B2B Revenue Acceleration
B2B Revenue Acceleration

Episode · 1 month ago

110: Ramping Up SDRs: The First 90 Days w/ Sam Nelson

ABOUT THIS EPISODE

It’s harder than ever to find talented Sales Development Reps (SDRs) - even hiring the finest talent doesn’t mean they will be successful if they don’t go through a well-structured onboarding and ramping process.

Their first 90 days will show you who will break and who will win.


In this episode, we interview Sam Nelson, SDR Leader at Outreach, about his unique and effective onboarding process for SDRs.

Join us as we discuss the advantages of grouping all your new SDRs together (known as the Agoge Tribe at Outreach), indicators of successful SDRs, what effects COVID has had on remote onboarding, and what to watch at one week, one month, and the first 90 days.

To hear this interview and many more like it, subscribe to The B2B Revenue Acceleration Podcast on Apple Podcasts, Spotify, or our website.

Call reluctance can really hurt SDRs,so when your, if you are over as years for the first ninety days, one of yourmajor goals needs to be making sure that sirs do not get the habit of beingreluctant with the fops. You are listening to be to be revenueacceleration, a podcast dedicated helping software executives stay on thecutting edge of sales and marketing in their industry. Let's get into the show hi welcome to be to be a revenueacceleration. My name is poemi and an ear today with some Medison SDR leaderat out Ridge. How are you doing some to day giving great thank you for havingme a yeah O was a pleasure. What was the pleasure ther was saying to you inthe in the presentation. You are a bit of a celebrity. I think it must be thehair color that I'll always remember is kind of it's kind of coming from thefirst time, as are led to big, shows that a true thing I did something thathe's been photo shopping, and I realize the true thing, and I like it's, reallybrave. I love it. I think. Well, thank you. Yes, I mean I did a long time ago like justlike as an incentive and then everyone reconize for blue hair now and SUP,with blue hair or the rest of my life. It's been thirty years. Are you jackingwitnist you so someone in you Al Team, doing something or you doing something,and I was kind of a bed that you was all we won, so it was like yeah. So we had this new group of bestairs come in. I said Hey. If you beat the record for most opportunities setin a month, I'll I'll die my hair blue and then they ended getting it and so dat, my everly, so toface some fell, be talking about ramping SDRs. You know it's interestingto pick and I'd like to know. If you think it is the same, everybody is likea we covet. Stella we put co vides. That infect right pop is more difficult,et ca, but before we get into the conversation for the only few peoplethat don't know who you are or don't know, wher church is as a company,would you mind just giving a quick intrust to yourself and and the companyyou represent art, Rich Yeah, so my name is Sam. Nelson and I've been atthat reach for quite a while. I was in kind of one ofthe first groups of sturs really early on. I was a CR for a year. I did wellas a crus top SCR as SCR manager and the manager managers for a while and-and now I spend most of many time doing. Things like this and I've worked withhundreds of different companies on their out bound SCR strategy, so spenda lot of time in the kind of outbound Sir World Yeah. You know a little bitabout the topic, which is wonderful, so some what we get in from the market atthe moment of what we hearing from from customized and we see it ourself aswell. It seems like it's odder and able to find talent as d. You know you gotto pay a lot of money, it's probably the profession for which the teary. Iam crazy at the pace of flight at the moment, and even if you find someonewith kind of a good track record and you pay them a lot of money, you're,not even sure they will be successful in your organisation. So I thinkobviously John Barling is really important. So could you please sharewith audience how he on boding process of Anisia, look like at out Ridge, okay,so so that our unboarding process isactually can unique and its change with coved? So I'll talk about kind of thepath that we've taken and and how we're adjusting it now for Ovid. But when Iwas a star manager, we actually did something kind of unique where we putall of the NUSS on one specific team and we called it the agoge and we soldthe idea from Sparta. So, as far to as like the agoge before people becomeofficial warriors, like all of the New People, are in one group, they'retrained by people who are specialized in training new Sparta warriors and areall together, and then they graduate on to Kanofelin ARY. So we would dosomething similar on Artan, so I was...

