141: SDR & AE Alignment: Building Relationships for Sales Success

December 01, 2022 00:29:17
141: SDR & AE Alignment: Building Relationships for Sales Success
B2B Revenue Acceleration
141: SDR & AE Alignment: Building Relationships for Sales Success

Dec 01 2022 | 00:29:17

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Show Notes

For any leader overseeing a sales team, alignment between the SDR and AE should be a primary objective.

Strong alignment encourages collaboration, driving success from the top of the funnel and pipeline to help hit revenue goals.

This isn’t to mention the years of experience an AE can hand down to an SDR. By providing the right guidance and mentoring, an SDR can ramp up much faster, ensuring that they can effectively communicate messaging and target the right accounts.

Alignment isn’t just for the SDRs either, as the AE will see plenty of benefits, too. After all, who wouldn’t want more pipeline and more customers to work with?

In this episode of B2B Revenue Acceleration, our host Aurelien Mottier (Co-Founder and CEO, Operatix) sits d own with Ken Koppelman (Director of Sales Development at Redica Systems). 

Listen in as they discuss how to build relationships between SDRs and AEs for sales success, perfecting alignment between the two roles and the benefits of doing so.

To hear this interview and many more like it, subscribe to B2B Revenue Acceleration on Apple Podcasts , Spotify , our website , or anywhere you get podcasts.

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Episode Transcript

WEBVTT 1 00:00:01.040 --> 00:00:06.080 You're listening to Be to Be Revenue Acceleration, a podcast dedicated to helping software 2 00:00:06.120 --> 00:00:10.279 executives stay on the cutting edge of sales and marketing in their industry. Let's 3 00:00:10.279 --> 00:00:15.599 get into the show. This podcast is sponsored by Gong Gong empowers your entire 4 00:00:15.640 --> 00:00:22.160 go to market your organization by operationalizing your most valuable asset, your customer interactions. 5 00:00:22.519 --> 00:00:28.000 Transform your organization into a revenue machine or unlocking reality and helping your people 6 00:00:28.079 --> 00:00:33.000 reach their full potential. Get started now at Gong dot io. Hi, 7 00:00:33.079 --> 00:00:36.679 you weren't going to be to be a Revenue acceleration. My name is and 8 00:00:36.719 --> 00:00:41.799 I'm here today with Sken Coppleman, director of sales development at Freddyga Systems. 9 00:00:41.920 --> 00:00:45.359 How are you doing today, Ken? I am doing great. Thanks for 10 00:00:45.439 --> 00:00:49.679 having me here today. It's an inviting carpet around a SDR alignment. Looking 11 00:00:49.679 --> 00:00:52.920 forward to this conversation. My dear, you're taking the words out of my 12 00:00:53.000 --> 00:00:55.679 mouth. Do they want to speak about something that is probably one of the 13 00:00:55.719 --> 00:01:00.759 most important things in in running and as the r T is the alignment with 14 00:01:00.960 --> 00:01:03.680 ease and how do we make the magic oupen? How do we make that 15 00:01:03.799 --> 00:01:07.920 glue? So the A is like yeah, like thes and these two can 16 00:01:08.040 --> 00:01:12.079 love each other off and great great successes. But before we get into the 17 00:01:12.079 --> 00:01:17.239 topic and um and box, surely because of your rich backgrounds, would you 18 00:01:17.280 --> 00:01:21.359 mind taking just a couple of minutes to introduce yourself so you know your background, 19 00:01:21.400 --> 00:01:26.120 but also introduced the company your prison critical Sure? Sure, most definitely 20 00:01:26.159 --> 00:01:29.760 so. My name is Ken Coppleman. I am the director of Sales Development 21 00:01:29.760 --> 00:01:34.560 for Redica Systems. I've been in in inside sales and a sales leader for 22 00:01:34.599 --> 00:01:41.480 twenty five years. I've worked with four different organizations over these twenty five years, 23 00:01:41.560 --> 00:01:46.760 building out inside sales teams, meeting and sales development organizations, building out 24 00:01:47.159 --> 00:01:51.480 processes, hiring, coaching, mentoring. I've hired over five d SDRs and 25 00:01:51.560 --> 00:01:56.840 eight es in twenty five years, and in that alignment is hugely important and 26 00:01:57.159 --> 00:02:00.040 to drive success from the top of the funnel and pipeline to hit revenue goals 27 00:02:00.040 --> 00:02:05.519 for the companies. But I'm with Redical Systems down then, and Radica is 28 00:02:05.920 --> 00:02:12.360 we are the largest successiful database for FDA data inspections and enforcements that help life 29 00:02:12.360 --> 00:02:17.360 sciences companies understand the latest FDA trends. I mean this allows for like quality 30 00:02:17.400 --> 00:02:23.080 and its regulatory professionals in the industry be prepared for upcoming what we call is 31 00:02:23.479 --> 00:02:30.000 pre approval inspections, so we help them manage or supply chain their quality and 32 00:02:30.120 --> 00:02:35.479 regulatory that comes out from guidance from FDA Health Canada, in Europe and the 33 00:02:35.520 --> 00:02:39.840 whole world. Were the largest successful database. Yeah, very very successful