SDR Org - SOP

Table of Contents
▪ Link to all SDR training and onboarding
▪ Pre-Prospecting (Lead Funnel)
▪ AQLs
▪ Target Accounts
▪ LinkedIn Social Selling
▪ TAL – Prospecting
▪ AQL follow up
▪ Outbounding
▪ Pre-TQL
▪ TQL
▪ SAL
▪ QAO

© 2023 Apptio, All rights reserved (V2102-5) 2

SDR & MDR trainings
▪ SPARK – Links
▪ Any other compliance trainings – Links from Learn@apptio or IBM
Grow

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Pre-Prospecting
Lead Funnel
Stage Stage Definition Stage Activity Stage Resolution
Inquiry (INQ) An individual that has responded to a program or initiated SDR reviews to determine potential fit SDR Accepts or Rejects the Lead.
contact seeking sales conversation (hand raisers). and qualification.
Automation An Engaged individual that meets a basic scoring threshold. SDR reviews to determine potential fit SDR Accepts or Rejects the Lead within
Qualified Lead and qualification. 24hrs.
(AQL)
Tele Accepted An AQL with which an SDR has agreed to try to secure a Day 1 SDR makes 2 calls with in 15mins. SDR creates opportunity at TQL or
Lead (TAL) qualified meeting and will work this contact/lead for the next After second call VM is left. Sequence is Dispositions the TAL Contact Status to “Did
35 days. then triggered for the next 35 days. Not TQL” and then selects the appriopriate
“Unqualified Reason.”
Stage 0- Tele A TQL lead is an opportunity qualified by an SDR and for Sales Rep reviews to determine if they Stage progresses after Sales Rep Accepts the
Qualified Lead which a meeting has been scheduled for the Sales Rep for should accept the meeting. If the Sales scheduled meeting to Stage 1- Education
(TQL) further qualification Rep “accepts” the meeting, then they (SAL).

1) Create a Value Statement (buyer If the Sales rep rejects the meeting, TQL
insight) prior to first meeting Status is changed to “Need more info” or
2) 3-1-2 Meeting plan complete “Rejected”
Stage 1- Education Sales Rep accepts an intro, executive overview/discovery, Required Exit Criteria SDR to complete lead bucket #4 tasks and
(formally SAL) Executive Overview with Demo or a re-engagement discovery 1) Have you presented your Value then support the sales rep on post meeting
call/meeting with a TQL and is now working to qualify them Statement to the Catalyst? activities
into active pipeline. 2) Have you started your buyer map? Stage progresses to Stage 2- Consideration or
3) Has a next meeting been scheduled is moved to Dead.
with the key player?

Additional Actions
-Have you identified competitor(s)? Who
are they?
-Has the Catalyst confirmed that the
seller’s proof is aligned to their executive
priorities and the business impact?
-Has the customer shared their © 2023 Apptio, All rights reserved (V2102-5) 5
timeline/compelling event?
Automation Qualified Lead (AQL)
▪ Stage Summary
▪ An engaged individual that meets a basic scoring threshold
▪ Resolution Time
▪ SDR appropriately dispositions lead within 24hrs
▪ Rules of Engagement
▪ SDR owns responsibility to follow up
▪ SDR reviews to determine fit and qualification

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AQL Lead List Views
▪ All Lead views start with "FY23
LV SDR" and are broken out by
geo. Leads, which are not
matched to an account in our
SFDC instance, that AQL will
populate in these lists.

AMS: https://apptio.lightning.force.com/lightning/o/Lead/list?filterName=00B4v000009lDj3EAE
APAC: https://apptio.lightning.force.com/lightning/o/Lead/list?filterName=00B4v000009lDq9EAE
EMEA: https://apptio.lightning.force.com/lightning/o/Lead/list?filterName=00B4v000009lDqJEAU
Japan: https://apptio.lightning.force.com/lightning/o/Lead/list?filterName=00B4v000009lDqEEAU

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AQL Contact List Views
▪ Next, we move on to contacts,
which match to an account. All
Contact views start with “FY22
CV SDR” and are broken out by
geo/sales division.

