A Look Inside SDR & ABM Innovations and Community Insights
David Wilkins
I help SDR Leaders to be the best possible leaders for their team and themselves | Founder @ SDR Leaders of EMEA | Founder @ Saleswise
First Things First…
Thank you so much for your poll feedback on the value you received from the newsletter. The results are below:
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I’m very transparent and want to ensure this newsletter continues to improve. So please send me a DM and let me know one thing I can do to improve.
Content of the week
What I am seeing this week: The M&A of SDR Tools is coming, and I can’t wait!
In SDR land, M&A and consolidation of tools are going to happen.
There's no reason why a Sales engagement platform can't add an AI email generator that pulls 10-k annual reports and your company's use cases.
And also, whilst also having the ability to write the text of the phone calls you are having into your forecast engine to help create a more objective view of what is still needed to close the deal.
This means that SDRs will be able to be more efficient with their time, spending more time prospecting and creating pipelines for their sales teams.
As an SDR, imagine having one screen you can access, not opening multiple tabs and getting lost down rabbit holes. The value would be immense.
Of course, there will be technology or concepts that we have even considered that will break through, but for 90% of technology, it will be a consolation game.
Let us know what you think in the comments section!
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Five Questions of the Week: Tyler Pleiss
This week, we met up with our good friends in Marketing. Account Based Marketing, to be exact. Tyler Pleiss of Clari has such a great mindset regarding the concept of the transformational nature of signal-based marketing. He is also firmly against MQL’s! Check it out:
What drew you to account-based marketing as a role?
When I came into SaaS marketing, spray-and-pray or inbound marketing was the go-to strategy. But over time, I saw it wasn't working. There was no sales alignment, and we weren't hitting goals. As I was learning ABM, it made too much sense not to do it. It allowed sales and marketing teams to narrow our focus on the accounts we knew would drive pipeline and revenue.
How can companies best utilise ABM as a function?
There are several ways to leverage ABM, from net new logo acquisition to customer retention and expansion. I recommend forming your ABM strategy based on your company’s priorities. For example, if customer expansion is a top priority for this year, create your plan around that use case. Doing so will create top-down, cross-functional buy-in and make your strategy more successful.
If you could wave a magic wand, what would you tweak in the alignment between sales and marketing?
No more MQLs! Unless it's a demo request, pricing request, etc., that is specific buyer intent, stop giving low-quality leads to sales. There's enough data out there that suggests these don't convert to revenue, let alone pipeline.
How do you see ABM evolving over the next 24 months?
I think you'll see ABM transition from being perceived as a one-off marketing project, to a critical go-to-market strategy for B2B companies. Today, GTM teams are scrutinized over budget, ROI and efficiency. ABM time and time again has shown positive results on these areas while also helping GTM teams hit their goals. It'll become a natural part of any B2B’s GTM strategy.
What is the goal of your newsletter, The Pleiss is right?
Well, the name of the newsletter is Account-Based Marketing Tactics. The Pleiss is Right is my business name, haha! But my goal for the newsletter is to simple educate marketers with simple ABM tactics. Provide them with practical tactics they can implement seamlessly in their own company.
Book of the week
The SDR Playbook by Andy Laws
Sometimes, knowledge transfer isn’t optimal. It’s not written down and passed on by word of mouth. This is critical for SDR development to have a clear process of what is expected. This guide solves this problem. Andy Laws has created robust actionable resources for SDRs to excel. I really cannot recommend this enough, for either SDRs or Leaders looking to uplevel their teams development. Check it out!
Readers of the newsletter can benefit from 25% off! Just use EUROLEADER at checkout!
Whenever you’re ready, here are two ways I could help you
The new Community for European-based SDR leaders: SDR leaders of Europe
An ebook about SDR<> AE Alignment: Closing the Gap