product 34 00:02:39.960 --> 00:02:45.000 that uh we we we we've been walking to get off and again it is 35 00:02:45.080 --> 00:02:50.240 at a very very well pleased product in the market. So let's dive in 36 00:02:50.319 --> 00:02:53.080 the topic. I guess my first question, which may be of use for 37 00:02:53.159 --> 00:02:57.719 you and A, but maybe not for all our listeners, why is it 38 00:02:58.240 --> 00:03:04.840 important for SDA a's to have a strong relationship from your destitute And that's a 39 00:03:04.840 --> 00:03:07.560 great question, you know, and and the the a s d R SDR 40 00:03:07.639 --> 00:03:12.759 A lineman is hugely important because when we take a look at the SDRs in 41 00:03:12.879 --> 00:03:16.759 today's world, these sire typically college graduates that are coming right out of college 42 00:03:16.759 --> 00:03:22.039 that want to be in sales. And you've got the account executives that have 43 00:03:22.120 --> 00:03:25.719 anywhere between three to five years of sales experience. They understand the target market, 44 00:03:25.800 --> 00:03:31.319 the total addressable market, the UM. Working specifically with persona based selling, 45 00:03:31.879 --> 00:03:38.960 pipeline management, understanding who to target, and just reflecting back on my 46 00:03:38.080 --> 00:03:43.680 time here at Redica. It is a small subset we have about accounts that 47 00:03:43.719 --> 00:03:49.000 are in our tament this time in the life sciences pharmaceutical industry. What I 48 00:03:49.039 --> 00:03:52.599 did is when I came into you know, Redica, the first thing I 49 00:03:52.639 --> 00:03:57.520 did was I hired the team and then aligned them with their account executives and 50 00:03:57.599 --> 00:04:01.159 so they could start working within the industry. I think the benefit of the 51 00:04:01.199 --> 00:04:05.879 a E to the SDR is the coaching, the mentoring and training of industry 52 00:04:05.919 --> 00:04:14.719 products, process and people messaging targeted and having that that experience working with them 53 00:04:14.759 --> 00:04:18.639 being on discovery calls and demos, you know, helps ramp the SDR quicker, 54 00:04:19.160 --> 00:04:26.480 but also has direction and close alignment from account planning, account prioritization and 55 00:04:26.560 --> 00:04:31.199 how to upsell, cross sell and messaging when they're working with our specific personas 56 00:04:31.240 --> 00:04:38.120 within a target market like pharmaceutical. Yeah, it's um It's a bit of 57 00:04:38.160 --> 00:04:41.160 an obvious one for for for me as well, because I've been in the 58 00:04:41.240 --> 00:04:44.839 market for so long. We know that when the relationship is strong and there 59 00:04:44.920 --> 00:04:47.279 is some love between the s D and a HIS reasers can really go through 60 00:04:47.319 --> 00:04:53.439 the roof uh. And sometimes we've got as that do not I don't know 61 00:04:53.480 --> 00:04:59.360 if it's appreciation or um. Sometimes they don't have the time and you may 62 00:04:59.439 --> 00:05:02.079 list you might may have unless you as a as A as an internal resource 63 00:05:02.120 --> 00:05:05.800 because you could probably pull a few few levels to get to get people interested. 64 00:05:05.839 --> 00:05:13.399 But have you been in situation where account managers or a's are not showing 65 00:05:13.759 --> 00:05:18.560 a great interest in engaging with the SDR and developing them. Yeah, I 66 00:05:18.639 --> 00:05:25.199 have over the years. I mean, I've seen account executives that they feel 67 00:05:25.240 --> 00:05:30.439 like they are a solo writer, right, they feel like their processes are 68 00:05:30.680 --> 00:05:34.600 are perfect. They're they're generating their own pipeline. You know, they are 69 00:05:34.680 --> 00:05:40.759 running the show, right, They're closing their own business. And typically what 70 00:05:40.800 --> 00:05:44.839 I what I've seen is you know that that's not a good recipe for success 71 00:05:44.920 --> 00:05:49.480 for the business, right And the benefit of this and of having the SDR 72 00:05:49.720 --> 00:05:55.680 a alignment is it shortens the ramp time for the SDR, you know, 73 00:05:55.759 --> 00:06:00.279 to account executive, if we didn't have that SDR to a alignment, I 74 00:06:00.319 --> 00:06:04.160 think it would take them twenty four months to actually move. Like what we're 75 00:06:04.160 --> 00:06:11.319 seeing in the industry right now is anywhere between twelve to eighteen months from SDR 76 00:06:11.399 --> 00:06:15.120 to account executive. But I have seen as before that, and that's just 77 00:06:15.160 --> 00:06:19.560 a conversation from a leadership perspective to explain to them the why behind it. 78 00:06:19.680 --> 00:06:24.759 Who wouldn't want to have more pipeline, more customers to work with, right 79 00:06:24.920 --> 00:06:28.879 to end their pipeline to close more revenue? Yeah? Yeah, the loans 80 00:06:28.920 --> 00:06:34.199 soldier is UH could be successful, but usually it's not scalable exactly a large 81 00:06:34.319 --> 00:06:40.240 organization. So let's go back to some some maybe some practical examples. Well, 82 00:06:40.399 --> 00:06:44.399 do you have any steps that you could share a tump of things that 83 00:06:44.439 --> 00:06:49.120 you've done to improve the alignment between a's and SDL, either in an environment 84 00:06:49.160 --> 00:06:55.000 where booths wanted to actually cooperate well together, but also in environment or maybe 85 00:06:55.279 --> 00:06:59.480 it was the honestly being communicative of the as that being communicated. If you 86 00:06:59.560 --> 00:07:02.439 have any steps that you're put in place in the past of best protasis. 