As a Sales Development Representative (SDR), you focus on outreach, prospecting, and lead qualification. To do so, you need to have an understanding of not only product and industry knowledge, but also sales soft skills, and internal tools and processes. This handbook page will act as a guide to those topics as well as general information about the SDR team.
SDR Issue Board: used to track relevant GitLab issues involving the SDR team. This is a global issue board and will capture all issues in any group/sub-group in the GitLab.com repo when any of the following scoped labels are used.
SDR Event Tracker: used to track upcoming events globally.
SDR- issues concerning the SDR team. This label will typically be removed and changed to one of the below labels once accepted by our team.
SDR::Priority- projects that we would like brought into RevOps meeting for feedback/next steps from other teams
SDR::Planning- Discussion about next steps is in progress for issues concerning the SDR team
SDR::In Progress- SDR action item is presently being worked on
SDR::On Hold- SDR project is put on hold after agreement from SDR leadership team
SDR::Watching- No direct SDR action item at this time, but SDR awareness is needed for potential support/questions
SDR::Enablement Series- Label to track and monitor upcoming topics for the SDR enablement series. All of these issue roll up to this epic.
SDR::AMER Event Awareness- Americas SDR awareness is needed for potential support/questions in regards to events
SDR::APAC Event Awareness- APAC SDR awareness is needed for potential support/questions in regards to events
SDR::EMEA Event Awareness- EMEA SDR awareness is needed for potential support/questions in regards to events
SDR Pub Sec- PubSec SDR awareness is needed for potential support/questions in regards to events
SDR West Staff Request- Utilized when a West SDR needs to be assigned to an issue
|SDR onboarding page|
|Sales handbook page|
|Sales resources page|
|Go to Market page|
|SDR Manager resources page|
|SDR job family/levels|
In your first month at GitLab we want to help ensure you have everything you need to be successful in your job. You will go through enablement videos, live sessions and activities covering a wide range of getting started topics.
One of our Values is being handbook first. In order to align the SDR organization more closely to this ideal, below are suggested steps. Please remember that the Handbook is a living document, and you are strongly encouraged to make improvements and add changes. This is ESPECIALLY true when it comes to net new solutions that should be shared so that the whole organization has access to that process. (aka The DevOps ideal of turning "Localized Discoveries" into "Global Knowledge".)
The SDR team has a weekly enablement series for 30-minutes every Wednesday. This series covers a wide range of training topics such as workflow/processes, campaigns, alignment with other teams, tool training, technical training etc.
As part of your onboarding, you will begin an SDR Technical Development course with our Senior Sales Development Solutions Architect. The goal of this course is to enable you to be more comfortable having technical discussions - specifically when it comes to GitLab’s use cases. Each level of the course is tied to our levels in the SDR role.
|SDR job family||Information on the SDR role and requirements for level progression|
|SDR onboarding page||Overview of SDR onboarding that includes an overview, process, expectations, and manager responsibilities|
|SDR Manager resources page||SDR Manager resources & links|
|SDR Territory Alignment||This document is currently the single source of truth for SDR/Territory Alignment|
|Enterprise SDR Outbound Process Framework||Outbound process framework for the Enterprise SDR team. Note: These vary by team and geo|
|[SDR Outreach Collections]||In development, to be added in Q3FY21 (maintained by SDR Content Lead)|
|SDR Enablement Videos||Enablement videos and how-tos for SDRs|
|Marketing Resource Links||GitLab whitepapers, ebooks, webcasts, analyst reports and more for Sales & SDR education|
|Marketing Events + Gated Content Assets + Webcasts||SDRs can use this sheet to refer better understand the marketing assets that are being consumed by prospects. To view the ungated content, click on the link in the Pathfactory or PDF/YouTube columns. Note: Sharing non-gated assets requires SDR manager approval|
|GitLab Buyer Personas||Resource to help GitLab sellers better understand our target audience|
|Sales handbook page||GitLab Sales team handbook|
|Sales resources page||Link to the Sales quick reference guide with links to learn more about the various sales teams & intiatieves|
|Weekly sales enablement||These sessions take place every Thursday and SDRs have an open invitation to participate|
|Go to Market page||Link to GitLab's go-to-market strategy including: definitions, processes, and record management|
|Sales Training handbook page||Link to GitLab sales training|
|Command of the Message||"Command of the Message" training and the GitLab valueframework|
|Most commonly used sales resources||Sales resources page|
|Flash Field newsletter||Learn more about sales' weekly newsletter|
The SDR team aligns to the Commercial and Large sales teams. These teams are broken down into three segments: Large, Mid-Market and SMB which are based on the total employee count of the Global account. *Note: The commercial sales team includes both Mid-Market and SMB. This segmentation allows SDRs and Sales to be targeted in their approach and messaging. The segments are aligned to a region/vertical and then divided one step further via territories in the regions. Our single source of truth for determining number of employees is DataFox followed by DiscoverOrg.
