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How Outreach Uses Outreach

How Outreach Uses Outreach. Sam Nelson. My Story. S tand on the shoulders of others through Outreach. -Outperformed all other SDRs first full month (by 50%) -Top performer 2017 (159% of quota) -Responsible for Outreach’s onboarding program -Manage a rolling team of 5-10 of the newest SDRs.

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How Outreach Uses Outreach

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  1. How Outreach Uses Outreach Sam Nelson

  2. My Story Stand on the shoulders of others through Outreach -Outperformed all other SDRs first full month (by 50%) -Top performer 2017 (159% of quota) -Responsible for Outreach’s onboarding program -Manage a rolling team of 5-10 of the newest SDRs

  3. My Story How new reps can stand on the shoulders of others through Outreach -First formal sales job -No prior training -No experience using Salesforce -No idea what a sales job is like

  4. I got good at leveraging Outreach

  5. Get New SDRs Producing FAST Let’s change the way you look at sequences -The three pillars of cold outbound, and how we do it here Automated sequences, call sequences, highly customized sequences -How to help new SDRs prioritize within accounts consistently -Open up Outreach’s our playbook of next step sequences -

  6. Most of our top performing SDRs have very little previous sales experience -We hire primarily for personal qualities of grit, “figuring it out,” resilience, coachability -Sequences ensure that messaging is on point regardless of experience -We’ve found that out ICP for an SDR is a blank slate

  7. Two conditions for this Have Outreach set up right, make execution simple from get go Have a simple way for sdrs to prioritize

  8. How SDRs Prioritize their time

  9. Three Pillars of Cold Outbound Highly Customized Automated Sequences Call Sequences 5% 75% 20% Approx. time allocation Expected SALs 1-3 7-9 3-7 Prospects to target this way 20-30 200-300 100-150 Yellow on Prioritization of Titles Matrix Green on Prioritization of Titles Matrix Top 20-30 highest priority prospects in book of business Criteria

  10. Three Pillars of Cold Outbound Highly Customized Automated Sequences Call Sequences 5% 75% 20% Approx. time allocation Most of our SALs Expected SALs 1-3 7-9 3-7 Prospects to target this way 20-30 200-500 100-150 Yellow on Prioritization of Titles Matrix Green on Prioritization of Titles Matrix Top 20-30 highest priority prospects in book of business Criteria

  11. Call Sequences Our bread and butter

  12. Call Sequences “High Touch” Sequences 75% Approx. time allocation Expected SALs 7-9 Prospects to target this way 100-150 Green on Prioritization of Titles Matrix Criteria

  13. Strategy for Call Sequences Know your customer Target prospect: Someone who can become an immediate opportunity Vast Majority of our time is spent executing call sequences Imperative that reps put the right prospects into Call Sequences We do not put anyone into a call sequence unless we are confident will be a qualified opportunity!

  14. What does it look like? How we structure our call sequences 6 Calls 2 Emails personalized to the persona 7 Linkedin Social Touches 1 Break up email

  15. The Sweet Spot Three sweet spots Initial email/call 4th call Break up email

  16. Highly Automated Sequences Getting closer to the decision maker

  17. Three Pillars of Cold Outbound Highly Customized Automated Sequences Call Sequences 5% 75% 20% Approx. time allocation High ROI for time Expected SALs 1-3 7-9 3-7 Prospects to target this way 20-30 200-300 100-150 Yellow on Prioritization of Titles Matrix Green on Prioritization of Titles Matrix Top 20-30 highest priority prospects in book of business Criteria

  18. Highly Automated Sequences Automated Sequences 5% Approx. time allocation Expected SALs 1-3 Prospects to target this way 200-300 Yellow on Prioritization of Titles Matrix Criteria

  19. Strategy for Highly Automated Sequences Get closer to the decision maker Target prospect: An individual with an unclear title, or can refer us to the decision maker. Goal is to get a referral. Highly automated sequences take little effort and have a moderate return Reps can be more liberal with adding prospects

