t Based t elopmen v oun c c art 9 A f The WHERE of Account P The WHERE oSales De Based Sales Development That’s the WHAT of Account Based Sales Development: the insights and messages that will guide your SDRs as they personalize their engagements with prospects. Now let’s move on to the WHERE: the channels and touchpoints that your SDRs will use to deliver those messages. Your SDRs are primed with relevant insights to Some of the channels used in Account Based share with their target accounts. Now it’s time Everything fall into the marketing domain to reach out. – and it’s important to include these in your It’s all about ‘you’, not ‘me’. thinking. We’ll talk about those later. This No matter which channel the SDR In traditional prospecting, reaching out meant section will highlight the channels that are uses to engage with prospects, hitting the phones. Later, it meant firing off used by the sales development reps. messages must all be crafted around dozens or hundreds of emails. the recipient and their needs. In today’s Account Based Sales Development, “Avoid over-dependence on This sounds almost too obvious to prospecting is always multi-channel. Each a single technique. Prospectors mention but it’s amazing how many channel has its own strengths and weaknesses, should be experts in two to four emails or voicemails we all receive but something akin to magic happens when that start with the sender’s company you combine them into a coordinated program. complementary techniques and their needs. If your messages and know the pros and cons don’t answer the ‘Why should I care?’ If you take nothing else away from this of each.” question – and do it first, they will fail. section, take this: a mix of channels will always out-perform any single channel. Aaron Ross & Jason Lemkin From Impossible To Inevitable 60