SDR Team Breakdown
Geo = SDR teams that align directly to sales territories and AE/SALs that work a geo territory
* EMEA Commercial (MM & SMB)
* EMEA Enterprise
* AMER SMB
* AMER Mid-Market
* AMER West Enterprise
* AMER East Enterprise
SDR quota is made up of the following depending on sales segment:
Activity & Results Metrics
While the below measurements do not impact your quota attainment, they are monitored by SDR leadership.
As an SDR, you will be focused on leads - both inbound and outbound. At the highest level, a lead is a person who shows interest in GitLab through inbound lead generation tactics or through outbound prospecting.
SDR Assignedfield, lead routing, Drift alignment/team
What is considered a Qualified Meeting?
A Qualified Meeting is a meeting that occurs with a prospect who is directly involved in a project or team related to the potential purchase of GitLab within a buying group, either as an evaluator, decision maker, technical buyer, or influencer within an SDR Target Account. To be considered qualified, the meeting must occur (prospect attends) and new information must be uncovered that better positions the SAL and Regional SDR to create an SAO with that particular account based on the SAO Criteria as stated in the handbook.
Qualified Meeting Process
A “New Event” IQM gives an SDR the ability to track every meeting that is scheduled and held in Salesforce without having to prematurely create a net new opportunity. SDRs can tie any event (IQM) to an existing account, opportunity, etc. The purpose of creating an IQM in salesforce is to provide the ability to track how many IQMs are being created per SDR and what the results are of these IQMs.
The purpose of creating an Initial Qualifying Meeting (IQM) in Salesforce is to track top of funnel pipeline meetings that are booked, occur, and convert to Sales Accepted Opportunities (SAOs). SDRs can track every meeting that is scheduled and held in Salesforce without having to prematurely create a net new opportunity prematurely. SDRs can tie any IQM to an existing account or opportunity from a Lead or Contact record.
How to create an IQM in SFDC
Within Salesforce there is a button titled “New Event” which you can access in the global actions bar on your Salesforce “Home Screen”, and in the “Open Activity” section of any Lead, Contact, Account, and Opportunity record. This image will show you where to click!
If creating an Event: IQM under a Lead or Contact record, click the event button in the global actions bar and complete all relevant fields which should include your pre-IQM notes in the description field.
Once a meeting with a prospect is confirmed, the SDR will send either a Google calendar invite to the prospect (include their SAL) and/or send a meeting in Outreach.io with a proposed agenda. SDR should share Event IQM SFDC link with SAL prior to IQM occuring - scheduling a pre/post IQM sync is best practice.
Once the IQM occurs, then the SDR can add their Post-IQM notes to the Description Field and update the Event Disposition accordingly. If the IQM meets criteria and has next steps, then it's an SAO and the SDR should convert Lead to Contact record and create new opportunity with same process as outlined in Handbook. If the IQM occured and the SDR/SAL/AE uncovered helpful information but ultimately, there are no next steps, the the SDR should dispostiion Event IQM as Qualified Meeting (do not create a new opportunity). If Event IQM was a no-show and/or needs to be rescheduled, then SDR owns reaching out to prospect to reschedule and dispoistions Event IQM accordingly.
