你不能只依靠入站领导


I read Trish Bertuzzi’s book ‘The Sales Development Playbook’ and it was by far one of the best sales books I’ve read in a while.  The book focuses heavily on building pipeline with SDR teams.  This is the first post of a few I’m going to share about this book: there was so much good information that putting it all in one post would be too long.  Below are some of the excerpts I found to be very insightful, through page 55 only.

 

 

介绍会议和合格的哦“There are two main models in play: setting introductory meetings and generating qualified opportunities.” With introductory meetings, prospects have a sense of your overall value proposition but haven’t been qualified as to their readiness or ability to move forward.  Qualified opportunities differ in that they are, well, qualified代表仍在电话会议或关闭但)把前景从好奇到利益和b)审查,可能达到或超过了最低打。”

 

基准在一个或另一个,不是两个。“我看到公司所犯的最大的错误之一就是设置内部期望使用指标(数量),然后介绍会议要求opportunity-level资格(质量)这个看似无害的错误往往以彻头彻尾的灾难。”

 

哪个型号是正确的?“你应该部署一个介绍性的会议模型,当市场对你的产品不成熟和/或当您的帐户高管需要更多的打让我给你举个例子今天,客户关系管理软件是一个成熟的市场大多数(如果不是全部的话)技术使公司已经有一个解决方案这些公司已与未来合同的更新日期,和改变供应商的想法听起来像一个大麻烦In this instance, if your SDRs are setting introductory meetings for the AEs, you’re just wasting everyone’s time.  “Compare that to the market for a predictive lead scoring solution市场仍不成熟,这个概念本身是新的供应商面临做教育市场的工作他们解决的问题。”

 

成熟市场的决策者是至关重要的。“一个不成熟的市场,你的特别提款权面临的一个挑战是在一个商业问题引起好奇心,可能还没有被认可销售开发应该准备介绍会议,以便客户经理可以做教育工作的前景和发展中,好奇的兴趣如果你卖的是颠覆性的解决方案,要求节食减肥法(预算、权力需要和时间)类型的问题毫无意义没有一个预算拨出问题,前景不知道。”

 

介绍模型也最好当AE并不忙。“第二种情况介绍会议模型,当账户高管正遭受空日历综合症这个是容易的如果你的销售团队是尖叫“打”,然后打破玻璃,设置会议转化率、资格标准和成本会议去窗外当您的帐户高管的日历都是贫血设置介绍会议在这个场景中是你的首选。”

 

特别提款权释放AEs和也是一个人才。“账户这个betway88help高管都穿着很多帽子他们确认账户,接触安全第一次对话,进行发现,现有的工作机会,这产生了一个问题代表是如此关注的顶部漏斗,创造机会,他们实际上是延伸自己的销售周期…以满足其积极的增长目标,betway88help决定建立一个内部销售开发团队This not only allowed account executives to focus exclusively on moving prospects through the sales process but also gave the betway88help access to a pool of new candidates to nurture and grow – a farm team for future account executives.”

 

你的AEs必须意见,而不是建造者的关系。“冷静的看看你的销售团队Are they truly closers, or are they relationship builders? If you’re going to invest in building an early- stage team that aggressively focuses on building new pipeline, you need to have account executives who can effectively launch the sales process.”

 

介绍会议模式意味着更长的销售周期。”组织设置介绍会议,业务可能不会关闭数月(甚至季度。)”销售开发是一项投资,而不是成本中心。”

 

AEs不应该建造管道。“你获得肄业学位,而没有考虑,我们只能考虑高管做自己的勘探”

 

营销是不够的。“现实情况是,大多数企业从市场采购不到一半的管道 Only the tiniest fraction – about 10 percent of companies – are able to source more than three quarters of pipeline from inbound.  Companies with revenue less than $10mm receive only 41% of their pipeline from marketing.”

 

入站会很小。“肯共享一个入站的机会大概是两倍价值的生成通过出站的努力之一但挑战——这是一个很大的一个是有指数比大的小公司因此,绝大多数的入站很小。”

 

SDRs need to go after elephant accounts. “从入站值得两倍出站,我说追求账户去出入境时的两倍Winning large customers is much more about causing a sale, not just catching one.  That doesn’t mean calling each and every prospect under the sun这意味着识别最赚钱的账户和定位他们出站活动。”

 

发边线球的应该是分布式循环赛。“地理领土是伟大的在纸上,但一场噩梦时分配到入站的团队为了解决这个问题,我建议两种方法之一:territory-based(定制的配额)或轮循(统一配额)消除偏见,无论是真实的还是想象的,是一个主要的好处轮循领土。”

 

入站特别提款权可以处理培养200每月。“一个入站特别提款权通常可以处理大约二百年至三百年期间领导着一个月当完全的投入。”

 

出站100特别提款权可以处理。“一个出站特别提款权可以通常目标每月一百到二百账户这是累积的,不是新净月期间,有些账户将合格和不合格,其余的仍将处于一种工作状态。”

 

入站和出站sdr是不同的。“单独的入站和出站到不同的角色我们把角色有三个原因首先,导致路由规则已经成为复杂的点麻烦第二,代表是不断变化齿轮之间的入站和出站这是影响动力最后,代表跟着钱作为补偿计划为入站和出站在不同的利率。”

 

轮循的例子。“入站团队:按分布,无论谁涨基础代表重点是在订婚的速度入站特别提款权被指控做了深度的资格和生成合格的机会。”

 

领土划分为出站特别提款权“出站团队:领土是除以地理和产品最初,代表测量介绍会议的数量——不如入站同行严格的资格标准Over time as outbound effort matured, the model migrated to generating qualified opportunities.  At that point, the group focused on target accounts他们深切合格之前销售同行的机会没有(通常是分散)的入站流,代表更有战略规划他们的天。”

 

This above are key excerpts from just the first 55 pages.  Look for more posts in the coming days.  The book is definitely worth the read and do connect with Trish if you need sales team consulting – we’ve already connected her with a number of our betway88help companies.

 

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