Eddy Morris is the Sales Enablement Program Manager at Pluralsight. In his first session, back on October 1st, Eddy provided an excellent overview of SDR/BDR/ADM Enablement (building programs, onboarding, skilling towards sales roles, culture, partnering with Stakeholders, etc.).
In this episode, Eddy is back to go deeper on all of these topics.
Give a listen to Eddy Morris as he walks us through the approach he followed, in collaboration with a brilliant head of business development and great partners across the sales leadership team.
Eddy walks through:
1️⃣ The WHY for the program and the goals it was meant to deliver upon.
2️⃣ The capabilities that were being taught and how success was measured.
3️⃣ How they used real accounts to train reps on research, messaging, and so forth.
And tons more. Great conversation, Eddy, thanks for the great conversation and wonderful collaboration!
0:00:00.000,0:00:03.520 collaborator and i’m here again with 0:00:01.439,0:00:06.879 eddie morris eddie 0:00:03.520,0:00:09.280 you my man are a real hero of mine 0:00:06.879,0:00:10.880 eddie came on about a month ago to talk 0:00:09.280,0:00:12.799 about this subject we talked about 0:00:10.880,0:00:14.480 everything but this subject and it was a 0:00:12.799,0:00:15.759 great conversation 0:00:14.480,0:00:18.000 but i’m really appreciative of you 0:00:15.759,0:00:19.279 coming back today to talk about the 0:00:18.000,0:00:20.480 topic at hand 0:00:19.279,0:00:22.640 you want to do you want to take a minute 0:00:20.480,0:00:24.320 to introduce yourself sure 0:00:22.640,0:00:26.160 uh yeah thanks for having me back john 0:00:24.320,0:00:28.320 it’s great to be with you we had uh a 0:00:26.160,0:00:30.480 lot of fun last time as you said but 0:00:28.320,0:00:32.000 my name is eddie morris i am a 0:00:30.480,0:00:35.040 enablement program manager 0:00:32.000,0:00:37.120 at pluralsight right now and i support 0:00:35.040,0:00:39.760 primarily the north america sales team 0:00:37.120,0:00:42.000 and the biz dev team there 0:00:39.760,0:00:42.879 and prior to that i spent quite a bit of 0:00:42.000,0:00:46.160 time doing 0:00:42.879,0:00:47.600 bdr sdr enablement and uh since we 0:00:46.160,0:00:48.480 didn’t get to talk about that so much 0:00:47.600,0:00:49.760 last time 0:00:48.480,0:00:52.000 that’s really where you wanted to drive 0:00:49.760,0:00:54.000 the conversation today yeah i’m stoked 0:00:52.000,0:00:56.879 you know i i was hoping 0:00:54.000,0:00:57.280 that have this conversation really be as 0:00:56.879,0:01:00.640 as 0:00:57.280,0:01:01.600 tactical and and uh tips based as 0:01:00.640,0:01:03.199 possible 0:01:01.600,0:01:04.879 and really if you could help us 0:01:03.199,0:01:06.960 understand the 0:01:04.879,0:01:10.000 code of the onboarding program you put 0:01:06.960,0:01:11.200 forth for the sdrs and bdrs you were 0:01:10.000,0:01:12.799 supporting 0:01:11.200,0:01:14.640 i’d love to you know walk through that 0:01:12.799,0:01:16.159 with you and and have people you know 0:01:14.640,0:01:17.680 get some value from that 0:01:16.159,0:01:19.680 because i know you did a lot of work on 0:01:17.680,0:01:20.960 it maybe we could start right at the 0:01:19.680,0:01:23.280 beginning though 0:01:20.960,0:01:24.720 when you started out you know was there 0:01:23.280,0:01:27.040 a program 0:01:24.720,0:01:29.280 um and and what were the goals for sort 0:01:27.040,0:01:31.680 of taking the next steps you did take 0:01:29.280,0:01:33.600 yeah yeah that’s a great question so 0:01:31.680,0:01:34.960 when i did start out there was there was 0:01:33.600,0:01:38.400 a program 0:01:34.960,0:01:40.079 um and one of the the managers there he 0:01:38.400,0:01:42.560 was he was the enablement manager 0:01:40.079,0:01:43.280 but also was managing one of the teams 0:01:42.560,0:01:44.720 and so he 0:01:43.280,0:01:46.320 you know was the first person to admit 0:01:44.720,0:01:48.240 like i i can’t really dedicate 0:01:46.320,0:01:49.600 my time equally to both of these things 0:01:48.240,0:01:51.680 and and he was 0:01:49.600,0:01:53.439 much more interested in taking a step in 0:01:51.680,0:01:54.560 the management role and being a people 0:01:53.439,0:01:56.320 leader and so 0:01:54.560,0:01:58.240 we worked together for probably the 0:01:56.320,0:02:00.799 first four 0:01:58.240,0:02:02.079 weeks i was there uh we put together and 0:02:00.799,0:02:03.360 i kind of took over 0:02:02.079,0:02:05.439 some of the things he developed and he 0:02:03.360,0:02:07.600 developed some really good things um 0:02:05.439,0:02:09.119 he’s a great leader and really thought 0:02:07.600,0:02:10.479 from the perspective of the the 0:02:09.119,0:02:11.760 individual user 0:02:10.479,0:02:13.920 and so he had some really good 0:02:11.760,0:02:15.920 foundational stuff um 0:02:13.920,0:02:17.040 but what i was able to do is write about 0:02:15.920,0:02:20.560 the time that he 0:02:17.040,0:02:21.760 uh shifted out of that business and into 0:02:20.560,0:02:24.480 the leadership role 0:02:21.760,0:02:25.200 we got a new leader of the organization 0:02:24.480,0:02:26.560 and so 0:02:25.200,0:02:28.720 he and i were able to put our heads 0:02:26.560,0:02:30.160 together and really articulate like 0:02:28.720,0:02:31.040 here’s what the programs look like so 0:02:30.160,0:02:33.280 far 0:02:31.040,0:02:35.040 um you know and and then work together 0:02:33.280,0:02:36.319 on what we wanted the outcome to be of 0:02:35.040,0:02:37.519 that program so let’s 0:02:36.319,0:02:39.680 ask you what was the what was the 0:02:37.519,0:02:41.360 motivation for them what was the outcome 0:02:39.680,0:02:43.760 you were hoping to achieve 0:02:41.360,0:02:45.760 yeah so i was fortunate early in my 0:02:43.760,0:02:46.640 career to work at a instructional design 0:02:45.760,0:02:49.760 firm 0:02:46.640,0:02:50.000 and so i i got the opportunity to learn 0:02:49.760,0:02:51.599 from 0:02:50.000,0:02:53.519 really some of the best in the business 0:02:51.599,0:02:56.239 about what good learning looks like and 0:02:53.519,0:02:57.440 and driving outcome driven learning 0:02:56.239,0:03:00.959 right that actually changed 0:02:57.440,0:03:02.720 behavior and so for me it was a matter 0:03:00.959,0:03:03.440 of you know having been an sdr having 0:03:02.720,0:03:06.000 been in that 0:03:03.440,0:03:06.959 in that seat before a understanding what 0:03:06.000,0:03:08.400 the job entailed 0:03:06.959,0:03:10.959 like what you had to be good at to be 0:03:08.400,0:03:13.840 successful in that job and b 0:03:10.959,0:03:15.680 um experiencing what it was like to be 0:03:13.840,0:03:17.440 in that role and not have adequate 0:03:15.680,0:03:18.560 support adequate training adequate 0:03:17.440,0:03:20.720 resources 0:03:18.560,0:03:22.400 um you know i don’t think anyone who’s 0:03:20.720,0:03:24.159 familiar with the role is going to 0:03:22.400,0:03:26.000 argue with the fact that the role of an 0:03:24.159,0:03:26.879 sdr or bdr is one of the most difficult 0:03:26.000,0:03:29.920 jobs in sales 0:03:26.879,0:03:32.640 amen that’s a hard job that’s a hard job 0:03:29.920,0:03:34.159 yeah it’s not forgiving um you know you 0:03:32.640,0:03:36.560 get a lot of rejection 0:03:34.159,0:03:38.159 a lot of effort put forward without 0:03:36.560,0:03:39.680 immediate results and so it can be 0:03:38.159,0:03:42.400 really