Podcast episode
How to Use Intent-Based Selling for Huge Sales Development Success (Florin Tatulea, Common Room)
30 Minutes to President's Club17 Oct 202432 min
Description
ACTIONABLE TAKEAWAYS: Signal Prioritization: Categorize signals (e.g., high-intent, time-based) with different response SLAs to ensure timely outreach. Call Blitz Culture: Multiple weekly call blitzes with a virtual sales floor create a high-energy, team-building cold calling environment. Effective Personalization: Don’t rely on signals alone; combine them with company insights to craft personalized, compelling outreach. 80/20 Email Framework: Provide reps with an 80% completed template (signal, company insight, ideal state, light CTA), letting them personalize the final 20%. FLORIN'S PATH TO PRESIDENTS CLUB: Head of Sales Development @ Common Room Director of Sales @ Barley Senior Manager, Sales Development @ Loopio Manager, Sales Development @ Loopio RESOURCES DISCUSSED: Join our weekly newsletter Things you can steal 30MPC Training: 30mpc.com/training
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that's on like LinkedIn, on any other social channels in your communities as well, and then you can start to prioritize other types of signals such as the more common ones. So job changes, funding rounds, job listings, those are not necessarily time-based and you “need a creative approach and a tie that trigger to the context for why you're reaching out” to make sure that you're hitting people up according to the signal. What's number two? Number two is managers and executives should be multi-threading key contacts with the reps. This is something that not enough managers and executives do, in my opinion, and we've
So job changes, funding rounds, job listings, those are not necessarily time-based and you need a creative approach and a tie that trigger to the context for why you're reaching out to make sure that you're hitting people up according to the signal. What's number two? “Number two is managers and executives should be multi-threading key contacts with the reps.” This is something that not enough managers and executives do, in my opinion, and we've actually seen about a 25% increase in reply rates when we're sending very similar message from the peer at an organization. If I'm a head of sales development, if I send a message to another head of sales development,
monitoring and then what do you do about it? I usually set up a specific SLA. So obviously when we're onboarding and we're coaching, there's going to be specific SLAs and we can actually track when the person hit a signal and got the alert to when the first message went out. And “you could even set up reports in your CRM to do that. For time-based signals, it's so important” that we can't get that wrong. So that's something that we're looking at on a daily basis, but we're definitely coaching on it at least on a weekly basis in the one-on-ones and making sure that that is a key metric as important as number of touches that you're doing per week, number of
you have more of like an in depth based SDR that's going to focus on higher intent time-based leads. The second option is more of a hybrid approach where the minimum time frame that we have is at least an hour. Typically, you can do a call block for 30 minutes, especially “the days where you have the power dialer, you can get out a hundred calls in 30 minutes.” So you still have time within that one hour block to reach out to all the people you have to. Those are the two options that teams typically struggle with. And even for us, we're a small team, we're four or five SDRs. So it doesn't make sense for us to fully segment right now. It's more of a hybrid approach with the understanding that if you're going to do
So you still have time within that one hour block to reach out to all the people you have to. Those are the two options that teams typically struggle with. And even for us, we're a small team, we're four or five SDRs. So it doesn't make sense for us to fully segment right now. It's more of a hybrid approach with the understanding that if you're going to do “a call block for 30 minutes, you still have time to get to those leads.” So my only last question on this is... What do you define as time to first touch? Naturally, they're going to send out this email. But do you track speed to first cold call as well? Or is it just they got to get an email out as quickly as possible?
you don't say, Hey, you're hungry. You show them the sizzle on your carne asada. And that is what gets someone who is hungry to walk through the doors. And so if someone is opening your email five times, you don't say, Hey, you're opening my email five times. You go take that as a high intent prospect, and then you go find another trigger to use “in your personalized outreach and you send that. And then lastly, number four,” Florin had some really smart ways that he automated the first touch. He had a four sentence email framework, which is an observation based on a signal into a company signal, into an ideal state solution with social proof and with a light call to action. Get your reps 80% of the way there and then have them use that framework to bring it 100%
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