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Content of the week

• Turbo Mode Sales Playbook

• Ultimate Sales Toolkit

What am I seeing this week: Speed is Queen!

It's critical to have speed of execution in all aspects of business.

In this world marketplace, speaking with prospects interested in your solutions as soon as possible is essential.

However, it's equally important to get those leads into the hands of the right people.

Automated lead routing tools, such as LeanData, help get the leads to the right people and move leads that ARE NOT ready to be engaged.

With lead automation tools, you can also route to specific personas and use case sequences, which will, in turn, increase engagement with prospects.

Nothing is worse than receiving generic messages after downloading a specialised whitepaper!

So, whilst you’re building your FY24 planning, think of the following:

Are you servicing your products correctly, at speed, or are you losing out on $$?

Let me know in the comments below what lead routing tools you are using. I only know of LeanData, but I would love to learn about alternatives!

For those new to the newsletter and like what you are seeing, please click on the subscribe button, and you’ll receive this top-quality newsletter in your inbox every Friday morning!

Five Questions of the Week: Ben Booth

We are changing it this week and have Ben Booth of Pareto Recruitment join the newsletter! Ben will discuss how he is seeing the strength of the SDR market right now and what he sees in the candidate quality passing by his desk!

Could you tell us about your journey? How come you’re a Brit living in New York City?!

It’s been a fun journey! I studied law at Brighton University and was looking for an internship - I applied to Pareto Law, thinking they were a law firm… I caught the bug for a career in sales and haven’t looked back since! Pareto practices what they preach, focusing on developing junior talent, and I worked my way up from intern to Business Development Manager in our London office. My dad used to live in Kansas; his one regret was that he didn’t do it when he was younger, and so whilst Kansas wasn’t at the top of my list, I was fortunate enough to move to NYC with Pareto to help drive our growth over here. I’ve been lucky to work with great clients and colleagues over the last five years. It’s been fun but challenging - I just about understand the rules of American Football now.

What is it about the SDR function that you love so much?

It is so important! The SDR role is truly the lifeblood of an organisation. The team often makes the first impression with new prospects and opens the door to winning new clients, but it’s also an incredible breeding ground for developing commercial talent. SDRs develop many transferable skills: holding their own in c-suite level conversations, resilience, and professional communication, not to mention the exposure they get to other business functions like marketing, finance, CSM and legal (we’ve all been there…). I’ve worked with many candidates who had never considered a role in sales but are now killing it in huge organisations. There’s a pretty cool ‘Grad to Great’ section on our website - Pareto graduates placed as SDRs who have become CROs, CEOs, Founders and serial entrepreneurs.

What is the strength of the SDR market currently?

It’s an exciting market right now. There are many applicants everywhere, which brings a challenge in filtering to find the best. Some roles have 1000s of applicants, and a CV isn’t always the best indicator of SDR competence - my graduate CV would have gone in the reject pile! That being said, we’re seeing more activity from companies hiring, so the market is alive and well. As the role of an SDR shifts from a machine gun approach to a sniper one, so does the profile of what makes a marvellous SDR. It’s so important to have a solid interview process to ensure you’re hiring the right individuals. There are some great candidates out there; organisations are focused on identifying them in the most efficient time.

What are the 1 or 2 skills you are seeing come up as separating the top SDR candidates?

Coachability is number one. As an SDR, and in sales generally, you will fail a lot, whether getting hung up on a call, a prospect showing or losing a deal. Those actively seeking feedback and making changes are typically most successful because they adapt continually. A close second is curiosity. This is important when asking questions on cold calls or running disco calls, as well as in their daily lives. They'll become more knowledgeable and successful if they are genuinely curious and interested in finding information. See an AE close a deal? Ask them about it. Hear about a great customer success project. Ask them about it. These are, of course, alongside all the must-haves for being a successful SDR - resilience, organisation, good communication, etc.

How do you see the SDR function evolve over the next 24 months?

Technology is changing sales for everyone. 70% of a buying decision is made online before a prospect engages, and SDRs will play a significant role in ensuring an organisation is front of mind at the right time. It’s harder than ever to be an SDR right now. They need to master copywriting, cold calling, video sending, social selling and using AI and other sales tools. Those who embrace technology to optimise their time will succeed. I’m not convinced SDRs will lose their roles to AI. ChatGPT emails will become much better judging by how far they’ve developed in such a short time frame (they’re still not great…), and technology will optimise our time. People still seek that human connection - so pick up the phone!

Book of the week

No-Fluff Marketing Industry News & Insights

We all agree marketing is the lifeblood of every business. 

But are you wondering which new customer acquisition channels brands are finding success with? Trying to figure out how to create landing pages that actually convert clicks into customers? Debating on taking Tik Tok seriously or not? 

Well more than 72,000+ world class CEOs, Founders, & Marketers are getting the answers to all of those questions and more by simply reading Growth Daily for 5 minutes every morning! 

Dubbed “The WSJ of marketing” by its readers, Growth Daily delivers the most impactful news, tips, tools, and insights for all things business growth!

Subscribe here to become a master growth marketer!

And Finally!

We are now less than two weeks until The BDR Summit in Amsterdam. If you haven’t already, be sure to sign up!