The sales team doesn’t like to see it happen because it hurts quotas and jams up the sales pipeline. The marketing team doesn’t like to see it happen because it means their hard work has gone to waste. And yet leads fall through the cracks all the time.
It’s easy to blame the sales development reps (SDRs) for the problem; they’re the ones neglecting to contact or properly work the leads, after all. But, in fact, an equal amount of blame ought to be placed in the way the sales process is set up for SDRs. In other words, reps need two important things: sales enablement and sales engagement. What is sales enablement you might ask? Put simply; it means equipping your SDRs with the tools and processes they need to succeed.
As for sales engagement, it’s all about helping SDRs contact their leads and use their time effectively. Many sales teams leave their SDRs to personally choose, which leads to work, which is an imperfect system prone to human error. SDRs have to then track everything manually, which wastes time they could otherwise spend contacting more leads. They then have to remember to work the leads thoroughly, which requires a level of organization and self-guided action that – frankly – most SDRs just can’t make time for.
That’s the old way of doing things, though. In order to ensure that every lead is contacted, worked and (hopefully) converted, you need technology on your side. Old CRM systems won’t cut it anymore. For a system that can cleverly prioritize your SDRs queues, and automate their workflow and sales cadence, you need a sales engagement platform.
Queue-Based Lead Routing
An impressive feature of some sales engagement platforms is their “queue-based lead routing.” Rather than rely on your SDRs to choose, which leads to work, the sales platform constantly reprioritizes their queue to bump up the best leads. Too often, SDRs will go after the big fish, neglecting smaller companies who are more likely to become a sales qualified lead (SQL). A sales engagement platform prioritizes based on a number of factors, including speed to lead, which has been shown to have a profound effect on engagement success.
Quite simply, all that time, an SDR spends choosing leads, dialing, typing, scheduling, etc., is time better spent working more leads. A sales engagement platform automates these tasks. As mentioned, choosing leads is taken care of thanks to the queue based lead routing. The platform also deploys auto-dialing and auto-email population, as well as sales tracking. That constitutes far less keyboard time for an SDR, and far more time contacting leads.
Contacting a lead once doesn’t guarantee that lead won’t slip through the cracks. Not by a long shot. You need between 6 and 12 touches to work a lead properly, using an omnichannel approach. The number of touches you make, the type of touch and the timeline of the touches together create what’s called a “cadence” – a choreography of touch points optimized for engagement. But keeping track of your cadence is near impossible without an automating tool like a sales engagement platform. If you want your SDRs to work leads thoroughly and according to an effective cadence, honestly, the best way to do it is with a sales engagement platform.
Leads are precious, and you should be doing everything in your power to treat each lead as a potential sale. In order to do this, however, you have to enlist the help of sales technology. Don’t want to let leads slip away? Use a sales engagement platform.