really challenging 0:03:39.680,0:03:44.159 and to ask someone and typically someone 0:03:42.400,0:03:44.720 more junior in their career maybe even 0:03:44.159,0:03:47.519 their first 0:03:44.720,0:03:49.200 job out of college to get thrown into 0:03:47.519,0:03:50.879 that kind of work situation 0:03:49.200,0:03:52.480 and then not provide the right resources 0:03:50.879,0:03:54.560 for them to be successful is 0:03:52.480,0:03:56.319 is really just setting yourself as an 0:03:54.560,0:03:57.280 organization and the individuals up for 0:03:56.319,0:04:00.000 failure 0:03:57.280,0:04:01.439 and so i wanted to avoid that you know i 0:04:00.000,0:04:03.439 really wanted to make sure that people 0:04:01.439,0:04:04.640 came on feeling like they were in a 0:04:03.439,0:04:06.239 position to win 0:04:04.640,0:04:07.519 that they had the tools and the the 0:04:06.239,0:04:08.480 resources and the skills that they 0:04:07.519,0:04:10.480 needed 0:04:08.480,0:04:12.000 and and also to really set a strong 0:04:10.480,0:04:14.319 foundation knowing that many of these 0:04:12.000,0:04:17.600 individuals were going to go on to be in 0:04:14.319,0:04:19.759 a sales role eventually and when you can 0:04:17.600,0:04:21.840 you know set a really solid foundation 0:04:19.759,0:04:23.120 as a sdr or bdr of building your own 0:04:21.840,0:04:24.720 pipeline 0:04:23.120,0:04:26.800 it makes stepping into a role like that 0:04:24.720,0:04:28.560 so much easier awesome i mean 0:04:26.800,0:04:29.840 when you guys started out you know you 0:04:28.560,0:04:31.680 and your new boss 0:04:29.840,0:04:33.919 and started looking at the program what 0:04:31.680,0:04:35.840 were you trying to accomplish you know 0:04:33.919,0:04:38.240 from a from a business perspective was 0:04:35.840,0:04:40.240 it a matter of hey we want these guys 0:04:38.240,0:04:42.880 these these men and women stepping into 0:04:40.240,0:04:44.960 the scr role to achieve 0:04:42.880,0:04:47.040 act you know up up to speeds by a 0:04:44.960,0:04:47.600 certain speed faster about a certain 0:04:47.040,0:04:49.759 factor 0:04:47.600,0:04:51.360 faster or what were you guys talking 0:04:49.759,0:04:53.600 about and how were you going to measure 0:04:51.360,0:04:54.720 the success of it yeah so there was a 0:04:53.600,0:04:56.000 couple of things that were really 0:04:54.720,0:04:58.400 important to him as the new 0:04:56.000,0:05:00.000 leader of the biz dev org and he was 0:04:58.400,0:05:01.919 very much a culture 0:05:00.000,0:05:04.080 driven leader he cared a lot about 0:05:01.919,0:05:05.840 driving a positive culture 0:05:04.080,0:05:07.520 but he didn’t let that detract from 0:05:05.840,0:05:10.560 being a performance-driven culture 0:05:07.520,0:05:11.199 right he he felt and i feel the same way 0:05:10.560,0:05:13.600 that they’re 0:05:11.199,0:05:15.520 really you can’t separate the two if you 0:05:13.600,0:05:18.560 want to have a happy organization 0:05:15.520,0:05:20.000 and so for him it was a matter of we’ve 0:05:18.560,0:05:21.680 gotta a perform 0:05:20.000,0:05:23.360 like the the outcome of whatever this 0:05:21.680,0:05:25.280 program is that someone can come out of 0:05:23.360,0:05:26.800 onboarding and hit their ramp goal 0:05:25.280,0:05:28.479 and that month later they can hit their 0:05:26.800,0:05:30.639 full quota because that was how we had 0:05:28.479,0:05:31.919 structured it in within our organization 0:05:30.639,0:05:33.360 so that was the number one outcome is 0:05:31.919,0:05:34.960 can they actually do their job when they 0:05:33.360,0:05:38.080 get how can they hit their number 0:05:34.960,0:05:41.600 and then b is were the 0:05:38.080,0:05:43.520 skills that we were developing a 0:05:41.600,0:05:45.039 like driving the right kind of behaviors 0:05:43.520,0:05:46.560 and best-in-class skills 0:05:45.039,0:05:48.639 and were they skills that they could 0:05:46.560,0:05:50.080 build upon that would 0:05:48.639,0:05:51.600 help them hit their number because i 0:05:50.080,0:05:53.039 think where a big disconnect happens 0:05:51.600,0:05:54.160 between enablement and the field so 0:05:53.039,0:05:56.319 often 0:05:54.160,0:05:58.479 is we come up with like conceptual 0:05:56.319,0:05:59.840 things or theoretical ideas and say like 0:05:58.479,0:06:01.440 in theory this works 0:05:59.840,0:06:03.440 but then the field rep goes and says 0:06:01.440,0:06:05.280 like yeah but it doesn’t actually 0:06:03.440,0:06:07.199 nothing nothing of it that works in real 0:06:05.280,0:06:08.639 life like you know i kept laughing 0:06:07.199,0:06:10.800 i’m laughing because i agree with you 0:06:08.639,0:06:12.720 eddie yeah be too often we don’t 0:06:10.800,0:06:14.960 we don’t have a conversation with the 0:06:12.720,0:06:17.120 people we’re delivering the information 0:06:14.960,0:06:20.479 the training whatever for and we’re just 0:06:17.120,0:06:22.080 like hey i read a book this is awesome 0:06:20.479,0:06:24.319 and then we get frustrated that it’s not 0:06:22.080,0:06:26.639 used yeah and 0:06:24.319,0:06:28.160 you know one of them yeah yeah one of my 0:06:26.639,0:06:30.160 least favorite things to hear 0:06:28.160,0:06:32.400 uh from a field from filler but still is 0:06:30.160,0:06:34.400 is like i’ve tried that it doesn’t work 0:06:32.400,0:06:36.479 and and you know that can mean two 0:06:34.400,0:06:38.000 things one can mean that like a 0:06:36.479,0:06:40.000 the stuff you asking them to do just 0:06:38.000,0:06:40.880 isn’t correct right like it really 0:06:40.000,0:06:43.919 doesn’t work 0:06:40.880,0:06:45.280 or b um that they have tried it 0:06:43.919,0:06:46.319 half-heartedly or maybe tried it 0:06:45.280,0:06:47.600 inappropriately 0:06:46.319,0:06:49.599 and didn’t see the results that they 0:06:47.600,0:06:51.120 wanted especially when those results 0:06:49.599,0:06:51.599 come over time and usually it’s a mix of 0:06:51.120,0:06:53.199 the two 0:06:51.599,0:06:54.960 right like you’re not taking feedback of 0:06:53.199,0:06:56.479 practical application and they don’t 0:06:54.960,0:06:57.280 believe in what you’re asking them to do 0:06:56.479,0:07:00.080 so they 0:06:57.280,0:07:01.199 they’re gonna stop doing it right and so 0:07:00.080,0:07:03.599 really looking at 0:07:01.199,0:07:04.479 what are the best practices we can build 0:07:03.599,0:07:07.680 here 0:07:04.479,0:07:10.240 that we can help our reps to 0:07:07.680,0:07:11.599 build those skills that are a best in 0:07:10.240,0:07:13.440 class but also be that are going to 0:07:11.599,0:07:15.520 provide results so that when a rep 0:07:13.440,0:07:16.960 starts when they get out of the gate 0:07:15.520,0:07:18.479 they can get to their territory and 0:07:16.960,0:07:18.880 start doing these things and start 0:07:18.479,0:07:21.199 saying 0:07:18.880,0:07:22.400 oh okay i can trust in this because i’m 0:07:21.199,0:07:24.319 getting the results i want 0:07:22.400,0:07:25.599 i love that let me let me step back for 0:07:24.319,0:07:28.880 two seconds so eddie use 0:07:25.599,0:07:31.919 um because i like the message of 0:07:28.880,0:07:33.360 performance but let’s make it a fun 0:07:31.919,0:07:34.080 place too and you didn’t quite say it 0:07:33.360,0:07:35.680 that way but 0:07:34.080,0:07:37.919 but you want it to be a good place to 0:07:35.680,0:07:40.240 work but you got to deliver 0:07:37.919,0:07:41.039 