...over what we called the Agog. So all ofthe new SCR were on my team, and so everyone was ran the same way and wegot we had a few. There are a few interesting benefits to this number.One was at this time in the world. Very few people understood how we well and-and I undersood avery talk as I was one of the first sixty years that rage, andso everyone could be training by someone. You kind of knew that firsthand. Also, we could train, I could specialize in new scrues, so my wholeworld was okay. How do I get s tramped as quickly as possible? Most S. Rmanagers have a few news areas, a few kind of as Carola been there a whileand if you they're about to graduate- and they all have completely differentneeds and there's just no way. You can give new SDRs enough attention well kind of giving everyone else kindof attention that then you do so by having all of the Ser News Stars on myteam, I could focus on new SR issues I and just handle that all at once, theother managers could handle kind of the more tenuous t or issues. So I couldhave the biggest team in the company, but it's still just like dealing withnews here. It's just helping the me a rap upsets and then it forces to getreally good at ramp, because I can focus purely on that a great process isaround it, and it's stuck that we still. We have three agog teams now with onein London and a couple of one in the US. We have. We have three Goji banters andis worked really well. So one thing, though, is that with theegotist really nice to have to have everyone in person and then I couldfill in the gaps as manager when I'm there with Covin. The UGOGO leaves havea little bit more of a challenge right, because people are remote and you can'tfell on the gaps or kind of productively, see things as easily, sois changed a little bit, but we still have that same structure where the newsyars report to people who specialize in those first three months: okay, what'sthe difference between an aggie manager and a more Tan, your reps manager? Areyou looking at two different circadian people, but just someone was more, likeyou know, packed out with new startles a there's,a difference between them yeah so for a Goji managers. Ideally, you wantsomeone, that's promoted from within kind of knows how things work alreadyand they are Popero so performed in the top ten percent, ideally yeah. So youwant someone who come in respect for the fight that they've done the job andthey've done it properly and they know it inside out, but also have thecapacity of teaching us a which is tough, because sometimes the top of fogcan be alone war that doesn't Cole what in yours of people in themselves, butyeah they can't. That can be the case, but the great thing about topperformers is that, especially like in this context, is they've gone through,knowing nothing to learning everything relatively recently. So they understandkind of the issues of new SCR. Pretty well is very reason for them, and sothey can know what's going to happen, what they're going to be worried aboutand we've we haven't, had that big of a problem of like the stereotypical topperformers going to be a lone wolf who doesn't care about people. Typically,there are a top performers that want to be managers that are that actuallyreally take to coach really well. I think there are definitely typeperformers who can't do that, but I'm not sure that top performers or anyless likely than other people to be able to learn to coach and if they can,they can be insane like really goody, talk or form. That is itbeing a good coach. They can make a huge difference. Yeah, that's massive!We found a fund. I think this is great, for you know organization, like ourTriton, even organisation like us to Pooti, because we've got the criticalmass office dear we've got a lot of them. I think it's maybe a little bitmore tricky when you have like three...

