Check out the full video from the Tenbound Conference:
Account-Based Sales Development – Exactly How Best In Class Do it
Kyle Coleman, fmr SVP of Marketing at Clari, shares valuable insights into Account-Based Sales Development (ABSD) and the role of Sales Development Representatives (SDRs). In this case, Revenue Development Reps (RDRs)
He emphasizes the importance of clear communication, the power of strategic messaging, and the need for collaboration between marketing and sales teams. By prioritizing accounts, leveraging key signals, and executing targeted outreach, SDRs can drive revenue growth and position themselves for long-term success.
The Superpowers of SDRs:
SDRs play a crucial role as a bridge between marketing and sales. They possess a unique ability to develop a deep understanding of their target audience through their interactions with prospects. This gives them a keen sense of effective messaging and the capacity to influence marketing and sales strategies. Their fluency in both marketing and sales language makes them the connective tissue that drives account-based success.
Prioritizing Accounts and Understanding Signals:
To achieve success in ABSD, SDRs need to be intentional about which accounts they prioritize. They should focus on companies that align with their product or solution and exhibit signals of potential interest, such as intent data, hiring trends, or previous engagement. By narrowing down their target accounts and operating closer to the bullseye, SDRs maximize their chances of success. While specific signals may vary, leveraging available tools and data allows SDRs to identify high-potential accounts and tailor their messaging accordingly.
Below the Line and Above the Line Prospects:
SDRs must approach their prospects in two distinct groups: below the line and above the line. Below-the-line prospects consist of users and frontline managers who champion the solution but lack decision-making power. Above-the-line prospects are decision-makers with budget authority. It is essential to customize messaging and value propositions for each group. SDRs can gather valuable insights by “walking the halls,” engaging with below-the-line prospects to better inform their outreach to above the line decision-makers. This coordinated approach ensures a more personalized and effective sales strategy.
Account-Based Orchestration and Collaborative Efforts:
Successful ABSD relies on account-based orchestration, which involves the coordination of marketing, sales, and executive teams. Marketing teams play a crucial role by providing air cover through targeted ads, nurture emails, and events that align with the messaging SDRs use in their outreach. Collaborative efforts between SDRs, sales teams, and executives yield better response rates and create a comprehensive, synchronized approach. By aligning all efforts toward revenue generation, SDRs become revenue professionals and set themselves up for accelerated career growth.
Conclusion:
Implementing a strategic and intentional ABSD approach empowers SDRs to drive revenue growth. By leveraging key signals, prioritizing accounts, and tailoring their messaging to below the line and above the line prospects, SDRs can achieve remarkable success. Collaboration between marketing, sales, and executive teams is critical in executing an effective account-based orchestration strategy, ultimately leading to increased pipeline and revenue.
