Building a Career Path to Hire and Retain

Building a Career Path to Hire and Retain SDRs for-(almost)-ever

Agenda ● Fast Background ● Context ● Survey ● How sales has changed ● The SDR Journey ● How does Alti. Sales… 2

My Story ● 2011: Business Idea! ● 2012: CEO & SDR ● 2013: CEO & Manager -> 10 reps ● 2014: Director? -> 1 manager, 20 reps ● 2015: Sr Dir? -> 2 managers, 27 reps ● 2015: AE -> Sourced & Closed Deals – Hated my boss ● 2016: Chief of Staff -> lead routing, tools, data, managing researchers ● 2017: CEO -> SDR Amplification 3

What this talk is not about ● What the employees deserve or don’t deserve ● Millennials being entitled or not ● Millennials being offended and complaining about everything 4

What this talk is about Given the world that we live in today: ○ Entitled to high pay ○ Easily offended ○ Instant gratification ○ Social media addicted ○ Spoon-feed them to help them grow ○ Have an impact How do we run a successful sales team: ○ Happy employees who stay longer ○ Proud of working for you ○ Advocates of your brand ○ Excited to come to work 5

Survey ● Who knows 10 AE who have been 5+ years in their role, enjoy it and are proud about it? ● Who knows people who want to be AEs for life? ● Now…. answer those questions for the SDR role…. 6

The old view of Sales ● Compensated on cash received ● Individual Sport - full sales cycle ● Pipeline is an excuse ○ “There’s lots of interest” ○ “Coffee is for closers” ○ “Third prize is you’re fired” 7

The old view of Sales We have all heard: ● “Coffee is for closers” ● “Third prize is you’re fired” 8

Closing > Pipeline Means. . . ● Glorified AEs. Only revenue matters! ● No respect or pride in being an SDR ○ “AE assistant” ● Promotion as ultimate goal ● Low Pay for SDRs 9

The New view of Sales – Account Based ● Multiple employees work on one deal – Team Sport ● Pipeline stages are crucial! ● Deal attribution to lead sources ● Data driven sales insights 10

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“ Quarterbacks don’t want to be receivers. Midfielders don’t want to be strikers. Why do SDRs want to become AEs? 12

“ Hint: It’s not them, it’s YOU! 13

Salaries haven’t adapted – San Francisco Data

San Francisco Salary Data Average Earnings Quota to cover basic necessities ~$100 K Avg. savings at $80 K spent SDR Jr. AE Sr. AE $70 K $125 K $190 K 140% 15% 0% ($10, 000) $50, 000 $110, 000 15

“ 87% of SDRs are making less money than they expected when they were offered their role 16

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Few experts leading SDRs

“ 77% of SDRs don’t believe their manager can do the SDR role better than them 19

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No recognition or praise

“ 96% of SDRs feel like their work is valued less than AE work 22

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Still No Respect for “Pipeline”

“ “My AE treats me like I’m their assistant” 25

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Why Fix It?

“ We let go of 80% of the team because 1 SDR was producing 3 -5 x compared to his peers 28

How Do We Do It?

Few Core Principles 1. Set expectations 2. Earn their respect 3. Train, enable, manage, and coach like no other 4. Create a promotion path 5. Make their job sustainable and fun 6. Show them the path to BIG money 30

#1 Set Expectations ● Don’t Tell them how awesome you are! ○ All the perks! funding! and fun! ● Climb Everest -> Sell them on hard work and long term vision ○ How are you staying fresh when making 120 calls a day? ○ Mock calls during the interview (expertise and coachability) ○ No better ROTI out there 31

#2 Earn Their Respect ● They believe they can learn from their manager ● They feel like they are respected & part of the team ● They sense that you deliver on what you promise ● They feel management is invested in their success 32

#3 Train, Enable, Manage & Coach ● Train ○ ● ● Weekly call recordings and mock calls Enable ○ Eliminate -> Automate -> Delegate -> Do ○ No rep does data research. All low-value tasks are automated / outsourced Manage & Coach ○ Structured 1: 1 with strong feedback ○ Metrics, ratings, leads, rebooks, forecasts & pending questions 33

#4 Promotion Path - From Entry Level to Big Money ● ● Micro promotions ○ Apprentice -> no control, no opinion ○ Team Member -> Ask manager to test ideas based on their knowledge ○ Leadership contributor -> Test whatever you want ○ Assistant (NOT Team Lead) -> Quota relief + learn new skills Unlimited education budget 34

#5 Make Their Job Sustainable & Fun ● No monetary SPIFFS ever! However, lots of fun gifts ● SDR Presidents club Quarterly ● Weekly feedback in person. Public praise when appropriate ● No one controls your hours. We check your weekly results 35

#6 Show Them the Path to BIG Money 36

#6 Show Them the Path to BIG Money ● We give them a non-recoverable draw. ● $60 K Base ● $90 K Rep Quota (90% of reps here) ● $110 K CFO Quota (60% of reps here) ● $190 K Highest earner 37

Then: They’ll Love Their Job!

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Final thoughts: “ If you take care of your people, they’ll take care of your business. 41

Thank You Feel Free to ask any questions about anything SDR related. . . Want More? Add / Follow me on Linkedin! /in/titobohrt

How much $$$ to live comfortably? ● ● ● ● Las Vegas -> $50 K Austin -> $55 K Chicago -> $66 K LA -> $75 K Miami -> $75 K Boston -> $80 K New York -> $86 K San Fran -> $110 K • If you are making less than 75% of this, you’re probably stressed about paying rent and food

How much $$$ to cover basic necessities? ● ● ● ● Las Vegas $40 K Austin $44 K Chicago -> $54 K LA -> $60 K Miami -> $60 K Boston -> $64 K New York -> $70 K San Fran -> $88 K • So you told your SDRs that they’d make somewhere around here, yet they are far from making ends meet.