...four five. You know Didier ent forgin,but one of the things you mentioned a love is promotion from within we'vebeen like so big on that they're, literally a pat from our finance team.One Manna join our US operation and that's about it and recites, but butpretty much for Cretet is coming from within as well the rest of measurementteam in marketing. In selves in every every aspect of the business has comefrom within, and I this this crate creates a great culture because peoplecan move on and you have a lot of people that can be a very good as DB,but life span is nine months ten months because they just they've been good atit. And it's like you know what does this an I'm still? Will I just I'm justgetting bored now. I want to do something different and I want to havethe right. So it's fantastic that you get a for that sort of promotion fromwithin yeah yeah promotions from within are awesome and yeah I mean it's notjust the SR sit like in nine months. They do well as str like we have apretty good idea that they're likely going to be a successfully like everySCR. This transition day has been successful and so the as are happy forthem to come over as well be a manager. So it comes from both sides. Yeah,that's one yeah, and so I olatare to become a spartan what's kind of the the resort. So, first of all, you knowwhat are the resorts that you expect and was the time line alongside therazors. How do you quantify and do all a good g becomes poten? At the sametime, it's only a few that make the Spartan Tim. You know I'd like to on dosome kin of the the motion that you've good being that yeah. So we setexpectations at like a year like we expect you to be an star for a year,but the need says the company. You know whether or not we promote someone hasmore to do with what we need at the company at the time then like whetheran s year has been there for a year or not so like. There is time during Ovidwhen there's a lot of unsertainty, where top performing SDRs have beenthere for a year and just like, we weren't sure how the SB market wasgoing to shake out right in stead. Just like things were on hold for a littlebit, and so maybe it was a little longer at that time or maybe we raise aton of money and we need to have ten of es and we're going to lose like youknow like a fourth of our SDR team before a year, so it can vary, but wedo set expectation. We say typically it's about a year the see to changedepending on the needs of the company. Okay. So it's about a year for so whenyou say becoming a sport and does n't mean becoming an a or does that meanbecoming like a certified out trace SDR just on cokayne. So on the AGOG team?That's where SDRs go on the first three months. I can so alone they graduatefrom the AGOG. They will go into one of the segments they might go intoenterprise or corporate right or they might go on to SB, okay and willactually take enterprise from the Goju. Okay and some we used to do it whereit's like okay, you're, a Gog, then your SB and you incorporate, and thenyou go to enterprise, for the problem is by the time they get to enterprise.They've already been an SR for like nine months. They want to be in a e andwe need people in the enterprise to be there for a longer period of time. So Ikind of a poor ordain people to enterprise right out of the Gog andthat's work to well. FORS, okay, makes perfect sense. So so I would youstructure is to set. So if it's three months for that on boarding, do youhave a structure? Thirty, sixteen ninety days plan? What do you expectthem to deliver? What I just the Mesure of success and and then what do you doif you've got someone who's really struggling as well? You know is becauseit's that that's always important to understand you've got the games werejust doing well and they can move on it as great, but it was the structure.Maybe the first question is: was a structure of the thirteen send ty day?What do you expect from them? Okay, so the first well thirty sixtyninety days, we've got what okay one...

...really important part of this thirty.Sixteen ninety days is like the first week of Boot Camp Yeah, and actually, Iwould say, like on your SCR team there. If you want to make changes, maybe thehighest return. Investment place is probably going to be in this firstninety days years, three months. Otherwise, if you don't get that partof the process figured out, sur managers can spend their entire time.Fixing mess up, tell swings and not having time to even make sure felonhave bad. Golf swings in the first place happens a lot and it can be veryugly within the thirty sixty ninety days. If we want to say, go eighttwenty on that too, I would say that first couple of weeks is particularlyimportant, so they will come in in this first couple of weeks and we will havea boot camp where we will give them we'll do a day on cold calling will doa day on how sequences work and emails, and things like that. We kind of givethem a lot of information and then yeah, and then we will let them go, and wetake a very careful note of what the questions are right, we'll give them alot of information that all of it will stick, because their brand new willtake a very careful note of kind of issues that they run into or questionsthat they have and see. If we can refine or I'm wording in the future,based on what those questions are so we'll do a boot camp weaken and we'llhave they'll have trainings throughout this first three months they get themon worded and ready to go okay and in time of the actual objective. So That's interesting because youmentioned year down coding, so do you have a big proportion? I would haveexpected outrage also get a lot of marketing. COIFI needs like peopleraising the ends or eating your website or coming through a chat or whatever itis. But what's the proportion in bound out bound? Are you saying that thoseguys just as Y, surely or Don People Yeah? Well, so we haven't divided intoimbanded. So, actually, I'm not going to be your guy on the end betsie. Ihaven't worked too much on that side of the house, but we do have like an Embonteam specifically focused on in malade. So now on the ace tie. You are outbound as Dusoloy I mean since I got to a reach this whole time. I've I've beenout bound focused, and so I mean I have some thoughts on in down, but I'm moreof in more makes for the system out that so on the out bound side. Yeah wehave SDRs, have they've, got a few camps and they prospect those. Theywill occasionally get an n ban, lead and they'll work that that way, but butwe have an in bon team that that focuses on this okay and for Yon thatare not talking about out reaching particular, but you know say: You'vebeen in paying lots of blots of people. What should be the quantifiable mergerof success that you think people who are just ramping up a brand new teamshould expect Shul be number of meeting book number of meeting sad number ofmeetings. Turning into an opportunity, you know, obviously all those thingsare important number, of course, is important number of activities,important people turning on time in the office and just not liking of to Arlesimportas. Well, but what are the quantitative stuff and the qualitativestuff that you would recommend for Gence to look for when they're buildingthat plan and trying to put some numbers, because everybody wants to putnumbers, everything is to be measurable, so yeah, okay, so we'll start with. Iguess what we work backwards from the. How well are they tracking toward quota or, like you know,we measure them on sales, accepted, leads kind of qualified opportunitiesheld. They get accepted a pipe in, and so the first month. Typically there'snot a huge correlation between at least at a race between how well people do intheir very first month, like the month of that they arrive and how we they'regoing to be long term. There is a much stronger correlation between how theyperform in their second month and how they're going to do long term so, thefirst month we take it too seriously...