87 00:07:02.959 --> 00:07:05.839 Yeah, when I was working at Autodesk, you know, in my previous 88 00:07:05.920 --> 00:07:12.879 adventures, you know they're the alignment wasn't fruitful, um, and there wasn't 89 00:07:13.920 --> 00:07:16.040 you know that alignment that was there. So what I did is I created 90 00:07:16.079 --> 00:07:20.120 a process from a one from a handoff perspective of a discovery call, but 91 00:07:20.240 --> 00:07:25.759 too you know, is setting up those one on ones on a weekly basis 92 00:07:25.800 --> 00:07:29.519 and what would those conversations be like? Right, So that would be fruitful 93 00:07:29.600 --> 00:07:33.519 because the account executives from an SDR is there are customers, right, so 94 00:07:33.560 --> 00:07:39.360 we want to drive the alignment from there, so we structured meetings, right, 95 00:07:39.360 --> 00:07:45.480 so account prioritization, looking into the accounts, the upsell process potential, 96 00:07:45.680 --> 00:07:50.519 maybe it's an a that you know can't penetrate a specific persona within the account 97 00:07:51.120 --> 00:07:57.279 and working with that messaging. So I think from a from a structured perspective 98 00:07:57.439 --> 00:08:03.079 in aligning, you know, those category account planning, account prioritization, persona 99 00:08:03.120 --> 00:08:07.399 based and structured meetings with it help with that rap time and that alignment and 100 00:08:07.439 --> 00:08:13.600 that relationship. Yeah, definitely reduced the the amount of errors as well as 101 00:08:13.639 --> 00:08:18.920 well down the lights. So preparation instead of freestyling and in some of the 102 00:08:20.120 --> 00:08:24.680 in some of the video or the SDR participating into the meetings, you know, 103 00:08:24.839 --> 00:08:30.680 and that we've got clients, we've got mixed views on that topic or 104 00:08:30.800 --> 00:08:35.600 as that may not want as the ABDA to participate to call some mos at 105 00:08:35.639 --> 00:08:39.320 once to invite the DADA to all that calls, which then kind of distruct 106 00:08:39.320 --> 00:08:43.440 them from doing that. So you know, we've seen it all, but 107 00:08:45.279 --> 00:08:48.080 what are your views on that? Have you seen that successful? I've just 108 00:08:48.120 --> 00:08:50.519 seen that less successful. Is that a way to make it good? Because 109 00:08:50.559 --> 00:08:54.720 I think there is some value in it? But how to expract the best 110 00:08:54.720 --> 00:08:58.120 out of that that those wor stories from the care that the AS wouldout that 111 00:08:58.279 --> 00:09:01.759 you can reuse and as the ABD. Yeah, this is a great topic 112 00:09:01.840 --> 00:09:05.399 here and the way that I look at it is time is money. Money's 113 00:09:05.480 --> 00:09:09.840 time, right, And I do believe like in like the first ninety days 114 00:09:11.639 --> 00:09:16.320 of you know, the SDR that has scheduled a disco meeting and discovery call 115 00:09:16.600 --> 00:09:20.840 now that leads to a demo in the software industry, it's good for the 116 00:09:20.879 --> 00:09:26.600 development of the SDR within the first ninety days to to do that warm handoff 117 00:09:26.799 --> 00:09:31.240 and listen to how the structure of that discovery call goes. What qualifications are 118 00:09:31.240 --> 00:09:35.240 we looking for because here at Redica we are throwing spears, We are not 119 00:09:35.360 --> 00:09:39.879 spraying. We are actually researching these contacts because we it's it's personified, it's 120 00:09:39.960 --> 00:09:46.840 it's it's direct messaging, it's linked in, it's it's looking into Lucia um, 121 00:09:46.879 --> 00:09:50.840 it's direct contacts and messaging. And we believe here at Redica that the 122 00:09:50.919 --> 00:09:56.960 higher that we stayed within a persona, the fashion the sales cycle is and 123 00:09:56.200 --> 00:10:01.799 the conversion rates to pipeline generated with in the first ninety days, you know, 124 00:10:01.960 --> 00:10:05.200 it is good for the SDR to do that warm handoff and listen to 125 00:10:05.240 --> 00:10:09.519 how the conversation is structured by the account executive, what questions that they're asking, 126 00:10:09.600 --> 00:10:16.639 the responses to it, and then debriefing after that actual discovery called what 127 00:10:16.679 --> 00:10:20.000 was good, what was bad, what was indifferent? You know, lessons 128 00:10:20.120 --> 00:10:24.399 learned from that call. It just helps the SDR ramp quicker. But after 129 00:10:24.519 --> 00:10:28.960 ninety days, it's you know, handing that that call off, that warm 130 00:10:28.440 --> 00:10:33.559 persona off to that actual account executive and then get back to their day to 131 00:10:33.639 --> 00:10:37.840 day stuff to