# SDR Architect Playbook

Reference playbook for the sdr-architect skill. Read the relevant section before producing any SDR operations artifact.

## Table of Contents

1. Signal Tiering Methodology
2. Sequence Design - Templates and Patterns
3. Call Frameworks
4. Email Frameworks
5. LinkedIn Playbook
6. Qualification Methodology
7. AE Handoff Protocol
8. Activity Standards and Benchmarks
9. SDR Hiring
10. SDR Comp Models
11. SDR Onboarding - 30/60/90 Day Program
12. Performance Management
13. Diagnostic Frameworks

---

## 1. Signal Tiering Methodology

### How to Build a Signal Model

**Step 1: Inventory all signal sources**

| Source Category | Examples | Typical Tier |
|----------------|----------|--------------|
| First-party product | Feature usage, deployment size, enterprise feature attempts, support tickets | Tier 1-2 |
| First-party web | Pricing page visits, demo page visits, case study views, docs engagement | Tier 1-2 |
| Community | Slack activity, GitHub engagement, forum posts, meetup attendance | Tier 2 |
| Third-party intent | Bombora, G2 intent, TrustRadius research, 6sense signals | Tier 2-3 |
| Social signals | LinkedIn follows, content engagement, job changes of champions | Tier 2-3 |
| Job posting signals | MDM/security roles posted, tool-specific mentions in job descriptions | Tier 2 |
| Event signals | Conference registration, webinar attendance, booth visits | Tier 2-3 |
| IP-matched web visits | Anonymous company-level website visits | Tier 3 |
| Firmographic fit only | ICP match with no behavioral signal | Tier 4 |

**Step 2: Score each signal on three dimensions**

| Dimension | Description | Scale |
|-----------|-------------|-------|
| Intent strength | How strongly does this signal predict buying intent? | 1-5 |
| Timing relevance | How close to a purchase decision is this signal? | 1-5 |
| Actionability | Can an SDR act on this signal with specific, relevant outreach? | 1-5 |

Composite score determines tier: 12-15 = Tier 1, 8-11 = Tier 2, 5-7 = Tier 3, Below 5 = Tier 4.

**Step 3: Define response protocols per tier**

For each tier, specify: maximum response time, owner (named SDR, round-robin, AE direct), required channel mix, personalization depth, sequence to enroll, and escalation path if no response within X touches.

**Step 4: Build signal routing infrastructure**

```
Signal detected (product telemetry, website, intent tool, community)
  → Enriched with firmographic data (Clearbit, ZoomInfo, Apollo)
  → Scored against ICP criteria (auto-qualify or disqualify)
  → Routed to assigned SDR (territory, named account, round-robin)
  → Surfaces in SDR workspace (CRM task, Slack alert, sequence tool)
  → SDR acts within SLA window
```

### Signal Model for OSS/Community-Led Companies

| Signal | Intent | Timing | Action | Tier |
|--------|--------|--------|--------|------|
| Enterprise feature attempt (blocked by paywall) | 5 | 5 | 5 | 1 |
| Support request mentioning compliance/audit | 5 | 4 | 5 | 1 |
| Deployment exceeds free tier threshold | 4 | 4 | 5 | 1 |
| Active in community + matches ICP firmographics | 3 | 3 | 4 | 2 |
| GitHub issue/PR submitted | 3 | 2 | 4 | 2 |
| Slack question about scaling/enterprise deployment | 4 | 3 | 4 | 2 |
| Downloads increase month-over-month | 3 | 2 | 3 | 2-3 |
| Blog/docs visits from ICP-matching company | 2 | 2 | 3 | 3 |
| GitHub star from ICP-matching company | 2 | 1 | 2 | 3 |
| Newsletter subscriber, ICP match | 1 | 1 | 2 | 4 |

**Critical rule**: Never open with a sales pitch to a community member. Acknowledge the relationship first: "I noticed your question in #deployment about [specific topic]" → bridge to value → offer to help with the enterprise use case.

---

## 2. Sequence Design - Templates and Patterns

### Architecture Principles

1. **Multi-channel by default** - Email-only sequences underperform by 30-50% vs. multi-channel (email + phone + LinkedIn + video).
2. **Front-load value** - The first 3 touches determine whether the prospect engages. Lead with insight, not product.
3. **Spacing accelerates** - Start with longer gaps (3-4 days), tighten as sequence progresses (1-2 days).
4. **Personalization matches tier** - Tier 1 gets fully custom. Tier 4 gets template + variable.
5. **Every touch has a purpose** - Each step should add new information or change the angle. Repetitive follow-ups train prospects to ignore you.