...that second month it becomes moreimportant. Now what causes people to do well or not? Well, when they'restarting out ends up being a couple of things, number one is call reluctancecan really hurt SDRs. So when your, if you are over as years for the firstninety days, one of your major goals needs to be making sure that sers donot get the habit of being reluctant with the PUPS, so we'll get them goingon the funs right away and not afraid of the funds right away, and that's oneof the things you have to n in the. But another thing is one trade of topperformers tends to be how many questions they ask other people intheir manager, just like they're willingness askquestions. Even it makes them look stupid as relates pretty titly with howsuccessfully has successful there, which was a little bit surprising to me,but has been pretty consistent, yeah but but in term of the number of solet's say augience. Probably most of the people who will listen to ourconversation are be to be solved to our type of organization. Okay, the theseare really people that we've got iolace, how many cells except Ted late? Howmany meetings would you say someone should they should try to incentivizethat team to get in mounts one two and three in that frame pop the Rampo thatwe've got to auto poats? What we expect from on new basis, probably fivemeetings set in Manson at meeting and when we say months en is past what yougo. The good camp is past. Like you know, you've been trying, we did thetheory and stuff is you actually when you go, live with the clients? Okay, sothere is a little bit of training before they go out with the clients. Ofcourse, there is probably two to throw expired before before they go live withthe clients, but we expect five five SA in months, one probably around eightseven to eight months to a and let's say ten to twelve from monstre on Wal,that's kind of the practice stuff so that the dear are down. Do you havesimilar type of expectation from your team? You expect MODOC expect less. Doyou think it's a stupid way? The way we do it is not is not trieve. Well,what's your opinion on that? No Yeah! I is pretty similar right. I would say I think that's a good way to do it. Thatkind of the numbers for everyone is going to be a little bit different,depending on on how you'll measure that, but yet typically some kind ofproportion like that and once they get to their fully ramped month, they needto be rapped at that point if they miss quota, when we have kind of like somequotelet at the very beginning that can that can be kind of a red flag like heyis this? Is there something that we're missing here? Is this not a good fitfor this person? We got to get to the bottom of what's going on if they'remissing during those quote or relief months but yeah. Typically, it's prettyeasy to identify it early on. It's like there's called reluctance, anotheractually, a really common one during the first. Ninety days is just notreaching in to the right type of people yet sounds very basic, but that's maybelike the number one killer of SR and a lot of managers. Just don't know,that's the reason, and so it's important to look at like who they'resequencing, who they're putting their energy into and, if someone's, notdoing well, there is a very good chance that they're simply putting theirenergy into the long people yeah make fit to own calls if they're, makingefforts and they're just not being successful at all, it often comes downto that yeah. How do you measure co reluctance? That's something that I'dlike to know, because, obviously I remember being called elected- and Ithink I was correlated when I fell- started because yeah it was recovedmany moons ago when I picked up the phone for the first time and it's funnybecause I was actually prospecting in French. We in not is full of Englishpeople. So quite frankly, they could not get a word of what I was saying,but I remember of feeling so self, conscious of people listening to me andbeing able to undertone what I was saying and I felt more comfortable togo in the boardroom. But you know...