AMS: https://apptio.lightning.force.com/lightning/o/Contact/list?filterName=00B4v00000B9PM6EAN
APAC: https://apptio.lightning.force.com/lightning/o/Contact/list?filterName=00B4v00000B9TAnEAN
EMEA: https://apptio.lightning.force.com/lightning/o/Contact/list?filterName=00B4v00000B9TAiEAN
Japan: https://apptio.lightning.force.com/lightning/o/Contact/list?filterName=00B4v000009lETfEAM

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Expectations of Working the AQLs
▪ Both lead and contact AQLs need to be worked and moved to TAL, or
dispositioned appropriately. We expect that these AQLs are cleared daily and
that, by the end of each day, the lists are empty.
▪ While the SDR Daily Dashboard that is shared with you is helpful information
and you should reference it daily, it should not be relied upon to find the AQLs
you need to work. You should be visiting the two different list views for your
geo multiple times a day, and definitely before the end of day.
▪ If a record does not fit any of the categories in the AQL disposition
documentation, then they should be worked. You can manually set them to
TAL, or Salesloft will automatically do so when the record is being worked in a
cadence. Note that simply adding them to a cadence but not working them will
not result in an update to TAL.

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Prioritization of AQLs:
▪ When managing many organic, inbound AQLs at once, you can look at a
few different fields within the list views:

▪ Qualification Level, Interest Level, Lead Rating

▪ Last Interesting Moment
▪ This field shows the prospect's most recent engagement with marketing. Important
moments to note include a demo request form fill, event or webinar attendance,
PathFactory engagement, web visit

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Qualification and Interest Levels
▪ Qualification Score is looking at Account fields (e.g. CAPDB Score, Tier,
Industry) and Prospect fields (Job Level, TBMC Membership, Assumed Persona)
to determine how much are we interested in them as a prospect
▪ Interest Score is looking at marketing engagement (e.g. number of website
visits, high-value website content, email response, high-value offers,
tradeshows/event engagement, webinar engagement) to determine how
interested they are in Apptio

© 2023 Apptio, All rights reserved (V2102-5) 11

Conversion Rate Success Sets Prioritization
Category YTD Conversion
1. Organic AQLs (As & Bs) 9 - 16%
1. Contacts
2. Leads
2. Inorganic, Inbound AQLs (Cs - be selective) 3 - 8%
(Interest First)
1. Contacts
2. Leads
3. Outbound 0.5 – 1%

Outbound still important:

• SDRs Generated 290 Opps Globally in 2023!
• Augment Data © 2023 Apptio, All rights reserved (V2102-5) 12
Prospecting (AQLs)
AQL

Review previous activity (Contact and Account) and check opportunities to determine if the prospect is
currently working with another SDR or Seller

If no, proceed

If yes, disposition appropriately

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AQL

Check the type of campaign

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Marketo
Review Marketo Sales Insight
to for details on the past
interactions and interesting
moments

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PathFactory
PathFactory will show the
assets view by the prospect

Once you understand your

prospect's interest, you may
add to cadence and follow up

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AQL Follow Up Activity
▪ TALs should be added to the appropriate Inbound SalesLoft
Cadence for follow up
▪ Events, Core, Cloud, Agile

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Tele-Accepted Lead (TAL)
▪ Stage Summary
▪ A Tele-Accepted Lead (TAL) is an AQL (or
other contact/lead) with which an SDR has
agreed to try and secure a qualified meeting
and will work this contact/lead for the next 35
days
▪ Rule of Engagement
▪ SDRs own engagement with contacts at TAL
▪ SDRs own engagement with additional
contacts from accounts that are at TAL
▪ Exit Criteria
▪ SDR creates opportunity at TQL or
dispositions the TAL Contact Status to "Did
Not TQL" and then selects the appropriate
"Unqualified Reason"

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Prospecting (Outbound)
FSR/SDR Weekly Syncs
Discuss messaging,
outreach campaigns,
Review Demandbase
what’s working, what’s
not working

