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Book the right meetings faster with one-click scheduling
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Engage website visitors with automated Journeys and live chat
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Qualify, route, and schedule prospects directly from your web form
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Route records in Salesforce based on a Trigger
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Route and schedule prospects from bizdev to sales to implementation
SDRs do a lot of manual work. Every. Single. Day.
From finding new accounts to researching accounts to updating data in Salesforce… this manual work adds up.
But we just implemented a new system that’s saving each SDR 20 hours per month. Yes, you read that right.
Now, each SDR has an extra hour every day to spend prospecting new accounts–time they used to have to spend trudging through manual tasks.
Here’s the TL;DR:
But, knowing you, you’re not a TL;DR type of person. So let’s dive into the details.
We start by scoring every account (groundbreaking, I know, but stay with me).
What makes our current scoring unique is the amount of data we take into account. We calculate account score using 300+ account-level data points (we use Goodfit to get this firmographic and technographic data).
Here are some of the data points we use that correlate with win rate:
We assign different weights to these criteria depending on how strongly they correlate to winning a deal. We then stack-rank the accounts based on the overall score, giving our team insight into the best accounts to target now.
Now, going back to determining which accounts to distribute to our SDR team. We tier our accounts based on criteria including what’s listed above, and prioritize the highest scored accounts.
The “timely” characteristics you will see below give a short-term boost to account score. This ensures that accounts meeting our scoring thresholds and with short-term buying signals are routed to SDRs at the right time.
Triggers that give a short-term boost to account score and increase likelihood of routing
Here’s what that Trigger looks like in Distro:
As you can see, you can set up your Trigger to fire based on any Field of any Standard or Custom Object. In this example, the Trigger will fire with the “Goodfit Account Router” field is updated in Salesforce.
Then, Distro will route to our SDRs via our “Waterfall Tier 1 - Tier 3” Routing Rule.
We configured this Routing Rule so it will route Accounts with a Goodfit Score between Tier 1 and Tier 6:
Then, Distro will distribute the account to the team via Round Robin, updating ownership in Salesforce.
After the accounts are distribution, we give each SDR an SLA of 72 instant hours to follow up. If they don’t follow up, the record is reassigned to another rep. Here’s what that looks like in Distro:
And here’s what that entire flow looks like from a birds-eye view:
Pretty nice, eh?
In addition to those triggers, we have higher urgency triggers that automatically supercede account score and trigger an account to route instantly. Each of these triggers has their own router, similar to the account score router above.
These are just a handful of triggers to give you ideas, but when you set this up for your company, you’ll have your own set of criteria for what makes a great customer, and thus, the account you target will be more likely to buy.
Again, all of this is done automatically through our Distro product. Now, no one has to worry about assigning new accounts for SDR to work. And no hot, in-market companies looking to buy our software slip through the cracks.
Everyone wins here. For SDRs, it means less time researching accounts (and more time reaching out), For Ops, it means less time updating territory assignments (you update in just one place and that’s it).
Additionally, Distro lets you build out reusable assets that can be applied in multiple locations. For example, you can create a single “North America Team” and use it in Form Routers, Handoff Queues, Chat Journeys, Event Lead Distributions… you get it.
There’s another critically important piece that makes all of this work – enablement. With the number of criteria that go into assigning an account, it is not enough to simply assign reps new accounts every day.
It’s a wasted effort if you don’t have an easy way to tell them why the account was routed and give them insights so they can reach out with personalized, relevant, and timely messaging.
We use a “Goodfit Talk Tracks” field and the name of the router in Salesforce to communicate to SDRs the reasons this particular account was routed.
Another important part of the puzzle is SLAs, to ensure the best accounts are being worked.
If an SDR doesn’t touch an account for three days after receiving it (or mark it as unfit to work), it is automatically routed to a new SDR.
Like most GTM teams, we’re using a few different data vendors to continuously update data in our CRM to ensure it’s fresh, accurate, and complete. We all know that companies are constantly changing – what was a great company to target last week could be the wrong company to target this week (think layoffs, purchased a competitor, etc.).
While our system automatically listens for this data and makes updates, there are still scenarios that the human eye can catch better than data providers.
That’s why it’s important to give SDRs a way to provide real-time feedback on an account they were given.
They can mark an Account as Unqualified or Unfit to Work and Distro automatically routes a replacement account. Talk about an incentive for Salesforce cleanliness 😉
Then, based on the reason an account was marked Unqualified or Unfit to work, we have triggers we look for to put those accounts back into the shuffle.
For example, if an SDR marks that an account doesn’t have a relevant CTA on their website, we’ll track that account to see if their website CTAs change. If they do, we’ll unmark as Unqualified and give our SDRs another shot at it.
After making the above changes, we saw over an hour per day of saved time per SDR, which they can now use on revenue generating activities instead of digging through accounts.
I’ll repeat that: this saves one hour per day per SDR!
That means SDRs get an extra 20 hours per month to spend prospecting accounts (rather than digging through accounts).
Additionally, our CRM has never been more hygienic. Because SDRs are incentivized to mark accounts as Unfit to Work or Unqualified, around 20-30 unify accounts are removed from the pool every day.
Previously, multiple SDRs would review the same account and separately determine they sholdn’t work with them.
After a month of routing accounts, the % of “good fit accounts” routed to each SDR each day has improved with many of those worse-fit accounts removed from distribution by the SDRs themselves.
