The Sales Development Playbook Build Repeatable Pipeline and Accelerate Growth with Inside Sales Trish Bertuzzi 9780692622032 Books
Download As PDF : The Sales Development Playbook Build Repeatable Pipeline and Accelerate Growth with Inside Sales Trish Bertuzzi 9780692622032 Books
Raise your hand if your company needs more new customers.
I suspect your hand is (figuratively) up. This book is about not just growth, but high-growth, explosive-growth, the kind of growth that weather satellites can see from space.
The success of any business-to-business company is directly linked to how effectively they acquire new pipeline. To skyrocket growth, sales development is the answer.
This book encapsulates author Trish Bertuzzi's three decades of practical, hands-on experience. It presents six elements for building new pipeline and accelerating revenue growth with inside sales.
- Strategy offers a framework for aligning your sales development model with your specific market and buyer's journey.
- Specialization presents stories of new thinking. You'll learn about segmenting your prospect universe, specializing roles, and how it all comes together.
- Recruiting offers a roadmap for hiring with urgency. Tactics, compensation, and a bullet-proof hiring process are presented in great detail.
- Retention goes deep on the stuff that never seems to get enough consideration engaging, developing, and motivating people.
- Execution switches gears and presents examples and tactics for onboarding, crafting buyer-based messaging, and designing effective outreach cadence.
- And, finally, Leadership, gives actionable advice on what it takes to lead sales development today. There's a lot to learn about quota setting, measuring what matters, and acceleration technologies, so those are covered in depth.
The Sales Development Playbook Build Repeatable Pipeline and Accelerate Growth with Inside Sales Trish Bertuzzi 9780692622032 Books
I have read scores of sales books and this is easily in the top 5. It is filled with immediately actionable insight rather than same-old, same-old self-promoting fluff). Here are my top 15 take-aways (in order presented in book):1. A major advantage of building in-house sales development is creating a “farm team” of future account executives
2. Establish organizational agreement around your ideal customer profile (ICP)
3. Put the highest possible emphasis on improving data quality
4. Separate people who source/update data (“lead researchers”) from people who make calls.
5. For hiring, ensure job description leave candidates with sense that this is a place to advance your career by staring with “why work here” rather than “what you will do day-to-day”
6. SDRs expect a learning culture to builds functional and professional skills
7. Establish micro-promotions such as associate SDR (appointment setting) to senior SDR (generating qualified appointments) based on achievement not tenure
8. It takes 3 to 4 months to ramp a new SDR to full productivity
9. Use 3-C pre-call planning by developing a couple bullet points on each of Company, Contact, and Conversation Starter; conversation starter might reference something relevant about industry, role, or company.
10. Voicemails should start with value (not reps name & number), have a strong call to action, last no longer than 40 seconds
11. Prospecting email structure: authentic subject; opening line addressing relevant problem (perhaps framed as provocative question); personalized value prop from prospect’s perspective (I noticed…); call to action (separately try: “How can I get 10 minutes on your calendar to share more?” or link to valuable content)
12. When a lower level contact engages, concurrently or subsequently reach out to a higher-level contact too
13. Do not just promote your best rep since SDR management is a totally different job; figure out who the other reps go to for answers
14. Develop and maintain an “SDR Toolkit”/playbook that includes: (1) information about target markets and prospects (2) processes for inbound lead qualification and outbound prospecting including pre-call planning, etc. (3) Multi-touch, multi-media cadences (4) email and voicemail messaging samples (5) objection handling guidance (6) technology & tools guidance
15. Set goals so that 65% of reps hit quota; make use of ramped quotas for new reps
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The Sales Development Playbook Build Repeatable Pipeline and Accelerate Growth with Inside Sales Trish Bertuzzi 9780692622032 Books Reviews
I do most of my book reading using the app on my iPhone, and that's where I started with Trish Bertuzzi's "The Sales Development Playbook". Within 5 minutes I switched to reading on my MacBook because I couldn't just read this book - I had to immediately start putting it into action. During the course of today I copied 67 passages into a Word doc to annotate, read and share later; sent 24 emails to 9 people quoting Trish; documented 7 new product and service ideas (yes, I'm in the business) and laughed out loud too often to count. My favorite "As you well know, arousing curiosity, generating interest, and getting prospects to open up about their priorities is about as easy as potty-training a coyote."
Sales books don't do this to me. This one did - and I'm grateful.
If you are in business, or just want to have a blast and learn a bunch of super-solid, get-it-done stuff about the real world of sales development, The Sales Development Playbook is not just a must read - it is a "must consume". And if you are a CEO, Sales VP or sales development leader, I strongly urge you to do more than read this book. Put Trish's plays into your playbook and get ready to put up some big numbers.
I have read scores of sales books and this is easily in the top 5. It is filled with immediately actionable insight rather than same-old, same-old self-promoting fluff). Here are my top 15 take-aways (in order presented in book)
1. A major advantage of building in-house sales development is creating a “farm team” of future account executives
2. Establish organizational agreement around your ideal customer profile (ICP)
3. Put the highest possible emphasis on improving data quality
4. Separate people who source/update data (“lead researchers”) from people who make calls.
5. For hiring, ensure job description leave candidates with sense that this is a place to advance your career by staring with “why work here” rather than “what you will do day-to-day”
6. SDRs expect a learning culture to builds functional and professional skills
7. Establish micro-promotions such as associate SDR (appointment setting) to senior SDR (generating qualified appointments) based on achievement not tenure
8. It takes 3 to 4 months to ramp a new SDR to full productivity
9. Use 3-C pre-call planning by developing a couple bullet points on each of Company, Contact, and Conversation Starter; conversation starter might reference something relevant about industry, role, or company.
10. Voicemails should start with value (not reps name & number), have a strong call to action, last no longer than 40 seconds
11. Prospecting email structure authentic subject; opening line addressing relevant problem (perhaps framed as provocative question); personalized value prop from prospect’s perspective (I noticed…); call to action (separately try “How can I get 10 minutes on your calendar to share more?” or link to valuable content)
12. When a lower level contact engages, concurrently or subsequently reach out to a higher-level contact too
13. Do not just promote your best rep since SDR management is a totally different job; figure out who the other reps go to for answers
14. Develop and maintain an “SDR Toolkit”/playbook that includes (1) information about target markets and prospects (2) processes for inbound lead qualification and outbound prospecting including pre-call planning, etc. (3) Multi-touch, multi-media cadences (4) email and voicemail messaging samples (5) objection handling guidance (6) technology & tools guidance
15. Set goals so that 65% of reps hit quota; make use of ramped quotas for new reps
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