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- The New SDR Model
Dear Trenchers,
Feeling the pinch of a low account-to-pipeline ratio? Let's talk about how the SDR model is evolving to address that very issue.
The Old Way: A Numbers Game That Didn't Add Up
Remember those days of chasing huge lists of Fortune 500 companies? Yeah, that was the old SDR model. It focused on:
Quantity over quality: SDRs would receive MQLs that pass a certain "score" and upload them to an automated cold outreach cadence.
Generic outreach: Leads were bombarded with generic cold calls and emails - the "spray and pray" approach.
Scripted conversations: SDRs focused on hitting quotas, not building relationships, adding value, or understanding their buyers’ needs.
Success was measured by the number of appointments and leads generated, not qualified opportunities.
The result? An account-to-pipeline ratio <1%.🪦
This old model often led to:
Frustrated SDRs: Making tons of calls with little to show for it can be demoralizing.
Wasted resources: Sales reps spend time on unqualified leads, leading to longer sales cycles and missed quotas.
Strained customer relationships: Generic outreach feels spammy and doesn't address a buyer's specific needs.
This is why you need to switch to the new model: ABSRs.
Account-Based Sales Reps: the revolution!
The new SDR model is all about building relationships with the right accounts. Here's how ABSRs (Account-Based Sales Reps) are changing the game:
They ditch the spray-and-pray tactics and focus on quality over quantity. They become experts on their target accounts, understanding their specific challenges and buying journey.
Furthermore, ABSRs work hand-in-hand with marketing, subject matter experts (SMEs), and revenue operations teams. This collaboration allows them to gather intel and craft a personalized approach for each account.
Segmenting for Success
ABSRs create two strategic lists to maximize their efforts:
Active Focus: These are the "hot" leads – highly engaged ideal customer profile (ICP) accounts with significant revenue potential. They’re at least at the consideration stage.
Future Pipeline: These accounts show promise but are earlier in their buyer's journey.
A-) Engaging the "Active Focus" List
Account research and buying center mapping: ABSRs become researchers, mapping out the buying committee within each account. They identify key decision-makers and understand their roles in the buying process.
Deep Engagement: They don't just cold call. ABSRs connect and engage with key decision-makers on social media and relevant online communities where these people are already active.
Content with a Purpose: ABSRs curate targeted content that directly addresses the specific challenges and needs of each account (think content focused on their "jobs-to-be-done").
Personalization: ABSRs work with marketing to craft unique offers and sales playbooks tailored to each account. Imagine sending a proposal that feels like it was written specifically for them, not a generic template!
The focus here is on building a robust pipeline full of qualified leads, not just counting the number of calls made.
Their main KPI? PIPELINE!
Andrei and Vlad implemented this model with several clients last year, and saw a 5x to 15x improvement in their account-to-pipeline ratio! That's significant growth, and it all comes from focusing on building relationships with the right people.
B-) Nurturing the "Future Pipeline"
These accounts aren't quite ready to buy, but they have potential. Here's what ABSRs do:
Uncovering Blind Spots: ABSRs act like detectives, uncovering who's on the buying committee and what information they need to make informed decisions. Here are three (03) questions that can help.
Who belongs to the buying committee?
What do we need to know about them to create relevant content and a personalized offer?
How can they get this information?
Building Relationships: They proactively connect with the buying committee, fostering trust and rapport. This way, when the time comes to buy, they'll already have a trusted advisor in the ABSR.
Meaningful Touches: Gone are the days of spammy emails. ABSRs collaborate with marketing to create valuable touchpoints that provide insights and build relationships. Think webinars, industry reports, or even invitations to exclusive events.
Progressive Profiling: Through these interactions, ABSRs gather valuable sales intelligence, building a complete picture of the target account.
On a company level, everybody accepts that these accounts are not sales-ready.
Hence, the key metric here is account engagement, not immediate sales. ABSRs are laying the foundation for future success by building relationships with key decision-makers.
The Takeaway: It's Time to Adapt
B2B buyers have changed. They expect personalized experiences, not generic sales pitches. Companies clinging to outdated sales tactics risk falling behind. Embrace the ABSR model, prioritize relationship building, and watch your pipeline flourish!
P.S. Everyone wins with the ABSR model. Sales reps find more qualified leads, marketing gains valuable insights, and companies close more deals.
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