Review active deals,

ensure opportunities are Collaborate on messaging
progressing

Ask how we can help one

another

21
© 2023 Apptio, All rights reserved (V2301-1)
Choosing Target Accounts
▪ Collaborate with FSR/AM to review territory and identify Target
accounts
▪ Leverage tools like Demandbase, SFDC, AI (Bard, ChatGPT) to
research accounts
▪ Compile Accounts list and reports in JPEP
▪ FSR TAL Report: View to see AQL's, TAL's for an FSR's accounts (Edit
Filters: Acct Owner, Date Range)
▪ CFY AQL's Report: Sorted by accounts to see names/titles of contacts
that AQL'ed (Edit Filters: Acct Owner, Date Range)
▪ Pending TQL/SAL Report: Review often, don't let these get stale, if
so, dump & find another contact

© 2023 Apptio, All rights reserved (V2102-5) 22

Account Research
▪ Identify the Corporate Objectives, Executive Priorities, and any
hypothesized challenges or pains
▪ Tools to help: LISN, Job posting, Annual reports, Boardroom Insiders
▪ Find prospects with correct target persona
▪ Mix of ATL and BTL prospects
▪ Add Contact Lists to JPEP
▪ Tools to help: LISN, SFDC, Seamless
▪ Develop accounted based personalization to be used in
outbounding

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Joint Pipeline Execution Plan (JPEP)
▪ SDR
▪ Gather Data
▪ Insights into accounts
▪ Execute activities
▪ Update JPEP
▪ FSR/AM
▪ Identify Accounts
▪ Identify Sales Motions
▪ Collaborate on Message and Value

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JPEP

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Account Profile

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Persona Field Values
Primary Additional
•Vendor Manager​
▪ CIO •Applications Lead​
▪ OCIO •Architecture Lead​
•BU Lead​
▪ IT Finance •Budget Process Owner​
•CFO​
▪ Infrastructure & Ops •CTO​
▪ Agile Leader •IT Business Office / Liaison​
•IT Strategy and Planning Lead​
▪ Cloud •Service Management Lead​
▪ CCoE – Executive •Purge
▪ CCoE – FinOps Practitioners •Not a Target

▪ CCoE – Engineers
and Operations
▪ CCoE – Finance
and Procurement
▪ PMO Lead © 2022 Apptio, All rights reserved (V2211-1) 27
SFDC Contacts

• Contact View Template to find and upload contacts to SalesLoft

• Sort and Filter by Target Persona and/or account

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Old Opps Report

- Review Closed Reasons, Products, and Contacts

- Identify additional stakeholders to pursue
- New product offerings

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Target Persona Matrix

• Use this report to identify persona gaps in Target Accounts

• Find new contacts in Sales Navigator to populate fields
• Leverage existing personas as target contacts

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Cadences
▪ Add contacts into the correct SalesLoft cadence depending on their
Target Persona
▪ Core, Cloud, Agile
▪ Build personalized intro lines (or templates) to add to each email
step
▪ Tools to help: Regie.ai
▪ Execute each cadence step

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Calls
▪ Each cadence has required call steps
▪ SDR can use SalesLoft to dial directly or power dial through Orum
▪ SDR should have talk tracks prepared for either the account
initiatives, target persona, or other personalized note for calls
▪ Talking points maintained in JPEP within the account research

▪ Orum is the preferred tool for calls

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Sample Cloudability Call Script
▪ Hi, is this (prospect name)?
▪ My name is SDR, and I am calling you from Apptio. Did I catch you at the wrong
time?
▪ Yes/ No
▪ Ok, I will keep it brief
▪ The reason why I am calling is that I sent you an email about how
• Apptio helps IT Leaders like you with
▪ Ability to connect infrastructure investment to business outcomes
▪ Improved forecasting and predictability of future cloud spend
▪ Visibility into which business groups and initiatives are driving spend
▪ Build and mature FinOps practices with a market-leading tool developed by and used by FinOps Foundation leaders

▪ Apptio helps IT Finance, Analysts like you with

▪ Reduced manual efforts required to process monthly cloud bills
▪ Avoid end-of-month billing surprises
▪ Awareness of cost impact from technology decisions
▪ Actionable Insights for improving cost efficiency
▪ Build and mature FinOps practices with a market-leading tool developed by and used by FinOps Foundation leaders.

