The Sales Engagement Podcast
The Sales Engagement Podcast

Episode · 7 months ago

Leveraging Video to Strengthen Your Sales Pipeline

ABOUT THIS EPISODE

The business world has changed and sales teams must adapt to the new reality quickly or find themselves out in the cold. An innovative way to keep your sales pipeline secure is by utilizing video technology to follow up with and inform potential customers.

Today we’ll be discussing that concept and more with Ciaran O’Neill, the much-admired leader of the global SDR team at Kainos, a leading-edge software company headquartered in Belfast.

Enjoy this lively and informative chat with Apple Podcasts and Spotify, or visit our website.

Welcome to the sales engagement podcast.This podcast is brought you by outreach, the leading sales engagement platform, andthey just launched outreach on outreach, the place to learn how outreach well doesoutreach? Learn how the team follows up with every lead in record time aftervirtual events and turns them into revenue. You can also see how outreach runsaccount based plays, manages reps and so much more using their own sales engagementplatform. Everything is backed by data pulled from outreach processes and customer base.When you're done, you'll be able to do it as good as they do. Had to outreach. Dooh on outreach to see what they have going on. Now let's get into today's episode. All righty, well, welcome everyone'sthe sales engagement podcast. This is Kitlyn Kelly, the manager of sales momentfor the Amia region and your host for today, and I actually partnered withKaren O'Neil from canoes. Karen, you want to go to introduce yourself andtell us a little bit about what you do exactly? Yeah, sure,thanks very much for for Halbam me Kila. Kareninate, I had of the DS Dr Operation here candles, so the global team of as the ores, who's Joel, but as to to pretty much tail the word about cantles, who we are and what we do. Yeah, looking forward to to howin our ch out to it perfect. So for today kind of our conversationis going to be based around that. are going from an a tow stror SDR A and what that handoff really looks like and how can wereally like solidify those relationships as we going there. So, Karen, andI know based off of your experience in your career path, you are oneof the eight is actually transitioned into sales development management, which is quite unique, I would say, within our field, especially from my point of view.So I would love to know if you tell us a little bit aboutwhat influence your decision to go into sales development. Yeah, so I firststarted my seals career and tack as on the STR probably run about ten yearsago, transation into a and then pretty much when Feodos racle and come backinto seales development and am nine mileage in a seals development thing. In termsof what influence that, I guess the thing that has always excited me mostabout being in seals is that really problem solving aspect to being an stre soI think it's it's such a compelling category of present. But you get theopportunity to engage and understand so many different customers across so many different sectors ingeographies, and I've always sort of categorized myself as being more of a haunterthan a farmer. So seales developmentist something that's always sort of being a naturalfit for me. All right, I'm eazing. I love that. Ilove how you like had that hunter mentality that you're going to you're used toand you identified within the sales flopment org kind of coming from the AE standpointand understanding. You know the importance of generating these great opportunities from essentially thefirst touch point, the cold prospecting. How do you feel like your experiencehas really influenced your type of leadership style when you are developing your sales developmentteam? Yeah, it's a really good question. I suppose in terms ofhearts influence my leadership stay, I would say more around encourage and collaboration.Right, so I sort of saying both sides of the coin. So,as an SDR, I got the opportunity to work with some really, reallygood as tuber really in free actual in my development as a sealed person,and I've always tried to model when I was in a what they had donewith me with SDRs. I was working with that pretty much. So transparencyis the biggest thing that you can have to aage your development as an SDRor an a. So I encourage my guys to be as open as possiblewith every opportunity and customer that they're working with, because there are things thatas can help them with in terms of moving good opportunities along the papeline andas in a way there is a holdover...

