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Customer Post: How I Built an SDR Assembly Line with Outreach and Doubled my Team’s Output

Outreach

Because we sell into enterprise companies, our high-volume approach had two major weaknesses: SDRs spent a significant portion of their time cleaning data and researching contacts. Every hour spent doing manual data work was an hour not spent selling. Enter: Project Assembly Line. Not the most scalable approach.

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A SaaS Fairy Tale….

Partners in Excellence

Rather than paying up front for a license, people could pay on a monthly basis for a subscription. Since the target customers, initially, for these tools were individuals and small teams, the methods others had used in consumer product selling were adapted. And assembly line process started to emerge.

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Predictable Revenue

Partners in Excellence

And ARR can go up or down. The underlying principles of all of these is an assembly line mentality in workflow design. In selling we looked at standardized work by starting to segment parts of the selling process. The greater the variation, the more likely the assembly line would fail to meet it’s objectives.

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How Manufacturing Works, Applying It To Selling

Partners in Excellence

For some reason, there’s a huge attraction to applying “manufacturing techniques” to selling. Second, it always produces the same outcome (manufacturing experts will quibble, but we do design manufacturing lines to produce zero defects.) Ideally in an efficient line, their is no build up of inventory between steps.

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Sales Role Specialization

Partners in Excellence

Amy Volas wrote, “Is Sales Over-segmented,” Bob Apollo wrote, “Has role specialisation in B2B selling gone too far?” Much of their discussion has to do with the current mechanization of selling that’s become popular in the SDR/AE approach to selling. Likewise, selling is more complex.

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Do You Genuinely Care About….”

Partners in Excellence

” Again, managers are so caught up in running the business, they forget the business is really about people working with people. Sadly, we have adopted a mechanistic view of business–particularly in selling and management. Those assembly lines are failing! I ask, “How do you feel about your job?

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Our Customers Are Changing Faster Than We Are!

Partners in Excellence

There seems to be an arrogance or conceit in so many of the conversations I see about the future of selling. My feeds are filled with new technologies, new selling models, new engagement strategies, new organizational structures. As a result, sellers are playing a losing game of catch up. Win rates are plummeting.