▪ I am reaching out to set up a brief introductory call. What is your availability this
week?

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Cloudability Spreadsheets work well enough. We don't spend that much on cloud.
Objections •How will you scale your cost
management processes as your spend
•Do you have a cloud-first initiative in
your company?
grows? Across multiple clouds? •What will cloud spend be over the next
•Spreadsheets do not scale to the cloud 3 years?
due to the volume of data, pricing, and •Do you have a private cloud / shared
service complexity (e.g., hundreds of internal resources?
thousands, if not hundreds of millions •What is your cloud strategy over the
of line items, hundreds of new services next 12-18 months? Our customers tell
per month, and dozens of new services us that as their cloud spend grows, so
a year). Just as you’re moving to the does the need to govern it. Apptio
cloud to take advantage of cloud enables you to inventory workloads
providers’ expertise, couldn’t you across the business and ensure you are
benefit from a purpose-built tool that getting the best leverage from reserved
instances and savings plans.
will save time, money, and effort?

We use a cloud provider tool / We plan We currently already use CloudHealth.

to build our own tool • Does "CHT Perspectives" allow you to
•Will your cloud consumers have immediate accurately allocate all costs based on your
visibility into their direct costs at the business rules? Are there "Indirect" costs that
granularity they need? can't be directly attributed?
•How will you scale your cost management • Does CHT have a cost metric that you can
processes as your spend grows across clouds? use throughout the platform which
•Will you be able to chargeback/showback for represents the full costs including consumed
cloud costs? RIs/SPs? Can you identify effective cost
trends?
•How are you managing that complexity?
Native tools lack the sophistication that most • How far can I go back comparing my daily
organizations require. Our customers tell us cloud spend? Can I look QoQ? YoY?
that native tools met their requirements when •We are seeing an increase in accounts who choose
their needs were simple, but as their us over CloudHealth and replace them with us. The
primary driver has been the ability to know true
complexity increased across providers, their costs in real-time that factor in RIs, Savings Plans,
spreadsheet and native tool approach was no EDP and Shared Services. Understanding the bigger
longer effective. picture, Apptio factors in non-provider costs like
labor, networking and security to giver the business
the true costs of projects and applications.

© 2023 Apptio, All rights reserved (V2102-5) 34

Sample ApptioOne Call Script
▪ Hi, is this (prospect name)?
▪ My name is SDR, and I am calling you from Apptio. Did I catch you at
the wrong time?
▪ Yes/ No
▪ Ok, I will keep it brief
▪ The reason why I am calling is that I sent you an email about how
• Apptio helps IT Leaders like you with
▪ Drive a continuous spend optimization process that regularly returns discretionary funds to the business and allows you to credibly
demonstrate superior IT financial stewardship with process automation, insights, and action plans that accelerate decision-making and
increases your financial agility.
▪ Reduce risk and empower technology leaders to run IT—with all its complexity around consumption—as a true business, ensuring that
IT is spending their budget on initiatives in line with the most critical business priorities, and getting the most ROI from your
technology spend.

▪ Apptio helps IT Financial Managers, TBM Managers like you with

▪ Reducing the manual effort of inputting budgets, reviewing actuals to plan, and re-forecasting—delivering faster and more accurate
budget trade-off decisions.

