This page is to act as your guide to the many tools and best practices that the Sales Development Organization uitlizes.
Salesforce is our CRM of record. It integrates with all of the other applications in our business tech stack. Salesforce stores prospect, customer, and partner information. This includes contact information, products purchased, bookings, support tickets, and invoices, among other information.
Contact ownership is based on the BDR Assigned and Account owner fields. If you are the BDR Assigned on the account, you will be the owner of all contacts associated with that account. If there is no BDR Assigned, the account owner will be the owner of the contacts.
Outreach.io is a tool used to automate emails in the form of sequences. Users can track open rates, click-through rates, response rates for various templates, and update sequences based on these metrics. Outreach.io also helps to track sales activities such as calls. All emails/calls/tasks that are made through Outreach.io are automatically logged in Salesforce with a corresponding disposition. See below for a list of current call dispositions, what they mean, and scenarios on when to use each of them.
A user created series of touchpoints (calls, emails, LinkedIn) in order to communicate with a prospect and automate the user's workflow
Ways to organize similar sequences and snippets
A method of distinguishing sequences and snippets from others. Use tags to help narrow down which sequences you should be using in a particular situation
Content created for BDRS and SDRs to use to create hyper-personalized sequences, one-off emails, or to use for reaching out to prospects via LinkedIn.
Only Expert SDRs, Senior BDRs and BDR Team Leads are authorized to create new Outreach sequences. All other SDRs and BDRs must use the sequences that are already provided.
The exception to this rule is if you have a language-specific use case. In this scenario, a sequence can be cloned by a manager who can then assign ownership of the sequence to the rep who will then translate the sequence. Once the sequence is translated, the manager/ops will review that the naming convention is correct, proper tags and collections are added, click and open tracking are enabled, send test email(s) and then activate the sequence.
As you begin building your new sequence, make sure you are following the proper guidelines:
Example - FY23 IB WW SMB SDR Free to Paid HT EN
Different sequence structures can be used with manager/ops approval
Once you have set your sequence up with the proper name, structure, settings and email messaging, return to the issue and tag your manager for approval. If your manager rejects your sequence, you will need to make the necessary changes to gain their approval. If they have responded with their approval, you are cleared to move forward with setting your sequence live.
Go into the sequence settings and toggle the bar in the upper left from gray (paused) to green (active). You are now ready to use your sequence.
When deciding whether to approve or deny the activation of a new sequence, make sure the sequence follows all proper guidelines, including:
If all of these conditions are met, go back to the issue and add your approval. If the rep needs to revise anything before they can set it live, leave a comment explaining what they still need to do before they can begin using their sequence.
Managers then need to add a tag of “manager approved” on the sequence in Outreach
30 day check - is the sequence meeting performance benchmarks?
Zoominfo provides our Sales Development Representatives and Account Executives with access to hundreds of thousands of prospects and their contact information, company information, tech stack, revenue, and other relevant data. Individual records or bulk exports can be imported into Salesforce using extensive search criteria such as job function, title, industry, location, tech stack, employee count, and company revenue. More information can be found on the Marketing Operations Zoominfo handbook page.
LinkedIn Sales Navigator is a prospecting tool & extended reach into LinkedIn Connections.
Demandbase is a targeting and personalization platform that we use to reach our different audiences based on intent data and our ideal customer profiles. Demandbase Handbook Page
Call and demo recording software. Chorus tracks keywords, provides analytics, and transcribes calls into both Salesforce and Outreach. Chorus will be used to onboard new team members, provide ongoing training and development for existing team members, provide non-sales employees with access to sales calls, and allow sales reps to recall certain points of a call or demo. At this time, US Sales, US Customer Success, US SDRs will be considered recorders. Non-US Commercial and Non-US SDRs can request recorder access once they have completed the GDPR training course. Non-US recorders will also need access to the EMEZ Zoom Group. Everyone else can access the tool as a listener if they wish.
Drift is a conversational marketing platform (live chat tool). We use the chat platform Drift to engage site visitors. Additional information on best practices can be found on the Drift Handbook Page.
When a lead is created in Salesforce, LeanData will be the tool that routes it to the appropriate user. Routing rules include sales segmentation, region, lead source, and owned accounts. For example, if a lead from a named account is created, it will be routed directly to the owner of the named account. Also, LeanData provides cross-object visibility between leads and accounts, and contacts. When in an account record, a user can view ‘matched’ leads by company name, email domain, and other methods.
