David Dulany's Blog

The Tenbound Virtual Conference June 23rd 2021 

The Tenbound Sales Development Conference is back for the Summer session with a laser focus on SDR/BDR prospecting, plays and pipeline. Free registration is here. 

The subject matter will be focused on tactical applications SDR/BDRs can use today, with the top practitioners and thought leaders in the space including Becc Holland, James Buckley, Nikki Ivey, Richard Harris, Scott Leese, Jeremey Donovan, Liz Gaherty, Dan Wardle, Ellen Stafford, Julianne Thompson, David Dulany, Katie Pawlica, Shawn Finder and many more. 

This is an awesome opportunity not only to learn from these top minds in Sales Development but also to network with other Sales and Marketing professionals on the conference website, Airmeet. In this interactive setting, you can meet the other conference attendees, sponsors and speakers in a virtual environment. 

This is a can't-miss event for the summer to get you through the heavy pipeline season coming up. You’ll walk out with a list of new tactics to try and friends you can help support throughout the year. Jump in today!

Book Launch: The Sales Development Framework by David Dulany and Kyle Vamvouris 
Tenbound CEO David Dulany and Vouris CEO Kyle Vamvouris have taken The Tenbound Way Sales Development process and put it into the easy to read and implement book: The Sales Development Framework How to Build and Scale a Highly Productive Sales Development Program. 

Over the course of the chapters in a step-by-step format on Culture, Leadership, Hiring, Onboarding, Training, Coaching, Analysis, Results and Reputation, each dives deeply into the fundamental building blocks of a high-performance SDR Team. The book also includes a useful Sales Development Market Map quadrant and a glossary of terms. The book is now available on Amazon and the Tenbound website. 

New! Online Learning SDR and Sales Dev Manager Training Courses 

Over the last five years, Tenbound has delivered hundreds of SDR and SDR Manager training classes, both in person and on Zoom, however, scheduling and travel were always an issue for participants. So Tenbound put it into an online self-paced version that SDRs and SDR Managers can take at any time from the convenience of their own computer. Created with an interactive mix of videos, downloads, chat functionality, community and achievement badges, participants get the same knowledge and expertise as the in-person training programs, without all the hassles. Register directly for the courses here: Sales Development Rep (SDR) and SDR Manager. 

Sales Development Benchmark Research Survey Report Launch

Tenbound, in conjunction with RevOps2, surveyed over 200 high-level Sales Development leaders in the early part of 2021 to establish the benchmarks for high-performance Sales Development programs today in our post-pandemic world. 

Now, Sales Development Leaders can calibrate against the top performers in our industry to see where they stack up with the best-in-class programs they are doing today. Make sure you have all the latest research before going into the next quarter. The survey report is available for free download in our Research Center.

Market Map V7 / Sales Development Directory

Tenbound has recently released Version 7 of our Sales Development Market Map, which gives you a high-level overview of the different tools and services that are available to help support your Sales Development program. 
Each aspect of that support is divided into quadrants, such as Data, Sales Engagement Platforms, Sales Development Training Courses and Conversational Marketing. Viewers can then double click on the Market Map to access the Sales Development Buyer Directory, which includes all the companies on the Market Map and allows you to investigate further companies that you're interested in.
​
Tools and service providers can then showcase their products by upgrading their Directory page to enhance profile giving buyers a more in-depth look at the capabilities of their tools or service. 

Building Your Go-To-Market Team Around Your Customer’s Journey

Is this the end of the Sales Funnel, and rise of the Customer Journey Circle?

Why do some businesses have consistent success with Go-To-Market (GTM) team alignment when others fail - sometimes having similar products or services?

Most SaaS companies have their Go-To-Market teams set up focused on a model based in siloes. Marketing -> SDR -> Sales -> Customer Success. 

Problem is, customers don’t care about the structure of your company. 

They care about products or services that solve problems, offer value, and make their life better in some way. Not about how you set up your process.

You know the feeling: you start exploring a SaaS solution. You fill in a form or set up a free trial. An SDR calls you, asks a bunch of questions. You feel like you’re being interrogated. Then you have to take another call with an AE, who was late for the call and asks all the same questions. Then you have to take another call with a Solutions person, who actually knows what they're talking about but ends up asking all the same questions again. 

At this point…. you tuned out. They want to set up more meetings but at this point you’re over it. 

They forgot the main impetus for you reaching out in the first place: to solve a problem. 

When a business looks at a customer through a self-focused lens, the interaction feels more like they're being forced into your process, versus receiving the value they need from you. 

Without a deep understanding of the customer journey, it’s difficult to align to provide the value customers expect and to provide a seamless experience.

They made the experience all about them and not you and your problem. 

The way you need to structure your GTM team is not about you, it’s about the customer. 

A Customer Journey Map Can Help You See the Bigger PictureHow do you avoid this and get better results. Where do you start in mapping the journey, and aligning your GTM team to support it?

That effort starts by sketching out a timeline or map that shows each stage of the customer’s experience.
Any time a consumer encounters your brand will add a step to the journey. These touchpoints include any interaction with your company, ranging from how they see you on social media to your website.  Additional touch points might include online reviews, peer community interactions, your sales process, and your email marketing messages.

What are they doing at each step - from identifying a problem, to interacting with you, to becoming a customer, to staying a customer and expanding their relationship? What feeling do you want them to have in the journey?
Mapping Your GTM Team to the Customer JourneyAfter you’ve mapped out the customer journey, build your GTM team around it in a circle, versus a funnel or vertical diagram. Hubspot has a version of this here, they call the The Flywheel Model. 

Your goal now is to expand the size of the circle. The more you sell, the bigger the circle becomes.

Start with your brand promise- how do we want people to feel about their experience working with us? Build your brand marketing programs around that. Measure success based on the seamless experience of brand from discovery, to interaction (SDR) and hand-off to Sales/Success. 

Once customers are raving fans, Success and Marketing then work together to increase that loyalty and create more leads.

Around and around it goes. Ever expanding, always with the customer in the middle. Not your process or your system, the customer. 

The better you are each stage of the circle, the larger it expands.  
​
[caption id="attachment_114844" align="aligncenter" width="400"] The GTM Organization[/caption]If your GTM team is still contained in individual units or struggling to communicate with one another to discover the customer journey, Tenbound can help with our Alignment workshop.  


Leave a comment and let me know what you think.