t Based t elopmen WHERE: v oun c c art 9 A f designing Plays P The WHERE oSales De We’ve looked at the three main channels for The well-designed Play While a Play that uses only a few touches SDR interactions. Now let’s put them together A well-designed Play looks at: is unlikely to penetrate a large account, into your Plays. That definition again: simply throwing more touches at the problem Channel diversification – the optimum is not the answer either. A Play is a series of steps that orchestrates combination of voice, email and social media interactions across departments and channels touches plus coordination with marketing to achieve a business purpose for one or more and other parts of the company (including “Reps are giving up too quickly… buying centers at target accounts. the executive team where appropriate). It takes between six and ten Pre-designed Plays are a way to ensure that Number of touches – Three touches for attempts (including at least four all reps follow best practices throughout their Persona A. Twenty for Persona B, etc. by phone calls) to properly account development work – from the first prospect a given contact.” touch to the last – and that these touches are Duration – All touches in 3 weeks? Thirty weeks? coordinated with Marketing and Account Execs. Trish Bertuzzi Roles – Who does what? Assign tasks to team The most successful teams design their Plays members, including sales, SDRs, marketing The Sales Development carefully and improve them continuously senior execs. You don’t need every email Playbook as they engage with prospects. and every call to come from just one SDR. 82