One of the key ingredients in a successful Sales Development program is data.
SDRs need a consistent source of accurate, reliable information to do their job. Whatever source they use, SDRs need to know the names, phone numbers, email addresses, LinkedIn information and other social media details for the individuals that they’re targeting.
Unfortunately, most companies just throw all of that data, unchecked, into their Customer Relationship Management (CRM) system. The SDRs are then left to sift through mountains of information to try and find the details they need to do their job.
To improve results, we need to take that unstructured data and put it into a prioritized and clean list that SDRs can then go ahead and reach out to. The Tenbound Data Cleansing Prioritization Framework™ lays out what’s involved in cleaning and prioritizing data and making it useful for the SDR team. It does this by specifying:
- Key tasks to be completed
- Cost/time involved
- Tools required
- Person/department responsible
As you can see at the bottom of the framework, there also has to be some kind of project management and reporting in place throughout the process.
Let’s see how the framework breaks down each task.
1. Pull and Prioritize Account List
The first task is to get the raw data in place, starting with a list of the accounts/companies you’re targeting.
You can expect this to take a week, although the exact time required will vary depending on the size of the list. It’s important to be realistic about how long this is going to take. Unrealistic expectations can create added pressure, leading to a rushed job and inaccurate data.
You’ll also need the right tools. For this task, that means having an accurate data source, such as ZoomInfo or LeadIQ, that’ll allow you to get the necessary data and pull it into a prioritized account list.
Need help finding reliable software? Check out Tenbound’s Sales Development Market Map for tools that cover every Sales Development task, from Data to Sales Engagement.
For a lot of companies, all of the tasks related to data cleansing and prioritization end up being assigned to the SDR. However, that shouldn’t be the case. Marketing should be responsible for pulling and prioritizing the account list.
2. Pull Persona Contact Info
Within those accounts and companies, there are specific people that you need to know about and reach out to. For that to happen, you’ll need their contact information.
This task is laid out similarly to pulling the account information. You can expect the process to take another week (again depending on the size of the list), you’ll need a tool to provide reliable data, and marketing should be responsible for carrying out the task.
3. Manually Validate Contact Info
The next step is for someone to go through the list, manually checking that the people still work at the company and then validating their information.
This is an ongoing process that has to be carried out by a person. While some might try and automate the process with software, machines aren’t quite sophisticated enough to match the contextual abilities of a human (at least not yet).
Although most companies don’t have a dedicated researcher, it can be a worthwhile investment to have someone working behind the scenes going through all that unstructured data and ensuring that the contact details are correct.
4. Mark Status Correctly In System
To be of any use to the SDRs, validated details have to be marked correctly in your system.
This is another ongoing process; as you continually validate contacts, you have to update their status. This is something that a researcher or SDR can carry out manually, without requiring any additional tools. A researcher has the advantage of being lower cost and can focus fully on one task, rather than having an SDR divide their attention between research and outreach.
5. Contact and Revalidate
If you’ve followed the framework to this point, you should now have a clean and prioritized list. Now, somebody has to go out and contact those people and revalidate that information.
As part of an ongoing process, it’s down to the SDR to reach out to the people on the list and make sure that they’re still around and interested in the product. To carry this out, you’ll need a Sales Engagement Platform (SEP) in place. Some of the top SEPs are Outreach, SalesLoft, VanillaSoft, Groove, and Xant.
6. Send to SEP/Autodialer
Once the SDR has revalidated the contact, it’s time to get those details entered into the SEP and/or an autodialer.
It helps to think of these last two steps as one action, carried out in a continuous loop. Contacts are put into the SEP so you can reach out to them, you revalidate the list to ensure that it’s still good data, and then you again update the SEP or autodialer so you can start a dialogue about potentially checking out your product.
This final step is carried out by Ops. Depending on your specific structure, that might be Rev Ops, Sales Ops, or Marketing Ops. In addition, they act as project management and reporting that’s foundational to the whole framework.
Having reliable data is essential for SDRs. Following Tenbound’s Data Cleansing Prioritization Framework™ ensures the right people carry out the right tasks with the right tools. This means that the data you’re using is clean and prioritized, leading to better results and more sales.
If you’re looking for ways to set up a Sales Development program or improve your existing process, contact us at Tenbound today for a no-obligation exploratory call.