Podcast episode
How to Build a World-Class SDR Team (Complete Playbook)
30 Minutes to President's Club9 Jul 202646 min
Description
We've all felt the heavy silence of a sales floor trying to find its rhythm. Armand Farrokh breaks down his playbook to turn an underperforming SDR team into an outbound machine. Armand’s playbook includes: 🚀 The "Between You, Me, and the Wall" tactic to win over individuals privately before you ever address the group publicly. 📉 The 5 core weekly meetings you need to bookend your team's activity with raw energy and continuous coaching. 🔥 How to run a mock cold call filter during interviews to test for a candidate's coachability and execution under pressure. - - You're one step closer to President’s Club! 🚀 The SDR Leader Pack: https://hubs.li/Q04nGgrk0 🏋 30MPC Training: https://www.30mpc.com/course/team-training 🛠 Weekly Newsletter: https://hubs.li/Q02NJQ8p0 📚 Things you can steal and use today: https://linktr.ee/30mpc_youtube
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If it's enterprise, I would want to see closer to five contacts per account. And then 200 cold calls. If we were parallel dialing, which we weren't doing at the time, it would have been more. And then again, four or five meetings set. The other L two metrics is again, if I see accounts are up, cold calls are up. This has happened month over month, but their meetings set are down. “That's when I start to look at conversion rates.” So I'm going to look at your cold call connect rate, which is around 5% today. Your cold call set rate, which for tops reps, top reps should be 20%. I'm going to look at your sequence reply rates as well, which should be in the double digit. And folks, we will link in the show notes, a guide to how she think about sales metrics.
And then again, four or five meetings set. The other L two metrics is again, if I see accounts are up, cold calls are up. This has happened month over month, but their meetings set are down. That's when I start to look at conversion rates. So I'm going to look at your cold call connect rate, which is around 5% today. Your cold call set rate, which for tops reps, top reps should be 20%. “I'm going to look at your sequence reply rates as well, which” should be in the double digit. And folks, we will link in the show notes, a guide to how she think about sales metrics. Arman's talking about L one L two. It can make your head spin. Sometimes we've got a resource for you there also up until this point, we've talked about getting the team, right? Getting the energy, right? Getting the activity, right?
It doesn't matter how many accounts they are working. If the messages they are sending are crap. And so you talk about the different MVP frameworks that you needed to install with the team so that they were actually executing in an intelligible way. Can you walk me through? You can start with cold calling. “The three frameworks that you need are,” is you need a way to work your way around an account. So you need to know what your ICP is and where you should even target your dials. You then need to know how to make cold calls. And then you need to know how to send emails. So if you can break down an account, make a cold call and send an email,
You know what I mean? And so the rule with our team is you work all of the green contacts on the accounts. So you work all of the at and above the line people. And then you selectively cherry pick the hottest yellow contacts who are giving us good signals. Like they've downloaded their EMBC content, or maybe it's like a particularly good account. “This is what allows your SDRs to decide, am I actually working the right people?” So when I took over the Carta SDR team, half the time, like the activity was actually pretty good. But then I would just like, look at who's active in sequence. And I'd be like, we're selling like software to manage your stock options. What are you doing reaching out to a chief HR officer? That's like a benefits play.
In Prospecting
“There are just like hustle tactics that exist in every SDR around like how to find accounts who jives with AEs versus not.”