it was there the concept of look if 0:07:40.240,0:07:44.879 you’re not 0:07:41.039,0:07:46.800 able to get through this program 0:07:44.879,0:07:48.479 you got more time was it a matter of you 0:07:46.800,0:07:51.120 couldn’t get through this program 0:07:48.479,0:07:52.639 sorry this isn’t the place for you and 0:07:51.120,0:07:54.720 i’m just curious because it’s always a 0:07:52.639,0:07:56.879 debate with people on 0:07:54.720,0:08:00.400 how to what’s the best approach in my 0:07:56.879,0:08:01.919 opinion if you can’t do the job 0:08:00.400,0:08:03.199 you shouldn’t be in the job now maybe 0:08:01.919,0:08:04.639 that’s another opportunity in the 0:08:03.199,0:08:06.080 business or whatever but i’m curious on 0:08:04.639,0:08:08.000 how you approach that 0:08:06.080,0:08:09.440 yeah and and ultimately you know as an 0:08:08.000,0:08:11.360 enablement practitioner 0:08:09.440,0:08:13.039 um the personnel decisions weren’t 0:08:11.360,0:08:15.840 weren’t mine to make 0:08:13.039,0:08:16.560 you know exactly yeah and i was involved 0:08:15.840,0:08:18.400 luckily 0:08:16.560,0:08:19.759 you know working with this leader he was 0:08:18.400,0:08:21.680 a great partner and 0:08:19.759,0:08:23.280 you know invited me to participate in 0:08:21.680,0:08:24.319 the interviewing process and to give my 0:08:23.280,0:08:26.639 feedback on that 0:08:24.319,0:08:27.759 awesome um and some we got quite a bit 0:08:26.639,0:08:29.280 of feedback that the 0:08:27.759,0:08:31.120 the onboarding process was fairly 0:08:29.280,0:08:34.159 rigorous uh you know 0:08:31.120,0:08:35.279 um so we got that feedback a lot and we 0:08:34.159,0:08:36.959 had to have a couple of hard 0:08:35.279,0:08:39.200 conversations about you know is this too 0:08:36.959,0:08:42.640 hard are we making this too difficult 0:08:39.200,0:08:44.480 and after going back to talking to some 0:08:42.640,0:08:47.120 reps who had been in seat for a while 0:08:44.480,0:08:48.800 um kind of the response we got was yeah 0:08:47.120,0:08:50.640 the onboarding program is hard but so 0:08:48.800,0:08:54.560 was this job 0:08:50.640,0:08:55.920 like and and uh for the most part 0:08:54.560,0:08:58.800 people who are struggling with the 0:08:55.920,0:09:00.000 onboarding load um 0:08:58.800,0:09:01.200 you know it was one of those situations 0:09:00.000,0:09:01.920 where we stepped back and said okay we 0:09:01.200,0:09:03.279 can work with you 0:09:01.920,0:09:04.959 like as long as you’re willing to put in 0:09:03.279,0:09:05.680 the awesome we’ll work with you no 0:09:04.959,0:09:07.680 problem 0:09:05.680,0:09:10.160 and there was a couple of people a 0:09:07.680,0:09:12.160 couple of instances i’d say when um 0:09:10.160,0:09:13.680 maybe it was just not a good hiring fit 0:09:12.160,0:09:14.320 like they didn’t want to put in the work 0:09:13.680,0:09:15.360 they weren’t 0:09:14.320,0:09:17.600 they thought they were getting involved 0:09:15.360,0:09:20.160 in something that that was not the case 0:09:17.600,0:09:21.279 or um or maybe the aptitude just truly 0:09:20.160,0:09:23.040 was not there 0:09:21.279,0:09:24.320 i think that was probably the least 0:09:23.040,0:09:26.320 likely scenario 0:09:24.320,0:09:27.440 um because i think in a role like the 0:09:26.320,0:09:29.600 sdr 0:09:27.440,0:09:31.120 role the bdr role if the attitude is 0:09:29.600,0:09:31.600 there and the work ethic is there you 0:09:31.120,0:09:33.920 can 0:09:31.600,0:09:35.279 it’s a role you can’t outwork it helps a 0:09:33.920,0:09:37.279 lot when you have the right skills and 0:09:35.279,0:09:40.240 the right you know the right uh 0:09:37.279,0:09:41.519 you know um proficiencies but if you’re 0:09:40.240,0:09:44.080 willing to work hard enough like 0:09:41.519,0:09:46.240 you can get your number i like it i like 0:09:44.080,0:09:49.760 it i agree with you so let’s skip ahead 0:09:46.240,0:09:50.000 how did you determine what the program 0:09:49.760,0:09:51.600 would 0:09:50.000,0:09:54.160 look like you know what skills they 0:09:51.600,0:09:56.000 needed to get how to actually deliver it 0:09:54.160,0:09:56.959 how did that process go and then what 0:09:56.000,0:09:59.040 did it look like 0:09:56.959,0:10:01.519 after you figured it all out yeah 0:09:59.040,0:10:03.120 honestly it was a matter of being 0:10:01.519,0:10:05.040 being familiar enough with the role and 0:10:03.120,0:10:07.680 working with the leadership to say like 0:10:05.040,0:10:08.399 let’s talk about what a bdrs actually 0:10:07.680,0:10:10.480 does 0:10:08.399,0:10:12.000 yeah what do they actually do in their 0:10:10.480,0:10:13.760 seat and you can break it down to a 0:10:12.000,0:10:15.279 couple of really key activities right 0:10:13.760,0:10:17.200 they’re on the phone they’re writing 0:10:15.279,0:10:20.320 emails they’re doing research 0:10:17.200,0:10:23.120 they’re social selling you know and that 0:10:20.320,0:10:25.279 is pretty much their job you know like 0:10:23.120,0:10:27.360 there’s not a lot too 0:10:25.279,0:10:29.200 uh a lot more to it than that because 0:10:27.360,0:10:30.560 they their job is primarily one function 0:10:29.200,0:10:32.800 which is to get leads to get 0:10:30.560,0:10:34.000 opportunities in the pipeline 0:10:32.800,0:10:35.839 and when you understand that you can 0:10:34.000,0:10:38.560 really boil that down and so 0:10:35.839,0:10:40.000 everything that we did in the program 0:10:38.560,0:10:41.440 was around how do we help 0:10:40.000,0:10:43.519 someone be successful in one of those 0:10:41.440,0:10:46.079 key areas researching 0:10:43.519,0:10:46.800 you know emailing phone calls social 0:10:46.079,0:10:48.800 selling 0:10:46.800,0:10:50.480 so like like researching for example how 0:10:48.800,0:10:51.839 how do you train people to be good at 0:10:50.480,0:10:53.760 researching 0:10:51.839,0:10:55.360 yeah because i think that’s i think some 0:10:53.760,0:10:57.200 people naturally go i can pick up the 0:10:55.360,0:10:59.120 phone and i can read a script 0:10:57.200,0:11:00.480 and i can sound pretty good but 0:10:59.120,0:11:02.079 researching is one that i 0:11:00.480,0:11:04.160 it seems like people sometimes struggle 0:11:02.079,0:11:06.079 with so how do you teach that 0:11:04.160,0:11:07.760 yeah and and granted it depends on the 0:11:06.079,0:11:08.800 type of organization you’re in right if 0:11:07.760,0:11:11.279 it’s like a b2c 0:11:08.800,0:11:12.480 sale or a really transactional sale like 0:11:11.279,0:11:13.600 you’re not going to spend a lot of time 0:11:12.480,0:11:16.480 doing the research 0:11:13.600,0:11:18.320 exactly like you know enterprise 0:11:16.480,0:11:19.839 strategic type sales with a more 0:11:18.320,0:11:21.440 sophisticated sales motion like you 0:11:19.839,0:11:23.120 better know who you’re talking to 0:11:21.440,0:11:24.959 um especially if you’re trying to you 0:11:23.120,0:11:27.519 know touch people that are 0:11:24.959,0:11:28.399 um you know higher up in the org chart 0:11:27.519,0:11:30.959 you know you 0:11:28.399,0:11:32.320 if you you know missed the shot you kind 0:11:30.959,0:11:34.079 of missed the shot with that you got 0:11:32.320,0:11:37.200 expected you got one shot 0:11:34.079,0:11:37.760 yeah so you know for us it was a matter 0:11:37.200,0:11:39.600 of really 0:11:37.760,0:11:41.120 understanding helping the reps 0:11:39.600,0:11:42.480 