On day six of our 12 days of ELEVATE series, we are featuring Trish Bertuzzi, a master in helping B2B sales organizations unleash the power of inside sales. In fact, Trish’s organization has produced an enormous amount of research, studying the evolution of the inside sales model. Her research and work consulting with hundreds of sales leaders in the B2B Technology sector, gives her a unique and valued perspective on the inside sales profession.
During ELEVATE, Trish dove into a number of insights, and shared her perspective on the importance of role specialization, onboarding, and creating a learning culture.
Here are four big ideas from Trish on building a top performing inside sales culture:
- Role specialization is here to stay – Wearing multiple hats within an organization is challenging for anyone, that’s why role specialization has come so far. Trish is seeing the adoption of specialization in both the hunter and farmer roles, as well as the front end of the pipeline, where sales organizations are segmenting sales development reps (SDRs) into inbound and outbound.
- Build specialization into your sales process as quickly as possible – Trish recommends investing in role specialization as quickly as possible. Why? Because segmenting who owns the top of the sales funnel from those that own the bottom or middle of the funnel, dramatically improves productivity. Plus it gives reps somewhere to go – creating a sort of sales academy structure that promotes top performers into new roles. This is attractive to new talent looking for both growth and skill-building opportunities.
- Align onboarding processes to accommodate experience level of new reps – Talent is scarce for inside sales, which means, sales leaders are hiring more talent right out of college, vs. the preferred one to two years of experience. The problem is, most organizations aren’t set up to onboard this type of talent. Trish encourages sales leaders to rethink their onboarding processes, systems, and training, and adapt to the needs of this new group of sales professionals.
- Don’t forget to make the buyer real to your new sales reps – Trish cautions that if you are going to bring someone into your sales organization right out of college, make sure they understand your buyer. The first part of their onboarding needs be focused on the buyer – what does the buyer do, what does a day in their life look like, what challenges do they face? Once the rep understands the buyer, then train them on how the product helps.
Bottom line – If you are investing time, money and resources in recruiting top talent – don’t forget to invest equally in building a team that will help you retain top talent. If you can do both, it is ultimately a lot of money and time saved.
To hear Trish’s full session, login to ELEVATE and watch on demand. You can also check out more of our amazing speakers while you are there.
Alyssa Trenkamp is the director of marketing communications at Velocify and a 15 year veteran in the enterprise technology sector. Prior to Velocify, Alyssa spent nearly a decade as a marketing and public relations consultant for Microsoft. Alyssa holds a BA in Journalism from Western Washington University.