drive more discovery calls. Yeah, yeah, I think he's 132 00:10:39.320 --> 00:10:45.759 what we've seen was do that that strategy or the tactic of getting to attend 133 00:10:45.759 --> 00:10:50.440 the court. We've seen two things we've seen on the program. Well, 134 00:10:50.240 --> 00:10:54.720 we have a good engagement with the clients, and we've got to clear willingness 135 00:10:54.759 --> 00:11:01.759 from the a's too, you know, support we see a massive upticking quality 136 00:11:03.000 --> 00:11:05.679 and quale one of the equalities equality of the work in the sense that more 137 00:11:05.720 --> 00:11:11.000 meeting take place, but also the meetings are set up probably in the better 138 00:11:11.039 --> 00:11:18.559 way, and the next conversation is likely to be also more qualitative because you 139 00:11:18.559 --> 00:11:22.799 could use the world story from the conversation you just listen to in the next 140 00:11:22.799 --> 00:11:28.000 conversation and kind of create your own little campaign within the program. So we 141 00:11:28.080 --> 00:11:31.240 see it as the best practice. But I agree with you, I think 142 00:11:31.039 --> 00:11:35.279 we it's about not going over the top. I think once you've done two 143 00:11:35.480 --> 00:11:43.159 three for discovery call with one persona in in one specific markets in one industry 144 00:11:43.279 --> 00:11:48.080 and there is nothing else to learn on the topic, you can probably you 145 00:11:48.080 --> 00:11:50.480 know, focus on doing your video as your job. But then if you 146 00:11:50.519 --> 00:11:54.200 open a new meeting in a new industry, it's kind of interesting to go 147 00:11:54.240 --> 00:11:58.399 and listen to what the what the conversation will go. But we we started 148 00:11:58.399 --> 00:12:03.840 to really developed that practice of having our reps participating to meeting to reduce a 149 00:12:03.919 --> 00:12:09.879 drop of right And I think it's a kind of psychology things where because the 150 00:12:11.000 --> 00:12:15.960 rep are due to turn up to the meeting are like the d SDR BID 151 00:12:16.080 --> 00:12:20.159 are are coming to the meeting, and they are more likely to not forget 152 00:12:20.279 --> 00:12:24.440 the steps of reconfirming or making less mistake because they have to turn up and 153 00:12:24.440 --> 00:12:28.159 they will be there, and if if it's an aqua call, it's going 154 00:12:28.200 --> 00:12:30.399 to be a card for them as well. And nobody wants to put themselves 155 00:12:30.399 --> 00:12:35.120 in an aquack. In anoquotes conversation, So we're really started with a kind 156 00:12:35.120 --> 00:12:41.080 of psychological mindset and and he he worked, well, I mean we still 157 00:12:41.080 --> 00:12:46.080 have you know, it's impossible to completely eradicate concelations and and reschedulings and stuff 158 00:12:46.159 --> 00:12:52.000 like that. But really what we've seen the uptick is on what you mentioned, 159 00:12:52.039 --> 00:12:54.799 which is kind of the acceleration of the knowledge, you know, being 160 00:12:54.840 --> 00:13:01.240 able to have a better conversation with another prospect straight away after that certain minutes 161 00:13:01.279 --> 00:13:05.720 forty five minutes when our call. So I think, I think you've got 162 00:13:05.720 --> 00:13:09.320 a good point here and a good a good strategy in terms of, you 163 00:13:09.360 --> 00:13:13.320 know, the first ninety days being very involved, but then probably slowing it 164 00:13:13.360 --> 00:13:16.759 down because you already know and there is no point you're wasting your titan. 165 00:13:16.600 --> 00:13:22.120 That's another point, you know, there is sometimes without making generalities but there 166 00:13:22.200 --> 00:13:26.679 is there is the good old cold reluctance, okay, particularly when you are 167 00:13:26.840 --> 00:13:31.639 engaging with prospect from cold. So it's important to make sure that we we 168 00:13:33.000 --> 00:13:37.399 don't give too many opportunities for as their pity as to get into really stick 169 00:13:37.440 --> 00:13:41.279 the prospect. I want to take it back to another topic now, which 170 00:13:41.360 --> 00:13:46.919 is more the the alignment from a metrics perspective, Okay, because you know, 171 00:13:46.919 --> 00:13:50.279 what you've been discussing at the moment is all good. And I think 172 00:13:50.679 --> 00:13:54.559 it's often the case that the A and the SDR. You know, if 173 00:13:54.559 --> 00:13:58.080 you recruit the right people, just just two should want to work together, 174 00:13:58.120 --> 00:14:03.960 shouldn't They should be A B. The A will get more pimeplane the SDR 175 00:14:03.039 --> 00:14:07.559 will get more commission when these meetings take place and they turned into our portunities. 