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THE
SALES
DEVELOPMENT
PLAYBOOK
PART 1 - STRATEGY
PART 2 - SPECIALIZATION
KEY TAKEAWAYS
From:
wheredatapp.com
PART 1
Strategy
YOUR PROSPECTS
#1 CONCERN: 

how are you going to help
their business?
wheredatapp.com
2 SALES MODELS
1
wheredatapp.com
setting
introductory
meetings
generating
qualified
opportunities
2
choose the right one
for your organization
wheredatapp.com
start with
introductory meetings
wheredatapp.com
opportunities come after
you've nailed your ideal
prospect and message
wheredatapp.com
CRITERIA FOR
INTRODUCTORY
MEETINGS
wheredatapp.com
introductory meetings
immature markets
wheredatapp.com
introductory meetings
new business issues
reps need to arouse
curiosity and set meetings
wheredatapp.com
introductory meetings
account executives
need more at-bats
wheredatapp.com
introductory meetings
"empty calendar syndrome”
wheredatapp.com
utilize introductory
meetings for rapid
learning with these
4 steps:
introductory meetings
wheredatapp.com
HYPOTHESIZE:
which companies need
your solution?
develop baseline messaging and
identify target prospects.
introductory me...
TEST
schedule introductory
meetings
test your messaging before,
during, and after the meetings
introductory meetings
where...
ITERATE
iterate on both target
profile and message
introductory meetings
wheredatapp.com
REPEAT
learn more each time
introductory meetings
wheredatapp.com
QUALIFIED
OPPORTUNITES
wheredatapp.com
a contact becomes
an opportunity when:
qualified opportunities
wheredatapp.com
qualified opportunities
wheredatapp.com
a problem has
been identified
a potential solution
was introduced
qualified opportunities
wheredatapp.com
a prospect has committed
to a next step
qualified opportunities
wheredatapp.com
pursue qualified
opportunities using
the PACT method
wheredatapp.com
PAIN
need to be solving a
pressing business issue
wheredatapp.com
AUTHORITY
find the people who
make organizations move
wheredatapp.com
CONSEQUENCE
what are the
implications of
not acting?
wheredatapp.com
TARGET PROFILE
don't waste time on
opportunities with
too many red flags
wheredatapp.com
TIMING
may be under contract
for another 2 years
(in mature markets)
wheredatapp.com
FAST, MOBILE
SALESFORCE ACCESS
WhereDatApp.com/salesforce
THE RIGHT TIME TO BUILD
AN IN HOUSE SALES
DEVELOPMENT TEAM
wheredatapp.com
when the following
criteria has been met:
wheredatapp.com
ALIGNMENT
everyone in leadership, sales and
marketing is ready to fully invest in
order to make the team successful
whered...
MARKET MESSAGE FIT
you have enough knowledge about
your market and messaging so that
new reps can establish credibility
ov...
SKILL OF CLOSERS
you can close deals
wheredatapp.com
decide if the team
will sit within sales or
marketing; it usually
falls somewhere
between the two
wheredatapp.com
remember:
reps have more conversations
with your prospect than anyone
else in the organization
keep and analyze informatio...
wheredatapp.com
PART 2
Specialization
INBOUND OR OUTBOUND?
wheredatapp.com
INBOUND
prospects take
actions in
response to
marketing
OUTBOUND
prospects whom
your ...
think ALLBOUND
wheredatapp.com
inbound + 

