AEs: SDR's aren't your executive assistants
Their job isn't to:
⛔️ Build all of your account plans for you
⛔️ Drop everything they're doing to answer your Slack messages
⛔️ Only use messaging you've approved
⛔️ Be on call anytime you decide to change your mind
⛔️ Juggle orders between you and two other AEs
No human can get things done in that type of environment. It's a sure fire way to create a sh*t ton of attrition.
This isn't the fault of the AE. It's a leadership problem. Leadership needs to agree on the collaboration structure.
Here's what we've seen work best:
✅ Objective: Autonomy
Provide SDRs and AEs with a structure that allows for autonomy. One where AE approval isn't needed for everything. And where SDRs don't have to ask for permission.
AEs are NOT the SDRs front-line leaders. The goal is collaboration, not order-taking.
✅ Weekly sync
Set up a 15-30 min. weekly 1on1 with SDRs and every AE they support.
Here's the agenda:
→ Align on a few high-priority accounts
Ideally, both parties do high-level research to come to a consensus on the highest priority accounts based on ICP fit, triggers, etc. Or a scoring system helps the AE determine the highest value accounts.
These are NOT the only accounts the SDR will work. This just helps direct some of their efforts on highest-value accounts. SDRs should also be working other accounts on their own.
→ Multi-threading
AEs discuss accounts they've broken into where they could be threaded across more departments or business units. That info is relayed to the SDR so they know where to dig in further to the account.
→ Collaborate and brainstorm
Where most of the time should be spent. Brainstorming on creative ways to break-in to the account. Review messaging, approach, etc
✅ Set (and stick) to a plan
Set a plan in place and stick to it. Mistake: AEs change their mind mid-way through the week on what accounts they want the SDR to focus on.
This isn't allowed. Set a plan and stick to it until you meet again. Outbound takes time. You have to put in the reps.
✅ Tag team accounts
I'm not a fan of AEs saving accounts for themselves that SDRs can't touch. Especially when they're doing zero outbound.
Unless the AE is disciplined about outbound, open up the account for the SDR to outbound into as well.
Split up the account by roles, seniority, and/or departments so you're not hitting the same people.
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It's not rocket science. But I've seen the "AE treats SDR like an exec assistant" play work 0% of the time.
How does your org provide guidance around AE/SDR collaboration?