Account-Based Sales Development (ABSD) is a strategic prospecting process that involves selling to targeted and highly valued accounts rather than focusing your prospecting efforts at the contact level.
Using ABSD, one or multiple sales development representatives are prospecting into a specific number of pre-qualified accounts simultaneously, using multiple channels and targeting multiple decision makers to account for these shifts in the decision-making process.
As your sales team begins to adopt and ramp up on the account-based selling methodology, it is important to track and measure success in order to make necessary changes and continuously improve. A great place to start is to begin actively recording and benchmarking against the following key performance indicators reflected in the Outbound Index #4 by QuotaFactory and The Bridge Group, Inc.
Though it will depend on the industry of the company and title of your prospect that your team is targeting, we recommend that you begin your process with a database of 500 targeted and pre-qualified accounts per sales development rep.
Your database should be created so there are at least three contacts sourced per one account, and are generally spread across varying titles and seniority levels. This creates a comprehensive database totaling 500 target accounts and 1,500 contacts.
Create a systematic and documented approach to the data management process.
In contact based selling, it is every rep for him or herself. That doesn’t work within ABSD. Selling at the account level takes a team, which may consist of Sales Development Representatives (SDR), Account Executives (AE) and Account Managers (AM)/Customer Success Managers (CSM).
For enterprise sales, the SDR to AE or closing rep to AM/CSM ratio should be around 3:1:1. Collectively, they will sell into a select number of accounts in a coordinated way. Detecting duplicate companies and contacts are important so that you don’t prospect a company or contact that is already in your colleague’s prospecting plan.
For small and medium sized transactions, you may want to run the numbers of cost to value in regards to structuring your ABSD team. Instead of having three sales development reps, you may want to create a 1:1:1 ratio and assign one SDR to each account rather than multiple.
All information from QuotaFactory & PersistIQ’s ebook, “Account-Based Sales Development Playbook for Revenue-Driven Teams.”