understand the value proposition of the 0:11:41.120,0:11:43.760 products we were offering 0:11:42.480,0:11:45.519 like that’s the very first thing like 0:11:43.760,0:11:46.800 you got to know what we do and what 0:11:45.519,0:11:49.120 problems we solve 0:11:46.800,0:11:50.160 amen check yeah yep and then once you 0:11:49.120,0:11:52.160 know that then you got to know who 0:11:50.160,0:11:53.440 you’re talking to so let’s go personas 0:11:52.160,0:11:54.560 and we actually spent quite a quite a 0:11:53.440,0:11:56.639 while on 0:11:54.560,0:11:58.560 here’s the the jobs that we do here’s 0:11:56.639,0:12:00.160 the the you know problems we solve the 0:11:58.560,0:12:01.680 pains we solve for and then here are the 0:12:00.160,0:12:04.480 the key people we sell to 0:12:01.680,0:12:06.320 and here’s why they buy us okay know 0:12:04.480,0:12:07.920 those two things 0:12:06.320,0:12:09.519 then it’s a matter of just helping them 0:12:07.920,0:12:12.399 connect the dots and saying 0:12:09.519,0:12:13.519 okay if this is what a persona a you 0:12:12.399,0:12:15.760 know a cfo 0:12:13.519,0:12:18.320 a cmo cio whoever you’re selling to if 0:12:15.760,0:12:21.200 this is what they’re looking for 0:12:18.320,0:12:21.920 then let’s talk about doing the the 0:12:21.200,0:12:24.000 mental 0:12:21.920,0:12:25.279 exercise of saying how our products fit 0:12:24.000,0:12:27.200 that need 0:12:25.279,0:12:29.040 right how our products fit that need and 0:12:27.200,0:12:30.639 if we can articulate that then 0:12:29.040,0:12:32.160 the rest is just dressing around it 0:12:30.639,0:12:34.399 right okay let’s talk about what kind of 0:12:32.160,0:12:36.639 compelling events and triggers we’d see 0:12:34.399,0:12:38.240 in this organization that indicate that 0:12:36.639,0:12:39.200 this person’s experiencing those types 0:12:38.240,0:12:40.800 of problems 0:12:39.200,0:12:42.240 and how can we use that to build urgency 0:12:40.800,0:12:44.000 in our messaging and so 0:12:42.240,0:12:45.760 it really started with that foundation 0:12:44.000,0:12:47.839 and then you know how do you find the 0:12:45.760,0:12:49.440 the clues the red flags that say hey 0:12:47.839,0:12:50.240 this person the buying signals that this 0:12:49.440,0:12:52.000 person 0:12:50.240,0:12:52.800 uh would be open to a conversation based 0:12:52.000,0:12:54.240 on what’s happening in their 0:12:52.800,0:12:55.839 organization right now 0:12:54.240,0:12:59.120 nice and i i think that’s a great 0:12:55.839,0:13:00.880 starting point eddie you know i always 0:12:59.120,0:13:02.560 i always say to people you’re not 0:13:00.880,0:13:04.320 selling to a persona you’re selling to a 0:13:02.560,0:13:05.040 person so i’m kind of curious if there’s 0:13:04.320,0:13:06.800 any 0:13:05.040,0:13:08.399 tips or do you think i’m full of it 0:13:06.800,0:13:10.560 which is okay too eddie 0:13:08.399,0:13:12.240 but i’m kind of curious is there any 0:13:10.560,0:13:14.560 tips or tricks or did you try to 0:13:12.240,0:13:15.760 help them understand okay this person’s 0:13:14.560,0:13:18.480 a cfo but 0:13:15.760,0:13:20.160 here’s sort of some of their underlying 0:13:18.480,0:13:22.639 way they think or or 0:13:20.160,0:13:24.079 or what sort of stuff going on so that 0:13:22.639,0:13:25.600 i’d love to hear your thoughts on that 0:13:24.079,0:13:26.880 and i’d also love to hear your thoughts 0:13:25.600,0:13:27.760 on well let’s start with that let’s 0:13:26.880,0:13:29.440 start with that one 0:13:27.760,0:13:32.639 you know is there a way to get more 0:13:29.440,0:13:34.959 personal than simply the persona 0:13:32.639,0:13:36.639 in in a real scalable way or in a way 0:13:34.959,0:13:39.440 that works for sdrs 0:13:36.639,0:13:40.639 yeah we were really really fortunate to 0:13:39.440,0:13:42.880 have a tight partnership with our 0:13:40.639,0:13:46.240 product marketing team who put out 0:13:42.880,0:13:47.920 in my opinion a best-in-class uh 0:13:46.240,0:13:49.760 sales playbook like best that i’ve ever 0:13:47.920,0:13:52.079 seen oh nice okay 0:13:49.760,0:13:53.440 as part of that there was some persona 0:13:52.079,0:13:55.279 information in there 0:13:53.440,0:13:57.360 and the persona information had lots of 0:13:55.279,0:13:59.040 things around demographics and what type 0:13:57.360,0:14:00.320 of people were in that role and you know 0:13:59.040,0:14:03.519 personality stuff 0:14:00.320,0:14:05.440 but the real meat of what what health 0:14:03.519,0:14:08.639 value for our sdrs 0:14:05.440,0:14:10.240 was um their kind of top three or four 0:14:08.639,0:14:10.800 priorities and then breaking that down 0:14:10.240,0:14:12.800 into 0:14:10.800,0:14:14.079 here’s the functional benefit that our 0:14:12.800,0:14:16.000 product offers this person 0:14:14.079,0:14:17.360 here’s the emotional benefit that our 0:14:16.000,0:14:18.639 product offers this person 0:14:17.360,0:14:20.560 and here’s the personal value it 0:14:18.639,0:14:23.120 provides to them and so 0:14:20.560,0:14:24.240 right from the outset i love those yeah 0:14:23.120,0:14:25.760 right from the outset when we were 0:14:24.240,0:14:27.440 thinking about personas it wasn’t just 0:14:25.760,0:14:30.000 what job function do they have and how 0:14:27.440,0:14:30.639 does the org roll up to them and xyz you 0:14:30.000,0:14:32.639 know what 0:14:30.639,0:14:34.959 what metrics are they responsible to 0:14:32.639,0:14:37.279 deliver back to the business but it was 0:14:34.959,0:14:39.199 okay what does this product do for them 0:14:37.279,0:14:42.320 and why do they care about that 0:14:39.199,0:14:43.199 i love it i love that man did you were 0:14:42.320,0:14:45.279 you able to see 0:14:43.199,0:14:46.399 any um well we’ll come back to the 0:14:45.279,0:14:47.680 metrics at the end 0:14:46.399,0:14:49.279 i was going to ask you what kind of 0:14:47.680,0:14:50.480 metrics you saw but let’s let’s hold on 0:14:49.279,0:14:53.760 that for a second 0:14:50.480,0:14:56.480 did you did you have any problems 0:14:53.760,0:14:58.399 getting these young professionals you 0:14:56.480,0:15:01.360 know first-time job 0:14:58.399,0:15:03.519 being able to talk to a cfo or co and 0:15:01.360,0:15:07.040 how did you get them past that because 0:15:03.519,0:15:09.199 i’m thinking when i was 25 i’m not super 0:15:07.040,0:15:11.040 intelligent now but i was really a dumb 0:15:09.199,0:15:13.279 schmuck back then who thought i was 0:15:11.040,0:15:15.519 super smart 0:15:13.279,0:15:18.320 how do you balance that gap or how do 0:15:15.519,0:15:20.160 you close that gap for them in a 0:15:18.320,0:15:21.440 repeatable scalable way during the 0:15:20.160,0:15:23.440 onboarding process 0:15:21.440,0:15:26.399 and maybe the answer is you just don’t 0:15:23.440,0:15:27.680 hire people like john 0:15:26.399,0:15:29.199 no i think that’s a really great 0:15:27.680,0:15:31.040 question and i think it’s a number of 0:15:29.199,0:15:32.959 things right and i think quite candidly 0:15:31.040,0:15:36.800 like we didn’t necessarily expect our 0:15:32.959,0:15:38.959 sdrs to be talking to cios and yeah 0:15:36.800,0:15:40.320 because we aligned to territories and 0:15:38.959,0:15:42.320 accounts uh 0:15:40.320,0:15:43.759 most of the time when you know that scr 0:15:42.320,0:15:45.199 bdr would align with their account 0:15:43.759,0:15:45.759 executive they the account