▪ I am reaching out to set up a brief introductory call. What is your

availability this week?
© 2023 Apptio, All rights reserved (V2102-5) 35
Key Technical Differentiators (vs. Spreadsheets
& General Competitors)
▪ Datalink – With Datalink, you can easily onboard data into your TBM model in a predictable, secure, and automated way. Free up time
and ensure data are clean, accurate and up to date. Datalink is the embedded data ingestion engine that includes dozens of prebuilt
vendor/solution-specific connectors as well as many generic ones.
▪ TBM Taxonomy Integration – The industry-standard system of classification (the TBM Taxonomy) is built directly into ApptioOne and
its reports to accelerate time to value.
▪ TBM Studio - ApptioOne includes the industry’s most powerful engine for performing multi-tier allocations for the entire technology
spend of the world’s largest organizations. This includes the ability to process millions of rows of data and perform n-level drill downs
to identify root cause
▪ Prebuilt report collections – ApptioOne includes hundreds of out-of-the-box reports including specific report collections for
financials, labor, vendors, projects, and assets. These reports can help quickly identify inefficiencies in current resource allocation.
These changes can quickly be entered into a new forecast to lock in changes and more easily assess performance.
▪ Tailored for Finance / IT / Business Units – ApptioOne includes reports built specifically for finance as well as those built for IT and
those for the business units. This allows everyone to operate from the same set of data, but in terms that make the most sense to
them.
▪ Reporting – ApptioOne includes hundreds of prebuilt reports to accelerate time to value. It also leverages Apptio BI to help end users
create and share the reports and dashboards that matter most to their business.
▪ Variance Analysis – By connecting actuals to plans in the same data structure, you can easily perform root-cause analytics to
understand variance relative to plan.
▪ Distribution & Approvals - Assign ownership for each component of a plan at the appropriate level. Use the distributed nature of the
tool to see and approve when new forecasts are submitted and quickly aggregate to an updated summary.
▪ Change Tracking - Understand who has made changes, to what, and when with a log of all changes in a given plan.

© 2023 Apptio, All rights reserved (V2102-5) 36

Other Types of Outreach
▪ LinkedIn- InMail
▪ Personalized introductory messages sent through Sales Navigator
▪ Drift
▪ Video messages with screen share capability
▪ Sendoso
▪ Send gifts and swag items to prospects with personal message

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LinkedIn Social Selling

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LinkedIn State of Sales in 2023
▪ Better Targeting
▪ Sales technology is only as good as the person who’s using it
▪ Knock on the right doors, finding the welcoming buyers and delivering the right message at the
right time
▪ Better Organizational Data
▪ Most effective sellers spend more time updating their CRM to fully understand the KDMs and
their complexities
▪ Better Time Management
▪ Leveraging the tech stack to zero in on the prospects most likely to buy

© 2023 Apptio, All rights reserved (V2102-5) 39

LinkedIn Buyer Insights
▪ New hires are skyrocketing on LinkedIn amidst the Great Reshuffle
▪ 65% more likely to accept an InMail if they switched jobs in the past 90 days.
▪ Reaching out to a new hire is a great way to start a conversation and build a new relationship

▪ Buyers are paying more attention to their feeds than ever

▪ The more frequently you can show up in these feeds, the better “top of mind is now top of feed”
▪ Focus on growing your network with valuable connections – not just buyers, but influencers, industry experts, and others

▪ Buyers are participating in more professional conversations on LinkedIn

▪ Be a participant in this increasingly active community! It’ll help you show up on more feeds and generate more productive
conversations with buyers.
▪ Don’t just post your own content; share content you like from influencers and thinkers you respect in the industry. Comment
on other posts and respond to comments on your own posts, and encourage your followers to do the same

▪ LinkedIn members are receiving more messages than ever – stand out by making yours relevant to them
▪ It’s about relevance. That means, both a personalized message to a buyer and a clear call-to-action that makes
sense for them.
▪ If you visit your prospect’s LinkedIn Profile before sending them an InMail are 86% more likely to receive a
response than a seller who doesn’t – shows personalization

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LinkedIn Sales Navigator

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LinkedIn – Saved Searches
- Upload your account list
and adjust filters for
Target Personas
- Save the leads to Lead
Lists to import to
Salesforce

© 2023 Apptio, All rights reserved (V2102-5) 42

LinkedIn – Lead Lists
- Saving leads to lists
will also give you
autogenerated
insights such as new
jobs, shared
experiences, etc.

