Uplevel Your SDR Team (by Automating Non-Selling Activities)


Taft Love

Taft Love
Global Director of Sales Development at SmartRecruiters


Had a great time in this discussion with Taft Love from SmartRecruiters. We were able to go into a process Taft has built at SmartRecruiters that's enabling reps to cut out non-selling activity between choosing the account and making a first phone call (thanks to Dan Ahmadi for the intro).

ABOUT SMARTRECRUITERS

SmartRecruiters is an applicant tracking system (ATS) helping companies attract, hire and retain top talent.

Their team is structured into:

  • Self-service freemium product for SMB.
  • Inbound team who handles mid-market for up to 1,000 employees.
  • Combo inbound/outbound team for SME for 1,000 - 5,000 employees.
  • Enterprise team on 5,000+ employee accounts.

Their team is 40% outbound and 60% inbound based in San Francisco, Spokane and Europe with two managers who report to Taft (the servant leader).

STACK IN USE

PROCESS OVERVIEW

GOAL: Enable SDRs to cut out all the non-selling activity between choosing an account and making the first phone call.

Enrichment Process

To start, a rep is able to request a scorecard and enrichment on any account they find:

Request-enrichment-1

Clicking request the enrichment button above, triggers the following 6-day process (5:27):

Account-Enrichment-1

Day 1 - A series of automations that relay as tasks to internal researchers through SFDC including:

  • An alert the team to research the company and create a research snippet.
  • Cleanse existing contacts and adding missing contacts on an account (Phone, LinkedIn, email).
  • Verify profiles of the multiple buyer types at the company.

Day 3 - Sometimes some information is still missing, so once all the appropriate account contacts are researched, there's an automated cleaning day that uses multiples data sources like DiscoverOrg, Zoominfo and FullContact to try to piece together the perfect record on each person.

Day 4 - Any personalizations are added that that might help the SDR connect with the assigned contact.

Account Engagement Process

Once the above enrichment process is complete, reps are now looped back in:

List-to-outreach

As the last contractor finishes their piece, they have a workflow rule that surfaces that account and associated contacts in Outreach, their sales engagement system.

These SDR outreach tasks are staggered as to not overwhelm an account they're targeting. The scenario to avoid is having all 6 to 10 people at an account receive a message at the same time.

In the end, an SDR is able to login to Outreach and have a enriched message that's ready to finalize and send into an account.

What’s happening here is the SDR is able to completely focus on making sure they’re:

  • Selecting the right account to target.
  • Creating custom email and phone call follow ups based on the research from the process.

Although this process could handle a fairly significant quantity, to maintain high quality, each SDR is asked to add 4 new accounts or around 80 new accounts per month. This allows SDRs to focus on the appropriate nurture on existing accounts.

The team works together by first focusing on the tiered accounts that are selected by the AE. Given how fast the process can go, an AE can suggest criteria for an upcoming month, such as say "target manufacturing companies."

Rollup Reporting

With the goal of looking at the account level and being able to immediately see how much activity has been performed, SmartRecrtuiters also has a process to rollup data from an activity record.

Rollup

This process allows Taft to see what's happening on an account level, while also being able to drill down on a contact level.

Using Rollup Helper, an SFDC app, Taft is able to connect objects to see how many calls are logged into each contact and transfer them to contact and account records.

Along with looking at activity on an account and contact level, structuring this way allows Taft to go up a level and see how many accounts they've "activated" and put into their sales development funnel. This allows Taft to monitor metrics such as number of activities required to get an opportunity.

With all this being tracked appropriately, Taft is able to pull a report that shows that X number of accounts have been added to the funnel that's resulted in Y number of opportunities and Z in pipeline for each month.

SFDC-dashboard

The SDR Experience

Moving to the SDR experience, because Outreach allows you to set schedules Taft sets these to go out in the middle of the night. This allows an SDR to focus on clearing out a que of tasks they have set for the day.

Each task is able to be tagged by priority and ordered in a task queue. By tagging call activity as priority, reps are able to start their day at the top of a task list focusing their time on higher priority call activities, and then move to the lower priority email approvals for the latter part of the day.

Playbook-execution

Along with the above, Outreach has allowed Smartrecruiters get rid of other tools with the introduction of a calendar app.

This feature allows them to view calendars and coordinate meetings across teams. An SDR can look into an AE's calendar, and a Manager can check daily to see what meetings have been set to see what traction they're getting across teams.

Implementation

Given all data is ported to SFDC, Taft goes into SFDC to view reports and track progress.

Taft has had a positive experience with the SFDC integration that allows you to map any SFDC field to an outreach field or vice versa. With the integration in place, he's able to for example set up a trigger email sequence to a lead who's come from a certain source.

So for the above process shown, if the assembly line custom field is checked and the referral source is not checked, trigger the enrichment process.

assembly-line-trigger-2

If you're just getting started implementing a sales engagement tool like Outreach, one tip is to start by architected by what you want first, even if it's just in a Google doc.

Field-mapping-outreach-to-salesforce

And that's the process. If you want to reach out try Taft Love on LinkedIn and mention you saw him on Advice.