How to build an optimised sales development team

How to build an optimised sales development team

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Have you ever wondered what it takes to develop a sales team that not only performs but excels? The secret ingredient is an optimised sales development team, essential for delivering top-notch outbound sales campaigns.

But, creating such a team isn’t as straightforward as rounding up a group of skilled salespeople. It’s about crafting a diverse team, each member bringing unique skills to the table. From mastering inside sales to engaging potential clients, a well-rounded team can significantly boost your conversion rates.

However, this success rests on a foundation of consistently high-quality leads. And, it’s crucial to remember that juggling multiple roles within the sales team can do more harm than good. Each member should focus on what they do best, while others, more suited to specific tasks, handle those effectively.

In this blog, we’ll introduce you to the four key roles that form the cornerstones of an optimised sales development team. From crafty copywriters to data wizards, we’ll explore how each role contributes to the team’s success and, ultimately, to the success of your sales efforts.

So, buckle up, and let’s dive into the world of sales development teams!

What do you need for a successful sales development team?

Establishing a successful sales development team is not just a case of hiring a clutch of talented sales people.

Effective campaigns rely on a much wider range of skills than the ability to sell. And a wide range of skills usually calls on a wider pool of talent. And it calls for training and resources to back up all that talent.

To ensure consistent sales, the more time and attention your sales people can give each qualified lead, the more likely you are to see a higher conversion rate.

But this must be built on a bedrock of a sales funnel that is consistently full of high-quality leads. And to do that, your top sellers need support from others.

In an ideal world, you need specialists, rather than a sales team filled with jack-of-all-trades generalists.

Here are the four corners of an optimised sales development team.


Compelling, clean and easy-to-grasp written content will greatly increase your chances of clinching a sale.

But don’t stop there: your copywriter is undoubtedly in a much better position to craft sales emails than your sales team.

Audience attention spans are dropping, and they are dropping fast.

In 2000, on average, B2B web users navigated away from what they were reading after a very brief 12 seconds. But, today that figure has plummeted to just eight seconds.

And if we look at attention spans on social media you are looking at just 2.5 seconds.

Grabbing your audience’s attention and keeping their engagement is very much something that your copywriter is trained to do – to expect your sales people to suddenly turn their hands to this makes no sense at all.

Campaign strategists

As prospecting campaigns become increasingly multichannel, the small matter of cadence comes to the forefront.

Cadence is the ability detect exactly when and how leads are most likely to grant you a positive response. A campaign strategist will not only do this for you but also help you create the perfect conditions for encouraging such responses.

To put it technically, campaign strategists are masters of using processes and techniques to create outbound cadence. They understand how many touch points a particular campaign should adopt and, crucially, what touch points these should be – LinkedIn, email, phone, direct mail, paid search and/or video.

By having a dedicated function that is designing your multichannel campaigns, your sales team can once again concentrate on what they do best – sell.

Data researcher

Data is everywhere. It is the oil that lubricates prospecting.

Providing a helping hand with targeting, deciphering and curating data is critical in maintaining your pipeline.

Data researchers are able to cut through the noise, merge data sources and deliver a steady pipeline of accurate, relevant data, based on your ideal customer profile.

And, by channelling data through this customer filter, data researchers can support your strategist in determining which channels to use to target each type of lead.

Sales development representatives

Every lead should be qualified before being finally given over to your sales team. This is what your sales development representatives (SDRs) will do.

They will not close deals, but they will ensure that more deals get closed by vetting and checking that each lead that progresses is a good fit for a customer.
Standing on the shoulders of giants

Isaac Newton once observed that all his achievements were made possible by ‘standing on the shoulders of giants’.

Your sales development team are the giants that support every sale that is made.

And a stronger, better optimised team will help you sell more.

Tools and resources for sales development teams

Navigating the world of sales development is akin to finding your way through a complex maze – having the right tools can make all the difference. Let’s delve into some essential tools and resources:

  • CRM systems: The cornerstone of any sales team, CRM systems like Salesforce, HubSpot, and Zoho are invaluable for tracking customer interactions and managing sales pipelines.
  • Productivity tools: Tools such as Trello for task management and Slack for communication can significantly enhance team productivity and connectivity.
  • AI tools: Embracing the power of artificial intelligence can be a game-changer. AI-powered tools like chatbots for customer service, AI-driven analytics for market insights, and automated content creation tools can streamline operations and offer deep insights.
  • Sopro for prospecting: When it comes to tailored multi-channel prospecting campaigns, Sopro stands out. Our service not only delivers engaging messages and follow-ups but also provides sales-ready leads directly to your team. Think of Sopro as your ace in the hole for efficient and effective prospecting.

Training and development tips

To keep your sales team at the top of their game, continuous development is key. Here are some strategies to help nurture your team:

  • Regular training: Keep your team sharp with ongoing training sessions in sales techniques and product knowledge.
  • Team-building activities: Encourage unity and collaboration through team-building exercises. A cohesive team is a more effective one.
  • Professional development courses: Promote growth and learning by encouraging participation in relevant courses and workshops.

Actionable strategies and steps

It’s time to get down to brass tacks with practical strategies for your sales team. Here’s what you can start doing right away:

  1. Define your sales process: Break down each stage of your sales process. Use resources like our guide on sales prospecting for insights.
  2. Leverage sales psychology: Tap into the power of psychology to enhance client connections. Our article on sales psychology offers valuable perspectives.
  3. Create a sales enablement strategy: Support your team with the necessary resources. Our sales enablement strategy guide can be a useful reference.

With these tools, tips, and strategies, you’re not just aiming for the moon; you’re preparing for a sustained journey of success.

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