How to Create an IQM in Outreach
In Outreach, you have the ability to book a meeting directly from a prospect overview. Even better, this can be done while you’re on a call with a prospect or immediately after without having to leave Outreach. Booking a meeting from Outreach will automatically pull the following fields directly into an SFDC event object:
Select “book meeting” from the prospect actions menu. For a visual/video walkthrough of this process take a look here.
Inbound lead generation often uses digital channels - social media, email, mobile/web apps, search engines, websites, etc - as well as in-person marketing activities to meet potential buyers where they are. When people interact with GitLab, we use lead scoring to assign a numerical value, or points, to each of these leads based on their actions and the information we have about them. Once a lead reaches 90 points, they are considered a Marketo Qualified Lead or MQL.
SDRs are responsible for following up with MQLs by reviewing their information, reaching out, and working with them to understand their goals, needs, and problems. Once you have that information, you can use our qualification criteria to determine if this is someone who has strong potential to purchase our product and therefore should be connected with sales for next steps. As you are the connection between Marketing and Sales you want to make sure every lead you pass to the Sales team is as qualified as possible.
These MQLs will show up in your lead views in Salesforce. The views, listed below, allow you to see your leads in a categorized way to simplify your workflow. Leads are routed to you and flow into your views via the tool LeanData which takes each lead through a series of conditional questions to ensure it goes to the right person. Even though all SDRs leverage the same views, they will only show you leads that have been specifically routed to you. You will be responsible for following up with all of the leads in your MQL views by sequencing them using Outreach.io. Once sequenced, their lead status will change and they will move from your MQL views allowing you to have an empty view. Managers monitor all views to ensure they are cleared out.
Lead/contact statuses allow anyone in Salesforce to understand where a lead is at in their journey. The automation mentioned below is all done through an Outreach.io trigger.
Inactive contactcheckbox, signifying that this person no longer works at the company, any running sequence will automatically be marked as finished.
IMPORTANT: For Mid Market SDR reps, if the account your lead matches has the account type 'customer,' this lead will need to be worked by your aligned AE. Update the lead owner and tag them in Chatter if they have to action the lead. You can determine this via the LeanData section in Salesforce or by leveraging the 'Find Duplicates' button at the top of the lead in Salesforce. Look to see if the account this lead belongs to has a CARR value (total annual recurring revenue this customer brings) associated with it. Lastly, you can search for the account to look for the CARR value. Convert the lead to a contact and attach it to the customer account on conversion, this will hand the lead over to the AE and remove it from your lead view.
SDR Assigneduser is acceptable.
Find Duplicatesbutton at the top of the lead page. The Find Duplicate page lists Accounts where you might find the
SDR Assignedor otherwise the account owner to determine which SDR the lead should go to
Outreach & Marketo
If the lead is yours to work based on all of the above, sequence them in Outreach using the master sequence that correlates with the Last Interesting Moment. You can also look at the initial source and Marketo insights to get a holistic view of what a lead is looking into. There is an Outreach collection of sequences for inbound leads for each region. These collections contain a master sequence for nearly every inbound lead scenario.
Qualification criteria is a minimum set of characteristics that a lead must have in order to be passed to sales and become a Sales Accepted Opportunity (SAO). You will work to connect with leads that you get a response from to obtain this information while assisting them with questions or walking them through how GitLab might be able to help with their current needs. The qualification criteria listed in the linked handbook page below aligns to the 'Qualification Questions' sections on the LEAD, CONTACT, and OPPORTUNITY object in Salesforce. In order to obtain an SAO you will need to have the 'required' information filled out on the opportunity.
When a lead meets the qualification criteria and you have an IQM/intro call scheduled with your AE/SAL, you will convert the lead to an opportunity.
Technical questions from leads?
We use a the chat platform Drift to engage site visitors. As an SDR, you are expected to be active on Drift throughout your work day. The tool's handbook page will walk you through guidelines, best practices and troubleshooting.
Outbound lead generation is done through prospecting to people who fall into our target audience and could be a great fit for our product. Prospecting is the process of finding and developing new business through searching for potential customers with the end goal of moving these people through the sales funnel until they eventually convert into customers.