executive 0:15:45.199,0:15:47.279 said like 0:15:45.759,0:15:49.120 anyone kind of above this level let’s 0:15:47.279,0:15:50.800 leave those conversations for me 0:15:49.120,0:15:52.480 not because really like there’s not a 0:15:50.800,0:15:54.160 lot of trust but there’s so much other 0:15:52.480,0:15:55.680 green grass for you to go after 0:15:54.160,0:15:57.519 and i want to manage those conversations 0:15:55.680,0:15:58.959 really tightly sometimes that wasn’t the 0:15:57.519,0:16:00.399 case sometimes it was hey if you can get 0:15:58.959,0:16:03.519 me in touch with so and so like 0:16:00.399,0:16:04.000 awesome go do it and i think for us the 0:16:03.519,0:16:08.000 the 0:16:04.000,0:16:09.279 we we never tried to um force that issue 0:16:08.000,0:16:11.440 uh because i think there’s a lot of 0:16:09.279,0:16:13.839 validity to that but 0:16:11.440,0:16:15.440 uh you know even then speaking to a 0:16:13.839,0:16:17.120 director or a vp 0:16:15.440,0:16:19.839 can be pretty intimidating for someone 0:16:17.120,0:16:20.959 who is just out of college right and 0:16:19.839,0:16:22.800 that would come up all the time in 0:16:20.959,0:16:24.240 onboarding is like how can i talk to 0:16:22.800,0:16:25.839 someone that’s been in this role for 20 0:16:24.240,0:16:28.240 years blah blah blah 0:16:25.839,0:16:29.839 and i said look you know and we would 0:16:28.240,0:16:30.800 sell to some pretty technical folks you 0:16:29.839,0:16:34.000 know people in i.t 0:16:30.800,0:16:35.519 people in project management martech and 0:16:34.000,0:16:38.240 you know we would have this discussion 0:16:35.519,0:16:38.800 of look will you ever know as much about 0:16:38.240,0:16:41.920 it 0:16:38.800,0:16:44.800 as this vp like realistically 0:16:41.920,0:16:45.440 in in a sales type or will you ever the 0:16:44.800,0:16:48.240 answer 0:16:45.440,0:16:48.560 is always going to be no yeah yeah so i 0:16:48.240,0:16:50.240 said 0:16:48.560,0:16:52.000 okay well then what you need to worry 0:16:50.240,0:16:53.120 about is not being an expert about what 0:16:52.000,0:16:55.360 they do 0:16:53.120,0:16:57.120 but let’s be an expert about what we do 0:16:55.360,0:16:59.279 and know enough about what they do and 0:16:57.120,0:17:02.399 why they need to care to be dangerous 0:16:59.279,0:17:03.600 right um because exactly exactly care 0:17:02.399,0:17:06.720 about 0:17:03.600,0:17:07.280 then speak to that right like there’s we 0:17:06.720,0:17:08.880 all know 0:17:07.280,0:17:11.120 like people don’t make decisions based 0:17:08.880,0:17:12.880 on logic based on off emotion 0:17:11.120,0:17:15.039 so if you can find a pain or a need 0:17:12.880,0:17:16.400 that’s deep enough for them 0:17:15.039,0:17:18.000 you know it doesn’t matter if you know 0:17:16.400,0:17:19.520 every single thing about their it org if 0:17:18.000,0:17:20.240 you understand that they’re dealing with 0:17:19.520,0:17:22.400 something that’s 0:17:20.240,0:17:24.240 a pain and can press on that and say i 0:17:22.400,0:17:25.280 think i got a solution for you 0:17:24.240,0:17:27.360 that’s going to be enough to have a 0:17:25.280,0:17:28.799 conversation right and that’s right 0:17:27.360,0:17:31.919 it’s just earning the right to have that 0:17:28.799,0:17:32.559 next conversation exactly right you’re 0:17:31.919,0:17:34.320 an expert 0:17:32.559,0:17:35.840 you don’t need to it’s not your job to 0:17:34.320,0:17:37.520 sell everything it’s your job 0:17:35.840,0:17:38.960 to sell the value of a conversation with 0:17:37.520,0:17:42.640 your account executive 0:17:38.960,0:17:43.679 right i love that yeah and i love that 0:17:42.640,0:17:46.320 man 0:17:43.679,0:17:47.760 and i think not just selling time i 0:17:46.320,0:17:49.280 think we hear that a lot with sdrs and 0:17:47.760,0:17:50.080 videos like just sell time just sell 0:17:49.280,0:17:52.640 time 0:17:50.080,0:17:53.600 but we really encourage our sdrs and 0:17:52.640,0:17:56.000 ddrs to 0:17:53.600,0:17:57.039 provide value on a call not just to get 0:17:56.000,0:17:58.400 someone on the call to say hey do you 0:17:57.039,0:18:00.320 want to jump on another call 0:17:58.400,0:18:01.840 but did you know that initial 0:18:00.320,0:18:03.200 qualification like 0:18:01.840,0:18:04.880 figure out a little bit about their 0:18:03.200,0:18:06.480 current state figure out what problems 0:18:04.880,0:18:08.559 might be going on there 0:18:06.480,0:18:09.919 and then say hey we’ve helped people 0:18:08.559,0:18:11.120 solve a similar problem 0:18:09.919,0:18:12.160 let me get you in touch with someone who 0:18:11.120,0:18:13.360 can tell you a little bit more about 0:18:12.160,0:18:15.200 that love it 0:18:13.360,0:18:17.440 love it how did you structure the 0:18:15.200,0:18:18.799 program in terms of types of activities 0:18:17.440,0:18:21.440 was a lot of role playing 0:18:18.799,0:18:23.039 uh you know short videos how did you 0:18:21.440,0:18:25.039 know mechanically what did that look 0:18:23.039,0:18:26.320 like from the uh from the sdr experience 0:18:25.039,0:18:28.480 the new life 0:18:26.320,0:18:29.440 yeah um one thing that i think we did 0:18:28.480,0:18:30.960 really well was 0:18:29.440,0:18:32.720 have a lot of modalities within our 0:18:30.960,0:18:35.120 onboarding program so 0:18:32.720,0:18:36.000 a lot of it was instructor led by by 0:18:35.120,0:18:38.799 myself 0:18:36.000,0:18:40.320 um but we also had some videos that were 0:18:38.799,0:18:41.520 for the broader sales organization that 0:18:40.320,0:18:42.960 we pulled in and had them 0:18:41.520,0:18:45.360 you know like understand the value 0:18:42.960,0:18:46.480 proposition of the company and the value 0:18:45.360,0:18:48.799 proposition of 0:18:46.480,0:18:50.559 how we address certain personas um 0:18:48.799,0:18:52.240 product marketing you know had done some 0:18:50.559,0:18:54.559 trainings and we had recorded those 0:18:52.240,0:18:56.720 and so we had that available as well we 0:18:54.559,0:18:59.200 had our playbook and sometimes it was go 0:18:56.720,0:19:00.640 study x y and z pages and then come back 0:18:59.200,0:19:02.640 we’re gonna have a discussion on it 0:19:00.640,0:19:04.160 but i think the the thing i’m most proud 0:19:02.640,0:19:06.400 of that we did 0:19:04.160,0:19:07.760 was how applicable we made it and we 0:19:06.400,0:19:10.880 made it applicable by 0:19:07.760,0:19:12.880 prior to someone onboarding we had their 0:19:10.880,0:19:14.080 manager select five accounts in their 0:19:12.880,0:19:15.840 territory 0:19:14.080,0:19:18.559 and the new hires would bring their five 0:19:15.840,0:19:21.280 accounts and everything we did 0:19:18.559,0:19:23.200 was within those five accounts it was 0:19:21.280,0:19:24.960 hey today we’re researching account a 0:19:23.200,0:19:26.240 so let’s get into linkedin let’s show 0:19:24.960,0:19:27.679 you a couple tips and tricks 0:19:26.240,0:19:29.440 and you’re going to do research on one 0:19:27.679,0:19:30.320 of your accounts that’s a great 0:19:29.440,0:19:31.679 advantage 0:19:30.320,0:19:34.080 it was it was just such a good 0:19:31.679,0:19:36.080 experience for everybody because 0:19:34.080,0:19:38.080 by the end of our onboarding experience 0:19:36.080,0:19:39.679 the deliverable to the entire leadership 0:19:38.080,0:19:41.280 team we had a whole day full of 0:19:39.679,0:19:42.720 presentations