### Tier 1 Sequence Template (High Intent - 14 days, 9-11 touches)

```
Day 0 (within 4 hours of signal):
  - Phone call attempt #1 (if number available)
  - Email #1: Signal-triggered, reference the specific action/event
  - LinkedIn connection request with personalized note

Day 1:
  - Phone call attempt #2 (different time of day)
  - LinkedIn: Engage with their recent content if available

Day 3:
  - Email #2: New angle - peer social proof relevant to their situation
  - Phone call attempt #3

Day 5:
  - LinkedIn InMail or voice message
  - Email #3: Insight-led - share relevant content/data

Day 7:
  - Phone call attempt #4
  - Email #4: Direct ask - reference all prior touches, propose specific time

Day 10:
  - Email #5: Breakup angle - "I'll assume the timing isn't right"
  - Phone call attempt #5 (voicemail with breakup message)

Day 14:
  - Final email: Soft close - leave door open, provide value resource

EXIT: Reply (positive or negative), meeting booked, opt-out, sequence complete
POST-SEQUENCE: Move to nurture track, re-engage on next Tier 1 signal
Expected conversion: 25-40% to meeting
```

### Tier 2 Sequence Template (Active Interest - 21 days, 7-9 touches)

```
Day 0: Email #1 (insight-led, reference signal context without being creepy)
Day 3: LinkedIn connection request (no pitch) + Phone call attempt #1
Day 6: Email #2 (social proof - case study or metric from similar company)
Day 9: Phone call attempt #2 + LinkedIn content engagement
Day 12: Email #3 (different angle - secondary pain point)
Day 16: Email #4 (value-add - share ungated resource)
Day 21: Email #5 (soft breakup with open door)

Expected conversion: 10-20% to meeting
```

### Tier 3 Sequence Template (Passive Awareness - 28 days, 5-6 touches)

```
Day 0: Email #1 (pain-led opening relevant to persona role)
Day 5: Email #2 (social proof or insight)
Day 10: LinkedIn connection + Phone call attempt #1
Day 17: Email #3 (different angle or content share)
Day 24: Email #4 (direct ask with specific meeting proposal)
Day 28: Email #5 (breakup)

Expected conversion: 3-8% to meeting
```

### Tier 4 Sequence Template (Cold Target)

Pre-sequence research (15-30 min per account) required before initiating. Find a relevant angle: recent news, funding, hiring, tech stack, mutual connections, relevant content they've published.

If angle found → Personalized 5-touch sequence over 21 days.
If no angle → Hold in monitoring. Revisit when signal emerges.

**Key principle**: At $100K+ ACV, a bad cold email to a target account is worse than no email. You get one first impression. Make it count or wait.

### Displacement Sequence Template (28 days, 8-10 touches)

For accounts using a specific competitor you're targeting to replace:

```
Email #1: "The [competitor] question"
  - Reference a known limitation or frustration
  - "Many [competitor] customers we talk to mention [specific pain]"
  - No product pitch - just validate the pain

Email #2: Peer proof
  - "[Similar company] switched from [competitor] because [reason]"
  - Quantified outcome: time saved, cost reduced, risk eliminated

Email #3: Insight
  - Share content about the broader category shift (not your product)
  - Position the trend, not the tool

Phone call: Reference emails, ask about their experience
  - "I've been sharing some perspective on [category] - curious if [pain]
    resonates with what you're seeing"

Email #4: The comparison
  - Now introduce your solution as the alternative
  - Focus on switching ease, not feature superiority

Email #5: Direct ask
  - Specific meeting proposal with clear agenda

CRITICAL: Never trash the competitor. Frame as "their situation changed"
not "they chose wrong."
```

