In my short three and a half year career in the sales development world I have observed that, for the most part, marketing owns the data strategy. Why can’t marketing, sales, and sales development own the data strategy and decide which deals they want to take down together?
If you look at some of the most successful sports franchises, the one thing they have in common is a program/process that you must buy into and a leader who is relentless in enforcing that process, or else you are out, plain and simple. Businesses are a lot like sports franchises, a lot of the time they implode from within because there isn’t a common ideology that each individual believes in and pursues with all their effort.
I’m a believer that ABM offers us a unique opportunity to work together as GTM teams and buy into a process. For us at EverString, that process starts with the right data and thoughtful account selection.
Is it worth it, should I work it?
Is this company worth my time? A question sales development people ask themselves all too often. Not only is it asked too often, but it is even more frequently answered with a guess based on a few known criteria. If that is your outbound strategy as an org, the process is flawed from the start.
Account selection and ICP identification are, in my humble opinion, the two most difficult things to get right as an outbound sales org, and also the most important. If you aren’t talking to the right companies, and the right people at those companies, are you really selling? How much revenue are you missing by selling to the wrong accounts?
Traditionally sales organizations have relied on data vendors in fashion similar to the yellow pages. These vendors would provide basic firmographics and a few filters to get your industry or employee size, but the insight is minimal. As modern B2B data organizations emerge, companies no longer have to rely on static lists and spray and pray tactics, they can rely on the same innovations we have come accustomed to in the online B2C world, where the ads are relevant and the timing of them is ever so precise. Because that’s what we want as sales people right, to be calling the right account at the right time? It all starts with data, and here is how we bring it to B2B sales development.
Fit + Intent SDR Dashboard
You can almost always get that first meeting with an account through pure grit. But…we don’t have to do that anymore. Introducing, the “Fit + Intent SDR Dashboard”, where we make SDR account selection process a no-brainer. Every Monday morning SDR’s are able to walk in, log in, and immediately understand who they should be targeting this week via this report.
Not only are they able to prioritize their time on high fit accounts, but they are also able to understand what that business does at a deeper level via keywords and if the business is in market for what we are selling via intent data. Now, when the SDRs reach out, we can start to speak the language of the prospect by using keywords familiar with the industry they operate in. Intent keywords are the icing on the cake when it comes to intelligent and relevant SDR messaging as they relate to the very phrases or keywords each prospective account is searching for.
By utilizing fit, intent, keyword, and engagement data we are able to displace (a lot, not all) the heavy lifting up front SDR’s have to deal with. If you aren’t using all 4 types of data on your SDR team, publications like Sirius Decisions and Topo Council have great content around how to utilize all the data in a meaningful way. You can also reach me at Jack@everstring.com with any questions, happy hunting!