You will work closely with your dedicated SAL or AE to build a strategy for certain companies; or parts of your territory or personas you as an aligned team want to target. It is crucial that you are very intentional and strategic in your approach and always keep the customer experience in mind. When reaching out, offer value and become a trusted advisor to ensure we always leave a positive impression whether there is current demand or not.
You can target Closed Lost Opportunties once they are older than 30 days, in line with the Sales Handbook Opportunity Stages
You can target Leads 60 days after the date of their last handraising activity if you inherit a geo/region Active vs. Passive
Targeted account: an account in which you as an SDR have developed an account plan with your AE or SAL and are actively targeting via outbound prospecting.
Targeted Accounts should be kept up-to-date in Salesforce in real-time, the SDR Target Account box checked as soon as you begin the account planning process. If the account does not have activity associated with leads/contacts over a 30-day period, the account should not be flagged as targeted anymore. Each SDR is allowed 40 targeted accounts at any given time. If you feel this is too low, please connect with your manager.
If you check the targeted checkbox, you are committed to:
IMPORTANT: EMEA reps, old leads/contacts for EU nations can only be called or emailed if they were in our system from May 2018 or later. Any lead/contact that was brought into our system prior would need to opt in to communication. Any new leads/contacts can only be called or emailed if they have been brought in from ZoomInfo. You can also leverage LinkedIn Sales Navigator.
The SDR outbound framework (sample is linked) will walk you through both strategy and execution of outbound prospecting.
Persona-based Messaging: Used for targeting specific titles or personas
Business Resilience Messaging Revamped value driver messaging for companies impacted by the pandemic
Value Driver Messaging: Developed to align to the GitLab value framework
The SDR team will assist the Field Marketing and Corporate Marketing teams with campaign and event promotion and follow up. Learn more about Field or Corporate Marketing via their linked handbook pages. When these teams begin preparing for an event, they will create an issue using an issue template. Within that template is a section titled ‘Outreach and Follow Up’ for the SDR team to understand what is needed from them for each event.
When our Field Marketing Managers (FMMs) begin preparing for an event or micro campaign, they will create an issue using a regional issue template. If they need SDR Support they will open an SDR Request issue and the FMM will loop in the appropriate SDR manager(s) on this issue as well as fill out/ensure the following sections are accurate:
Once the sections are populated and up to date, the SDR manager is looped in. They will then elect an SDR with bandwidth to begin completing the steps in each of the above sections. The SDR will:
Event Follow Up
The corporate process is the same as the field process detailed above with the exception that they have a seperate issue when looping in the SDR team for assitance that will link to the larger event issue.
|Team||Account Set||Marketing Support & Strategy||SDR Outreach & Strategy||Outbound Leads||Inbound Leads|
|ABM SDR||~10 to ~100 accounts globally depending on tier. Highest value target accounts. Perfect to Strong fit with criteria.||Each account receives a customized marketing plan w/ personalized content. Each account treated as a market of one. Exact strategy depends on tier.||Outreach is highly targeted and customized to the account. SDR will be prepped on Marketing support their accounts will receive.||Gather specific prospects in DiscoverOrg and LinkedIn Sales Navigator based on GitLab's role and persona information.||Receives inbound leads based on account alignment as listed in account set column.|
|Named SDR||~30 accounts / SAL. Specific accounts owned and worked by the designated SAL and paired SDR regardless of corporate headquarters.||Marketing tactics and events drive MQLs to SDRs. SDRs align with marketing to craft specific messaging based on marketing tactic.||Targeted net new account-centric and persona-based outreach based on sales alignment to educate and create internal champions that align with the GitLab value drivers and use cases.||Gather specific prospects in DiscoverOrg and LinkedIn Sales Navigator based on GitLab's role and persona information.||Receives inbound leads based on account alignment as listed in account set column.|
|Geo SDR||All remaining accounts. Alignment is a mix of territory-based, account-based, and round-robin depending on team and region.||Marketing tactics and events drive MQLs to SDRs. SDRs align with marketing to craft specific messaging based on marketing tactic.||Targeted net new account-centric and persona-based outreach based on sales alignment to educate and create internal champions that align with the GitLab value drivers and use cases.||Gather specific prospects in DiscoverOrg and LinkedIn Sales Navigator based on GitLab's role and persona information.||Receives inbound leads based on account alignment as listed in account set column.|
We currently have 3 SDR's focused on supporting the PubSec ISR's in the US. Their alignment is as follows:
|Evan Mathis||National Security Group (NSG 3-6)|
|Evan Mathis||Civilian (Brandon Brooks onboarding/shadowing)|
|Evan Mathis||State, Local, Edu (SLED)|
|Josh Downey||Department of Defense (DoD Agencies/Army/Navy (Brandon Brooks onboarding/shadowing), Airforce)|
|Josh Downey||National Security Group (NSG 1,2)|
|Josh Downey||Systems Integrators (SI)|
PubSec SDRs have a different workflow from other SDRs in that they do not convert leads into opportunities. They input qualification notes on the lead record after their intro call and then set up the IQM with the ISR. The ISR converts the lead into the opportunity to ensure the opp is assigned to the correct account. Once the ISR has determined our SAO criteria has been met, they are responsible for putting the SDR on the opportunity and moving the opportunity into discovery.
