Becoming a successful Sales Development Revenue Alignment leader requires three key ingredients:
Let’s find out why in this blog.
In the age of the consumer, Revenue Alignment is critical to Sales Development success. No longer can Marketing, Sales Development and Sales happen in a bubble.
Revenue Alignment places customers at the heart of business success by emphasizing the importance of delivering customer-centric solutions and creating measurable outcomes.
When all teams, whether they are in Sales, Marketing, Support, R&D, or any other role, share a singular focus on customer success, everything they do adds value to the business.
For Sales Development leaders, Revenue Alignment is an enormously important opportunity. It can accelerate your career by giving you the resources needed to create a predictable revenue and pipeline model.
But success in Revenue Alignment requires three key ingredients:
Coach – someone who provides expert guidance and helps keep you accountable.
Community – a group of peers you can lean on to ask questions and learn new things
Consistency – a strategy that you follow to build up your skills and abilities
All three of the above are essential for becoming a successful Revenue Alignment leader, but the real power lies in combining them into a unified model.
Coaching + community
…but no consistent system
= great ideas and connections, but little execution
You might have many great ideas and goals that you plan and discuss with your mentors, but it’s not likely to amount to much without a consistent system. You could lean on the community for support and guidance, but what you really end up with is a lot of connections and ideas but no standardized way to put them to use.
Without a consistent system, there is no structure nor discipline. As such, you try new things every day, but the lack of strategy means it’s hard to tell what works and what doesn’t in the longer term. Since Revenue Alignment is all about creating measurable outcomes, it requires strategy which, in turn, requires consistency.
Coaching + consistency
…but no community
= grinding away in isolation with little support and a high risk of burnout
Having a structured approach and being accountable are essential ingredients to becoming a successful leader in any space, and Sales Development is no exception. You might get plenty of great ideas from your mentors, but they alone cannot give you the inspiration you need to succeed in today’s highly changeable sales environment.
Without community, you end up working in isolation. However, success comes with spending time with successful people, preferably a lot of them. With the right community to lean on for ideas and support, you will always have fresh insights to discuss with your mentors. There will also be a greatly reduced risk of burnout, since you won’t always be working alone.
Community + consistency
…but no coaching
= following the crowd, but lacking your own goals
You can learn a lot from a professional peer community, and with a consistent strategy, you can also apply what you’ve learned. Unfortunately, without the right mentors, you will inevitably end up following the crowd and going with the flow. This means you’ll effectively lack your own goals, which should instead be tailored uniquely to the business you work for.
It is hard to maintain consistency if you’re relying only on a peer community. However, mentors give you a crucial point of reference that can help you distill your thoughts and ideas into plans of action. In other words, with the help of your mentors, you take what you’ve learned from your community and extract from those insights the individual objectives that matter most to you and your team.
How Tenbound can help
Tenbound takes the all-in-one approach to create success by offering:
Coaching – certified Tenbound coaches
Community – pre-screened peer community at tenboundplus.com
Consistency – a proven Revenue Alignment process; The Tenbound Way
Accelerate your Revenue Alignment program by joining today.
During a recent engagement on the Sales Development podcast, David Dulany from Tenbound and Kyle Coleman from Clari dove into the tenants behind driving Revenue Alignment through Sales Development.
Throughout the conversation, the duo unveiled the key forces that empower leading organizations to accelerate sales and revenue growth.
1. Cross-Departmental Coordination
In the same way that individuals are at risk of focusing exclusively on their unique KPIs (key performance indicators), departments can lose sight of their shared organizational purpose.
When departments come together to understand the relationships that connect Sales Development, marketing, customer service, and beyond, they are in a better position to pursue their revenue-driving activities.
With reinforcement over time, these cross-departmental contributors begin speaking apples-to-apples, tracking their efforts as a revenue team while understanding the importance of each piece of the pie.
Once cross-departmental contributions are understood, team members can strengthen their value even further by looking down the funnel.
2. Looking Down the Funnel
From Kyle’s first sales-oriented position as a financial advisor at Edward Jones to his current role as the VP of Growth at Clari, the ability to look beyond immediate KPIs has been key to making an organization-wide revenue impact.
