4 Replies Latest reply on Oct 18, 2016 5:29 PM by Grégoire Michel

    Setting Up New SDR Team - What do you suggest?

      Hi there,

       

      We're in the process of setting up a global SDR team to qualify our inbound leads and also do some outbound campaigns. We will have a team in the USA, EMEA and APAC. We currently use lead lifecycle stages to track the movement of the leads. Any new leads from the website, webinars and physical events are assigned to queues, but also enter lead nurture programs and we score their activity. The SDR teams will work any new MQLs and also any new leads, but the priority will be MQLs.

       

      1. One challenge we are facing is how do we dashboard in Salesforce the effectiveness of the SDR in relations to the leads they have touched. Thisis difficult as the ownership of a lead can change over time. For example the lead could start off in a queue, be assigned to a SDR, then assigned to an Account Executive or recycled back to Marketing. Is there another way to do this?
      2. The other challenge is how should we measure SDR contribution to pipeline and revenue? Currently, we are thinking that we will have a user lookup field on the opportunity so we can run opportunity reports by SDR. Any advice on this also much appreciated.

       

      Just wanting to know what other people have done to measure these. Please let me know what other metrics we should be measuring.

       

      Thanks

      Chris.

        • Re: Setting Up New SDR Team - What do you suggest?
          Grégoire Michel

          Hi Chris,

           

          On point 1, we usually set a few fields (Owner is SDR, Owner is Sales, Date Assigned to SDR, Date Assigned to Sales, Date Recycled, ... ) + the appropriate workflows to distinguish between the various journeys and measure on them. We also use these fields to detect a lead that moves from MQL to SQL / SRL.

           

          On point 2, we usually use SDR campaigns in SFDC, and map them with programs in Marketo. The program can be empty, only members and member statuses matter. The SDR campaign will statuses such as "Newly added / Message Left / Reached / Meeting Set / Not Interested"... We create such campaigns for each measurement periods. For instance, if we want to measure monthly, we create such a campaign each month, for each SDR. The interest is that the corresponding Marketo program will be visible in the Program Analyzer for First touch and Multi-touch reporting.

           

          -Greg

            • Re: Setting Up New SDR Team - What do you suggest?

              Thanks Grégoire, this is really helpful.

               

              A few questions:

               

              1. For the new field e.g. "Owner is SDR", are these checkbox fields or a user lookup? Are they populated manually? Or is a smart campaign used?
              2. For the SDR campaigns, is "Meeting Set" the success step? Or do you have more than one success?

               

              Many thanks

              Chris.

                • Re: Setting Up New SDR Team - What do you suggest?
                  Grégoire Michel

                  Hi Chris,

                   

                  1/ "Owner is SDR" and "Owner is Sales" are based on a "Lead Management role" field we define and set on the user object. Then we use formula fields to replicate the info in checkboxes on the lead / contact objects. the drawback with this technique is when the user changes role. as the values in lead/contact are fomulas, they will not update automatically in Marketo. But anyway, in such a situation, you will have to reallocate the leads and all the info will update at that moment.

                   

                  2/ Usually "meeting set" in the success in Marketo / response in SFDC if this is the objective of the SDR. In really depends on the organizations choices with regards to the SDR role. In other orgs, the success will be "Project detected"

                   

                  -Greg

              • Re: Setting Up New SDR Team - What do you suggest?
                Chris Saporito

                Brian Vass any insight you can add?

                 

                Brian started the SDR program at Paycor and might be able to offer some help!