Introduction

This playbook outlines a compensation plan specifically designed for an Enterprise Sales Development Representative (SDR) focused on Account-Based Marketing (ABM) strategies. The role of an Enterprise SDR is more complex than typical SDR roles due to the need to engage with high-value enterprise accounts, requiring a more nuanced and strategic approach. This playbook will guide you through setting appropriate Key Performance Indicators (KPIs), structuring a compensation plan, and defining the expectations for an Enterprise SDR in an ABM context.

1. Role Definition and Focus Areas

Enterprise SDR Role Overview:

  • Objective: The primary goal of an Enterprise SDR is to identify and engage with key stakeholders within target enterprise accounts, focusing on creating high-quality opportunities that can convert into significant deals.
  • Key Activities: These include account research, contact discovery, personalized outreach, booking meetings, and qualifying leads.

Focus Areas:

  • Target Accounts: Concentrate on a specific set of high-value enterprise accounts.
  • Stakeholder Engagement: Identify and engage with decision-makers and influencers within these accounts.
  • Pipeline Generation: Focus on building a strong pipeline by generating high-quality meetings and opportunities.

2. Key Performance Indicators (KPIs)

To ensure the Enterprise SDR is focusing on the right activities, it’s essential to establish KPIs that align with the ABM strategy:

  • Calls Made: Tracking the number of calls helps ensure consistent outreach efforts.
  • Accounts Created: Monitoring the number of new enterprise accounts identified and added to the pipeline.
  • Contacts Created: Number of key contacts (decision-makers/influencers) identified within each account.
  • Voicemails Left: Keeping track of voicemails ensures outreach is comprehensive.
  • Meetings Booked: The number of qualified meetings scheduled with key stakeholders.
  • Qualified Opportunities: The number of meetings that convert into Sales Qualified Leads (SQLs).
  • Deals Closed: Tracking the number of deals that close following SDR engagement.

3. Compensation Structure

The compensation plan should reflect the longer sales cycles and the higher complexity of enterprise deals. The structure below rewards the Enterprise SDR for both effort (meetings booked) and outcomes (qualified leads and closed deals).

Base Salary:

  • Senior Enterprise SDR: $70,000 per year

Variable Compensation:

  • Demo Booked and Sat: $100 per qualified meeting that is attended by the prospect.
  • Lead Qualified (SQL): $50 per meeting that results in a Sales Qualified Lead.
  • Rebooked Once: $25 for a meeting that is rebooked for further engagement.
  • Rebooked Twice: $10 for a meeting that is rebooked a second time.
  • Deal Closed: 1% commission on the total value of any deal that closes, which was initially sourced by the SDR.

4. Daily and Weekly Expectations

Daily Activities:

  • Time Blocking: Allocate specific time blocks for activities such as research, outreach, follow-up, and qualification.
  • Call Activity: Ensure consistent daily call volumes, focusing on quality over quantity.
  • Outreach: Personalized and strategic outreach to key stakeholders within target accounts.

Weekly Reporting:

  • KPIs: Report on all KPIs including calls made, accounts created, contacts added, voicemails left, and meetings booked.
  • Pipeline Review: Review and update the pipeline regularly to ensure opportunities are progressing.

5. Incentives and Bonus Structure

To further incentivize the SDR to maintain high-quality engagement and follow-through, consider additional bonuses tied to quarterly or annual performance:

Quarterly Bonuses:

  • Pipeline Generation Target: An additional bonus for meeting or exceeding pipeline generation goals.
  • Exceeding Meeting Quotas: A bonus for surpassing the number of meetings booked target by 20% or more.

Annual Bonuses:

  • Top Performer Bonus: A significant bonus for being the top SDR in the team, based on a combination of meetings booked, SQLs generated, and deals closed.

6. Strategic and Operational Alignment

Regular Alignment with Sales and Marketing:

  • Cross-Functional Collaboration: Regular meetings with sales and marketing teams to ensure alignment on target accounts, messaging, and overall ABM strategy.
  • Feedback Loops: Establish feedback loops to refine outreach strategies based on what’s working and what’s not.

Continuous Improvement:

  • Training and Development: Ongoing training on new sales techniques, tools, and best practices to improve performance.
  • Performance Reviews: Regular performance reviews to assess progress against KPIs and adjust the compensation plan as needed.

Conclusion

This compensation playbook for an Enterprise SDR within an ABM framework ensures that the SDR is focused on strategic outreach, effective engagement, and quality pipeline generation. By aligning compensation with both effort and results, this plan aims to motivate the SDR to drive significant revenue growth through high-value enterprise deals.

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