For example, a marketing team might be tempted to focus solely on lead generation numbers while a customer success team might base their own success exclusively on customer satisfaction metrics. Instead, what if each team member bought into the system as a whole?
In turn, teams would be in a better position to support the entire company as opposed to their unique subset. This means asking the right questions, such as:
Are the leads that I’m generating converting down the funnel?
How will existing customers or clients translate into future revenue?
What day-to-day processes are most helpful to close deals?
Which content items attract the prospects who are most likely to convert?
Do I understand exactly how my actions are driving revenue?
Ultimately, each action has a direct or indirect impact on an organization’s most important goal: revenue generation. When teams understand the impact their efforts are yielding, the company as a whole is in a better position to make sound decisions and achieve overarching objectives.
3. Onboarding Unique Perspectives
Departments with uniform backgrounds yield uniform thinking. Instead of challenging the status quo on their Sales Development team, these individuals reach conventional solutions that are ineffective in the face of unconventional challenges.
By bringing together a myriad of perspectives, encouraging team-wide collaboration, and building a culture centered on experimentation and flexibility, organizations are in a better position to unveil an optimized strategy that maximizes revenue.
In turn, organizations can bridge the gap between lead generation and actualized revenue, developing agile approaches that are current with the ever-changing global economy.
Interested in Learning More?
We wish you the best of luck with your Sales Development and revenue alignment efforts and invite you to tune into the Sales Development podcast for insider perspectives from leading industry experts.
For key information, updates, and insights, be sure to visit Tenbound and Clari today!
Thank you for reading!
In the current ever changing market, it is common for hiring managers to feel dissatisfied with the candidate pool for open SDR roles on their team.
Having a solid process in place is the key to ensuring you have the best possible candidates to bring on your team.
Here are 5 ways to improve your SDR hiring process, and ensure that it is working for you:
Determine your timeline.
With a clear outline and understanding of your goals, you can then work at a pace that will meet your hiring needs. Need 4 reps within 60 days? The time to start interviewing is approximately 30 days before your desired start date for a 1-2 week long interview process. Reset your expectations, yes you can hire fast when you have the candidates. It’s the procurement piece that will require more time especially with multiple companies competing for the same talent.
Create a candidate scorecard
Are you comparing apples to apples when it comes to interviews? The foolproof way to ensure that you are remembering interviews correctly and assessing candidates on the same qualities and characteristics is to create a candidate scorecard. By comparing candidates equally, you can see where they rank on your scale. Just because someone is charming or confident does not mean that they are the best person for a Sales Development role.
Streamline your process
An average hiring process should take no longer than 2 weeks time. Candidates drop off, lose interest, or assume you are not enthusiastic about them for processes that take longer than this. A solid interview process should be between 3-4 rounds to include the critical stakeholders and make an informed decision about a candidate.
Create a simple project or assignment as part of the process
Assign a project with a deadline. Not only are you testing for skill level, you are testing for the soft skills necessary to be successful in the role. How well does a candidate handle deadlines? Do they ask clarifying questions? Can they perform the tasks necessary to be successful in the role? A short project is a great way to find out!
Do not hesitate when you find a strong candidate
The biggest mistake in the hiring process is hiring managers being unwilling to pull the trigger on solid candidates “ just to see what else is out there”. The current start of today’s hiring market gives you zero opportunity to wait on strong candidates. If you interview someone who earns incredible marks on your scorecard DO NOT WAIT! There is a very strong likelihood that they are also interviewing with other companies and you can miss out on the right candidate.
Regardless of the quantity of reps you are hiring for, it can be said that one great hire is worth their weight in gold (or revenue!). By simplifying your process, creating safeguards to keep you on track, and keeping your goals in sight, you are sure to hire great reps for your team.
Alexis Scott is the Manager of Employer Partnerships for Aspireship. She is passionate about supporting sales leaders and job seekers with hiring, career transitions and upskilling. In her downtime, she can be found volunteering to help veterans career transition through Hire Heroes USA and traveling as much as she possibly can with her family.
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