[Guest Post] A Sales Development Manager’s Perspective On Outreach Cadence

August 3, 2015 Sam Laber

Phill Keene is the SDR manager at Tinderbox, where he has learned how to be a strategic resource to companies looking to reach their revenue goals and attain quota. Phill is passionate about learning and development in the inside sales space and holds expertise in sales productivity, lead generation, and technology.

When I talk to other sales development managers and directors, the most frequently discussed issue is how to create the ideal cadence for our teams. How many calls should SDRs make? Which should come first, a call or an email? Should more tech-savvy SDRs use social instead of phone or email?

There are no simple or consistent answers to these questions. The best criteria to determine your cadence should be based on the size of your customer base, the industries you are targeting, and the roles of the contacts at your target organizations. However, there are three key elements that have to be part of a cadence for it to be successful and consistent.

1. Map your phone calls

Mapping phone calls and working with a gatekeeper to find the right person is critical. Starting with this activity serves two purposes — first, it points SDRs to the best company contacts and saves them from blindly calling three or four other people who don’t have decision-making power. Second, it encourages SDRs to research companies and ensure they’re a good fit. Mapping calls allows SDRs to eliminate less-than-ideal companies and prospects off of your call cadence earlier so you aren’t wasting time.

2. Use multiple methods of outreach

Salespeople often find one outreach method that works well for them and will stick to that single option. But that means missing out on leads that would convert through a different method. Some prospects prefer email or the slow nurture approach of social, while others are more responsive to talking to people on the phone. The cold call isn’t dead, it’s the cold that is dead and the phone is coming back in a very big way.

3. Be unpredictable

Finally, a cadence needs to be unpredictable. Calling a prospect at the same time every other day, then following up with an email, makes it easy for a prospect to screen an SDR’s calls and ignore her emails. Encourage cadences that involve calling a prospect twice in a day, or four times in a week. SDRs can send an email, then wait a week before beginning a cadence in earnest. Different prospects respond favorably to different types of outreach, so SDRs must be willing to try new things.

These are just a few ways to build a cadence that is right for your team. For more unique ideas, reach out to your peers and ask them how they set their teams up for success. There is no perfect cadence, but the companies that are successful have usually figured out what works for them (and for their prospects).

About the Author

Sam Laber

Sam is the director of marketing at Datanyze. He's a big John Hughes fan who occasionally fills the DZ office with the sweet sweet sounds of 90s rock giant, Creed.

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