176 00:14:07.639 --> 00:14:13.240 But we know that sometimes things don't go according to plan. The A 177 00:14:13.519 --> 00:14:18.279 s may not declaring the escua or the opportunity as quickly as another A. 178 00:14:18.399 --> 00:14:22.960 The SDR may not be as successful as another one because of a different regional, 179 00:14:22.960 --> 00:14:31.559 a different vertical, or something personal. So for dis alignment of metrics, 180 00:14:31.840 --> 00:14:35.240 how do you how do you go about it? Can you know do 181 00:14:35.399 --> 00:14:39.399 you have any specific tactics that you've been used using in the past to align 182 00:14:39.840 --> 00:14:41.879 the metrics between both, but not just to set it up, but also 183 00:14:41.919 --> 00:14:46.159 in the longer term. So this this is a great point here and I 184 00:14:46.159 --> 00:14:48.960 would love to expand on this. And you know, because it's all about 185 00:14:48.960 --> 00:14:52.440 predictable revenue. Um, there's a book that I've read in the past by 186 00:14:52.440 --> 00:14:56.639 Aaron Ross, you know who was you know, the salesforce dot com. 187 00:14:56.000 --> 00:15:00.960 You know, took them to their first hundred million dollars by an app perspective, 188 00:15:01.039 --> 00:15:05.159 and you know, it's it's really building out that repeatable and measurable process 189 00:15:05.720 --> 00:15:09.840 for upgraded pipeline. That's what ramp up means, right. So, and 190 00:15:09.919 --> 00:15:15.519 what what that means is that you know what the overall arching goals for revenue 191 00:15:15.559 --> 00:15:18.840 of the business. Right And so here at Retica, we look at six 192 00:15:20.720 --> 00:15:24.840 of the pipeline generated will be coming from the SDR team. And so what 193 00:15:24.879 --> 00:15:28.279 I've done is I've worked it backwards. I started looking at, Okay, 194 00:15:28.279 --> 00:15:31.720 what's the average you know, close one deal size, you know, what's 195 00:15:31.759 --> 00:15:35.639 the average pipeline, what is the wind rate? You know, what's the 196 00:15:35.679 --> 00:15:41.000 average sales cycle? And so what I've done is we've we took measurements in 197 00:15:41.080 --> 00:15:43.480 place and said, okay, so we've got ten account executives and so what 198 00:15:43.679 --> 00:15:48.200 is that sdr to a ratio? And so what we've come up with is 199 00:15:48.200 --> 00:15:52.879 a one to two ratio in six of their pipeline is going to be generated, 200 00:15:52.039 --> 00:15:56.759 you know, from us. And so that that whole alignment of breaking 201 00:15:56.759 --> 00:16:00.000 it down to a KPI program that's daily, weekly, monthly, quarterly, 202 00:16:00.200 --> 00:16:06.000 and annually of how much pipeline do we need to generate? And so with 203 00:16:06.200 --> 00:16:10.840 US we use tools like sales off and salesforce and so we're measuring not only 204 00:16:10.919 --> 00:16:15.399 calls, but we're measuring connects. And those connects that we make with these 205 00:16:15.480 --> 00:16:18.440 researched contacts, you know what happened with that? You know, did they 206 00:16:18.480 --> 00:16:22.240 convert? You know, what were the objections part of it? And so 207 00:16:22.279 --> 00:16:26.919 we we get really granular, you know, within our KPI program to drive 208 00:16:27.000 --> 00:16:32.720 the pipeline that we need and to see what that revenue looks like over time. 209 00:16:33.600 --> 00:16:36.080 What are the metrics that you would look at? Would you look at 210 00:16:36.159 --> 00:16:40.240 meeting set, would you look at sales quantified lead? Would you like at 211 00:16:40.279 --> 00:16:45.039 both? Because there is always a debate who is responsible for creating the opportunity 212 00:16:45.679 --> 00:16:51.360 is there responsible for creating the opportunities it the as I guess. On top 213 00:16:51.360 --> 00:16:53.480 of that, you've got to have the layer of courtals because you probably want 214 00:16:53.559 --> 00:17:00.559 all your a's too declare an opportunity at this and tighten and i's something that's 215 00:17:00.600 --> 00:17:06.319 these corrects you don't have in your room for interpretation. So how did you 216 00:17:07.160 --> 00:17:11.880 how do you do that? Yeah? So the way that we're measured here 217 00:17:11.960 --> 00:17:18.000 with the SDRs, they're measured on discovery calls executed, okay, and opportunities 218 00:17:18.039 --> 00:17:22.079 created. So the variable compensation that we see is measured on that. Because 219 00:17:22.079 --> 00:17:25.519 what we want to do is we want to travel, we want to hand 220 00:17:25.599 --> 00:17:30.319 deliver these um these meetings as a warm handoff, so to actually eat with 221 00:17:30.400 --> 00:17:36.559 the right persona right industry, right target, right company, and and execute 222 00:17:36.599 --> 00:17:41.519 that meeting and handoff. And then it's like what the where the r O 223 00:17:41.680 --> 00:17:45.359 I for an SDR organization and my career is pipeline generated? Right? What 224 00:17:45.519 --> 00:17:51.400 is the return on investment? Right? And so the collaboration you know, 225 00:17:51.640 --> 00:17:56.640 with the account executive and the SDR once they run that demo, which is 226 00:17:56.640 --> 00:18:02.079 the first step in our opportunity pipe pipeline, say they debrief of how that 227 00:18:02.200 --> 00:18:04.920 actual demo went, because we know if they go into a demo phase, 228 00:18:06.000 --> 00:18:10.839 there's definitely interest of moving forward. There's a problem that needs to be solved, 229 00:18:10.839 --> 00:18:15.039 because if there's no problem, there's no sale, right, And and 230 00:18:15.079 --> 00:18:18.440 that's our job is to hand deliver that and then working with the a to 231 00:18:18.640 --> 00:18:23.039 create that opportunity and what that does for the str is Now it's more on 232 00:18:23.119 --> 00:18:27.519 the sales sides and learning how to create an opportunity, right and what to 233 00:18:27.559 --> 00:18:30.920 look for. Yeah, and that's one of our challenge to be fair, 234 00:18:32.000 --> 00:18:37.000 Kenny's, at what stage do an opportunity needs to be developed? Obviously? 