There’s no good in just booking meetings if they don’t turn into real customers. Pay attention to how your SDRs introduce buyers to account executives. Consider breaking up AE vs. SDR targeting by company size, industry, and / or revenue. Both parties should end the week with a review. Review why an AE or SDR did / did not book the agreed upon number of meetings. Focus on what worked and what didn’t.
SDRs should help build rapport for the AE by connecting the dots – the relationship should be obvious on the first call.
SDRs should stay curious about deal progress and make sure they know who the key stakeholders are in the unfortunate case that a champion leaves.
SDRs should nurture the account throughout the first call until the SDR and AE agree how to move the deal forward. It’s all about turning the pipeline into revenue.
Here are the steps that work best to align SDRs and AEs. The following should serve as a guide to help you create strong relationships between SDRs and AEs:
- Meet on a weekly basis
- Identify target accounts (account-based selling)
- Work together to identify the accounts to focus on for the coming week
- Work on crafting messaging together using marketing activities and assets like events, new content, webinars and product announcements. This is your fuel.
- Agree at what point an opportunity gets created
- Agree to who is responsible for logging what in Salesforce or your system of record
- Determine how much qualification should or needs to happen
- Consider bringing SDRs to onsites
Ideally the SDR and AE use the same qualification steps / methodology. The only difference is the level of detail. The AE should guide the SDR to uncover 1 to 3 key qualification steps. For instance, and this is simplified, but they might include:
- Does the customer have a pain?
- Is a solution worth exploring?
- Will the customer agree to taking steps to exploring your solution?
Here’s why having your SDRs and AEs work together is so important. Drift’s Director of Account Management, Sam Jones, has recently focused on “no show rates.” It’s soul destroying for both the SDR and AE when an account agrees to a meeting but never shows. The more steps, gates and complexity you add to aligning calendars once the customer agrees to a meeting the greater the risk of a NO SHOW.
Never forget that your team’s job is to help people buy. Conversational sales empowers your team to chat with buyers anywhere at any time.