Read time: 3 mins

You’re all legends for opening and reading this.

Don’t know me yet? I think Lord of the Rings is the best book ever written. Take from that what you will.

Let’s get to it…

How to Master Sequencing:

Sequences at 99.9% of companies are a HOT MESS!!

Overly automated, unstructured sequences are ruining prospects’ buying experience.

Having SalesLoft and Outreach is no longer a competitive advantage.

Why? Because everyone uses it. And when everyone uses something you can only stand out if you're better at using it than everyone else.

This is where SO many companies and leaders go off course.

We have forgotten to enable our reps on the most basic and obvious of all things.

THEIR WORKFLOW!!

A sequence is a workflow.

If you have no control over the workflow, then as a leader or an SDR, you’re setting yourself up for failure before you start.

So here’s a guide to self-assess the state of your sequences today.

Full disclosure; there are 3 levels to sequencing mastery.

Level 1 - Amateur

You’re at this level if you have:

• No data on what messaging works

• Prospects rarely complete the sequence

• Sequences are heavily automated

• No evidence of A/B testing

• Reps regularly build entirely new sequences

• The quality of each step gets lower as you go through the sequence

The sequence probably looks like:

Level 2 - Professional

• Omnichannel approach

• Some data on what messaging works

• Quality is maintained through the sequence

• Prospects regularly go through the entire sequence

• Reps can communicate the success of each step (measured by data)

• Sequences include <30% automation

The sequence probably looks like this:

Level 3 - Expert

• All of Level 2 +

• Reps deeply understand what messaging works for each channel

• Reps are A/B testing every step regularly to optimize

• Reps deeply understand their data for each step

• Reps are testing variables weekly

• Reps can present the results of their tests

This looks something like this:

Most people will be at Level 1. To get to Level 2 you need to upgrade your mindset around sequences.

Sequences are fundamentally a journey you put your buyer through to build enough trust so they book time with you.

If your steps are low quality. No trust will be built. And very few meetings will be booked.

Start by building sequences that take every step seriously and reduce automation.

Get a baseline for your results and then begin to test each step.

Any questions? Respond to this email.

Good luck!!

SDR Leader Spotlight:

For all the new subscribers, every week I spotlight a new SDR Leader because they deserve it. If you’d like to be part of a future edition reply to this email.

So, please meet, Ellie Emerson, Head of Sales Development @Fresh Relevance

Her journey:

Firstly, I’ve followed Ellie for like a year. I think you’ll like her story. After graduating from uni, she followed her dream of working in professional sports. After a 3 year stint in cricket, her comms job in tennis took her on tour all over the world. Despite some pretty cool perks (think camel riding in Doha and surfing in Aus), traveling for 128 days a year began to take its toll. Unfulfilled, she started searching for a new career. Against everyone’s advice, she pursued a career in sales and became an SDR. After just 10 months she was promoted into Leadership and hasn’t looked back. She’s now leading a team of 10+ SDRs at Fresh Relevance and smashing it!

Her mantra (in her words):

Curiosity is key. Your job is simply to build it, maintain it, and never satisfy it.

Her advice for new SDR leaders:

1. Spend time getting to know your team before you manage them.

2. Stay positive. You’re going to take on a lot of people’s stress and pressure so you need to find a way of relieving that.

3. Network network network - there will be others having similar struggles to you, find them and befriend them!

Thanks, Ellie.

Exciting Update:

I am launching the first-ever SDR Leader Bootcamp!!

What is it?

• 8-week program

• 2-hours per week

• Led by me and my Co-founder (Loz)

• Cohorts of 12

• My personal playbook for SDr Leadership

Who is it for?

• Current SDR Leaders

• Aspiring SDR Leaders

• 0-2 years of experience

It’s for leaders who want to accelerate their learning from a coach who has been there (many times) before.

Pricing:

• We think it’s worth £999. But we are doing it for £495 for the 1st cohort.

• Mid-June start date.

  If you’d like to learn more - email me at [email protected].

I also help B2B SaaS companies in 3 other ways:

—> SDR Training Programme - I will teach your team the EXACT training frameworks I used to build, grow and scale 3x global SDR teams at B2B SaaS companies contributing >100M ARR.

—> SDR Strategy - bespoke consulting services for sales leaders and founders to help you grow and scale your sales pipeline.

—> Promote your business to 100s of Sales Leaders and Decision Makers by sponsoring this newsletter (chris@flexprts.com)