The purpose of the Global Sales-SDR Alignment Framework is to provide an outbound guideline that helps identify goals, provide better alignment, and highlight expectations for both the Sales Development Representative (SDR), Strategic Account Leader (SAL)/Account Executive (AE) and Inside Sales Representative (ISR).
The alignment framework is designed to facilitate a successful relationship between SDRs and Sales ensuring both are properly positioned to achieve their goals. Reference: Sales Development and Sales page in Handbook for additional details.
Enterprise (Sales Segment = Large and Named) SDRs have Quarterly targets composed of SAOs, Qualified Meetings and IACV Pipeline Contribution. Commercial (Sales Segment = Mid-Market &/or SMB) MM SDRs have quarterly targets composed of SAOs and IACV Pipeline Contribution, while SMB and PubSec SDRs have monthly SAO targets. Ramping SDRs have a target of 0 in their first month (onboarding/building foundation), 50% month 2 and then 100% in month 3 (considered fully ramped).
SAOs will come from both inbound and outbound leads and activities. See [SDR Compensation and Quota] (/handbook/marketing/revenue-marketing/sdr/#sdr-compensation-and-quota) for more details around SDR targets. SDRs will be required to qualify inbound leads and outbound contacts, leverage Force Management Command of Message principles, create Initial Qualifying Meetings (IQMs), update Salesforce (SFDC) with all notes/next steps and introduce the Sales into opportunities.
When and if an opportunity is accepted and moved to SAO but later needs to be merged to a larger parent opportunity within an account, the sales executive should follow these steps: Move Opportunity to Stage 8-Closed Lost. Select Closed Lost Reason as Merged into another opportunity and select Save. Once saved, copy and past the parent opportunity (one that it was merged into) into the Closed Lost Details field on the opportunity
Required: Weekly SDR-Sales Sync Meeting - Historically, our SDR/Sales pairings who have incorporated this meeting into their week, have been the most successful at driving new pipeline. Ideally, in the first sync, SDR and SAL create working agreement and share expectations and team goals.
The purpose of the SDR-AE handoffs is three fold.
To make sure that the hand-offs maximize internal efficiencies, it is required that:
The SDR team makes sure to book calls, with a minimum notice time of 48 business hours.
The SDR team makes sure to properly fulfil SAO criteria, as per the guidelines below for Warm IQMs.
Are meetings for leads that the SDR is certain are a qualified opportunity but cannot get them on a qualifying call himself OR the AE has agreed to work on directly themselves This applies to leads that are unresponsive or have strictly stated that they do not want to have an introductory call with the SDR In these cases, the SDRs can push for an IQM with the AE directly over email
Are meetings where the prospect has indicated will purchase directly and is currently self-evaluating. Are applicable to any amount as long as the scope of the opportunity indicates any possibility for upselling. For example, a $50 deal for a company of 50 users is a great pricing conversation to move forward.
It is highly encouraged for Sales to involve their SDR in QBR prep, planning as well as invite them to attend and speak during their presentation. SDR’s should carve out time to assist and contribute with Sales presentation slides.