The Sales Engagement Podcast
The Sales Engagement Podcast

Episode · 3 years ago

Why You Need to Start Building a BDR Team w/ Lindsay Liranzo

ABOUT THIS EPISODE

The sales process is a long and arduous one. Having a healthy pipeline or funnel is what we all hope to create, but why doesn’t it always happen?

Is your account executive or salesperson a general one? In other words, are they doing all the work? When your sales rep is in charge of every layer of the sales process, from prospecting to qualifying to pitching, getting just one sale can be exhausting. That’s why many companies, especially in the tech industry, are breaking down that process to allow a sales rep do the one thing they’re really good at: sell.

Lindsey Liranzo manages the BDR and SDR team over at ZOOM where she’s seen these roles double the amount the amount business they’re able to generate. A former SDR herself, she loves the excitement and ability a BDR/SDR has to be able to call a CIO and give them a value proposition. So many great skills are learned in this role, which is why she loves developing them.

Welcome to the sales engagement podcast,this podcast is brought to you by out reached at io the leading salesengagement platform, helping companies, sellers and customer success engagedwith buyers and customers in the modern sales era, check out salesengagementcom for new episodes, resources in the book on salesengagement coming soon. Now, let's get into today's episode: Hey Everybody! Welcome to the salesengagement podcast. This is Mark Cosicl, an the VPS sales at outreach and withme today I have Lindsey Lauronzo Lindsay Wantnot, introduce yourself toeverybody, hey everybody Lindiloranzo. I RUN OUR BDR team and SDR teams hereat zoom video communications, we're ont of SANADAC California Oom, and we'redoing this podcast on zoom right now, yeah we are boom, yeah, Hey Li we'vedone it, we tri them all. We stick with the best. No not don't mean to plug here, butSoom is the most bolar teleconferencing type of. I don't know what. How do youguys describe too yeah video conferencing and collaboration, so wekind of we're reaching out into that collaboration. Space partering withpeople like slack and bringing kind of video calling and multioffficecollaboration all into one platform and our customers reallys just say it justworks and we're really proud of that Ho able to just bring a product that youcould start using right away and it's reliable and it just works. Yeah yeahwell, well: Bell your well go to the marketing department for that Adright,jacking ithink, the first time. I've actuallydone that on one of these podcast but anyways US zoom like eighty times a day.So I'm happy to do it, but thank you so you've been doing and kind ofspecializing in SDRs and sales development top of funnal salesengagement. For like nine years, you...

...started at sales force right, likeyed,yeah yeah, so I started at sales for started as NSDR on the front lines.Qualifying opportunities was part of a initial team that closed some business.For the you know, the smaller segments there moved up into like an outboundroll. There believe it was called bbr at the time, but I loved it and fromthere I went to my good friend, Lauren was starting the team at box doingoutbound sales. So I went over there and I just am so passionate about thisrole. I knew that that I wanted a career in it, because it's such avaluable role to an organization- and I mean there's something to be said- fora person that can get on the phone and call a CIO and give a value popositionand you know, sell them on a meeting and getting that that foot in the door-and I love the chase of that and the success behind that. It's funny. I talkto not a lot of people, but there's this handful. The small group of peoplewhere, like they're just so pomped about this, like initial part of thesale like in you, know, hey the other rest as far as grate. I'm glad that yousound the deal but like for me the real passion is that beginning part andgetting the foot in the door like. Why does that appeal to you so much yeah?It does because I think you know a lot of people and you know season sales.People know that it's all about connections and who you know, and it'sbuilding that usecase and I love that we have a team that is just they wantto chase doors. They want to knock on doors, and they want to be that firstperson that first initial hey, you know, let's look at Zoom, here's your usecase,here's! What you're, using you know taking pieces of their exact needs andkind of building that for them before they even knew that it was somethingthey needed. You know, I us just it's such a great role and I think skillsthat you acquire in this role will stay with you forever, whether you're in asales role or you move into another part of the business. You know youlearn a lot of really strong skills N...

