November 22, 2019
On Tuesday 19th November, we hosted our third live broadcast of 2019: B2B Outbound: How to build a high-performing sales team.
For B2B startups who want to scale quickly, outbound sales is the surest and most predictable route to effective B2B lead generation. This webinar was a forensic and granular exploration of how to build a B2B outbound engine that generates results - and keeps generating results - over time.
We assembled a world-class line-up of speakers from two of the hottest B2B SaaS companies internationally:
Their advice will help any B2B startup founder or sales leader formulate their own outbound sales strategy. We’ll cover the most important points in this blog.
Nazma recommended that Cognism’s sales team structure was a good model for B2B startups to follow. The team is split into two “pods”, based around clearly delineated roles:
There are two benefits to adopting this model:
Both Nazma and Collin agreed that they look for a very specific type of person when hiring for SDRs:
Collin identified that a lot of SDRs aren’t after greater compensation for their efforts - they’re after greater recognition.
SDRs often feel like they’re at the bottom of the company ladder and they can be too easily ignored. Collin’s tactic to counteract this is to foster a culture of micro-promotions, where top-performing SDRs are elevated to mentor or team leader roles.
Collin also shared his compensation system at SalesLoft. He creates personalised compensation schemes for his SDRs, where their goals (for example, saving up money to buy a new motorbike) are aligned to their sales output.
Our previous sales webinar - B2B Outbound: how to create a scalable and repeatable engine - can be found here!
Collin listed a number of excellent training strategies from SalesLoft:
David Bentham shared some of Cognism’s winning methods:
Nazma explained the capacity model for B2B sales, which is adhered to at Cognism. It works like this:
Essentially, it’s engineering your sales team in reverse. It’s starting off with your ultimate goal (the revenue you want to create) and then working backwards scientifically, to the point where you can calculate the number of sales reps required to hit that target.
It’s a good model to follow because it’s predictable and it allows you to manage your resources on a month-by-month basis. A good starting point for a new B2B company!
Collin was keen to share his advice for putting in place KPIs for your sales reps.
At SalesLoft, Collin takes the top three performers in his SDR team. He studies their performance (e.g.: calls made and account conversion rates) and works out what the averages are for each KPI.
Then, those averages are communicated to the wider team as the “benchmarks” that every SDR should be aiming for.
Those were just some of the actionable B2B sales nuggets featured in this webinar! Our speakers have a lot more outbound insights for you. Follow this link for the accompanying slides:
If you’d like to see more resources to optimise your B2B outreach, check out our Sales Academy page for more insightful content: