The B2B sales world continues to change rapidly and, as we wrote in our book Speed to Lead, the old SDR process is inefficient and leaves pipeline on the table. The world of a BDR hasn’t changed much in the last twenty or so years.
They’re still charged with helping to create demand via creative, personalized outreach while ensuring that inbound interest on our websites and lead forms is responded to and actioned on in a manner which screams “personalized VIP experience”. Going a step further, many leaders are still coaching any Call to Action which asks for time on a prospect’s calendar. In this Age of the Anonymous Buyer, your prospect may not want to have a meeting yet. However, if your outreach doesn’t ask for a meeting and instead just gets the prospect onto your website…GAME ON!
At Qualified, we’ve wondered: how can we maximize pipeline with a growing team and what KPIs should we be setting as a company?
We’ve seen both Inbound and Outbound motions have a significant impact on our business. This past year, we made a hypothesis that our SDR team (Known as Qualified Sales Representatives or QSRs) performs better with more focus and less context switching. Hybrid or “all-bound” models can absolutely work, but I’m sure you’ll agree that having an xDR wear the hats of what really should be two different roles results in neither role being done at peak effectiveness. While we began with a hybrid model at Qualified, we decided that role specialization was the direction we needed to go in and thus introduced the Inbound Sales Rep [ISR] and Outbound Sales Rep [OSR] roles.
But as a sales leader, you’re probably wondering - if I make this change, how should I compensate this team? How do I ensure that the team has the correct KPIs and incentives in place?
We’re still learning, but let us share a bit about how we’ve been doing it.
Operate as one team with one target (why waste time fighting over attribution & influence, amirite?) while infusing incentives for different behaviors; by doing this, we’ve been able to ensure that sales reps play a vital role within the broader distribution or sales team and understand their individual role in contributing to that shared pipeline target.
For our ISRs, we want to ensure that each visitor to our site has a VIP inbound experience. There is obviously a pipegen component, but beyond that, Qualified has enabled us to build unique metrics into our compensation plans such as:
- Chat Initial Response Time (IRT)
- Lead Initial Response Time (IRT)
- Inbound Pounce Conversations
- Outreach Click Through Pounce
For our OSRs, we want to ensure maximum go-to-market effectiveness; so, beyond pipegen, we compensate on metrics such as:
- Email open rate
- Click rate
- Reply rate
- Unsubscribe rate
Why do we do it this way?
If our BDRs are focused on the right outreach (the kind that prompts a high-value prospect to visit your website, not the kind that results in a high-value prospect asking off of a target list), we know we’re on the cusp of creating “magic moments”; those engagements will convert at somewhere between 30-40%. These metrics are mostly measured in your sales engagement platform like Outreach, Salesloft, or Groove. We want to ensure that our OSR team is driving conversions and visits to the website; not simply sending as many emails or making as many cold calls as they can.
Together, all of our sales reps are measured on a shared pipeline target, the number of Stage 1 opportunities, Stage 2 opportunities and, of course, Closed Won opportunities.
By having this compensation structure, we’re able to ensure that our Qualified Sales Reps are maximizing their effectiveness and ensuring both a VIP inbound experience and maximum outbound coverage, enabling our team to hit and exceed our shared pipeline target.
Telling Your Reps the Story
In this guide, learn more about a key component of rep adoption of Qualified.
The Tech Stack
In this guide, see how we think of Qualified as a part of our sales motion and also learn about what other tools we've complemented it with for our inbound team.
Your KPI Considerations
In this guide, hear from our success director Sterling on how you can think about performance metrics for your team.
A Few Fun SPIFFs
In this guide, hear from our Sales Manager Daniel Regis about how he's thought about gamification for the sales team.
Key Performance Indicators at Qualified
In this guide, learn more about Qualified's internal sales team KPIs.
Compensation at Qualified
In this guide, learn the in depth details of how we compensate sales reps at Qualified.
Dedicated or Hybrid - What's the Difference?
In this guide, hear from Qualified's RevOps leader on why we've opted for a dedicated model here at Qualified.
A Day in the Life of My Team
In this guide, hear from Qualified Sales Manager David Yang as he talks through a day in the life of a rep on his team.
What Should You Consider as You Think Staffing?
In this beginner's guide, learn a little bit about what you'll need to consider as you map out your plan to staff Qualified.
Living in the Future: The New Call To Action
In this guide, explore why the classic "let's find a time!" may not always be the right call to action.
Who Does What? Defining the Roles on Your Team
In this guide, learn about our different roles within our sales development team and why they work well with Qualified.
Getting Qualified To Stick: An Introduction to Change Management
In this guide, learn how you can help your sales team adopt Qualified by following the principles of Change Management.
Sales Manager Bootcamp: Coaching & Incentivizing Your Team (Full)
Day 3 of 3 at Sales Manager Bootcamp where we explore all things compensation and change management.
Sales Manager Bootcamp: Calculating Your KPIs (Full)
Day 2 of 3 in Sales Manager Bootcamp where we explore how you should think about KPIs and metrics for evaluating your sales team.
Sales Manager Bootcamp: Staffing & Structuring the Team (Full)
Day 1 of 3 for Sales Manager Bootcamp where we explore the best ways to staff and structure your team for Qualified.
Using the Rep Performance Dashboard
In this guide, learn more about how you can get instant insight into your team's performance within Qualified.
Onboarding New Team Members to Qualified
In this guide, learn how to make sure your newest sales reps are set up for success.
Coaching Your Team To Pounce
Learn how to coach and incentivize your team to pounce on prospects.
Staffing Qualified Conversations
In this guide, learn tips for developing a live chat staffing strategy with your team.
Working as a Team
In this guide, learn how to break the status-quo and talk to every buyer on your website so they have a great experience.