...in Abdr type of Rall, so I love a so.How do you find people for your team that kind of share the same passion andcan do it really well like? What's your secret sauce for fun and great SDRsbdrs, whatever you call themdrs yeah, I know so many day different names forHem. The biggest thing for us to think isfinding somebody who has the same values as we do we're really big onhappiness, and so I look for people who have that at their core. You know theywant to help people. They want to understand their businesses and kind ofBE AF value sell to them. So that's really big piece. People who you knowknow the value and doing research right. So I always want interview question. Ialways ask people whan I talk to them. Is You know this is a research, heavyrole? What researceded you do I mean before the call. So that's, I think, areally big one to answer. If you're going to interview with us or anyone,yes Iwa, I bet you a lot of people kind of proge for it indirectly to go out an explicitly, especially ina role where research is so important. I bet you, you disqualify people a lotof people right then, and there yeah. I did one this morning. Actually, let's see Ye lbut yeah, it is important,you know, because you get, I think, there's kind of two sides of it right.You get people who do a little too much research and they feel like they needto know everything about their prospect before they call, but the ones whoreally do well are the ones that can pull out a couple. You know two tothree key points about their prospect before they call and you just blow themaway when you you know, get them on the phone and you're not wasting their time,because you have a couple quick things you know about them and, and you arecalling them withten interests in helping them yeah. How do you teach research like?Is it just something that people know how to do? But doar do you have like aprescribed process that you help people understand how to do it? Yeah Tit's, agood question. I think it's probably a...

...little bit of both. You have to knowthe importance to do it, but there's definitely a checklist right. You knowcheck the website. Look at their recent. You know activity look at. Obviously,they're linked in where they've been look at the you know the clubs andassociations that they have initiatives on the website of maybe like goinggreen right or collaboration and obviously NBDR and SDR. There's a wholetool stack of success of how to do research, so we leverage tools as well,for that so there's definitely a checklist at Save, but it's really justgetting you know I ta get one or two pieces of good meat. The Youcanreference, not not more, you know just make it basic, but make it valuable. Doyou Gan ye like no nose like do not personalize or research about this kindof stuff? Oh, let's see no nos. I don't like whenI think you just have do you have to be honest, you know, and people who youcall somebody and kind of there's a lot of sales seci out there. Trying to youknow pretend, like you, already have your foot in the door in a certain wayor kind of getting them to think like. Oh, maybe I have talked to this personand then giving you the time I think does work for some people, but Ipersonally think that's a little more jarring, so I think, as long as you aren't stretching you know, like hey, Isaw this on your website that you guys, you know recently hush. I don't knowlike added like went, green and added a bunch of recycling. Zoom can help youwith this. You know like you, have to don't try and stretches so much like ithas to be relevant. So I think the people that and I'vegotten some prospects to come after with stuff like that, like you kind ofMisse thebout there yeah I get relevant yeah. We we always had a rule here atoutrage. First is best like the first piece of relevant content is the bestone because searching forever just he doesn't get any better. There's nosilver bullet on that linked in profile, you're, going to dig out right for suretotally agree. You talked about like hey one of the things that drew you to.It was the Volou that this kind of role...

...and this function in an organizationprovise like I'm M Understang like what do you see- is the value of an str vdrtype of person. Our value really comes down to pipewine generation. Right Imean we are sourcing pipeline for the business, and so you know we recentlymoved personally from for our company. We just recently moved from a pointsystem where the VDRs were sourcing meetings. Each one was kind of like apoint value. We moved to just straight opportunity conversion, so settingmeetings creating AP pipeline and converting it to a stage to which iswhen he ae kind of takes it inthe, Bi pight, a lot of people are doing thatit's kind of the basic way, probably a lot of you guys are doing it, but wehave seen a lot of value in that because we are giving a average dealsize for each segment that we support and then seeing that grow. And so, frommy point of view, I can look at how much pipeline we started with. You knowan stage one and seeing that age, where the PIPELIGDT AR deals are gettingstuck in. Why so, I think that value is ust huge we've seen such a differencein how much Pilan the company has gotten from Vdiar over the last couplequarters, just in idmeasuring that way now average age and open stage ones toclose and that sort of thing, so that's a huge value right. That's I can go upto Eric or co and say: Hey. You know the vdr sorce this much pipeline versusbefore I was like we sourced you know four hundred points quite alined, so you know pipe jed isthe value that we have for BDR IFFERSR as well. So there's a lot of people,especially in tech that have been doing this, for you know a handful of yearsnow and then there's a group of people that are starting to dip their toes inmore mainstream sales. People like tell me why I doing it is so much betterthan not doing it. Why would let's say that I work for a big office supplychain, nd right now we have as and our prospecting and closing and accountmanaging like. Why should I switch to this model where I have somebody that'sprospecting for them? Isn't that their...