---

## 3. Call Frameworks

### Cold Call Framework (Enterprise)

**Objective**: Earn 2-5 minutes of conversation. Book a meeting or identify the right person.

```
OPENING (10 seconds - earn the right to continue):

Option A - Permission-based:
  "Hi [Name], this is [Your name] from [Company]. I know I'm calling
   out of the blue - do you have 30 seconds for me to tell you why,
   and you can decide if it's worth continuing?"

Option B - Trigger-based:
  "Hi [Name], this is [Your name] from [Company]. I'm reaching out
   because [specific trigger: I noticed you posted a role for X /
   your team was active in our community / you attended X event].
   Quick question about that - is now okay?"

Option C - Referral-based:
  "Hi [Name], [Referrer name] suggested I reach out. They mentioned
   you're responsible for [area] at [Company]. Got 30 seconds?"

NEVER: "How are you today?" / "Is now a good time?" / "Did I catch
you at a bad time?" - These are filler that signals a sales call.

VALUE STATEMENT (15-20 seconds):
  "The reason I'm calling - we work with [similar companies] who were
   dealing with [specific pain]. They were able to [specific outcome].
   I wanted to see if that's relevant to what you're working on."

DISCOVERY PIVOT (transition from pitch to conversation):
  "How are you currently handling [the problem area] today?"
  "What's driving the priority around [initiative] right now?"
  "When you think about [area], what's the biggest headache?"

CLOSE FOR MEETING:
  "Based on what you've shared, I think it'd be worth 30 minutes to
   show you how [similar company] solved [their specific pain]. I can
   walk you through the approach and you can decide if it's relevant.
   How does [specific day/time] look?"
```

### Warm Call Framework (Signal-Triggered)

```
OPENING:
  "Hi [Name], this is [Your name] from [Company]. I'm reaching out
   because [reference the signal - be specific]:
   - 'I saw your team has been exploring our enterprise documentation'
   - 'I noticed [company] posted a role for a device management engineer'
   - 'You were active in our community Slack asking about [topic]'
   Quick question about that."

Then follow the same Value Statement → Discovery → Close pattern,
but with heavier personalization based on the signal.
```

### Voicemail Framework (30 seconds max)

```
"Hi [Name], this is [Your name] from [Company]. I'm calling because
[one-sentence reason tied to trigger or value]. I'll send you a quick
email with more detail - look for it from [your email]. My number
is [number] if you'd like to call back. Thanks."

RULES:
  - Under 30 seconds (longer voicemails get deleted)
  - One reason to care (not three)
  - Reference the follow-up email (gives them another channel)
  - Leave your number slowly and clearly
  - Maximum 2 voicemails per sequence (more is annoying)
```

### Objection Library

| Objection | What They Mean | Response Framework |
|-----------|---------------|-------------------|
| "Not interested" | Default deflection - they don't know enough to be interested or not | "Totally fair - most people I talk to aren't actively looking. Quick question though: how are you currently handling [pain area]? If it's working well, I'll get out of your hair." |
| "We already have a solution" | They have an incumbent - this is actually useful information | "That's actually why I'm calling. A lot of the [role] I talk to at companies using [competitor] mention [specific limitation]. Has that come up for you, or is it working well?" |
| "Send me an email" | Brush-off OR genuine preference - test which one | "Happy to - and so the email is actually useful, can I ask one quick question? What's the biggest challenge you're facing with [area] right now? That way I can send something relevant instead of generic." |
| "Bad timing" | May be real or may be deflection | "I hear you. When would be better - is this a 'busy this week' thing or a 'this isn't a priority for 6 months' thing? I want to respect your time." |
| "No budget" | Could mean no budget, wrong budget owner, or not enough pain to justify budget | "Budget is usually a reflection of priority. If [pain/outcome] were possible, is that something that would warrant a conversation about budget? Or is [area] genuinely not a focus right now?" |
| "Just send me info" | They want to evaluate privately before committing to a conversation | "Absolutely. What specifically would be most useful - is it [use case A] or [use case B] that's most relevant? I want to send the right thing." Then follow up in 3 days. |
| "How did you get my number?" | Feeling surprised or invaded | "Your name came up as someone responsible for [area] at [company]. I know this is out of the blue - happy to send an email instead if that's easier. What's the best address?" |

---

## 4. Email Frameworks

### Subject Line Patterns

**High-performing patterns (enterprise B2B):**

| Pattern | Example | When to Use |
|---------|---------|-------------|
| Question | "How is [Company] handling [challenge]?" | Tier 2-3, discovery-oriented |
| Mutual connection | "[Name] suggested I reach out" | Referral-based |
| Trigger reference | "Saw [Company]'s [event/news]" | Tier 1-2, signal-triggered |
| Peer proof | "How [Similar Company] solved [problem]" | Tier 2-3, social proof |
| Insight | "[Stat or trend] in [their industry]" | Tier 3-4, thought leadership |
| Direct | "[Outcome] for [Company]?" | Tier 1, late-sequence direct ask |

