Saima Rashid, SVP of Marketing & Revenue Analytics, discusses the importance of setting up the right process and Service Level Agreements (SLAs) to ensure qualified accounts are worked.
The defined process includes several key components. Firstly, when an account qualifies as a 6QA, a Business Development Representative is expected to conduct thorough research on the account. This involves analyzing the keywords the account is researching, reviewing historical content and campaign engagement, and curating personalized outreach based on this information. The process also outlines the importance of multithreading, engaging different personas within one company, which increases the chances of success and improves the overall win rate.
There is a 20-minute SLA for the BDR to initiate the first activity after an account qualifies as a 6QA. This quick response time is based on the understanding that speed is crucial in making a positive impression and capturing the prospect’s interest. It extends to inbound leads as well. Even for these leads, there is a six-minute SLA for response time, highlighting the importance of prompt engagement and follow-up.
To ensure adherence to the defined process, regular inspection and monitoring are emphasized. Live dashboards in Salesforce track response times, allowing teams to assess their performance and make improvements as needed. This inspection process helps maintain accountability and ensures that the defined process is consistently followed.