...you've got when you on bout twentyyears. Yes, they got up a bold romage to do a cul right, but I imagine I putmyself in the shoes and, as I were, grow a could Masein de shes of the UKGuy Right. The guys who's sitting next to me is got like fifteen people behindyou nor speak to same longae and trust me. The environment was little, peoplewere like the banter was big and people will just bowse from each other. Youknow do some sort of that's what makes the life of an diacet exciting, and Ithink it's quite daunting, because people listen to you and you need tohave a certain level of confident. So how do you measure it correlates nowwhen people are walking from home? Do you use stuff like Corrus, Gong oryou've? You know, what's the I understand what you're sing? I knowthat it's a big gap, but how do you actually get to measure it yeah so well, the West tried so theproblem in a few different ways. Probably what we will do is we justoutlaw fully animated sequences, especially at the very beginning. Okay,because will happen in a lot of companies asyou can. You can actually like get a few opportunities just from completeautomation, especially in that first month or in those first couple ofmonths when you have some quota relief, so you can just totally automate andyou're going to get lucky you're going to get a few meetings. Just from that,what can happen is, as J will say: Okay, I've fully automated we've gotten. Youknow I've hit my quota doing this. I think I've found the solution to doings, work with that cold calling and then what they find is when they get to befully ramp, that they really have. They have a really low ceiling on theirpotential, and so what we've done is we've just kind of outlawed, fullyadaman sequences for new SDRs, and it creates a forcing function for TomCalls, because, if all they can use is a sequence that has calls included, then they have to makecalls they can't avoid it, and so that ended up being our solution that we saw.We saw problems in the past with people trying to rely purely on automation,but I say when I go and talk to other companies. Typically, the problem isSri, just trying to relet purely on hate nation yeah. I agree with you. Ithink we've got an all sorts of people saying what the food is not workinganymore. I'd like to get your opinion on that, because I've got my opinion,but do you think the fun is not working any more? The firm yeah people are themedium for is not that's. Why I need to do emails emails. I man, Emans is coldreactance personal, but what's your opinion I mean, is you know it hasn'treally went because it like because of Ovid or just because the times havechanged we added pre prior to Co. Vids. I think you know, I think it's a mix of things where peoplethink that they don't get a lot of response from cold and- and I I agreewith one of the thing that you said you said well, if you back at the wrongtree, people won't respond to you right, you're. Looking at the wrong dog peopleknow you are the look at your company. You just introduce yourself five timesfor a voice. Now that you send them on Linton. They got your ten Evans, a donresponded to you. By now. They probably don't want to engage with your company.Don't take it personally move on to the next one, but I think we've had alittle bit more reluctance and I ate to use the term million your because Ithink it's just over us and stuff like that. But you know even right now, withmy team people send me text to ask me like very complex question that I wouldso necessitate to the conversation could be you want something call me youknow, I'm only I've got to move by in front you old, you know everybody cansee it, give you best, I don't but get what's up, and sometimes people sendyou scape and then this in your wet up, then some eman exactly the same contentthat they want a response. They could call me, so I think I guess what I'msaying in my opinion on it is that people are more comfortable in sendingmessage and even sometimes with friends, it's easier to send the message to her.How are you no Ye, speaking of different sizes, been a way we've notspoken or you do. It is to you know,...