...job, this ar isn't a sales person's job,the prospect yeah it is, I mean so, are Youe sayingyou have people coming in from different, like not tech, companies,yeah yeah, just like there's a lot of people that listen to this podcast thathad but up in SDR shop yet, but that oing it they're thinking about it,they're hearing about it like. Why should they do it? Yeah I mean thevalue is huge and you see SR team, starting like one of the first teams,you start building and a lot of these new startups were siteing. Now is an esear team S, one of the first things you put in there because getting your footin the door getting your message out. There is important and there's a lot ofai tools, and you know marketing can only do so much, but having thatpersonal, you know outrach and touch to say, Hey, you know, I'm interested inyou. I think you would be a great value to us and we can be a great value toyou and it's just something that I think artificial intelligence andemails and direct mail can only do so much of and it's that personal touchand making sure we're always selling the value. So you know we hear over andover again that the as are so grateful because every a should spend their timeprospecting. You know- and I think probably twenty percent of an you know accountexecutives. Time is done, prospecting that's great, but that other times youknow we there's a huge value. If we can have somebody who, in those you knowthe Times of that a is closing business, we're still generating new pipeline andfeeing that type and we recently went through kind of the shift of our AES-need at bats, Toms, ofbout, bats, just tat the meetings, stat meeting setmeetings and I think that is hugely valuable to a team. That's juststarting out with an str team to where we are now where right now, our asreally just the equality meetings, we need to start closy business or revenuetargets are higher, and so the value of the BDR team has doubled basicallybecause they have so much more pipeline that they need and less you know, Sameeamount of time to do it. So it's just that shift from quantity to quality, nojoke. I have written on my pad right...

...here. quanity versus quality yeah.Think about that in terms of not creation, because everybody wantsbetter ofs instead of just more oft but think about in terms of activity likehow do you guide your reps to say: Listen, Ou, it's better to write x,number of really great emails. ADAY versus is writing Wy number of that'sway more crappy emails in a day like how do you help people understand howto make that decision and where to lay up? Oh Bosh, I mean it's funny I goback to when I was an SDR Rdir and I just sent a mass email through gemails,like they didn't, have great tools like Ourich to help you with this you eithersent one offsor es at Massie mells. There was no like in the middle. Ithink we've seen it's easy to see in the data, and you know tools like yoursthat give us that understanding of like who's opening who's, replying an thetypes of emails, you're sending that data has just shown us that you can'tjust spray and pray anymore. You really need targeted approaches with differenttypes of touches, and that has become so important to the quality piecebecause gone ar the days where you just throw out a big net right and just seewhat comes back. We really need to find out. You know an our customer profile,whos WHO's, responding to us and you know account based type of outreach-has become huge. So you know the data has told us that you know you esomebody with a thousand mails on their sales force report. DASHBOARDAND, itlooks therethere, you know, turn overtime is not as good right. Theydon't the getting as many active engaged prospects just from the sprayand prey. Why do you think it died like for a while there, spray nd prey wasjust killing right right, yeah, Thos, how you Fou, that's how I made moneyback in the day, justnomady great massemail was Gooda. You know we all get so many emails. Youknow, there's a ton more SCR teams now out there. Everybody has one andeverybody gets so many of the same emails like how many times have youseen that one that says like? Are you...

