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Raise your hand if your SDR leadership are also administrators in your sales engagement platform (SEP) tools? Vendors such as Salesloft, Outreach, and Groove come to mind. SEPs can be a handy tool in enabling the sales organization to meet their activity targets while also staying moderately personalized. If you think of the rise of cloud based tools and its effect on the need for businesses to push down system configuration abilities out of IT and into a functional group such as GTM Operations, then it’s even more confounding how useful the rise of SEPs have become.
Originally just a set of email open tracking tool, these tools have evolved to become extensions of your inbox and CRM itself. The CRM becomes an immutable ledger while the SEP has become the transaction layer. It’s where the exchange of words and ideas happens, not the CRM. As that has become increasingly true what you see is feature set expand and converge closer to a CRM unto itself.
Designing, streamlining, and administrating a CRM and a Marketing Automation Platform (MAP) is difficult enough. Now we have to add a third leg to the stool.
Good grief.
Often you will find that traditional GTM teams leave this tool as a tool that commensurately receives the level of attention against its two larger siblings (MAP and CRM). SDR leaders feel the slack and feel compelled to fill the gap. This is an inspiring sight to see but also one that distracts some talented sales leaders from higher level activities.
SEPs can get out of control, quickly
Are SEPs perfect solutions? Not by a long shot. But they help move the organization up the activity curve very quickly. Without them, reps rely on marketing for bulk quantity campaigns. While marketing is an excellent partner, going outbound is a controllable source of pipeline for the organization. Fine tuning both your targeting and messaging is priority one. But what happens when you strike gold with a cadence you’ve put together?
Copycats. Over and over and over. Once AEs and SDRs catch whiff that you have a sequence that flat out works, what will inevitably happen is that sequence will be copied verbatim and modified. Once the dust clears, admins will walk into their instance and see newborn sequences derived from the master one.
Keep a tidy house.
So here’s a handy checklist for you:
Critical fields to set up
If you’re on Salesforce there are two golden rules to follow.
Whenever you're ready, there are 2 ways I can help you:
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