Grant Cooper

Founder at Cometly

March 17, 2023

9 minute read

How To Build An Outbound Sales Team for Your SaaS Company

In the fast-paced world of Software as a Service (SaaS), it's crucial to have a strong outbound sales team that can drive growth and revenue for your company. Hiring, training, and managing a high-performance team can be challenging, but with the right strategies in place, you'll have a sales team that consistently outperforms expectations. In this article, we'll explore the different roles within an outbound sales team, including Account Executives (AEs), Business Development Representatives (BDRs), and Sales Development Representatives (SDRs). We'll also discuss how to hire the right candidates, set appropriate quotas, and create a successful sales culture within your organization.

Understanding Outbound Sales Roles

  1. Account Executives (AEs): Account Executives are responsible for closing deals and managing customer relationships. They typically handle complex sales cycles, negotiate contracts, and onboard new customers. AEs should have strong communication and negotiation skills, as well as the ability to build long-lasting relationships with clients.
  2. Business Development Representatives (BDRs): BDRs are tasked with identifying and qualifying new business opportunities for the sales team. They conduct research, engage in outreach, and set appointments for AEs to close deals. BDRs should be adept at prospecting, qualifying leads, and overcoming objections to set up successful sales calls.
  3. Sales Development Representatives (SDRs): SDRs focus on generating qualified leads by reaching out to potential customers through cold calling, emailing, and social media. Their primary goal is to book appointments for AEs to close deals. SDRs should be persistent, detail-oriented, and skilled at building rapport with potential clients.

Hiring the Right Sales Talent

  1. Define Your Ideal Candidate Profile: Before you begin the hiring process, it's essential to identify the characteristics and skills you're looking for in each sales role. Create a detailed candidate profile that outlines the necessary experience, expertise, and personal attributes for each position.
  2. Leverage Your Network: Tap into your professional network to find potential candidates for your sales team. Reach out to colleagues, former coworkers, and industry peers for referrals, as these connections can help you discover top talent that may not be actively looking for a new role.
  3. Utilize Job Boards and Social Media: Post job listings on popular job boards and platforms like LinkedIn to attract qualified candidates. Be sure to craft clear and compelling job descriptions that outline the responsibilities, requirements, and benefits of each role.
  4. Conduct Rigorous Interviews: Conduct thorough interviews to assess each candidate's suitability for the role. Ask open-ended questions that encourage candidates to demonstrate their sales acumen, problem-solving abilities, and communication skills. Additionally, consider incorporating role-playing exercises to evaluate how candidates handle sales scenarios in real-time.

Establishing Sales Quotas

  1. Account Executives: Quotas for AEs should be based on revenue targets and should align with your company's overall sales goals. Consider factors like average deal size, sales cycle length, and the number of deals required to meet revenue objectives. A typical quota for an AE might range from $500,000 to $1 million in annual recurring revenue (ARR) depending on your industry and company size.
  2. Business Development Representatives: BDR quotas should focus on the number of qualified leads or appointments they generate for AEs. Set realistic targets based on historical data and current market conditions. A common benchmark for BDRs is to set up 15-20 qualified appointments per month.
  3. Sales Development Representatives: SDR quotas should be centered around the number of meetings booked for AEs. Like BDR quotas, these targets should be based on historical data and market conditions. An average quota for an SDR might be 10-15 appointments per month. Additionally, consider tracking metrics like the number of calls made, emails sent, and the overall conversion rate to better understand and improve performance.

Creating a Winning Sales Culture

  1. Invest in Training and Development: To build a high-performing sales team, it's crucial to invest in ongoing training and development. Provide new hires with a comprehensive onboarding program that covers your products, sales processes, and company culture. Schedule regular training sessions to keep your team updated on industry trends, product developments, and sales techniques.
  2. Set Clear Expectations: Clearly communicate expectations for each sales role, including quotas, KPIs, and overall performance standards. Ensure that every team member understands their responsibilities and how their performance contributes to the company's success.
  3. Foster a Collaborative Environment: Encourage collaboration and teamwork among your sales team members. Create opportunities for cross-functional collaboration with other departments, such as marketing and customer success, to drive better results and improve customer experiences.
  4. Recognize and Reward Top Performers: Celebrate the achievements of your top-performing salespeople by offering recognition and rewards. Implement incentive programs, such as commission structures, bonuses, and recognition awards, to motivate your team and drive results.
  5. Provide Regular Feedback and Coaching: Offer ongoing feedback and coaching to help your sales team members improve their skills and performance. Schedule regular one-on-one meetings to discuss progress, address challenges, and identify areas for growth.

Building a successful outbound sales team for your SaaS company requires a strategic approach that encompasses hiring the right talent, setting appropriate quotas, and fostering a winning sales culture. By understanding the different roles within your sales team, identifying the ideal candidate profile, and investing in training and development, you can create a sales organization that consistently delivers results and drives revenue growth for your company. Keep your team motivated and engaged by setting clear expectations, fostering collaboration, and recognizing and rewarding top performers. With these strategies in place, your outbound sales team will be well-equipped to conquer the competitive landscape and help your SaaS company thrive.

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