...process, keep the SDR involved afterthe fact so you know, make them aware of our negotiations are going ifthey're other key stakeholders who are getting put into the process. But because allof that service is a pretty good education obouses for an stars development as well, I would also say I encourage my guys to be self sufficient. ToI mean when I moved translation into a I didn't want to stop prosspecting right. So I will what I was getting from Ann str with some of myown stuff too, because the more opportunities I have in the pipe playing ofthe greater my child and my Copuda. So yeah, pretty more or Eganself sufficiency and collaboration, I would say, to influence my leadership stay. Allright, that's amazing. One of the things you just mentioned there isthat even though when she transitions the eight year role, you still wanted tokind of have your hand and, like the Hunting Pot, you still wantedto make sure that you were influencing your own pipeline and bringing forward those deals. Do you have any like great success stories in ways that you're able tokind of work in tandem with your stars to ensure that you were, youknow, supplementing the pipeline and not just relying on the steer team? Yeah, yeah, there's a multitude of whism which you can do that, right. So I wasn't, I would night as I would probably be looking tostuff that for a modern aggy, whereas in which you can pick some ofthe cool stuff that str to do any to drive engagement and apply it andyour your own road. I would say, pretty much averaging video and products likethe yard to the fullest extent. Right. I know from speaking tosome of our AIDS over the course of the past twelve months, and I'mthinking of all of my colorings in particular, is a pretty canalic person. Sohe grew on here an Arland family pub. So from an early agehe was working in that, in that business, not environment, and Iwas always struck by a story he told me where he felt that whenever hewent out from, you know, the living room into the pub I wasserved on the public, he felt like he was stepping out onto the stageright and you can clearly see he has an unfactious personality and he loved engagingwith people. So for someone like him being in a face to face setand making people you know up close, you could really see where you know, he could, people could sort of buy into him and really, youknow, get a positive Vailble of them folks like that found the you knowtranslation to completely virtual sale environment maybe a bit tougher. So we've tried toencourage AIDS like that to learn from St rs your leverage in video, becausethrough products like the giard you can still, you know, translate those really infactious, you know, awesome parts of your personality across and videos andstill, you know, have the same impact that you could have had anyface to face satin or I can imagine or something like yeah, yeah,I know, definitely. I think that is like such a good way ofputting it to especially with a video prospecting. I think I'm obsessed a video prospectingand whenever I can influence my tmd is that as well. But thebiggest thing with it is showing your personality through the video to get them towant to speak to you. That's the step one, right, and thenthat's when you get to add, you know, the pitch, the conversationand all that. But I love that in the terms of thinking about itin a way where it's you're stepping onto a stage. Yeah, yes,so I'm start to see more a sting follow ups on the back of say, a DAMML or call or maybe prices being discussed under summer ais, andeverything takes the samely and like thirty forty seconds of video, you know,instead of you know, pour and where, you know, party, construct anemail. What am I meant to say? And try to summer raiseeverything. Taken away thirty to forty five minutes to do that instead of,you know, you could just get over from the video. Summer raise thingsis saintly, you know, with a small you know tail the customer thatyou're to go forward to catching up with...