uh 0:19:41.280,0:19:44.720 the rep would get up and they had 0:19:42.720,0:19:46.080 created a presentation on one of their 0:19:44.720,0:19:47.600 key accounts 0:19:46.080,0:19:49.520 and they would outline like here are the 0:19:47.600,0:19:50.559 individuals i’ve researched here are the 0:19:49.520,0:19:52.000 triggers that i found 0:19:50.559,0:19:54.080 on them or the compelling events and 0:19:52.000,0:19:56.000 here’s my messaging strategy 0:19:54.080,0:19:57.679 here’s the emails i’ve written to those 0:19:56.000,0:19:59.520 individuals that i’m going to send 0:19:57.679,0:20:01.200 yes and then like the kind of the 0:19:59.520,0:20:02.799 culminating keystone was then they would 0:20:01.200,0:20:04.000 do a role play in front of the group 0:20:02.799,0:20:05.360 with their manager 0:20:04.000,0:20:06.880 who would role play as one of the 0:20:05.360,0:20:07.520 individuals that they had done research 0:20:06.880,0:20:09.360 on 0:20:07.520,0:20:11.280 that’s so awesome because right then and 0:20:09.360,0:20:14.320 there you’re just making it 0:20:11.280,0:20:17.919 real it’s not a theoretical customer 0:20:14.320,0:20:20.480 x that looks like this did um 0:20:17.919,0:20:22.240 did they have to at well let me ask you 0:20:20.480,0:20:23.840 two things how long was the onboarding 0:20:22.240,0:20:24.880 process you know how long did this whole 0:20:23.840,0:20:27.039 process go on 0:20:24.880,0:20:28.559 i’ll start there yeah and we had a 0:20:27.039,0:20:30.400 pretty lengthy one it was about two 0:20:28.559,0:20:33.440 weeks 0:20:30.400,0:20:35.120 um and that was uh from the time they 0:20:33.440,0:20:36.799 got in and did some like general 0:20:35.120,0:20:38.080 you know people and culture onboarding 0:20:36.799,0:20:39.200 for the first day fill out your 0:20:38.080,0:20:41.200 paperwork yeah 0:20:39.200,0:20:42.320 and we’d take them the rest of that time 0:20:41.200,0:20:44.480 and by 0:20:42.320,0:20:46.159 kind of the last friday of the second 0:20:44.480,0:20:49.200 week was when they presented 0:20:46.159,0:20:50.799 you know their their uh their 0:20:49.200,0:20:52.320 account research and their emails and 0:20:50.799,0:20:54.240 all that that’s awesome were they 0:20:52.320,0:20:54.720 spending additional time outside of the 0:20:54.240,0:20:56.559 class 0:20:54.720,0:20:58.720 with the manager with the team learning 0:20:56.559,0:21:00.559 other things or was it sort of all 0:20:58.720,0:21:03.039 uh was it all self-contained in the 0:21:00.559,0:21:04.960 onboarding was that their entire focus 0:21:03.039,0:21:06.480 it was primarily self-contained like 0:21:04.960,0:21:08.880 most of the managers in the leadership 0:21:06.480,0:21:10.080 we all agreed that like for two weeks 0:21:08.880,0:21:12.080 you know they were kind of in the hands 0:21:10.080,0:21:13.919 of enablement but we 0:21:12.080,0:21:16.080 did a lot to get them out on the floor 0:21:13.919,0:21:18.000 we’d have shadowing hours we’d assign 0:21:16.080,0:21:18.640 mentors prior to them coming on board 0:21:18.000,0:21:20.240 and so 0:21:18.640,0:21:22.000 that’s the killer too yeah they always 0:21:20.240,0:21:23.360 had someone on their team if they had 0:21:22.000,0:21:24.080 additional questions they could go to 0:21:23.360,0:21:26.480 them 0:21:24.080,0:21:28.000 um you know we’d spend probably a couple 0:21:26.480,0:21:30.480 of hours every day 0:21:28.000,0:21:31.520 or across a couple of days hey go shadow 0:21:30.480,0:21:33.600 so and so 0:21:31.520,0:21:35.280 and we would prep the mentors and we 0:21:33.600,0:21:35.760 kind of had a mentor training program of 0:21:35.280,0:21:37.520 like 0:21:35.760,0:21:39.200 you know day one you got to be ready to 0:21:37.520,0:21:40.400 show them your research process 0:21:39.200,0:21:41.840 day two you’ve got to show them how you 0:21:40.400,0:21:43.280 write emails day three you’re gonna go 0:21:41.840,0:21:46.480 and make some calls with them 0:21:43.280,0:21:48.400 right and then we do all role plays with 0:21:46.480,0:21:50.080 the manager getting involved and 0:21:48.400,0:21:51.280 you know they would go to a breakout 0:21:50.080,0:21:52.720 room and the manager would call them 0:21:51.280,0:21:55.360 role-playing as a certain person 0:21:52.720,0:21:56.240 so so that’s awesome right from the 0:21:55.360,0:21:58.080 beginning they’re getting 0:21:56.240,0:21:59.919 familiar with their team their leaders 0:21:58.080,0:22:01.520 their peers they’re learning how to 0:21:59.919,0:22:02.880 message they’re learning how to research 0:22:01.520,0:22:03.760 they’re learning all those skills along 0:22:02.880,0:22:05.520 the way 0:22:03.760,0:22:07.440 and getting the commitment not to just 0:22:05.520,0:22:09.840 throw them out on the phones 0:22:07.440,0:22:12.080 that’s a big win too that should give 0:22:09.840,0:22:15.280 them the time to come up to speed 0:22:12.080,0:22:17.200 two weeks is not that long 0:22:15.280,0:22:18.559 let me ask you this how did they compare 0:22:17.200,0:22:19.520 and it’s always hard to answer this 0:22:18.559,0:22:22.640 question eddie 0:22:19.520,0:22:24.799 so i’m sorry but after they went through 0:22:22.640,0:22:26.960 this new onboarding approach 0:22:24.799,0:22:29.200 how much more productive or effective 0:22:26.960,0:22:31.200 were they than what was happening before 0:22:29.200,0:22:32.640 and i know the past manager did an 0:22:31.200,0:22:34.000 awesome job we’re all 0:22:32.640,0:22:35.760 trying to build off of each other’s 0:22:34.000,0:22:37.120 shoulders in times in terms of the 0:22:35.760,0:22:40.480 improvements we make 0:22:37.120,0:22:43.280 so um but how much better were they um 0:22:40.480,0:22:44.720 the increase was significant uh you know 0:22:43.280,0:22:46.400 and i think there was a number of things 0:22:44.720,0:22:49.200 that contributed to that 0:22:46.400,0:22:50.080 i think one um we had this new leader 0:22:49.200,0:22:52.559 and he 0:22:50.080,0:22:54.000 you know being able to build his vision 0:22:52.559,0:22:55.840 for his program 0:22:54.000,0:22:57.200 and building an enablement program that 0:22:55.840,0:22:59.520 supported that 0:22:57.200,0:23:01.120 um you know i think we got like almost 0:22:59.520,0:23:04.159 the exponential lift right 0:23:01.120,0:23:05.600 of increasing things overall yeah it was 0:23:04.159,0:23:06.320 really uh kind of a hand-in-hand 0:23:05.600,0:23:09.280 partnership 0:23:06.320,0:23:09.679 where you know as he really doubled down 0:23:09.280,0:23:12.400 on his 0:23:09.679,0:23:14.000 org to get the kind of he wanted you 0:23:12.400,0:23:15.600 know we would build out 0:23:14.000,0:23:17.039 here’s what’s expected of a good phone 0:23:15.600,0:23:17.760 call here’s the framework we want it to 0:23:17.039,0:23:19.760 look like 0:23:17.760,0:23:20.960 and then we if that’s the framework that 0:23:19.760,0:23:21.520 we want to see on the fourth and that’s 0:23:20.960,0:23:23.520 going to get 0:23:21.520,0:23:25.280 incorporated into onboarding and that’s 0:23:23.520,0:23:26.720 the first thing that people learn 0:23:25.280,0:23:29.120 is what the expectation is for the 0:23:26.720,0:23:31.280 organization so it’s not like 0:23:29.120,0:23:32.720 there’s a bunch of different you know 0:23:31.280,0:23:33.919 best practices out there and people are 0:23:32.720,0:23:35.919 kind of doing their own thing