© 2023 Apptio, All rights reserved (V2102-5) 43

Regie
- Allows personalization at scale for LI and email
- Writes messages, emails, and intro lines based on target
persona and Apptio Value statements

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Orum
▪ Power Dialer: control your speed by dialing down prospect lists one
at a time
▪ Parallel Dialer: Speed up dialing by calling multiple numbers at once
and leveraging Orum's AI and automation to drop voicemails and
bridge them to connect
▪ Click-to-Call: Perfect for those strategic prospects in your list

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Orum – Navigating to Dialer
▪ To get to the dialer, go to the top-nav and select
'Dialer'

▪ Search for lists, reports, or a specific prospect

▪ To start dialing, you can search for a specific list or
report using the search field at the top of the dialer
options
▪ After making your selection, the dialer page will
automatically load your chosen prospects

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Orum –Phone Configuration
▪ By configuring your phone fields, you will be able to prioritize
which of your prospects' phone numbers you'd like to call first
▪ Configure automation rules
▪ You can further customize Orum’s engine to help you automate your
dialing experience by turning on or off specific automation rules:
▪ Auto detect and leave or skip VMs
▪ Auto detect and skip dial trees
▪ Auto skip after 30 sec of ringing
▪ Auto skip busy or failed falls
▪ Silence ring tone
▪ Configure call-from numbers
▪ To maximize your chances of getting connects, we recommend
adding as many call-from numbers as possible
▪ These numbers will appear on your prospects' caller ID

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3x3 Research – Pre-Call/email
▪ Leverage all your intel to prepare for your calls
▪ Spend 3 minutes to identify 3 points of information about a
prospect to guide your talk track
▪ Examples:
o Old Opportunities
o Previous work history
o Marketing engagement
o Alma Mater
o LinkedIn posts
o Mutal Connections
o Etc.

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Pre-TQL
Conversion Story
▪ SDR created "pre" conversion story for each target account in JPEP
▪ When a prospect agrees to a Discovery Meeting with FSR/AM:
▪ SDR sends TQL approval email to manager
▪ SDR sets agenda for Discovery Call
▪ SDR creates opportunity in SFDC

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Conversion Story Template

▪ Brief Summary: (How did you find the prospect and what is the high-level overview of this initiative)
▪
▪ Account Overview (insert SFDC link):
• Company Overview (basic company info, industry, previous Apptio relationship?)
• Corporate objectives (from AVS research, what are the company-wide initiatives that IT is supporting and driving this meeting)
• Executive Priorities (from AVS research, what are the C-level initiatives that Apptio can align with)
• Technology Stack (what are they using today? Key integrations, cloud providers, agile, competitors, ERPs, partners/outsourcers)
▪ Contact Overview
• Contact (sfdc link): Name/Role: Responsibilities (what does the contact do, role in project)
• Challenges Pains (personal pains, team pains, steps taken to alleviate those pains)
• Role in the buying process: Influencer/catalyst, technical evaluator
• Visibility (ATL/BTL, is this the right person or do they have access to the right person)
▪ Project Overview
• Business Impact/need (how does this relate to the corporate/IT/executive priorities, quantified pain, what would be the results if nothing is done)
• Timeline (when purchase would happen)
• Budget (have they allocated a budget for this initiative)
• Competitors/Risk (competitive deal, what potential obstacles exist for Apptio to win the deal)
▪ Next Steps (what are the established next steps, who will be attending the next meeting)

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Agenda Template
▪ Introductions
▪ {Discussion point based on pre-discovery}
▪ {Topic based on pain}
▪ Discuss Next Steps

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TQL
Stage-0 – Tele-Qualified Lead (TQL)
▪ Stage Summary
▪ A Tele-Qualified Lead (TQL) is an opportunity qualified by an SDR and for which a
meeting has been scheduled for the Sales Rep for further qualification
▪ Resolution Time
▪ Sales Rep reviews to determine if they should accept the meeting.
▪ Sales Rep Accepts or Rejects Meeting = within 24 hours of TQL creation
▪ If the Sales Rep “accepts” the meeting, then they
▪ Create a Value Statement prior to first meeting
▪ 3-1-2 Meeting plan complete
▪ Stage progresses after Sales Rep Accepts the scheduled meeting to Stage 1-
Education (SAL).
▪ Exit Criteria & Stage Resolution
▪ Stage progresses after Sales Rep Accepts the scheduled meeting to
Stage 1- Education (SAL).
▪ If the Sales rep rejects the meeting, TQL Status is changed to “Need more info” or
“Rejected”
© 2023 Apptio, All rights reserved (V2102-5) 54
Submitting a TQL
▪ Once approved, SDR creates TQL (opportunity) in SFDC
▪ TQL is sent FSR/AM to be "accepted" within 24 hours