235 00:18:37.519 --> 00:18:41.559 You know the it's like the energy of funting to have like a six pack 236 00:18:41.640 --> 00:18:48.119 for the summer, right, UM's it's you need to focus on the process 237 00:18:48.200 --> 00:18:53.119 versus the outcome. Um, starting to eat one kara today and going to 238 00:18:53.200 --> 00:18:57.839 a gym seven hours a day a week before going on only day is probably 239 00:18:57.839 --> 00:19:02.559 the dissolution to get to stick back, the solution to get a six paces 240 00:19:02.599 --> 00:19:06.119 to have that consistent activity going on for a long part of family. And 241 00:19:06.160 --> 00:19:07.599 trust me, a lot of the six Pacts, a lot of the disciplineople 242 00:19:07.759 --> 00:19:12.240 that I may either like the as too much. The part than trying to 243 00:19:12.279 --> 00:19:19.880 make is that often with with A, particularly in a I based and and 244 00:19:21.240 --> 00:19:26.519 very UM very well invested in environments, you could get pressure for results, 245 00:19:26.680 --> 00:19:30.640 particularly in public companies UM and and that pressure tend to go from c R 246 00:19:30.920 --> 00:19:36.400 to VP sales VP seals to A is as to SDR and then everybody is 247 00:19:36.400 --> 00:19:40.359 trying to the things that we look at meeting, but the meeting don't get 248 00:19:40.400 --> 00:19:42.640 converted, and and then you've got the A is not really wanting to declare 249 00:19:42.680 --> 00:19:45.720 pipeline because if the de clare pipeline they would have to close it. So 250 00:19:45.759 --> 00:19:49.359 they want to go a little bit further in the discovery stage to make sure 251 00:19:49.640 --> 00:19:55.039 that they are not losing the opportunities. So that's one of the issue that 252 00:19:55.119 --> 00:20:00.319 we we probably face the most from a psychological perspective amongst our client, which 253 00:20:00.400 --> 00:20:07.680 is how do we set up a process well, all das are consistent in 254 00:20:07.720 --> 00:20:11.559 the way the declared piping. Yeah, I mean it's uh, it's a 255 00:20:11.640 --> 00:20:17.640 valid point that that conversation has been happening for years right in my experience and 256 00:20:17.640 --> 00:20:19.440 and the way that we have it set up here at Reddicka I think works 257 00:20:19.519 --> 00:20:26.960 beautifully and because in a's not gonna put a discovery call into their pipeline as 258 00:20:26.079 --> 00:20:30.680 demo um without actually having hands on with that. I would not want in 259 00:20:30.799 --> 00:20:34.920 my pipeline if I haven't had hands onto it. And that's why it works 260 00:20:34.960 --> 00:20:42.359 extremely well here is that that they're having uh collaboration. Collaboration is key and 261 00:20:42.400 --> 00:20:47.599 what's that that demo is is ram and we know it's going into a pipeline. 262 00:20:47.960 --> 00:20:51.440 That collaboration of what went well, what were their pain points, what 263 00:20:51.519 --> 00:20:55.359 were their challenges, what's the problem. And there's another book that's out there 264 00:20:55.400 --> 00:20:59.759 called Gaps Selling by Keenan out of Denver by selling in the Gap right, 265 00:21:00.400 --> 00:21:03.880 And I truly believe this like what I'm seeing so far at Redica. Yeah, 266 00:21:03.960 --> 00:21:07.359 when I came in, I thought, well, it's gonna be ninety 267 00:21:07.440 --> 00:21:10.480 days to six months for a full ramp. And what we found out with 268 00:21:10.599 --> 00:21:15.000 this a E SDR collaboration is that we're seeing the SDRs that we've just hired 269 00:21:15.519 --> 00:21:18.599 that are going to be ramped in sixty days. And what that does for 270 00:21:18.640 --> 00:21:23.680 a business, it generates more pipeline, it's generating more revenue, right, 271 00:21:23.720 --> 00:21:30.160 And we truly believe that a SDR alignment is driving that behavior that we're looking 272 00:21:30.160 --> 00:21:33.720 for. Yeah, I agree with you. Let's question for me really, 273 00:21:33.960 --> 00:21:37.720 and I want to come back to a point you you mentioned earlier on. 274 00:21:37.839 --> 00:21:44.039 You mentioned, hopefully paraphrasing you properly here, you mentioned that as DR probably 275 00:21:44.079 --> 00:21:48.000 would want within eighteen months to transform into a ease. So so we know 276 00:21:48.119 --> 00:21:52.880 that convey a bent of talents is important, but we also it's a big 277 00:21:53.079 --> 00:21:56.240 it's a big change. It's like a catapillar becoming a butterfly, you know, 278 00:21:57.000 --> 00:22:02.559 um, and and and it's not fine everyone, So i'd like your 279 00:22:02.640 --> 00:22:07.240 views on that. And and because we're speaking about str and