which if 0:23:33.919,0:23:36.400 you find a lot of and you find yeah you 0:23:35.919,0:23:38.159 do 0:23:36.400,0:23:39.360 but the answer is kind of like hey go 0:23:38.159,0:23:40.320 ask so and so they’re really good at 0:23:39.360,0:23:42.320 phone calls 0:23:40.320,0:23:44.000 but instead we had kind of this gold 0:23:42.320,0:23:44.559 standard of what a good email looked 0:23:44.000,0:23:46.000 like 0:23:44.559,0:23:48.320 what a good phone call looked like we 0:23:46.000,0:23:49.919 had you know scorecards and rubrics and 0:23:48.320,0:23:51.279 that enabled really powerful call 0:23:49.919,0:23:52.880 coaching and we were able to use some 0:23:51.279,0:23:55.120 call coaching software so 0:23:52.880,0:23:57.279 nice you know just having one common 0:23:55.120,0:23:58.640 language that began at onboarding and it 0:23:57.279,0:24:00.080 went you know existed through the 0:23:58.640,0:24:02.840 entirety of someone’s life 0:24:00.080,0:24:04.559 as nstr or bdr was really really 0:24:02.840,0:24:07.120 powerful 0:24:04.559,0:24:08.400 now there’s so many good things that you 0:24:07.120,0:24:09.840 just walked through in that whole 0:24:08.400,0:24:13.120 conversation eddie 0:24:09.840,0:24:16.320 um but let me ask you this how long 0:24:13.120,0:24:17.520 um did it take an sdr then to sort of 0:24:16.320,0:24:20.080 start hitting their numbers 0:24:17.520,0:24:22.080 clearly they weren’t at two weeks there 0:24:20.080,0:24:25.120 was one set of expectations 0:24:22.080,0:24:27.440 uh but how long did it on average take 0:24:25.120,0:24:30.240 for a new bdr to start hitting their 0:24:27.440,0:24:31.200 whatever their targets were yeah so 0:24:30.240,0:24:33.840 typically 0:24:31.200,0:24:35.520 and and uh from what i recall the first 0:24:33.840,0:24:36.559 month was kind of like a wash right we 0:24:35.520,0:24:38.159 didn’t know when we were hiring them 0:24:36.559,0:24:39.919 within the month so like exactly 0:24:38.159,0:24:41.520 they’re not expected anything second 0:24:39.919,0:24:42.159 month they’re expected to hit 50 percent 0:24:41.520,0:24:43.360 of quota 0:24:42.159,0:24:45.440 it’s pretty common to have like a rant 0:24:43.360,0:24:47.120 quota right and then the second 0:24:45.440,0:24:48.799 full month that they’re in seat they’re 0:24:47.120,0:24:51.039 expected to hit their full quarterback 0:24:48.799,0:24:52.159 that’s and that’s very reasonable that’s 0:24:51.039,0:24:54.640 very reasonable 0:24:52.159,0:24:55.919 were you seeing and and without giving 0:24:54.640,0:24:57.279 exact numbers and i’m sure you don’t 0:24:55.919,0:24:59.200 remember exact numbers 0:24:57.279,0:25:01.279 but were you seeing a larger percentage 0:24:59.200,0:25:02.799 of the team hitting that quota at the 0:25:01.279,0:25:05.200 end of the second month then 0:25:02.799,0:25:06.080 and was it a and i know you sort of said 0:25:05.200,0:25:08.240 yes but 0:25:06.080,0:25:10.320 was it a really obvious like well geez 0:25:08.240,0:25:13.440 we went from here and now we’re here 0:25:10.320,0:25:14.400 yeah it was uh significant you know hard 0:25:13.440,0:25:16.080 to overlook 0:25:14.400,0:25:18.000 that kind of shift and again i think 0:25:16.080,0:25:19.120 there was three three primary things 0:25:18.000,0:25:22.720 that drove that 0:25:19.120,0:25:24.480 uh one better hiring i think the leader 0:25:22.720,0:25:26.000 uh got in and really just like doubled 0:25:24.480,0:25:27.360 down on this is the type of person we’re 0:25:26.000,0:25:28.480 looking for and let’s tighten up our 0:25:27.360,0:25:30.960 interview process 0:25:28.480,0:25:32.159 yeah the second was just the culture 0:25:30.960,0:25:33.760 that was instilled 0:25:32.159,0:25:35.760 uh with his new organization of 0:25:33.760,0:25:36.720 performance and then the third i think 0:25:35.760,0:25:40.400 was just 0:25:36.720,0:25:42.880 much much more structured and uh 0:25:40.400,0:25:44.320 and an effective onboarding oh my god 0:25:42.880,0:25:45.600 that’s just amazing man 0:25:44.320,0:25:47.279 i’m really stoked about this 0:25:45.600,0:25:48.000 conversation i just feel like there’s so 0:25:47.279,0:25:49.520 much goodness 0:25:48.000,0:25:52.240 what would you have done differently 0:25:49.520,0:25:54.799 let’s pretend you’re that new leader 0:25:52.240,0:25:55.600 you go into a business tomorrow you’re 0:25:54.799,0:25:57.360 the new 0:25:55.600,0:26:00.080 you know head of business development 0:25:57.360,0:26:02.880 the new cro whatever the role is 0:26:00.080,0:26:03.919 right what would you do differently if 0:26:02.880,0:26:05.360 anything 0:26:03.919,0:26:07.440 based upon what you’ve learned in the 0:26:05.360,0:26:09.440 time since uh 0:26:07.440,0:26:11.520 in an onboarding program for sdrs and 0:26:09.440,0:26:14.480 anything you would have changed 0:26:11.520,0:26:16.400 yeah yeah i think um because so much 0:26:14.480,0:26:19.120 change happened all at once 0:26:16.400,0:26:20.320 it took a little while for some of the 0:26:19.120,0:26:22.799 managers to 0:26:20.320,0:26:24.480 get to the level of proficiency that we 0:26:22.799,0:26:26.559 were asking our reps to be at or to 0:26:24.480,0:26:29.039 understand it well enough to coach to it 0:26:26.559,0:26:29.679 i think i would put a little more 0:26:29.039,0:26:32.000 emphasis 0:26:29.679,0:26:32.880 on that so that as part of onboarding 0:26:32.000,0:26:34.240 because i did a lot of the 0:26:32.880,0:26:36.400 instructor-led training 0:26:34.240,0:26:38.799 i would have loved to invite more 0:26:36.400,0:26:41.440 managers to get involved in actually 0:26:38.799,0:26:42.240 providing that content i think it gives 0:26:41.440,0:26:44.000 them a 0:26:42.240,0:26:45.440 whole new level of credibility among new 0:26:44.000,0:26:46.720 hires and among members of their team 0:26:45.440,0:26:49.760 that might be coming on 0:26:46.720,0:26:51.039 rather than having to you know 0:26:49.760,0:26:52.000 not that they waited two weeks because 0:26:51.039,0:26:53.360 they were involved throughout the 0:26:52.000,0:26:54.880 process but just giving them more 0:26:53.360,0:26:57.360 opportunity to get face time 0:26:54.880,0:26:59.279 to present that material to have uh more 0:26:57.360,0:27:01.840 involvement throughout the the actual 0:26:59.279,0:27:03.279 classroom quote-unquote time i i think 0:27:01.840,0:27:05.840 our our sales leaders 0:27:03.279,0:27:06.799 have a one of the hardest jobs out there 0:27:05.840,0:27:08.559 bdrs 0:27:06.799,0:27:10.159 may be slightly harder but i actually 0:27:08.559,0:27:12.640 think the manager wins 0:27:10.159,0:27:13.760 um in terms of depth of complexity and 0:27:12.640,0:27:16.640 difficulty 0:27:13.760,0:27:19.440 but it sounds like to me maybe the 0:27:16.640,0:27:21.200 managers weren’t bought in enough or 0:27:19.440,0:27:23.039 collaborated enough in building it or 0:27:21.200,0:27:25.120 just just on that practice time 0:27:23.039,0:27:26.799 um i think it was more of the latter 0:27:25.120,0:27:27.919 right they were spotting and they were 0:27:26.799,0:27:29.679 very 0:27:27.919,0:27:31.440 supportive they wanted to be involved i 0:27:29.679,0:27:32.720 think a number of it was was the amount 0:27:31.440,0:27:35.360 of practice time 0:27:32.720,0:27:36.399 and and second you know as most managers 0:27:35.360,0:27:39.279 know it’s just really 0:27:36.399,0:27:39.760 