TQL Status Description

Accepted The Sales Rep intends to take the scheduled meeting. The record progresses after Sales Rep Accepts the
scheduled meeting to Stage 1- Education (SAL).

Rejected The rep does not intend to take the scheduled meeting. If the Sales rep rejects the meeting, TQL
Status is changed to “Need more info” or “Rejected”

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Discovery Meeting
▪ SDR ensures prospect attends call
▪ Sends reminder to prospect the day prior to meeting
▪ SDR owns rescheduling process
▪ SDR kicks off call with quick recap and facilitates handoff to
FSR/AM
▪ SDR takes notes during call

▪ After call, SDR debriefs with FSR and has the TQL moved to SAL

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Sales Accepted Lead (SAL)
TQL to SAL Process

SDR will look at FSR

calendar and book the
best available time
while LIVE on the call
Opportunity with prospect
Owner is
always FSR

FSR to check the

Conversion Reminder to
Story before the always keep
intro call with your
Prospect calendar
updated

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SLA for TQL to SAL
is 24 hours BAU First step is to change Stage to
Stage 1

SLA is 2 hours if
First Meeting Date
with Sales on the
last 2 days of the
month

Second step is to accept the TQL

Third step is to change education status to

the correct fit based on your Qualification call
with SDR and prospect

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Stage-1 – Education (SAL)
▪ Stage Summary
▪ Education or Sales Accepted Lead (SAL) is a TQL with whom a Sales Rep accepts an intro,
executive overview/discovery, Executive Overview with Demo or a re-engagement discovery
call/meeting with a prospect and is now working to qualify them into active pipeline.
▪ Resolution Time
▪ Ensure the "First Meeting Date with Sales" is accurate
▪ Update "Education Status" within 24 hours of the first meeting occurs
▪ 30 days from first meeting happening & Education Status update occurring
▪ Exit Criteria & Stage Resolution
▪ Required
▪ Have you presented your Value Statement to the Catalyst?
▪ Have you Started your buyer map?
▪ Has a next meeting been scheduled with the key player?
▪ Placeholder quote created
▪ Additional Actions
▪ Have you identified competitors(s)? Who?
▪ Has the Catalyst confirmed that the seller's proof is aligned to their executive priorities and the business impact?
▪ Has the customer shared their timeline/compelling event?

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Meeting Handoff
▪ SDRs book time for the Sales Rep and Prospect using the SDR's Zoom
info
▪ Conversion story is completed
▪ SDRs confirm attendance
▪ Confirming any appointments scheduled 1 or more weeks out during the week the
appointment is due
▪ Confirming all appointments within 12-24 hours via email
▪ Calling to confirm 2-3 hours before the scheduled meeting if the prospect doesn't
respond to the final email confirmation
▪ SDRs host and open the First Call by completing a warm handoff and
introduction of the Apptio Sales team
▪ All first calls will be recorded in Gong
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Rejection Process
Primary Closed Reason

Lack of Budget

• If the Education does not meet the Competing Priorities

above criteria, the opportunity owner Competitive

must kill the SAL by selecting one of the

following Reasons: Contact Too BTL

Ghosted

Product Feature Missing

Organizational Change

Immaturity

Administratively closed (policy change, rep

transition)

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Converting to Stage 1 - SAL
▪ If Discovery Meeting occurs, FSR must update the opportunity
Education Status with the appropriate disposition
▪ High, Med, Low, No Opportunity