A alignment, 280 00:22:07.480 --> 00:22:11.000 I'd like to all know something from your perspective, what's the necessary involvement from 281 00:22:11.039 --> 00:22:15.200 the A to support that? Because the reason what I wassking you the question 282 00:22:15.319 --> 00:22:18.799 is we have a ton of a's that do not want to lose the SDR, 283 00:22:21.920 --> 00:22:25.400 you know, lose their results, they lose their pipeline. They don't 284 00:22:25.960 --> 00:22:30.160 eighteen months and twelve months or six months, and so it's a wide open 285 00:22:30.279 --> 00:22:36.519 question game. So yeah, yeah, it's it. It's all that it's 286 00:22:36.559 --> 00:22:38.400 been out there for a long time around that. I mean, because the 287 00:22:38.480 --> 00:22:44.440 a's they built such strong relationships with their STRs, right, and in a 288 00:22:44.559 --> 00:22:47.519 sense, they've been their coach, they've been their mentor, they've been a 289 00:22:47.559 --> 00:22:52.119 friend, right, And so the thing is of losing that specific person. 290 00:22:52.880 --> 00:22:56.759 But it really goes back to, you know, the driving the behavior that 291 00:22:56.799 --> 00:23:00.000 we're looking for, right, because the way that I look at is like 292 00:23:00.160 --> 00:23:04.640 if I'm gonna hire as the questions, it all starts with the interviewing process, 293 00:23:04.920 --> 00:23:07.960 right. I know that they want to be in sales within two to 294 00:23:08.039 --> 00:23:12.359 five years, right, And in knowing that, you know, we believe 295 00:23:12.519 --> 00:23:18.720 that SDRs that home their skills with outbound prospecting are probably gonna be the best 296 00:23:18.799 --> 00:23:23.680 account executives that you have because they're out there hunting their own new business, 297 00:23:23.920 --> 00:23:30.319 right, And the a ease that are there that have that relationship need to 298 00:23:30.440 --> 00:23:34.759 understand that these are going to be future account executives, right, and that 299 00:23:36.559 --> 00:23:40.480 they continue to train and coach like the a's that we have here. They 300 00:23:40.559 --> 00:23:44.680 know that the STRs that we have on staff here are gonna be their peers 301 00:23:44.720 --> 00:23:48.200 down the road, right. And it makes you feel good, right. 302 00:23:48.240 --> 00:23:52.920 It's that we talk about servant leadership here at Reetica and giving back that was 303 00:23:52.000 --> 00:23:56.200 freely given to you is hugely important. That's the way that I leave my 304 00:23:56.319 --> 00:24:03.160 organization is through servant leadership. And but that whole bonding of an organization, 305 00:24:03.240 --> 00:24:07.640 that collaboration is a very impactful. You know, three three two companies ago. 306 00:24:08.240 --> 00:24:11.599 I was at a company called Agility Recovery, and we took it from 307 00:24:11.640 --> 00:24:15.440 a forty million dollar business to a two million dollar business in five years. 308 00:24:17.079 --> 00:24:21.480 And we did it because the sdr A alignment, the growth and development, 309 00:24:21.559 --> 00:24:26.240 the relationships that we built. Everybody was selfless. They were working with each 310 00:24:26.279 --> 00:24:29.960 other. They wanted everybody to get better and and knowing that we're gonna do 311 00:24:30.039 --> 00:24:33.359 the same thing here at Retica, we are going to become that that hundred 312 00:24:33.359 --> 00:24:36.880 million dollar business we believe in the next five to seven years, and we're 313 00:24:36.880 --> 00:24:41.160 gonna do it by this SDR A alignment, driving meaningful pipeline with right key 314 00:24:41.160 --> 00:24:45.480 players. It's going to close and everybody is selfless here at Retica, where 315 00:24:45.480 --> 00:24:48.960 we want to be one team, one dream in one Rediica. Hey, 316 00:24:49.079 --> 00:24:52.079 I honestly, it's it's my last question. But I like the concept of 317 00:24:52.119 --> 00:25:00.000 seven leaderships. So do you may just just because all well off, what's 318 00:25:00.000 --> 00:25:04.599 seven leadershipes? But did you mentioning your the reason why seven leadership is the 319 00:25:04.720 --> 00:25:10.119 right set up for you guys. Yeah, the servant leadership. And and 320 00:25:10.160 --> 00:25:12.880 I've done this, I've read books on servant leadership. The thing is, 321 00:25:12.960 --> 00:25:18.640 it's like to get back that was freely given to you, right to help 322 00:25:18.759 --> 00:25:22.119 somebody in within the organization, to be able to see the lights come on, 323 00:25:22.559 --> 00:25:26.559 to see them execute at a high level, to see them grow within 324 00:25:26.599 --> 00:25:30.559 the organization. Because with me, you know, as a servant leaders, 325 00:25:30.680 --> 00:25:34.279 as a director of sales development, I'm in the trenches with my SDRs. 326 00:25:34.400 --> 00:25:37.960 I'm on call coaching. I'm meeting with them one on ones, on a 327 00:25:38.079 --> 00:25:41.680 on a on a daily basis, just quick check ins. You know what 328 00:25:41.880 --> 00:25:45.960 needs to happen, What are some of the hurdles that are there. I've 329 00:25:45.000 --> 00:25:49.240 seen leaders before that