  20. What does it look like? How we structure our call sequences 0 Calls Unless a prospect opens an email 2+ times 2 Emails personalized to the persona 7 Linkedin Social Touches 1 Break up email

  21. Getting the Right People in the Right Sequence

  22. Have a chart to help with prioritizing titles 4 keys to a title prioritization chart Break it down by persona/Industry Color code it so that new reps know who goes where Have this in a visible location on each SDRs desk Do periodic audits of prospects in call sequences to ensure this is being followed

  23. Cheat Sheet to Help you Prioritize Most lethal mistake of new reps: Focusing time and effort on the wrong people -Use the following guide to ensure you are sequencing the correct people at each of your accounts. -Titles in Green should be contacted through cold outbound (with calls!) -Titles in Yellow should be contacted through automated sequences -Titles in Red should be avoided

  24. Call Sequences “High Touch” Sequences 75% Approx. time allocation Expected SALs 7-9 Prospects to target this way 100-150 Green on Prioritization of Titles Matrix Criteria

  25. Highly Automated Sequences Automated Sequences 5% Approx. time allocation Expected SALs 1-3 Prospects to target this way 200-300 Yellow on Prioritization of Titles Matrix Criteria

  26. Avoid Everything in Red

  27. Sequencing Audits

  28. Customized Sequences Getting through to your top prospects

  29. How We Prioritize Highly Customized Automated Sequences Call Sequences 5% 75% 20% Approx. time allocation What Separates the Good from the Great! Expected SALs 1-3 7-9 3-7 Prospects to target this way 10-20 200-500 100-150 Yellow on Prioritization of Titles Matrix Green on Prioritization of Titles Matrix Top 10-20 highest priority prospects in book of business Criteria

  30. Customized Sequences Highly Customized 20% Approx. time allocation 3-7 Expected SALs 20-30 Prospects to target this way Top 20-30 highest priority prospects in book of business Criteria

  31. WARNING!!! Customization is powerful in the right places, terrible in the wrong places Do not let new reps avoid the phone when ramping!

  32. Strategy for Customized Sequences Handling the top 20-30 prospects in your entire book of business Use one of 4 sequences for customization: -Manual Touch -Custom Follow-Up -Pick up the Conversation -Referral

  33. Manual Touch Our Blueprint for customized Outreach We use the same fundamentals as our standard cold outbound sequence (6 calls, 2 persona specific emails, 7 LI social touches, 1 break up email) only difference is that the first email is customized.

  34. Custom Follow-Up Used to increase the reply rate of one-off custom emails and replies How we increase our reply rates on one off emails by 102% By adding a follow-up sequence to one-off emails we ensure nothing falls through the cracks. If there is no reply, the follow up sequence will ensure we get back in touch.

  35. Pick up the Conversation High priority prospects that have had a positive interaction with us in the past A custom sequence that has a template for how to reference your previous conversation with a prospect as well as relevant language for future followups

  36. Our Secret Weapon...

  37. Referral Referrals to the decision maker from a cold outbound sequence Turning a call with the wrong point of contact into a warm lead The sequence requires a templated custom email introducing you to the decision maker.

  38. Have a Simple Playbook for How to Sequence

  39. Make a Flowchart for how to sequence Tips for a good flowchart Keep it simple Keep it clear Keep it consistent

  40. Flow Chart for Outbound Sequencing

  41. Put it all together!

  42. Three Pillars of Cold Outbound Highly Customized Automated Sequences Call Sequences 5% 75% 20% Approx. time allocation Expected SALs 1-3 7-9 3-7 Prospects to target this way 20-30 200-300 100-150 Yellow on Prioritization of Titles Matrix Green on Prioritization of Titles Matrix Top 20-30 highest priority prospects in book of business Criteria

  43. How do I manage my overall sequence strategy?

  44. You don’t need a million different sequences! Less is more As an organization we made a shift from having a large number of sequences for specific situations down to 10. By doing this you lose very little of the value and can enforce that each sequence is being used properly

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