Ready to spice up your workflows and head up your pipeline? Get a demo of Distro today.
SDRs do a lot of manual work. Every. Single. Day.
From finding new accounts to researching accounts to updating data in Salesforce… this manual work adds up.
But we just implemented a new system that’s saving each SDR 20 hours per month. Yes, you read that right.
Now, each SDR has an extra hour every day to spend prospecting new accounts–time they used to have to spend trudging through manual tasks.
Here’s the TL;DR:
But, knowing you, you’re not a TL;DR type of person. So let’s dive into the details.
We start by scoring every account (groundbreaking, I know, but stay with me).
What makes our current scoring unique is the amount of data we take into account. We calculate account score using 300+ account-level data points (we use Goodfit to get this firmographic and technographic data).
Here are some of the data points we use that correlate with win rate:
We assign different weights to these criteria depending on how strongly they correlate to winning a deal. We then stack-rank the accounts based on the overall score, giving our team insight into the best accounts to target now.
Now, going back to determining which accounts to distribute to our SDR team. We tier our accounts based on criteria including what’s listed above, and prioritize the highest scored accounts.
The “timely” characteristics you will see below give a short-term boost to account score. This ensures that accounts meeting our scoring thresholds and with short-term buying signals are routed to SDRs at the right time.
Triggers that give a short-term boost to account score and increase likelihood of routing
Here’s what that Trigger looks like in Distro:
As you can see, you can set up your Trigger to fire based on any Field of any Standard or Custom Object. In this example, the Trigger will fire with the “Goodfit Account Router” field is updated in Salesforce.
Then, Distro will route to our SDRs via our “Waterfall Tier 1 - Tier 3” Routing Rule.
We configured this Routing Rule so it will route Accounts with a Goodfit Score between Tier 1 and Tier 6:
Then, Distro will distribute the account to the team via Round Robin, updating ownership in Salesforce.
After the accounts are distribution, we give each SDR an SLA of 72 instant hours to follow up. If they don’t follow up, the record is reassigned to another rep. Here’s what that looks like in Distro:
And here’s what that entire flow looks like from a birds-eye view:
Pretty nice, eh?
In addition to those triggers, we have higher urgency triggers that automatically supercede account score and trigger an account to route instantly. Each of these triggers has their own router, similar to the account score router above.
These are just a handful of triggers to give you ideas, but when you set this up for your company, you’ll have your own set of criteria for what makes a great customer, and thus, the account you target will be more likely to buy.
Again, all of this is done automatically through our Distro product. Now, no one has to worry about assigning new accounts for SDR to work. And no hot, in-market companies looking to buy our software slip through the cracks.
Everyone wins here. For SDRs, it means less time researching accounts (and more time reaching out), For Ops, it means less time updating territory assignments (you update in just one place and that’s it).
Additionally, Distro lets you build out reusable assets that can be applied in multiple locations. For example, you can create a single “North America Team” and use it in Form Routers, Handoff Queues, Chat Journeys, Event Lead Distributions… you get it.
There’s another critically important piece that makes all of this work – enablement. With the number of criteria that go into assigning an account, it is not enough to simply assign reps new accounts every day.
It’s a wasted effort if you don’t have an easy way to tell them why the account was routed and give them insights so they can reach out with personalized, relevant, and timely messaging.
We use a “Goodfit Talk Tracks” field and the name of the router in Salesforce to communicate to SDRs the reasons this particular account was routed.
Another important part of the puzzle is SLAs, to ensure the best accounts are being worked.
If an SDR doesn’t touch an account for three days after receiving it (or mark it as unfit to work), it is automatically routed to a new SDR.
Like most GTM teams, we’re using a few different data vendors to continuously update data in our CRM to ensure it’s fresh, accurate, and complete. We all know that companies are constantly changing – what was a great company to target last week could be the wrong company to target this week (think layoffs, purchased a competitor, etc.).
While our system automatically listens for this data and makes updates, there are still scenarios that the human eye can catch better than data providers.
That’s why it’s important to give SDRs a way to provide real-time feedback on an account they were given.
They can mark an Account as Unqualified or Unfit to Work and Distro automatically routes a replacement account. Talk about an incentive for Salesforce cleanliness 😉
Then, based on the reason an account was marked Unqualified or Unfit to work, we have triggers we look for to put those accounts back into the shuffle.
For example, if an SDR marks that an account doesn’t have a relevant CTA on their website, we’ll track that account to see if their website CTAs change. If they do, we’ll unmark as Unqualified and give our SDRs another shot at it.
After making the above changes, we saw over an hour per day of saved time per SDR, which they can now use on revenue generating activities instead of digging through accounts.
I’ll repeat that: this saves one hour per day per SDR!
That means SDRs get an extra 20 hours per month to spend prospecting accounts (rather than digging through accounts).
Additionally, our CRM has never been more hygienic. Because SDRs are incentivized to mark accounts as Unfit to Work or Unqualified, around 20-30 unify accounts are removed from the pool every day.
Previously, multiple SDRs would review the same account and separately determine they sholdn’t work with them.
After a month of routing accounts, the % of “good fit accounts” routed to each SDR each day has improved with many of those worse-fit accounts removed from distribution by the SDRs themselves.
Ready to spice up your workflows and head up your pipeline? Get a demo of Distro today.
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