...them again. That's tending to makemore of an impact and sort of just stand there solely email follow up.Yeah, I know. Definitely. Recently actually we had an ae who soone of our things for the the seared eight handoff and kind of what thatpartnership looks like is, well, the AE come over the top of thestr so that that's your shoot. Talk an email. Then the a willbounce on to it and it's kind of they're working, working it together.But yeah, one of the a sent a video on top of just anormal email introducing himself and then adding in the value pitch to any of thesleep or the pains that they could have been experiencing, and I thought itwas super unique's like this is different. I love that. Yeah, thereis. Also, we've tried to leverage it in different ways right right acrossthe entire seal circle. So we had a dam will request come through,customers really specific about, you know, with him and at the ad thatthe one to speak withous, in the man's a word, that their calendarwas pretty food and them some urgency around the so one of my guys gothis thinking cap on, he was able to record a quick that you lookat. I know what you're super busy. Appreciate that. Really moving forward toa conversation, here's three things that you should think about with your teamprior to als. And it means that you can get a lot more outof our section. And whenever we had joined the called, the customer haddone exactly that and just me and the met move much more fluidly and everyonegot everything from it that they were manted. Yeah, now that is huge.The same a that I was just talking about with the video prospecting didsomething similar work and I was like, Hey, this is what I'm lookingfor. Looking forward to our conversation. But yeah, it's often to seethem kind of getting their hands in the game as well and taking ownership ofthe pipeline to yeah, it's just one thing. As an a, Idon't think I'll ever is that. I mean even management, I let you, don't engage them with customers. So there's never anything that I would askmy guys to do that I wouldn't do myself. And think of whatever.Nor, you know, not be in the tranches, so to speak,with my team childmouth prospects and driving piglay. Yeah, definitely already so. Giventhat, you know, you have the a experience, you're now managingthe sales development team. kind of worn both caps here over a KNO's,but I had heard recently that you guys had, you know, really naileddown the aid str relationship, meaning what is the handoff look like between thetwo teams? How are they working in tandem? And I know, givenmy experience within sales development, this is a hot topic. Everyone's trying tofind a a how do we make this as fluid as possible so everyone's workingto the same initiative? I would love to know what are some ways.Are, yeah, some ways that your team has seen successes and working intandem with these? Yeah, can completely agree. Right, it's always goingto be the thing right. So the process right, because a he's quiterightly want to have, you know, really good, solid pap things thatthey can make the most of those opportunities and drive those partnerships. And equallyso did west the large will to make sure that anything that they are possingacross is of the highest quality so that they can, you know, howsatisfaction dire doing everything that they that they're man that we do what we havedone really will as work collaboratively and trying to put together a really solid opportunityhealth check to the both party. So we will de fan. Obviously youknow what technical success criteria that has to be sort of mat or addressed andthose initial discovery calls and then also a more of a business understanding checklist.The A and SDR will both agree everything has been met before the opportunity thenprogresses into the paplay. I think it's also one thing that's worked well forus as certain parameters around those weekly catch ups with strs and a's right,and it will been in meetings, either as a's or ours, where youcan speak about one opportunity or two opportunities and go off on a tangent reallyget into the groundlar stuff for like you know and our so, which isgreat. That's fantastic. Specific parameters around...

...you know what outreaches telling us,for example, in terms of our sequences. What are we getting from them?are that's impact that an a's paplay and certain clear sort of certain clearsort of tampled out of things that you want to discuss to move opportunities forward. I would also say that, because we get our hirm process right,are a's and stars are pretty much driven by the same thing. So oneof the core values any process that you want sort of streamline and drive efficiencythrough always needs to have the customer first, right. So yeah, anything thatyou do to to encourage collaboration between St Ours and a should always havethe customer man. So is this going to enhance their ex variance and drivemore partnerships through your through your paper lane? We've also in terms of star development, some of our a's have gotten really good at getting stars at stayinvolved in the engagements after demos. So they're getting along all for maybe theyare sort of a sail and ATTENDE, but they're getting an understanding of what'sinvolved after the dam being taken place. Some of our a's have also gottenSDRs involved in looking after and following up with some of the lower value opportunities. Right. Some of our a's Dems, you know, extremely large at thepraise occurrence and seal secles are just by definition, can take you know, a year, maybe about longer, and so sometimes, given art youknow growth trajectory over the course of the past man, they struggle for resource. So given those sdrs a better responsibility to look after and day with somewherelower volue opportunities, just increases collaboration, get more involved and then you buildup a level of trust whenever you do that, so that whenever an strthey and hands over something to an a well they know from working so closely, but those guys that this opportunity is of the quality. There's a clearunderstanding of, you know, what we can do on these customers, andthings have for US lockily, ran really smoothly and the growth of our SDRteam and our sales teams will the past or a year and a half,two years as testament of that. Yeah, that's I love like a lot thatyou just said. There are two of the things that really stuck outto me. Is You'd mentioned about like having the clear understanding and studying theparameters. So kind of when you guys went into the parameters, especially aroundlike opportunity checks, what did those conversations kind of look like? Rather thanit's like all right, let's have our you know, thirty minutes think thisweek. Let's go over this opportunity and spend thirty minutes talking about one thing. How did you guys kind of define what the parameters were for those seeks? Yes, first thing you want to think about is right, your timelimited. Everybody is super busy now. Ideas. Right. So He's anstar Esp actually, you know. So they're covering territories with a huge numberof prospects and current customers and so on. So Times of the assets. Soyou want to really make sure that if you have an our status said, use not the best possible way. You're not going to happen review everyopportunity that has been pasted across. Right, so one of the promoters reset isright. Let's look at opportunities that are just a qualified stage, opportunitiesthat are upset and maybe beyond that. You know that an SDR count reallyto know learn from to the fullest extent until they and making a translation toyou a. So focusing Sony unqualified opportunities. Those two things lazy, a feedbackto the str maybe some gaps that they evident at the fact whenever theyare confirmed qualification, and then also allows that a to get an understanding ofwhere that opportunity came from. sophist are source of themselves. What campaign isthat came on the back of was it of their own sort of more sortof tactical outreach to they have done them. Sales is, you know, asas a prospect. He's been nurtured over a period of day. Isthis someone who's maybe dropped by the website to triggered some some interest from ourMorecatto instance and stuff? It's known those...