The PubSec SDRs will work closely with PubSec FMM's and MPM's on pre and post event outreach. For events that are limited in attendance capacity, the PubSec ISRs will own pre and post event strategy, not the SDR's.
SDR PubSec Issue Board - used to track relevant GitLab issues involving the PubSec SDR team. This is a global issue board and will capture all issues in any group/sub-group in the GitLab.com repo when any of the following scoped labels are used.
SDR Pub Sec- Issues concerning the PubSec SDR team. When PubSec FMM's/MPM's add this tag to an event, these issues will appear on our board. When applicable, the PubSec SDR manager will create a SDR follow up issue and relate it to the event issue so that marketing members can easily track our work.
SDR Pub Sec:: FYI- Needs attention.
SDR Pub Sec:: In Progress- Related work needed is in progress.
SDR Pub Sec:: Completed- Related work is completed and ready for SDR manager to review/close.
SDR Pub Sec:: Revisiting- Campaign is being revisited and additional outreach is being done.
SDR Pub Sec:: Evan FYI- Issues pertaining specifically to Evan.
SDR Pub Sec:: Josh FYI- Issues pertaining specifically to Josh.
The Named SDR team (Amer-based) is responsible for creating qualified meetings and sales accepted opportunities for Strategic Named SALs. Their focus is on Large ‘Named’ accounts with a land and expand strategy. The team is composed of SDRs who focus on account-centric, persona-based outreach, strategic outbound prospecting, social selling and creative outreach to educate and create internal champions that align with the GitLab value drivers and use cases.
The account based sales development team is responsible for generating qualified meetings, sales accepted opportunities, and pipeline for the GitLab sales team. The ABM SDR team is directly aligned to the Tier 1, 2, and 3 Enterprise ABM accounts in the AMER and APAC Regions. The team is composed of SDRs who focus on account-centric, persona-based outreach, strategic outbound prospecting, social selling and creative outreach to educate and create internal champions that align with the GitLab value drivers and use cases.
Unlike traditional SDRs, who are mapped to a territory, ABM SDRs focus on a defined set of accounts that are updated quarterly. Typically, ABM SDRs will be assigned to between 30 - 50 accounts at a time.
EMEA ABM Accounts will
not be aligned to the ABM SDR team. In the interest of creating a positive customer experience, EMEA ABM accounts will remain with the SALs & SDRs who own the account / region.
|ABM SDR||ABM West||Shawn Winters|
|ABM SDR||ABM East||Kaleb Hill|
|Named SDR||Larry Biegel, Mark Bell||Steve Cull|
|Named SDR||Josh Rector, David Wells, TBH JOrvos||Ryan Kimball|
|Named SDR||Sean Billow, Jordan Goodwin, Chip Digirolamo||Matthew Macfarlane|
|Global Content||SDR Content Lead||Michael LeBeau|
ABM Named SDR
ABM Named SDRs are responsible for:
Strategic Content Lead
The strategic content lead is responsible for creating, managing, and continuously improving SDR content. This indivudal will work closely with internal marketing and sales teams to create messaging, collateral, and assets for SDRs to use in their outreach.
