Best practices for SDR follow-up on engagement programs

[Kelly_Schmid3]

Can anyone share best practices on how to have their SDR team follow-up with engagement in nurture campaigns? Right now, we use one general queue for lead owner and have been creating individual calling campaigns based on engagement in our nurture emails. Leads are assigned via round robin into their individual calling campaigns to follow-up with. However, our team continues to increase in size and I'm not sure this is the best approach, as we would like to eventually switch over to having individual lead owners instead of the queue, but then there will be overlap as someone may click a link in an email that had previously been worked on by one SDR and is now assigned to a different SDR. Any thoughts/best practices are appreciated!

Thanks!

[Liz_Medeiros1 · Accepted solution]

Hi Kelly,

I would separate the engagement program by lead life cycle status. So first start with an early stage nurturing program, and only when leads meet MQL criteria assign the lead and take off from early stage nurture. Then you can add to an MQL nurturing program, where the lead owner stays the same and you can create a follow-up cadence with emails and calls. We don't generally create tasks from Marketo, but reps call using lead views in Salesforce.

As for round robin, while it makes the lead distribution fair, we found it to be a pain when we get a large set of leads (e.g. from a trade show) and there are several leads from the same company. It's better if the same rep owns leads from the same account. As our team grows we are considering switching from round robin to territory assignment.

Liz