...but I'd like to get you opinion. Do youthink the phone as a medium is becoming less successful? Is it the same? Youthink is. We need to use it in a different way. What's your opinion ofthe phone as a medium to get practice leads out rich lids from from newprospect yeah it's interesting. I wondered how coved would affect thisright, because so much change there wondered like our phone calls still thework. I mint work better or not, and I've been surprised at kind of howconsistent it state its said, consistently successful and I thinkpart of the reason for that is like. If we were getting meetings over the phone,it was probably usually when it was with somebody's cell phone. Now like wehave a lot of numbers and is if we're going to get me is, was some cell phoneanyway, and so we still had that data and so intended to keep working the waythat they were. I do think that a lot of the stars would like to believe thatthe cell, the phone does not work anymore because it's not necessarilypeople's favorite part of the job yeah, but it tends to and there's alsosometimes a misunderstanding and like what success looks like in gettingthrough to people, because if you say oh ninety percent of the time, I'm notgetting through to anyone at all- that's actually very successful. I mean if you can get a pick up, tenpercent of the time, yeah a huge return investment, even though most of thetime you're not getting through to anyone at all, so understanding that,just like a few connects a day can make up massive difference. Yeah is reallyimportant. I agree with you. You know my opinion on that is really first ofall, coming back to me, when I was the youngest year coming in and being alittle bit ashamed of myself, because it's my first few goals and back thenyou o t have a sequence sequence. Nobody gave me a sequence, wine, twothousand and four, I literally at the Lintie starting. So I think I even haveEuropas under on the desk and the foot in an exam spread it that was about it.We use see Bolas CR and we actually put you had to put a CD ROM in the Tower ofthe computer to get it going on the computer to give you an Idy, so theclub was not even there, but I think coin as a test in a way becausewith people walking from Oman, particularly for new starters, we'veseen new starters becoming much more productive and I think it's becausethey don't have that anxiety of being listened to by the Collique whenthey're doing a cord and also you know one of the strongest power of doing thecores that you can be wherever you want to be being that cold. You know you canchange, you know you don't need to be the person you always your friends, Oyou can change the internation of your hicetes. You know, and I was listeningto some of the stuff that you've done with the same impact academy, and youspeak about that. You can do whoever you want. You can put the mask you want,and I think this is the thing that people may not be comfortable doing anoffice full of SDRs. You know in the bull pen, but they may be, have been apet to do it from the at home in the comfort of the own house, becausenobody is listening to them right. So you don't have that. Oh, are youlooking at me your looking at what I'm doing so so ill Ben? Get that Eld tesyea, that is, people is to be a bit more creative with the way they aregoing and you know kind of create that mask identity. You know whatever it isthat works for them. Yeah yeah, it's true, though you know, and sometimesjust works. Actually one one thing on that is that one cool thing about out reach is whenyou put somebody into sequence, if they respond and they have their cell phonenumber in the footer, it will put into average for you, and it is important tocall when that happens, because often that's data, the data basis don'thappen. The conversion ran of those is super igh. Absolutely an ever remindedme of that yeah well, you've got to you've got to reset the good ortechniques which is sending emails during sense, giving or Christmassending a few imals. Like you put more image, you get old you out of a visitto reply with yes or people in the mobile numbers and everything, butthat's that's a G R. We sell the sales...

...laters like the secrets during dreamforce yeah the day when everyone was at dream, forest and out of the office adly. When you know you know a friend, you did that it's a front of mine as well. I told methat never would never Olaso of stuff, but look at we get into Gen of thesession. Today. I was a pleasure in your great conversation. I want tothank you so much for your insight. Today was great to have you with us. Ifanyone wants to get in touch with you, I mean yeah. If they can find you, Iwould find that very, very, very surprising, but was the best way toreach out to us Lin tin emails. We, how do you want people to reach out to youto T I or discuss with you or O, to discuss about our ridge now? Could theyuse out reach to better that business? Yeah I mean I'm on Linkedin and also atLinkedin by Sam Nelson Contentam website is where I post a lot of mypost a lot of my content and yeah. Then, if anyone's interested in that reach orcurious about kind of how they could be used or her, I feel free to reach thatto me more than happy to talk about it, sogood wet many sins once again, Sam. He was an absolute bridget to a number sotoday, great thank you. So much you've been listening to be to berevenue acceleration to ensure that you never miss an episode subscribe to theshow in your favorite podcast player. Thank you so much for listening untilnext time.

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