t Based t elopmen T v oun c c art 8 A f Trigger events P The WHAoSales De Some of the insight in your account profiles “The goal of sales development is to peel the market layers back will be fairly static or slow-changing. Other and find customers that represent the best business fit for the items will be timely – and many of these might be ‘trigger events’ that indicate company and engage them in a dialogue.” a window of opportunity is opening up. Robby Allen Only you and your team will understand the Director of Sales Development, key trigger events that matter most to your Zenefits company, but these are the kinds of triggers we’ve seen: • Funding round • Acquisition Profiling by persona • Use phone/tablet • New office opening It’s not enough to simply craft • New executive hire messages to each account. You also VPs and Directors • Award win have to craft them for each persona. • Oversee large teams • New business win Your Ideal Buyer Profiles should drive • Improve team performance • Industry recognition this, but here are some additional • Efficiency, scalability, output • Promotion examples that add a layer of insight • Solution focused according to role: • Use phone/tablet The important thing is to spot the trigger events early and alert the SDR that it’s time CXOs Managers to reach out (“Hey Laura, congrats on the • Looking of the “next big thing” • Hands on, in the weeds big win…”). • High-level P&L • Project focused • Travel a LOT • Potential power user • Work weekends and evenings • Buy-in still important 57