hard to be able to divvy up your time 0:27:39.279,0:27:42.799 you know 0:27:39.760,0:27:45.120 across all the competing priorities and 0:27:42.799,0:27:46.559 and we had a buttoned up enough 0:27:45.120,0:27:48.159 onboarding program 0:27:46.559,0:27:49.600 that i think the whole leadership team 0:27:48.159,0:27:51.440 felt pretty good about saying 0:27:49.600,0:27:53.200 onboarding’s taken care of so let’s let 0:27:51.440,0:27:54.159 managers get up be on the floors with 0:27:53.200,0:27:57.440 their teams 0:27:54.159,0:27:59.840 spending time there um you know and 0:27:57.440,0:28:01.200 free them up to do that and i’m not 0:27:59.840,0:28:02.640 saying that one is right or wrong but 0:28:01.200,0:28:05.360 for us it works pretty well 0:28:02.640,0:28:06.720 um to say we both trust what’s happening 0:28:05.360,0:28:08.799 in the other place so 0:28:06.720,0:28:10.080 you know it wasn’t that managers could 0:28:08.799,0:28:11.679 more or less like walk away from 0:28:10.080,0:28:13.039 onboarding saying we understand what’s 0:28:11.679,0:28:13.440 going to happen here we know we’ll see 0:28:13.039,0:28:15.279 the 0:28:13.440,0:28:16.480 the end result of the final presentation 0:28:15.279,0:28:18.240 and we’re confident that 0:28:16.480,0:28:19.760 we’ll understand where our rep is at at 0:28:18.240,0:28:21.520 that point and it’s so hard 0:28:19.760,0:28:23.200 we’re all making trade-offs we don’t 0:28:21.520,0:28:25.360 have infinite time 0:28:23.200,0:28:27.039 and capacity so we have to figure out 0:28:25.360,0:28:28.559 the trade-offs for our organization and 0:28:27.039,0:28:30.480 that sounds like what you guys did and 0:28:28.559,0:28:33.200 it worked really well which is amazing 0:28:30.480,0:28:34.880 let me ask you this what any other tips 0:28:33.200,0:28:36.799 or anything we didn’t talk about the 0:28:34.880,0:28:37.520 like jeez john i really wanted to share 0:28:36.799,0:28:39.039 this 0:28:37.520,0:28:42.840 i don’t want to come back a third time 0:28:39.039,0:28:46.159 don’t make me i want to share this 0:28:42.840,0:28:49.120 um i i don’t know if there’s any like 0:28:46.159,0:28:50.559 really heavy thing i want to want to get 0:28:49.120,0:28:52.399 to but i think there’s two things that i 0:28:50.559,0:28:55.520 would i would talk about 0:28:52.399,0:28:57.840 um one is the real-life examples 0:28:55.520,0:28:59.440 being able to share call recordings of 0:28:57.840,0:29:00.799 really good examples that outline the 0:28:59.440,0:29:03.440 frameworks you’re teaching 0:29:00.799,0:29:04.799 to help shorten that gap between the 0:29:03.440,0:29:06.240 concepts and principles and the 0:29:04.799,0:29:06.960 practicality that we talked about 0:29:06.240,0:29:10.640 earlier 0:29:06.960,0:29:12.240 yes the second is just the partnership 0:29:10.640,0:29:13.440 between enablement and the leadership 0:29:12.240,0:29:15.039 team 0:29:13.440,0:29:16.640 you know i really felt like i was a part 0:29:15.039,0:29:18.240 of that leadership team i was off 0:29:16.640,0:29:19.840 in leadership meetings with them i was 0:29:18.240,0:29:21.200 aware of everything going on involved in 0:29:19.840,0:29:23.679 hiring decisions 0:29:21.200,0:29:24.480 and i think that just got me so close to 0:29:23.679,0:29:27.039 a lot of those 0:29:24.480,0:29:28.399 partners that i understood what their 0:29:27.039,0:29:30.159 priorities were and they became my 0:29:28.399,0:29:31.440 priorities and the onboarding program 0:29:30.159,0:29:34.080 reflected that 0:29:31.440,0:29:35.760 really really smart point we need to 0:29:34.080,0:29:37.039 work tightly with our leaders we need to 0:29:35.760,0:29:39.200 understand their pain points 0:29:37.039,0:29:40.080 and just like you touched upon the 0:29:39.200,0:29:43.360 emotional 0:29:40.080,0:29:45.360 the the aspects of a sale we need to 0:29:43.360,0:29:47.600 understand the emotional sides 0:29:45.360,0:29:48.640 and the business side of what makes our 0:29:47.600,0:29:50.320 own leadership 0:29:48.640,0:29:51.840 and our own teams tick so that we’re 0:29:50.320,0:29:53.200 meeting both of those so i think that’s 0:29:51.840,0:29:55.279 a really spot on point 0:29:53.200,0:29:56.320 and i love and i just want to re-bring 0:29:55.279,0:29:58.720 this up as we 0:29:56.320,0:30:00.080 as we end this i love that you guys took 0:29:58.720,0:30:03.120 the time to have 0:30:00.080,0:30:06.480 each person on boarding having five 0:30:03.120,0:30:08.240 real or some number of real clients real 0:30:06.480,0:30:10.720 accounts to research and dig 0:30:08.240,0:30:12.159 in on and then present that at the end 0:30:10.720,0:30:13.440 because it really does give them a 0:30:12.159,0:30:16.240 chance to 0:30:13.440,0:30:16.880 be part of the business right away and 0:30:16.240,0:30:18.720 by 0:30:16.880,0:30:20.880 demonstrating that at the end to the 0:30:18.720,0:30:24.080 leaders into the enablement team 0:30:20.880,0:30:25.120 really passed a key milestone so i love 0:30:24.080,0:30:26.640 that and i just want to really 0:30:25.120,0:30:28.960 compliment that 0:30:26.640,0:30:29.919 again eddie that was brilliant man thank 0:30:28.960,0:30:31.520 you i think 0:30:29.919,0:30:33.919 you know for me one of the things i was 0:30:31.520,0:30:36.399 most proud of in that whole 0:30:33.919,0:30:37.279 program we put together was the amount 0:30:36.399,0:30:39.440 of times 0:30:37.279,0:30:40.880 we would hear a rep come back or share 0:30:39.440,0:30:42.000 with their manager or a manager share 0:30:40.880,0:30:45.039 with me saying 0:30:42.000,0:30:46.320 hey you know susie sent an email that 0:30:45.039,0:30:48.159 she wrote in onboarding 0:30:46.320,0:30:49.919 and just booked a meeting with him oh 0:30:48.159,0:30:50.640 that’s awesome yeah that’s awesome to 0:30:49.919,0:30:52.320 hear 0:30:50.640,0:30:54.720 so you know and that’s what we tell them 0:30:52.320,0:30:56.240 is the work you’re doing here 0:30:54.720,0:30:57.679 you have a whole bunch to go out to the 0:30:56.240,0:30:58.880 floor and you know your hands are 0:30:57.679,0:30:59.600 already full with stuff you can start 0:30:58.880,0:31:02.159 launching 0:30:59.600,0:31:03.919 yeah it’s real work as opposed to 0:31:02.159,0:31:05.440 pretend learning which this 0:31:03.919,0:31:07.760 you know anything hands-on in real is 0:31:05.440,0:31:09.519 always better brand man 0:31:07.760,0:31:11.200 eddie thank you so much for coming on 0:31:09.519,0:31:12.080 today and sharing so much wisdom i 0:31:11.200,0:31:14.640 appreciate it 0:31:12.080,0:31:15.919 and i know everybody else does too and i 0:31:14.640,0:31:17.519 am going to figure out a way to get you 0:31:15.919,0:31:20.240 back for a third topic but i just don’t 0:31:17.519,0:31:22.320 know what it is yeah 0:31:20.240,0:31:24.000 it’s always a pleasure every time so you 0:31:22.320,0:31:24.559 know happy to join whenever you invite 0:31:24.000,0:31:26.080 me 0:31:24.559,0:31:27.360 all right i appreciate you man and i 0:31:26.080,0:31:27.679 appreciate everybody listening in as 0:31:27.360,0:31:32.240 well 0:31:27.679,0:31:32.240 talk to you soon eddie bye
Living Enablement as a practitioner and as a leader. I’ve seen the confusion and frustration that many practitioners live. From working in other areas of the business, I’ve also seen the genuine need for the capabilities that enablement provides.