The ABM Named team works from the issue boards listed here: ABM Acceleration, SDR Content, and SDR Segmentation. If you are needing our assistance with any project, please open an issue on the SDR issue board and use one of the labels or templates listed below.
Global labels to use for: Acceleration ABM
Global labels for: Strategic Content
SDR Content Requestissue template
SDR - High: High Priority - SDR Content Request
SDR - Medium: Medium Priority - SDR Content Request
SDR - Low: Low Priority - SDR Content Request
Beginning Q2 FY21, we will be pairing the acceleration team and account-based team in order to align our most senior SDR’s to our highest value accounts while also solving for the need to accelerate sales onboarding and warming up sales territories. In parallel, we will also be incorporating the mapped SDR team in region into the plan and motions of the acceleration teams so as to encourage the transition to more acceleration based tactics across the entire organization, utilizing the intent data and other tools through the account based team.
|Team||Q2 FY21||Q3 FY21||Q4 FY21|
|Account Based Marketing||(in process already) Roll out intent data to acceleration for territory planning
Begin serving digital “warm up” through Demandbase 30 days out from accel team landing
|Roll out next iteration of the ICP
regional intent dashboards for SDR org
|Acceleration Team||Align with ABM team to target accounts in our ABM strategy
Land in existing territories with geo rep for territory planning and acceleration training
|AMER - 800 accounts being worked per campaign (60 day period over 4 sales territories)
EMEA - 500 accounts being worked per campaign (60 day period over 8 sales territories)
|Regional SDR||Meeting and IACV goals implemented
begin working with acceleration team on accel motion in territory
|AMER - 800 accounts being worked per campaign (60 day period over 4 sales territories)
EMEA - 500 accounts being worked per campaign (60 day period over 8 sales territories)
|Enablement to acceleration function completed by end of Q4|
In order to ensure that we are creating a seamless and positive experience for prospects, it is important that we follow the process outlined below for all accounts transitioned into or out of the ABM program.
Onboarding (Regional SDR transitioning accounts to ABM SDR) Regional SDR’s should ensure that the following actions are completed and associated fields are updated before handoff. Once complete, please notify the assigned ABM SDR using Salesforce Chatter.
Description(under Partner Info)
Technology Stack(text field under Gitlab/Tech Stack Information)
Using CE(checkbox under Gitlab/Tech Stack Information) using version.gitlab.com
Active CE Users(text field under Gitlab/Tech Stack Information)
If there are questions that come up regarding a specific target account after the handoff has been completed, the ABM SDR should reach out to the prior SDR account owner for input.
Offboarding (ABM SDR transitioning accounts to Regional SDR)
When an account is removed from the ABM program, the ABM SDR is required to attach the Account Planning document plus all actionable intelligence uncovered to the account record in Salesforce. It is also the responsibility of the ABM SDR to notify the Regional SDR when all relevant data has been captured and the handoff is complete. This should be done using Salesforce Chatter.
If there are questions that come up regarding a specific target account after the handoff has been completed, the Regional SDR should reach out to the ABM SDR for input.
ABM SDRs are expected to thoroughly research and understand their target accounts and target verticals. Before targeting any ABM account, the following planning tasks should be completed and documented in Salesforce (where appropriate) or the Account Planning document for each target account:
Uncover general account information
Review history with GitLab
Understand intent and buying signals
Discover the right prospects
Know your vertical(s)
Work with Sales to determine and documented outreach strategy
Note: It is the responsibility of the ABM SDR to coordinate and document outbound plays, tactics, and to ensure that all communication with accounts and prospects is logged or documented.
If you have an ABM account, you will need to follow this outbound workflow to ensure we are properly measuring and tracking all outbound efforts. There is also an unfiltered YouTube playlist that walks you through the tooling workflow step by step.
Discovering new prospects is an important part of ABM account development. In order to do this in an efficient and organized manner, we recommend using the Target Persona Segments and process listed below.
Please note: these should be imported as LEADS, not contacts
ABM SDRs should be in constant communication with the SALs that they support. When taking on new accounts or supporting a new SAL, it is the responsibility of the ABM SDR to set up a kickoff call to:
Recurring SAL<>SDR meetings can be scheduled or take place on an as-needed basis.