▪ Ensure Next Steps are scheduled

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QAO
QAO – Stage 2 Consideration
▪ FSR moves opportunity to Stage 2 Consideration (QAO) if SAL
meets below criteria
▪ Exit Criteria
▪ Buyer Insight hypothesized
▪ Catalyst confirmed
▪ IT / Cloud spend verified
▪ Next meeting scheduled with stakeholders
▪ Has a budgetary quote

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Appendix
Identifying net new prospects

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Use of Demandbase

• Identify inbound intent that may not trigger as AQL’s

• Identify inbound engagement that doesn’t include downloads/form-fills

• Guide prospecting process for Accounts outside of Target Accounts

• Gauge success of outreach campaigns

• Identify when it might make sense to re-engage with Dead Opps

© 2023 Apptio, All rights reserved (V2202-1) 68

Building Demandbase Report Pt. 2

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Building Demandbase Report Pt. 1

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Demandbase Report Snapshot

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How to drill down into
Demandbase reports

72
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Account Tiering
Evaluate Your Account Tiers - ACTION
Account tiering is important because it can help you prioritize which accounts to focus on for various programs and
prospecting effort, as well as giving you the ability to filter based on tier in reporting. Think of account tiering as your
personal way to organize your accounts based on whatever your priority may be.

Account tiers are also sometimes used in Marketing list pulls for recruitment as a way to organize priority in recruitment
efforts. Keeping tiers up to date will not only help you strategize, but will decrease time for Marketing list reviews when
they occur

▪ To update your tiers, you can request your FMM to send an exported spreadsheet of your accounts by tier and update the
column I highlighted in green (account tier) with the new tier you’d like to tag the account. Once complete, send updated
sheet to your FMM to have bulk updated into Salesforce
▪ OR, you can manually update them at the account level in Salesforce or within your “accounts by tier” report in Salesforce
*** Would recommend this method as ‘maintenance’ not the first time around…

Sample Report - Accounts by Tier

***use the filters in linked report and update “Account Owner” to your name & SAVE AS NEW

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Defining Account Tiers
Tier 1 Tier 2 Tier 3

• 10-15 accounts per seller (5 • ± 50 accounts per seller • All other accounts which are
for strategic sellers?) • SDRs expected to focus their in TAM or accounts not
• Sellers will do the majority of prospecting on these accounts assigned to a particular seller
the prospecting and follow-up • CapDB A’s can be used for
on inbound leads, can be selection, as well as market
assisted by SDRs on case-by- research performed by SDRs,
case basis (follow-up, event Marketing (Intricately,
invitations, etc.) participants in recent high-
• Accounts either already have level events) and the Partner
an opportunity open or sellers team (e.g. list of AWS high
intend on opening an spenders)
opportunity with account this • 3rd party database enrichment
FY will use to prioritize efforts
• It’s expected the contacts in
these accounts will be kept up
to date and have existing
target persona coverage

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Salesloft
▪ Terminology:
o Cadence – A structured workflow consisting of email, call, and social (LinkedIn) actions that
an SDR utilizes to connect with a prospect
o Template – Content that is inserted within an email
o Snippet – Short form content that's easily placed within an email (non-contextual)
▪ Cadence Types:
o Outbound – Leveraged when outbound cold-messaging prospects
o Inbound – Leveraged when a prospect has engaged with Apptio directly
▪ Contact Us Form, Demo Request, Content/Resource Download
o Prospecting/Sales-Play Specific – Purpose-made for strategically targeting prospects
▪ Ex. Closed Lost, Cldy/Turbonomic Sales Play, Labor Financial Management Sales Play, etc.
o Event – Utilized for following up with event attendees and inviting prospects to events

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Salesloft Resources
▪ Must-watch training:
Fundamentals
Advanced
▪ #ask-marketing Slack channel – ask general questions to other SDRs and
SDR managers
▪ [email protected] – email Salesloft support with any technical
questions/issues; include screenshots and specific examples
▪ Salesloft Automation/Person Stage documentation
▪ Salesloft Highspot page
▪ Salesloft Cadence Framework and Strategy
▪ Regie.ai + Salesloft - Custom Intro Line Prompting

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