...opportunities has really been beneficial for developmentof a Pagnine, development of an str as well. So that's that's probablythe biggest and clearest parameter that we set. Yeah, that you'd also mentioned therewhere the scars are getting more involved in some of the deals there,which is awesome. I can only imagine what kind of skill development that isactually influencing to as the stairs are looking to graduate into an AEVIROL. Previously, when we had talked, we talked about Anian mentioned as well. Foryou as an AE, you were also doing a lot of your own huntingto. So kind of when you think about the relationship between the a sand the Steris that Canos? How are your as actively learning from the SDRsin the other direction? What does that look like for your in your environment? It's been fantastic over the course of the past twelve months. Right,because sixty percent of the revenue that we closed was actually on the back ofthe person events, believe it or not, so very pretty workley. We hadto pivot to an entirely virtual environment and for us, the Oars Right, that's you know, we're more used to that, right. But arethe pandamic? We may have gone some conventions or had the opportunity to seesome customers face to face. Ban Large, right. And if you imagine whatwe're like, a cannot right. Our headquarters are in Ireland. Eightypercent of our customers in North America. So who? Our SDR team areall Brittain virtually. Anyway, we're a learned from us is maybe those hardand average products like vegyard. Right, hard to really sort of sat aside and be rigid about how you manage your day and sat a sad specificares or parts of your day for prospective right, in encouraging them also aswell. Have learned from us on hard to, you know, optimajor presence, on on Linkedin also as well, and then also, you know,doing straight up hompton. Right. So because we have had to work closertogether, right, to put our targets are still the same, even thoughwe're seeing the verts environment, with how to come together learn from one another, and I would say ours the oors. I've learned just as much from fromour AI's as well, especially when it comes to the importance of followingup when you're meant to really understand and who, within an account is influencingdecisions about of the level of the person that you're anicially engagement with. Awesome. I love how fluid the partnership is between the a's and the strs foryou all over there and how well it's been working, especially with the transitionthat many of us have had to go through with the virtual world. Now, when you kind of think about all these processes that you all have inplace and kind of the past year and what that transition has looked like,are there any like challenges that come to mind where, so, if somebodywas wanting to implement this or kind of streamline their processes for their own company, are their own teams, is there any challenges that you were like,Oh, you may face this, here's how we overcame it. I wouldsay there's always going to be challenges. So I would say in an implementand something that we have here. It's mainly around level and not the olderstamming of an a understands fully with an str is responsible for and vice versa. Right, so will are you? We've seen, is customers and notam much more eager to get the price already. All right. So theyaccepect. But not all SDRs are probably as well versed and speaking about priceas what some a's or that's probably a challenge. So we're seeing that moreand more where buyers, no more than ever, will go and do researchon you, your company, your values, not just your products. So theywill come to the table and not first engagement, that first conversation,with pretty much a lot of what they...