...under a rock like the three choice? No ht Oneso many times, because everyonejust blast that one out like I haven't gotten hold of you, maybe you'reseckond or a rock, and it's like I delete that immediately yevalube. So the people like you know if you canmake yourself known of te like a link, didn't touch, and then you know atargeted, male and calls and making sure you're always calling like that. That has just become the way. I thinkthat you bubble up and show that you're valuable yeah give me the two tolk skills that you want Insdrto leave the role having, I think the biggest one is just confidence. Youknow sales confidence and the second one would be, I think, honesty and integrity, because it's a really important role,we're not we don't own. These accounts in sales. First Rig we partner with anaccount executive, and so obviously you you know on the confidence side, youlearn to sell value, which is huge and make sure you know the people that werepushing over to the acount executives or qualified prospects, but honesty andintegrity is so big right, like our activities to be in sales force. Ourcommunication within the COUN executive needs to be there and if you can carrythat integrity and a good communication ton strongly, I think it's your avalvery well rounded sales person after that, Yeu o you got a chance if you'rean honest person, and you also have that integrity and your and then youhave the confidence to fuel that like I agree that those are two awesome thingsthat somebody can walk away, that trow with it helps them definitely as a Ithey go to closer or CSM or wherever they might go in the organization.Those two things will always follow with them. Yeah exactly well before wewrap up here. I have one last question: I'd like to explore with you Aswen wegot on here Youre recently telling me a...

...little bit about how, in the process ofpassing over smaller accounts to Aes, you kind of decide paying. People areready to buy and so you've kind of squished the SDR function a little bitinto the AE function. Hew Me understand like what was that like to see heystuff, closing faster when get stuff to close faster. If we get somebody on itthat WHO, just you know, land them in close them all the same time yeah, soit was too fold really a big mission value that we have for our SCR teams.Is You know, and if you've seen zoom, where we're really big on happiness, socustomer engagement and the frontline process of like when you come onlineand come to our chat or come and call us the first part. Is We really? Wenoticed that those one to tend business, that kind of the smaller companies.They were ready to have a conversation right away with us and, as you know,for zoomand for our reps, we really want the experience to be one. That'ssmooth if they just have a couple questions and are ready to buy, whichwe started to see in the you know, data that we had that they they only had acouple questions. They really kind of knew what they wanted and an our teamwas able to give that right with a couple products. You know pieces and aquick demo. We wanted that that happiness to be there right and thatexperience to just be one that you don't get passed over right away likeyou know, if you're ready we want to, we want to welcome you in and help youmake that purchase, and so that was the first part. The second part was wenoticed that the deal sizes weren't really increasing when we werequalifying that first call and passing it over to an accountexecutive. Toclose, you would ha e kind of expect that maybe the average deal size wouldgo up. We weren't seeing that data. It was really it was. We were qualifyingit for ax and it was closing for acts, and so we kind of took out that passand it just made sense to our business. So you know the happiness, pieace andthen also just made sense, and we wanted to focus OURSB team. You know,move them up segment a little bit and have them focus their time there,because it's the same amount of time...

...right for doing a demo and without areally changin in revenue. I love that you guys aren't like stuck inflexibleor scared to like, say: Hey, listen, AR'T, we're ready for this. For Allthis helps the business, and we do that. Is that something that you had to kindof sell people on, or was the whole war kind of everybody was as obvious foreveryone. I think the data helpd to get everybody on you know. Definitely somepeople were skeptical and you know we did worry also with the SR team of enablingthem to be account executiveas. We want the quality, we're still passingopportunities over to our coun executive and doing all those you know,traditional inbound qualifications. So I think that was the biggest cell was.Am I still going to get qualel ty opportunities from this team are thingoing to be only focusist on this sigments, because we're kind of addingthis other piece to their their workload, so just making sure everybodyfelt enabled to be successful and that the quality stayed high. Othingin partyeah well Lindsay thanks, so much for being on the podcast. How can peoplereach out to you if they have any questions or just want to connect yeah?I would love to connect. Thank you for having me my Linkin is Lindsay. LindseyLauronzo, L IR A N Zo and my email is Lindsay. Dot Loronzo at Zoom dadestwould love to hear from anybody and always love to network and talk shop,so feelfree to reach out boom. Well. Thank so much for awesome conversations.Super Ind lighting well, have you on again, but for one listening will catchyou next time on the sales engagement podcast. This was another episode ofthe Sales Engagement podcast join us at sales, engagementcom for new episodes,resources and the book on sales. Engagement coming soon to get the mostout of your sales engagement strategy, make sure to check out out reach to iothe leading sales engagement platform. See You on the next episode.

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