o big ther oge t: twt t t Based Sales ough ounelopmen c v art 3c Q&A P A De ideas br Matt Amundson, Vice President – Sales Do you think a 100 percent ABSD strategy What would you say to organizations that Development & Field Marketing, EverString is the ideal, or is it a mix of lead based and might think they’re too small to adopt account based? a ABSDR approach? What do you look for when you’re hiring an SDR? From an outbound sales development The magic in combining account based For me it’s all about prioritization and time perspective, yes I’d say it should be 100 percent marketing and sales development is that management. The capacity to transition from account based. Even in high-velocity, smaller organizations can build pipeline to one account to the next – from one message commoditized markets, if you don’t know that support sales team faster than ever before. to the next – and maintain focus. the person you’re calling is a good fit for you, it’s a wasted call. In the past, building a strong inbound engine So I look for nuance and breadth of experience was a numbers game, like fishing with a wide in grads – people who balanced studies with The cost of the false positive may be very low net. It required some brand awareness and a sports, or worked their way through school. (versus the high cost of a false negative), but if level of commoditization – not to mention the That’s more important than grades. Like you have the right structures in place, it’s worth ability to build a strong marketing team, which salespeople, SDRs are determined type-A spending time to personalize your approach. is hard in itself. You needed all three, and it personalities, but they also need to be creative didn’t happen overnight. enough to craft a thoughtful, personalized And you get round one of the biggest problems message that resonates even when it’s cold. with lead based sales development that says if With an account based approach to marketing you can’t get through to your lead then you’ve and sales development, you expedite the And I do like it when they’re straight out of hit a wall. With an account approach, you have process by a huge factor. With a strategic plan college, so they don’t have to un-learn any other avenues that can take you to the account. and a personalized story, you get to the people other companies’ sales methodologies. who make buying decisions, fast – you trade your net in for a spear. 1818