Help! Multiple SDR's In One Territory Selling Different Products

Hi there,

We are growing our SDR team at the company I work at and we are trying to avoid some of the issues that we might run into in the near future.

We are growing our team and we are going to have multiple SDR's in one territory.
What is the best way to avoid this?

We are also selling different products to the same prospect/account.
What is a good way to go about this?

Since this is a problem that occurs with growing a team and selling different products, what is the best way to set up our sales engagement tool (outreach) and our CRM (salesforce)?

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    • We are growing our team and we are going to have multiple SDR’s in one territory.
      What is the best way to avoid overlapping?*

    • Profile picture of Kristen Holmes
      @krisholm
      ( 800 POINTS )
      1 week, 2 days ago

      are the same AE’s taking the deals for all the products? I would have the SDR/s sell into the same territory and accounts and not have two different people do it – sounds more confusing for the buyer.

      • So we originally did a one to one SDR/SE. So the SDR would call in that territory and pass the deal to the SE. But now we are doing more than a one to one and we also have multiple products we are selling. Depending on the product the demo might go to a different SE who is specialized in the product.

        • Profile picture of Kristen Holmes
          @krisholm
          ( 800 POINTS )
          1 week, 2 days ago

          I see, I would want to make it as frictionless for the buyer and not have them have to develop multiple relationships with your team, however, I can see how that is potentially convoluted with having SME’s.

    • Complex question. I did this in 2012-2015. Multiple SDRs in the same territory, yet we split them into verticals (Insurance, Engineering, etc).
      My best advice is to move to an ABM mode, and avoid overlap of Accounts via clear designation of verticals. Then you can move to an Alphabet-based distribution to maximize Account Engagement.
      More here: https://www.linkedin.com/pulse/territory-based-sdrs-please-dont-tito-bohrt/

      • Appreciate this a lot! I’m checking that link that you sent. The fact that you have done it makes me feel comfortable that we can get it organized and done haha.

    • Focus on prospects needs, so each SDR gets it’s own prospects. If they need more products, try to sell both or qualify for both if you have a 2 stages sales organization. Avoid multiple contacts with the same prospects in the qualifying stage.
      If your contract value is big enough consider ABM, else just get your data right and CRM clean and synchronize your team.

      • Profile picture of Kevin Jeon
        @kj_at_summit
        ( 320 POINTS )
        1 week ago

        +1 agree with you @ernstwallinga.

        Start with the customer first – the buyer/decision-maker. If that persona in one person, then I would recommend trying to minimize the number of different sellers ‘touching’ that individual, even if that means the SDR having to learn multiple products. If you must introduce product-SMEs into the process, try to do it later in the process once the business qualification is confirmed, preferably at the Sales/Solution Engineering level where you are talking through technical qualification.

        • Profile picture of MeheirJahezian
          @meheirjahezian
          ( 340 POINTS )
          1 week ago

          I guess what I’m also trying to find out is how should the infrastructure for SF and outreach be set up so we don’t have SDR’s working different contacts in the same account.

          • Profile picture of Kevin Jeon
            @kj_at_summit
            ( 320 POINTS )
            1 week ago

            I’ve always used the account or opportunity team feature to create clear ownership and swim lanes for anyone who touches the customer, including SDRs/BDRs/AMs/CSMs/Etc. If you absolutely need to have multiple sellers call into the same account… while this might be more complex, you can create nested account hierarchies for unique buying centers. So you’d have the parent account as the singular HQ entity with children accounts for each unique buying center. This way you can still create clear swim lanes at the children account level between your sellers or prospecting individuals. Good luck!

            • Profile picture of MeheirJahezian
              @meheirjahezian
              ( 340 POINTS )
              1 week ago

              I was thinking of pulling a report for one territory and splitting the prospects down the middle for two reps. After doing that I was planning on importing those lists into Outreach and assigning ownership of the contact and account to the right rep then changing settings where they can only see the accounts and contacts they own so they aren’t working the same account but different prospects. Does that make sense and if it does what do you think about that?

              • Profile picture of Kevin Jeon
                @kj_at_summit
                ( 320 POINTS )
                1 week ago

                That works, albeit somewhat manual. It’s probably the best option if you don’t create distinct SDR ownership at the account level in SFDC (which you can do as described in my earlier comments above via account/oppty teams function)

                • Thanks so much for that insight. Going to have think about which route I decide to take. Might be manual for a bit to make sure it works out just fine.

    • Profile picture of Melisscho83
      @melisscho83
      ( 170 POINTS )
      1 week ago

      I work for a large company where the customer may have multiple reps calling on them but selling different product categories/solutions. It’s a challenge for the customer and the rep. From a rep perspective, I want to own the relationship, so I have always taken the approach of when you think of my company think of me. If it isn’t my product/solution you need help with, I’ll get you in touch with the right rep. This way I’m always providing that value and having that touch point.

    • There are a lot of ways to slice and dice territories and which tactic (or combination of tactics) you use should be based on your customer experience. I would highly recommend putting some process in place and clearly defining an account owner or the “quarterback” of any sale. As a customer, I want a single point of contact. I don’t care if they loop additional experts in once I’m engaged, but I don’t want to be getting cold calls from multiple sales reps.

      There are many considerations to weigh before dividing up accounts.
      – Are there product limitations that make the product unviable for specific markets/industries?
      – Which account profiles are salespeople currently the most successful with?
      – Will you have people in the field?
      – How big is your total target population?
      – How many accounts does a salesperson need access to in order to consistently make quota?
      – How will dividing accounts impact salesperson behavior?

      As long as you have data populated for a given account dimension, you can configure the system to split up territories by that dimension (such as geography, area code, industry, or individual buyer details if you are B2C). The real challenge is determining what makes the most sense from an account load perspective. Always keep in mind how many accounts a representative needs in order to meet quota consistently.

      I’ve got an article coming out with more details this week on Rev Ops Co-Op that I’ll link once it’s live.

      Hope this is helpful!

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