Sales development reps are responsible for prospecting, generating leads, and qualifying and scoring leads. Their productivity is often measured by how quickly and effectively they are able to propel leads into the sales pipeline. That means sales operation managers must create repeatable processes that make logging in progress, and following up with leads as intuitive and efficient as possible. Such processes enable SDR teams to take proactive actions that allows them to optimize their productivity and effectiveness.
Not only is enabling your SDRs with the right tools and processes vital for their success, but it also ensures success for the organization as a whole. To ensure proper handoffs and avoid any leads falling through the cracks, it’s extremely vital that your SDR process is tightly aligned. According to SiriusDecisions, B2B organizations with tightly aligned marketing and sales teams achieved 24% faster revenue growth and 27% faster profit growth over a three-year period.
Here are four keys to success when establishing an SDR process that ensures the delivery of high-volume, multi-touch, multi-channel and prevents leads from falling through the cracks:
- Establish a strong process
Sales development reps are charged with targeting prospects, scoping their needs, and qualifying opportunities. Therefore, strong processes should be implemented to ensure tight alignment between marketing and sales, and effective and quick lead follow up and scoring. Furthermore, these capabilities should all be delivered in one intuitive workspace, where the SDR team can view and update their progress. A strong SDR process should prevent leads from falling through the cracks, while seamlessly allowing SDRs to manage their tasks and activities within a single workspace that’s easy to use.
- Simplify and streamline the Salesforce user experience
The sales user experience is complicated and often creates both user and process adoption issues—especially among younger, inexperienced sales reps. The lack of CRM adoption, often leads to incomplete data and consequently revenue slipping through the cracks. Enterprise CRM applications are powerful tools for selling in complex, B2B sales organizations; however, CRM software alone is not enough. Sales teams improve their efficiency and effectiveness with sales technologies that deliver streamlined and automated process at each step in the buyer’s journey. To ensure success, you need to enrich your team’s CRM user experience with intuitive and exceptional SDR processes that are easy to embrace and use regularly.
- Make weekly progress reviews quick and easy
Reviewing progress can be a time consuming challenge within the Salesforce application. Doing so requires you to navigate through multiple screens, while lacking a holistic view of progress. Further, the information is often not be up to date because making corrections or adjustments to your pipeline is tedious and cumbersome if you're working directly within Salesforce reports. Many sales reps download data from the system to spreadsheets so they can quickly and easily update all the required data at one time. While this minimizes time spent updating data, it introduces data integrity issues if the data is not correctly input back into the system after modification.
- Provide the right data at the right time
In Salesforce it’s impossible to have one screen to manage all the moving parts of the SDR process. As a result SDR reps struggle to get to the data they need to work proactively. Reps need access to the right data at the right time. All the information SDRs require should be delivered in a single workspace that surfaces the need they need at each step in their process. This also requires better integration to access the data from multiple sources within Salesforce.
Turn SDR best practices into action
At this point you’re probably wondering how to turn these best practices into action. We’ve partnered with Salesloft to deliver a webinar to show you how. For an in-depth look at the SDR workspace we’ve built, with a proven workflow for marketing qualified lead handoffs and lead qualification, register for the webinar: How to Maximize Revenue with Flawless SDR to Sales Transitions.
- How to create an efficient SDR workspace in Salesforce®
- How to automate intuitive processes that integrate with other productivity tools
- How to surface the right data at the right time
- How to ensure high-volume, multi-touch, multi-channel SDR team output.