manage from the top down, that demand to do something, 330 00:25:49.359 --> 00:25:53.680 but they're not getting into action with their people. Right. Those are 331 00:25:53.680 --> 00:25:56.839 the organizations I believe that failed. The ones that I've been in that have 332 00:25:56.880 --> 00:26:02.440 been successful is because we believe of taking if you take a look at a 333 00:26:02.480 --> 00:26:06.759 triangle right, we believe of putting you look at a trying on the corporate 334 00:26:06.880 --> 00:26:08.599 right. You've got your president, You've got your CEOs, and then who's 335 00:26:08.599 --> 00:26:12.279 at the bottom. It's the employees, right. We believe in flipping that 336 00:26:12.279 --> 00:26:18.240 that triangle upside down. Everybody is serving everybody right to help each other succeed. 337 00:26:18.680 --> 00:26:23.559 Our CEO at Retica, Michael, he is a servant leader because he's 338 00:26:23.559 --> 00:26:29.119 on calls with his his a ese right, he's listening to our customers. 339 00:26:29.240 --> 00:26:33.200 He's on calls with customers. Typically you don't really see that in a in 340 00:26:33.240 --> 00:26:37.359 a normal organization, but we believe in that servant leadership and that's why we're 341 00:26:37.359 --> 00:26:41.519 gonna thrive and we are on that rocket ship to that hundred million dollar number 342 00:26:41.799 --> 00:26:47.440 by doing these practices of servant leadership to each other within the organization. Love 343 00:26:47.480 --> 00:26:49.839 it can love it. Love it. Love the passion with which you you 344 00:26:49.880 --> 00:26:52.720 speak about it. Servant leadership as well, you know you already believe it 345 00:26:52.759 --> 00:26:57.079 in you know, to be fair, it's it's such an important concept, 346 00:26:57.319 --> 00:27:00.599 you know, it's such an important concept. I've been hearing a lot about 347 00:27:00.640 --> 00:27:06.160 it, particularly during and past COVID. It was it was not something that 348 00:27:06.359 --> 00:27:11.359 was too much, you know, in the conversation, but it's so important. 349 00:27:11.400 --> 00:27:14.960 It's so important to have people in your team, particularly in sales and 350 00:27:15.000 --> 00:27:18.000 marketing, because we know there is lots of turnover and people coming with a 351 00:27:18.000 --> 00:27:23.599 better offer and this and that, but but showing carryer progression, helping people 352 00:27:23.640 --> 00:27:29.079 to get better gross mindset. You know, it's it's such such such an 353 00:27:29.079 --> 00:27:33.039 important topic. So thank you so much for your for your quicker round up 354 00:27:33.079 --> 00:27:36.920 on on the servant leadership at Redica. I want to thank you for your 355 00:27:36.920 --> 00:27:40.599 time. We get into the end of the recording here, but I want 356 00:27:40.640 --> 00:27:42.440 to thank you for your time and for your insight and that was super super 357 00:27:42.519 --> 00:27:45.519 useful. You gave me a few ideas and food for sorts and things that 358 00:27:45.519 --> 00:27:49.640 I will try to implement your au operatics. But if anyone wants to get 359 00:27:49.680 --> 00:27:55.000 in touch with with yourself and carry on the conversation or get in touch with 360 00:27:55.119 --> 00:28:00.480 Ridica to see how Ridica could support them or the organisation to strive. What's 361 00:28:00.519 --> 00:28:03.559 the best way to get to k Yeah, the best way to get ahold 362 00:28:03.559 --> 00:28:07.480 of me is you can reach me at ken and dot Coppelman KO, P 363 00:28:07.680 --> 00:28:11.480 P E. L M A N at Redica dot com. UM. You 364 00:28:11.519 --> 00:28:15.880 could actually reach us at Redica dot com on our website. UM, feel 365 00:28:15.880 --> 00:28:19.880 free to reach out to me, be more happy to talk more about the 366 00:28:19.920 --> 00:28:25.519 a s DR alignment or if you just want to talk about individual development plans. 367 00:28:25.880 --> 00:28:29.039 You know, how do you get into account executive? What does it 368 00:28:29.079 --> 00:28:33.000 look like? And uh, a full sales process. So that's how you 369 00:28:33.039 --> 00:28:34.240 can get ahold of me. And if you need anything, just let me 370 00:28:34.279 --> 00:28:38.039 now that's wonderful way. Thank you so much for all time today on the 371 00:28:38.119 --> 00:28:41.480 on the show game all right, thanks so much for your time, appreciate 372 00:28:41.559 --> 00:28:47.400 it. You've been listening to be two be Revenue Acceleration. To ensure that 373 00:28:47.440 --> 00:28:51.279 you never miss an episode, subscribe to the show in your favorite podcast player. 374 00:28:51.839 --> 00:28:55.559 Thank you so much for listening. Until next time. This podcast is 375 00:28:55.599 --> 00:29:00.759 sponsored by Gong Gong Empower is your entire go to market organization in by operationalizing 376 00:29:02.079 --> 00:29:07.799 your most valuable asset, your customer interactions, transform your organization into a revenue 377 00:29:07.799 --> 00:29:11.839 machine by unlock in reality and helping your people reach their full potential. Get 378 00:29:11.880 --> 00:29:14.839 started now at Gong dot io.

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