Slack is encouraged for informal communication, but anything related to strategy, approach, or outreach should be documented.
Required documents (to be maintained by ABM SDRs)
The EMEA ABM Acceleration SDRs are directly aligned to "Native Geos" where they are responsible for aligning their outbound efforts to the ABM campaigns and strategy. Each ABM Acceleration SDR in EMEA owns two (2) Native Geos and those assignments can be found in the Alignment Section above.
Native Geo Tactics
Working with Sales & SDR Teams
ABM Acceleration SDRs are expected to lead the account planning and outbound targeting strategy with the Regional SDRs & Sales teams. Because the territory is shared, it is important to establish open lines of communication with other SDRS and ensure that all parties are on the same page when it comes to target accounts and outbound prospecting strategy.
Acceleration ABM SDRs should participate in initial IQMs and are required to make the Regional Sales and SDR teams aware of all Meetings, Opportunities, and Next Steps.
Account Scoring & Prioritization
The next step after identifying all of the Net New target accounts in a region is to prioritize them. The scoring model below should be used to determine the Net New Account Tier which will help guide prioritization and prospecting efforts using the Outbound Prospecting Framework (below).
A Tier Accounts - Have at least 4 out of 5 qualifiers below
B Tier Accounts - Have 3 out of 5 qualifiers below
C Tier Accounts - Have 2 out of 5 qualifiers below
D Tier Accounts - Have 1 out of 5 qualifiers below
F Tier Accounts - Have 0 out of 5 qualifiers OR zero direct revenue potential in the next 3 years
Account Scoring Qualifiers:
Outbound Prospecting Framework
|Tier||Goal||Priority Level||Outbound Tactics|
|A Accounts||Conversations, IQMs, MQLs||High (60% of focus)||Hyper-personalized, simultaneous targeting, creative, direct mail, targeted ads, groundswell, events|
|B Accounts||Conversations, IQMs, MQLs||High (30% of focus)||Hyper-personalized, simultaneous targeting, creative, direct mail, targeted ads, groundswell|
|C & D Accounts||Conversations, MQLs||Low (< 10% of focus)||Automated role- / persona-based outreach, groundswell|
|F Accounts||Eliminate from SDR target lists||Low (< 2% of focus)||Do not target or attempt to qualify|
Hyper-personalization - This is the concept of combining real-time data extracted from multiple sources to create outreach that resonates with prospects on an individual level. The desired outcome is to establish relevance with a prospect as a first step towards a conversation.
VIP (prospect) - A Very important top officer, exeutive buyer, C-level prospect, or important influencer. For these individuals, hyper-personization is required. Examples: CTO, CIO, CSIO, C-level, IT Business unit leads, VPs, strategic project leaders.
Influencer (prospect) - An individual prospect that is suspected to be involved with IT decision-making, tooling, teams, roadmap, strategic projects, and/or budgets. Examples: Director or Manager of DevOps / Engineering / Cloud / Security, Enterprise Architects, IT buyers, SysAdmins, purchasing managers, and product owners.
User (prospect) - A prospect that has limited influence within an IT organization. Examples: Developers, Engineers, QA, consultants, and business users.
Groundswell - An outbound strategy focused on filling the top of the funnel by generating engagement, opt-ins, MQLs, and uncovering intent signals. This strategy typcially incorprates more automation than other more direct outbound prospecting tactics. The strategy should be used with lower-level prospects and lower tier accounts.
Snippets - Content created for SDRs to use to create hyper-personalized sequences, one-off emails, or to use for targeting prospects via LinkedIn.
Value Stream - An outbound "play" that is aligned to a prospects' role, title, persona, industry, vertical, current technology stack, desired business outcomes, assumed pain points, or keywords to 1) establish relevance 2) create value and 3) drive engagement and conversations.
Warm Calling - The method used to strategically incorporate phone calls and voicemails into an outbound prospecting workflow. The idea is optimize outbound productivity by only using the phone when targeting engaged, validated, and/or VIP prospects.