2024 SDR Best Practices for Sequences in Outreach.io

Exec Summary

Inside sales requires many activities to be taken through various channels and over time in order to develop relationships and therefore generate pipeline. Our sales development representatives (SDRs) are tasked with executing those activities and leveraging a tool called Outreach.io to help automate and manage daily tasks. This document outlines the best practices (based on market best practices and historic Armanino data) for prospecting activities.

Examples of prospecting activities are emails, LinkedIn messaging, LinkedIn connecting, LinkedIn post engagement, phone calls, research, internal meeting coordination, meetings, and event participation.

For Prospects: 
In general, the number of sales activities, “steps”, by campaign type, should include a minimum of:

· Pre-Event – 4 Steps (2 weeks – 14 days)

· Post-Event – 16 Steps (6 months – 180 days)

· Post-Webinar Non-CPE – 12 Steps (4 months - 120 days)

· Post-Webinar CPE – 4 Steps (20 days)

· SDR Prospecting List – 17 Steps (8 months – 250 days)

· PPC Campaign – 11 steps (3 months – 90 days)

· Email / Nurture – 10 Steps (3 months – 90 days)

· VIP Follow-up Sequence – 17 Steps (1 year – 352 days)

For Clients:
In general, the number of sales activities, “steps”, by campaign type, should include a minimum of:

· Pre-Event for Clients – 4 Steps (2 weeks – 14 days)

· Post-Event for Clients – 8 Steps (1 month – 30 days)

· Post-Webinar Non-CPE for Clients – 8 Steps (1 month – 30 days)

· Post-Webinar CPE for Clients – 3 Steps (10 days)

· SDR Prospecting List for Clients – 16 Steps (8 months – 250 days)

· PPC Campaign – 3 Steps (10 days)

· Email / Nurture for Clients – 3 Steps (10 days)

· VIP Follow-up Sequence for Clients – 17 Steps (1 year – 352 days)

Note: These are best practices guidelines. Discretionary calls to increase or decrease sales activities based on the campaign strategy are allowed and encouraged.

Note about task due dates: The SDR’s have the ability and permission to reschedule tasks. Use your discretion and discernment to always do what feels like the best experience for our customers.