Outbound Strategy for Inbound Teams - by Hayes Davis

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1. I highly recommend you adopt adynamic books modelwhere you can start distributing outbound target accounts alongside inbounds. The dynamic books model offers several benefits: you can start by allocating a small number of high-quality outbound target accounts evenly across reps, you can hold reps accountable for covering those accounts, and you can implement a retrieval model to take the accounts away if they don’t. “You can take a subset of your CRM that’s already reasonably account-based (say past customers and opps) and then prioritize and assign that to start with.” Inbound KPIs for sales focus on response time and conversion rates to opportunity. Outbound requires a different way of thinking about measurement. I could rehash that here, but I think it’s best to point you to the3 Outbound Metrics CROs Need.

   In Account selection and tiering

2. Before I get into the details, let me make one simplifying assumption. For our purposes I’m talking about using existing rep headcount and asking them to self-source new pipeline—not rolling out a new BDR function. This is often the starting point for teams that want to start generating more outbound pipeline. “Reps will have to split time between responding to inbounds, running sales cycles, and outbounding.” Ok, now let’s discuss.

   In Channel mix allocation

3. Overall, there are some compelling reasons why it might be time to at least have outbound as an insurance policy. It’s up to you to decide whether a focus on driving more outbound pipeline is the right thing for your org. However, once you’ve made that call, I do have some advice. “Outbound isn’t just a switch you flip. It takes commitment because it’s a significant strategic shift that requires new data models, new strategy, new measurement and—often—new people.” Before I get into the details, let me make one simplifying assumption. For our purposes I’m talking about using existing rep headcount and asking them to self-source new pipeline—not rolling out a new BDR function. This is often the starting point for teams that want to start generating more outbound pipeline.

   In Strategy