outbound =
ALLBOUND
wheredatapp.com
most companies can’t
source more than three-
quarters of their pipeline
from inbound marketing.
wheredatapp.com
You may need to help fill
your pipeline with outbound
techniques.
wheredatapp.com
target the most
profitable accounts
with outbound activity.
wheredatapp.com
ICP - IDEAL
CUSTOMER PROFILE
to gain clarity of your ICP
use the ABCDs
wheredatapp.com
A-LIST
your dream clients
They have a problem. You
have the solution.
don't usually come inbound;
need outbound work
where...
BREAD & BUTTER
your sweet spot
know 5 key traits these
prospects share
inbound usually works well,
use outbound for the la...
COMPELLING EVENTS
prospects don’t need your
solution until they get a shock
hit or miss for outbound efforts
wheredatapp.c...
DEAD ENDS
look like bread and butters and
probably want to work with you but
for some reason they can't or won't.
learn ho...
SPECIALIZE TO
ACCELERATE
wheredatapp.com
break inbound SDRs*
and outbound SDRs
into separate roles
wheredatapp.com
*SDR = Sales Development Rep
WHY SPECIALIZE?
wheredatapp.com
FOCUS
easier to optimize
execution for a specialist
than for a jack-of-all trades
wheredatapp.com
ATTITUDE AND
APTITUDE
not every rep good in one
area is good in another
wheredatapp.com
HUMAN NATURE
reps in a blended role spend their
time where they’re most
comfortable, usually focusing on
inbound leads rat...
THE RESEARCH
ROLE
wheredatapp.com
consider adding a
lead researcher role if you
have the following:
wheredatapp.com
high prices
wheredatapp.com
a dedicated
outbound SDR team
wheredatapp.com
your reps are juggling
multiple tools to build
account and contact lists
wheredatapp.com
finding data
separating the
a-list from dead ends
takes lots of time
wheredatapp.com
reps are spending
lots of time
finding relevant
research points
wheredatapp.com
reps need research to
stand out
wheredatapp.com
2 primary reasons
to consider the
lead researcher role
wheredatapp.com
ACCESS
providing reps with the correct
titles, e-mails, and numbers
they need for their calls
wheredatapp.com
wheredatapp.com
separate the people
making the call
from the people
updating the data
CONTEXT
provide the reps with talking points
memos and attach them to
accounts in SalesForce
wheredatapp.com
ENABLE YOUR FIELD REP
AND DIRECTOR TO CALL
THE SAME FORECAST
(NO EXCEL REQUIRED)
WhereDatApp.com/salesforce
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Key Takeaways from The Sales Development Playbook, part 1 and part 2

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Key takeaways, section-by-section from the Sales Development Playbook: Build Repeatable Pipeline and Accelerate Growth with Inside Sales

In The Sales Development Playbook, author Trish Bertuzzi shares 3 decades experience on building pipeline and speeding up growth.

In this takeaway:
Part 1 - Strategy
Part 2 - Specilaization

• Introductory meetings and generating qualified opportunities, which one?
• Pursuing qualified opportunities using the PACT method
• When is to build an in-house sales development team?
• Deciding between inbound and outbound marketing
• Gaining clarity of your ICP (ideal customer profile)
• When to separate inbound SDRs and outbound SDRs into separate roles
• Why you should consider a research role

Published in: Sales
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Key Takeaways from The Sales Development Playbook, part 1 and part 2

