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Kyle Porter Shares How SalesLoft Does Sales Development

4 min read
Mar. 9, 2016

Welcome to Day 2 Rainmaker 2016! The one and only conference 100% dedicated to sales development is well underway. In case you missed it, we’ve been live blogging the keynotes, panels, and breakout sessions throughout the event.

Yesterday, we had Kyle Porter and friends discussing their gratitude for you — our partners, customers, and the entire sales development community — and giving an overview of our history, what’s new, and what’s coming with Salesloft. The rise of the Sales Development Cloud is officially here.

And this morning, the energy is no different. As an advocate of the sales development movement, we get tons of questions from growing teams about how to build, structure and scale SDR teams. So Kyle is here to answer some of those questions on how Salesloft does sales development.

The Salesloft philosophy is based on these sales development tenants:

  • Glorify the Role
  • Metrics Driven
  • Recruit, Train, and Lead
  • Account Based + Seats Pipeline
  • Efficiency

The Salesloft Sales Development Team Structure:

A common question is: how do you structure your Outbound and Inbound sales development teams? Well folks, here it is. In our organization, the Outbound SDR team reports to the Director of Sales Development, and the Inbound SDR team reports to the VP of Marketing and Demand Generation.

Screen Shot 2016-03-09 at 8.28.01 AM

Based on that team structure, this is the overall revenue breakdown between teams:

  • 49% Outbound
  • 39% Inbound
  • 12% AE Sourced

Inbound is held to specific standard when it comes to their revenue expectations. From conversions, to MQLs, S(DR)ALs, SALs, and deals closed, the funnel of expectations is as follows:

Screen Shot 2016-03-09 at 8.29.45 AM

And with a shift to an Account Based Sales Development model, the Outbound account based process looks like this:

  1. Company wide account building. Data services and seats pipeline algorithm.
  2. Distribute evenly amongst OB reps. 5-15 seats (OB) and 15+ seats (MM)
  3. Execute in Cadence. 15% conversion (150 OB Accounts) and 13% conversion (75MM Accounts)
  4. Convert. 22 OB Accounts (~112 seats) and 10 MM accounts (~175 seats)

The standard Outbound expectations have a similar funnel, based on named accounts, interactions, conversions, SALs, and deals closed:

Screen Shot 2016-03-09 at 8.33.27 AM

If we know the reps capability, we can figure out how many reps we need and what quotas to set in order to deliver that pipeline.”

The Salesloft Sales Development Rep Career Matrix

We have some philosophies on how to find great people for our company. We look for behaviors that represent active sales personalities, like recruiters or even door-to-door salespeople. But most importantly, we look for people with a desired career path. So when we bring candidates in for the SDR role, we make sure they see exactly what their path at Salesloft will look like:

Screen Shot 2016-03-09 at 8.34.00 AM

We want to have an opportunity for them to show leadership and management skills for promotion down the road. It helps people understand what’s next and where they’re going.”

Salesloft Execution Lessons:

  • Use sentiment and disposition. In the old days of sales, managers would have loved to know what happened on a call. But they hated micro-managing reps through CRM. So we created sentiment and disposition. Now, you can see stats based on each individual rep based on their specific skills.
  • Personalized messaging. The ongoing debate of automation versus personalization is coming to an end. We tracked if an email is templatized or personalized, and based on that analysis, we found that nearly 4x the emails that are personalized get replies.

Screen Shot 2016-03-09 at 8.37.51 AM

  • Measure call openings. A prospect and a prospector meet in the middle of the woods — and the person with the most confidence decides where they walk. Your call opening defines where the rest of the call goes, so make it count.
  • Go for efficiency. Part of the professionalization of sales development is all about the percentage you reach out to. Take a look at the difference between these two SDRs, and you tell us who is better:

Screen Shot 2016-03-09 at 8.37.32 AM

  • Professionalized Metrics. The modern sales development organization has gone professional. No longer are traditional sales metrics relevant to the SDR role:

Screen Shot 2016-03-09 at 8.37.20 AM

We hope that these philosophies motivate you to build and expand your modern sales development team, and take your organization to the next level.

Join us in Atlanta from March 11-13, 2019 for Rainmaker 2019!

Rainmaker 2019