...want to know and they'll naturally justwant to get to the price asap. And some SDRs maybe want to havean our trend on right, getting a real understanding of the customer, oftheir business, their weight or challenges and problems. But an a will probablywant who always chat about price. That's something that work continuously working on nightat the moment and it's something that I know that a lot of stur leadersare are talking about. So even the price early on is pretty much theelephant in the room. So one of the things is trying to figure outand I'm trying to work on as an SDUR managers, do we give ourSDR's a bit more leeway when it comes to talking about price and they benegotiating in the early part of a call and we're sort of thinking about right, do we child something for one or two quarters and look at the impactthat it has further on in the paper? So if we can procisse those opportunitiesto see if it's either shortness seal, say Oh, or they've left closed, or if it's odd and value to what I may use do andthen great, fantastic. You know, we look at iteratively improven that.That's probably the main challenge. If anyone's going to implement that, we withan SDR to a how the word? Yeah, I think you kind ofhit that one ahead, with price being the elephant in the room and theSCRR terror. If I to, you know, give the price, it'slike wait, I have an established value. I don't want to scare them awayyet be I think it's like just being up for an honest right.So it's of course give them the price up front, because not only isthat going to if it's. Maybe this isn't in their budget, which weall know budget is something that we plan for, but if it's not intheir budget right now, then they're going to have a good ballpark. Okay. Well, if I do see the value on this, I'll find thebudget for it. So, yeah, I love that. Amazing. Ifeel like, yeah, wealth of knowledge you've been able to share with us. I'm definitely have a couple takeaways here that I can implement with my teamas well. Lastly, caring, as you kind of look ahead for thisyear and think about what your team is going to be focusing on, whatis one thing you believe all SCR should start implementing now to have an impactby the end of the year? I wouldn't say just as the ARS Kitlinright. So, yeah, we have our own. Will Keck off ina few weeks and so I am going to be present into the whole companyon her. What we've learned is, as the oars over, the posturecan be applied at any roads or whether you're a product, whether you're indelivery, whether you're consultant, or laverage in video to the fullest extent.So I'm a big, big billet brilliant. So leverage in a product like vejar to put your personality into what you do, regardless of a regardlessof what you do. So if you're an stre and you've got the engagenew for Rossbacks, will make sure that your leveraging not to the fullest extent, on social media and in the right way, you know, and yourage in your follow ups and the same if you're too you know, a'sten to you know forget just hard really good they are and a face toface setain. But you can still find ways of translating your personality into howyou're engaging with folks at the moment. And this is every people in nobuddywho's in a customer face and roads. You know, sometimes if you summarisethe conversation is worth much more com make much more impact and a standard email. So that will be not just a message to one thing is they rshould be doing, but probably everybody right across the sauce organization could probably domore of his laborage and video in the right way. Yeah, no,definitely. Now that you guys have outreach coming your way, which is superexciting, we're going to have to get our seur teams together because one ofour topast years her any pets and she generates about sixty percent of our pipelinewith video. So I'm sure that the two of you guys would have somegreat tips well sharing across each other. I'm not going to take the creditfor hardy. Also want what one of my sturs, Leon dirt, isabsolutely fantastic other and she has pretty much led the way and Knos you know, I suppose, and the the benefits...

...of video and hard that school's helptrans for are we engaged with people going forward? So will be really excitedto get those two together and shure. So best practice. Yes, definitely. I'm going to take you up on that. Well, as we wrapit up today, Karen, what is the best way for I'm ever inWHO's listening today, to connect with you of the any questions or want toreach out? Yeah, so the I'm on Linkedin, but if any will, dre wants to to reach out to me, Karen Dot only at Knostcolmis the easiest way to get me. More than happy to share our bestpractice with other seals of alip and see as it engagement leaders, strs anda's out there all right, fantastic. Well, there you have it.A little deep dive into the ad Sr hand off and ultimately maybe something willbe coming out with lover doing video as well later on. Have a fantasticday everyone. Thank you. Thanks giling. Thank you. This was another episodeof the sales engagement podcast. To help this get in front of moreeyes and ears, please leave us a shining five star review. Join USat sales engagementcom for new episodes. Resources in the book on sales engagement toget the most out of your sales engagement strategy. Make sure to check outoutreach, that ioh, the leading sales engagement platform. See you on thenext episode.

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