  1. 1. THE SALES DEVELOPMENT PLAYBOOK PART 1 - STRATEGY PART 2 - SPECIALIZATION KEY TAKEAWAYS From:
  2. 2. wheredatapp.com PART 1 Strategy
  3. 3. YOUR PROSPECTS #1 CONCERN: 
 how are you going to help their business? wheredatapp.com
  4. 4. 2 SALES MODELS 1 wheredatapp.com setting introductory meetings generating qualified opportunities 2
  5. 5. choose the right one for your organization wheredatapp.com
  6. 6. start with introductory meetings wheredatapp.com
  7. 7. opportunities come after you've nailed your ideal prospect and message wheredatapp.com
  8. 8. CRITERIA FOR INTRODUCTORY MEETINGS wheredatapp.com
  9. 9. introductory meetings immature markets wheredatapp.com
  10. 10. introductory meetings new business issues reps need to arouse curiosity and set meetings wheredatapp.com
  11. 11. introductory meetings account executives need more at-bats wheredatapp.com
  12. 12. introductory meetings "empty calendar syndrome” wheredatapp.com
  13. 13. utilize introductory meetings for rapid learning with these 4 steps: introductory meetings wheredatapp.com
  14. 14. HYPOTHESIZE: which companies need your solution? develop baseline messaging and identify target prospects. introductory meetings wheredatapp.com
  15. 15. TEST schedule introductory meetings test your messaging before, during, and after the meetings introductory meetings wheredatapp.com
  16. 16. ITERATE iterate on both target profile and message introductory meetings wheredatapp.com
  17. 17. REPEAT learn more each time introductory meetings wheredatapp.com
  18. 18. QUALIFIED OPPORTUNITES wheredatapp.com
  19. 19. a contact becomes an opportunity when: qualified opportunities wheredatapp.com
  20. 20. qualified opportunities wheredatapp.com a problem has been identified
  21. 21. a potential solution was introduced qualified opportunities wheredatapp.com
  22. 22. a prospect has committed to a next step qualified opportunities wheredatapp.com
  23. 23. pursue qualified opportunities using the PACT method wheredatapp.com
  24. 24. PAIN need to be solving a pressing business issue wheredatapp.com
  25. 25. AUTHORITY find the people who make organizations move wheredatapp.com
  26. 26. CONSEQUENCE what are the implications of not acting? wheredatapp.com
  27. 27. TARGET PROFILE don't waste time on opportunities with too many red flags wheredatapp.com
  28. 28. TIMING may be under contract for another 2 years (in mature markets) wheredatapp.com
  29. 29. FAST, MOBILE SALESFORCE ACCESS WhereDatApp.com/salesforce
  30. 30. THE RIGHT TIME TO BUILD AN IN HOUSE SALES DEVELOPMENT TEAM wheredatapp.com
  31. 31. when the following criteria has been met: wheredatapp.com
  32. 32. ALIGNMENT everyone in leadership, sales and marketing is ready to fully invest in order to make the team successful wheredatapp.com
  33. 33. MARKET MESSAGE FIT you have enough knowledge about your market and messaging so that new reps can establish credibility over the phone wheredatapp.com
  34. 34. SKILL OF CLOSERS you can close deals wheredatapp.com
  35. 35. decide if the team will sit within sales or marketing; it usually falls somewhere between the two wheredatapp.com
  36. 36. remember: reps have more conversations with your prospect than anyone else in the organization keep and analyze information from every interaction wheredatapp.com
  37. 37. wheredatapp.com PART 2 Specialization
  38. 38. INBOUND OR OUTBOUND? wheredatapp.com INBOUND prospects take actions in response to marketing OUTBOUND prospects whom your reps target with proactive outreach
  39. 39. think ALLBOUND wheredatapp.com
  40. 40. inbound + 
 outbound = ALLBOUND wheredatapp.com
  41. 41. most companies can’t source more than three- quarters of their pipeline from inbound marketing. wheredatapp.com
  42. 42. You may need to help fill your pipeline with outbound techniques. wheredatapp.com
  43. 43. target the most profitable accounts with outbound activity. wheredatapp.com
  44. 44. ICP - IDEAL CUSTOMER PROFILE to gain clarity of your ICP use the ABCDs wheredatapp.com
  45. 45. A-LIST your dream clients They have a problem. You have the solution. don't usually come inbound; need outbound work wheredatapp.com
  46. 46. BREAD & BUTTER your sweet spot know 5 key traits these prospects share inbound usually works well, use outbound for the largest of these accounts wheredatapp.com
  47. 47. COMPELLING EVENTS prospects don’t need your solution until they get a shock hit or miss for outbound efforts wheredatapp.com
  48. 48. DEAD ENDS look like bread and butters and probably want to work with you but for some reason they can't or won't. learn how to professionally disengage from these accounts. wheredatapp.com
  49. 49. SPECIALIZE TO ACCELERATE wheredatapp.com
  50. 50. break inbound SDRs* and outbound SDRs into separate roles wheredatapp.com *SDR = Sales Development Rep
  51. 51. WHY SPECIALIZE? wheredatapp.com
  52. 52. FOCUS easier to optimize execution for a specialist than for a jack-of-all trades wheredatapp.com
  53. 53. ATTITUDE AND APTITUDE not every rep good in one area is good in another wheredatapp.com
  54. 54. HUMAN NATURE reps in a blended role spend their time where they’re most comfortable, usually focusing on inbound leads rather than prospecting wheredatapp.com
  55. 55. THE RESEARCH ROLE wheredatapp.com
  56. 56. consider adding a lead researcher role if you have the following: wheredatapp.com
  57. 57. high prices wheredatapp.com
  58. 58. a dedicated outbound SDR team wheredatapp.com
  59. 59. your reps are juggling multiple tools to build account and contact lists wheredatapp.com
  60. 60. finding data separating the a-list from dead ends takes lots of time wheredatapp.com
  61. 61. reps are spending lots of time finding relevant research points wheredatapp.com
  62. 62. reps need research to stand out wheredatapp.com
  63. 63. 2 primary reasons to consider the lead researcher role wheredatapp.com
  64. 64. ACCESS providing reps with the correct titles, e-mails, and numbers they need for their calls wheredatapp.com
  65. 65. wheredatapp.com separate the people making the call from the people updating the data
  66. 66. CONTEXT provide the reps with talking points memos and attach them to accounts in SalesForce wheredatapp.com
  67. 67. ENABLE YOUR FIELD REP AND DIRECTOR TO CALL THE SAME FORECAST (NO EXCEL REQUIRED) WhereDatApp.com/salesforce

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