: 6) 4. Make up the differential again their quota (and their quota) on Outbound ONLY. 5. Have a points system for outbound. For example: Quota of 10. The rep gets 10 inbound Demo requests into a meeting, leading to a reduction of their quota by 2 pts (10 X .2), leaving them with a outbound quota for the month of 8. They would need 4 meetings with VPs within buyer persona to hit full quota. KPI SYSTEM FOR ALLBOUND REPS
- 27. In Summary...
- 28. Q & A