It’s a rapidly changing landscape for sales development professionals. Prospects are becoming harder to reach. They’re “smarter” about knowing which emails are coming from an automated system, even if it looks like a SDR could’ve written it. They’re not picking up phone calls, even from numbers in their own area code. They’re not accepting any and all LinkedIn connection requests.
At the same time, quotas are getting bigger. So how do you stand out from your peers and capture precious seconds of attention from key targets at the accounts you care about most? The answer: Better technology and teamwork.
More about the technologies later, but let’s talk for one second about teamwork. Odds are, you’re not going to get a prospect to engage the first time you reach out to them, even if it’s a carefully researched, timely email. Senior executives, especially, are just too busy these days. They also consume information in a variety of ways, from talking to peers, live events, LinkedIn, Twitter, and browsing relevant websites, your key targets are on more channels than ever.
All this means that sales development organizations can’t do it alone. They need to work with marketing to laser-focus on the people they’re targeting and be in sync in terms of messaging and orchestration across all the channels.
“Senior Execs are 2.5x more likely to respond to quality multi-touch campaigns.”
— Dan McDade, CEO, PointClear
Multiple touchpoints across different channels to multiple stakeholders is a great idea in theory, but it’s much easier said than done. But finally, there’s been a tech stack developed to help with solving exactly this challenge, a tech stack we’ve mapped to illustrate exactly the tools you need to help you with each challenge and channel.
“When it comes to SDR technology, you want Iron Man, not Terminator. Technology is there to make a good salesperson better… not to take the human out of the equation.”
— Matt Amundson, VP of Sales Development & Field Marketing, Everstring
Core Sales Development Tools
Who: Data Vendors
To identify and prioritize target accounts, find accurate contact data, and maintain data quality
Example vendors: Dun & Bradstreet, Leadspace, DiscoverOrg, Email Hunter, Norbert, Datanyze…
What: Account Insight
To understand what will be relevant and resonant at each target account
Example vendors: LinkedIn, InsideView, Mattermark, DataFox, Owler…
What: Person Insight
To help research individual prospects and customers and tailor relevant messaging
Example vendors: LinkedIn, Crystal, Accompany, Triggerfox…
Where: Human Email / Sales Email
To streamline and automate creation, sending, and tracking of highly relevant emails – ideally emails that are personalized, reviewed, and sent by human to humans
Example vendors: Engagio, Outreach, SalesLoft, ToutApp, Yesware…
Where: Phone / Dialer
To increase efficiency, drive consistency, and improve quality for phone and voicemail interactions
Example vendors: InsideSales.com, FrontSpin, RingDNA, Ring.io, Velocify…
To interact with prospects and customers via social channels
Example vendors: LinkedIn, Twitter, rFactr, Nudge…
To synchronize interactions that span channels (email + phone + social + demand gen) and departments (marketing, sales development, sales, and customer success) into coordinated multi-step Plays
Example vendors: Engagio
“Orchestration is the big step – the leap from old-school sales development to the new account based sales development.”
— Kristina McMillan, Sales Development Practice Leader, TOPO
Beyond the core Sales Development technologies, there are additional tools that are essential for any Account Based strategy.
Core: Lead to Account Matching
To match leads to the right target account, tie their activity to the right company, route them to the right owner, and get credit for the campaigns that touch them.
Example vendors: Engagio, LeanData…
Core: Account Based Analytics
To understand which accounts have the best engagement and opportunity for growth (track MQAs), optimize SDR performance, and measure which marketing investments best reach target accounts and accelerate deals.
Example vendors: Engagio, ZenIQ… (plus BrightFunnel and Bizible for attribution-based analytics)
Core: Account Planning
To map accounts, track account information, and manage account strategies.
Example vendors: Altify, Revegy, manual…
To manage accounts, contacts, opportunities, and so much more…
Example vendors: Salesforce, Microsoft Dynamics, Oracle, SugarCRM, Hubspot…
Additional Tools for Account Based Marketing
In addition to the core tools listed above, there are a variety of tools that tend to be part of a broader Account Based Marketing initiative. When taken in conjunction with the Sales tools, you have the core elements of an Account Based Everything stack.
Who: Predictive Analytics
To identify and score potential accounts based on likelihood to convert
Example vendors: 6Sense, Everstring, Infer, Lattice Engines, Mintigo, Radius…
Who: Intent & Technographics
To improve account selection with advanced data
Example vendors: Bombora, BuiltWith, Datanyze, Ghostery, HG Data…
Where: Account Advertising
To show display ads building awareness at specific accounts
Example vendors: Demandbase, Terminus, LinkedIn, Madison Logic…
Where: Website Personalization
To customize the website experience for specific accounts and industries
Example vendors: Demandbase, Evergage, Marketo, Triblio…
Where: Direct & Dimensional Mail / Physical
To send packages, hand written letters, and other items to key people at target accounts
Example vendors: PFL, Bond… (this can also be done manually with checklists, mail houses, etc.)
TOPO, one of the preeminent think tanks on sales development, breaks down the technologies sales dev orgs use by their maturity:
Sales Development Technology Maturity
When it comes to technology for Sales Development, TOPO identifies three levels of maturity.
TOPO SDR Maturity Index
Source: TOPO SDR Benchmarks
We agree, but we think that in order to be fully optimized, sales development and marketing need to work together on key account penetration. Thus, we’ve zoomed out to look at all the tools marketing and sales development needs in the Account Based Everything Market Map.
The Account Based Everything Market Map
Account Based Everything Market Map v4
The ABE Market Map identifies vendors across each of the core technology categories.
Also, be sure to check out the linkable ABE Market Map. Drop us a comment at the bottom – we’d love to hear your feedback!