t Based t elopmen T v oun c c art 8 A f The WHAT of Account P The WHAoSales De Based Sales Development Now that we know WHO we are going after, let’s move on to the WHAT: the actions your SDRs will take as they work to penetrate target accounts. The sales development Play A Play is a series of steps that orchestrates “The idea is to design a surge The most successful sales development interactions across departments and channels of activity across all account teams leave very, very little to chance. Instead to achieve a business purpose for one or more of letting individual reps decide who to call, buying centers at target accounts. stakeholders – and parlay they develop target account lists and map that into richer engagement.” the buying teams inside them. The Play is a crucial concept in Account Based Sales Development. It’s the recipe for the Tom Scearce Similarly, the best sales development teams overall account penetration program and it TOPO design the specific interactions that the reps should be designed up front, then improved will have, while leaving plenty of space for over time. targeting and personalization. The WHAT and WHERE sections that follow Finally, the best SD teams are the ones that cover the elements that go into the sales “We find that senior executives run the whole Play – the coordinated series development Play. But keep in mind that that’s are 2.5 times more responsive of activities across all channels, targeting where this is all leading: a systematic program to quality multi-touch campaigns multiple buying personas. of activities aimed at turning a target account into a real opportunity. than are junior executives.” Dan McDade President & CEO, PointClear 47