**Anti-patterns (avoid):**
- "Quick question" - overused, signals sales email
- "Checking in" / "Following up" - no value, easy to ignore
- "I'd love to" - makes it about you, not them
- ALL CAPS or excessive punctuation
- Misleading subject lines (RE: or FW: on first email)
- "Hope this finds you well" - dead giveaway of mass email

### Email #1 Framework (Signal-Triggered)

```
SUBJECT: [Trigger-reference or question pattern]

[Name],

[HOOK - 1 sentence referencing the signal or trigger event.
 Be specific. "I noticed" is fine if you're referencing something real.]

[BRIDGE - 1-2 sentences connecting their situation to a relevant pain
 or outcome. Use peer proof: "Other [role]s at [similar companies]
 tell us [pain point]."]

[PROOF - 1 sentence with a specific, quantified result.
 "[Company] reduced [metric] by [X%] in [timeframe]." ]

[CTA - 1 sentence with a specific, low-commitment ask.
 "Worth 20 minutes to see if this is relevant for [Company]?"]

[Signature]

TOTAL LENGTH: 4-6 sentences. Under 100 words.
```

### Email #2 Framework (New Angle)

```
SUBJECT: Re: [original subject] OR [new angle subject]

[Name],

[NEW ANGLE - Don't repeat email #1. Introduce new information:
 a different pain point, a different proof point, or a different
 persona's perspective.]

[PROOF - Different case study or metric than email #1]

[CTA - Same ask, different framing.
 "Would it help to see how this works for [their use case]?"]

TOTAL LENGTH: 3-5 sentences.
```

### Email #3 Framework (Insight-Led)

```
SUBJECT: [Insight or data point]

[Name],

[INSIGHT - Share something genuinely useful: a trend in their industry,
 a data point from your research, a best practice from your customer base.
 This email should be valuable even if they never buy.]

[CONNECT - Brief bridge to relevance:
 "We see this pattern across [segment], and the teams that [action]
  are [outcome]."]

[SOFT CTA - "Thought this might be relevant to [Company]'s [initiative].
  Happy to share more if useful."]

TOTAL LENGTH: 3-5 sentences.
PURPOSE: Demonstrate expertise and add value without asking for anything.
```

### Breakup Email Framework

```
SUBJECT: "Should I close your file?" OR "One last thought" OR
         "[Name] - am I off base?"

[Name],

I've reached out a few times about [topic] and haven't heard back,
which usually means one of three things:

1. The timing isn't right (totally fine - happy to reconnect later)
2. You're already set in this area (also fine - glad it's handled)
3. You've been too busy to respond (I get it)

If it's #1, when should I check back in?
If it's #2 or #3, no worries - I'll stop reaching out.

Either way, [here's a resource that might be useful regardless:
link to ungated content].

[Signature]

WHY THIS WORKS: Gives the prospect control. Removes pressure.
The numbered list makes it easy to reply with just "1" or "2."
Breakup emails typically get 2-3x the reply rate of standard follow-ups.
```

---

## 5. LinkedIn Playbook

### Profile Optimization (SDR)

The SDR's LinkedIn profile is a landing page. Prospects will check it after receiving outreach.

**Headline**: Not "SDR at [Company]" - instead: "Helping [persona] solve [problem] at [Company]"
**About section**: 3 paragraphs: (1) The problem you help solve, (2) Who you help and how, (3) A low-key CTA
**Banner image**: Company-branded or relevant to the audience
**Featured content**: 2-3 pieces - a case study, a relevant article, a video introduction
**Activity**: Post or share relevant content 2-3x per week (shows you're a real person, not a bot)

### LinkedIn Engagement Sequence

```
Step 1: View their profile (they get a notification - passive signal)
Step 2: Engage with their content (like, thoughtful comment) - ONLY if genuine
  - Comments should add value, not just "Great post!"
  - Reference something specific they said
  - This is relationship-building, not selling
Step 3: Send connection request (no pitch in the request)
  - "Hi [Name] - I work with a lot of [their role] in [their industry].
     Would be great to connect." - Keep it simple.
  - NEVER pitch in the connection request (drops acceptance from 40%+ to <15%)
Step 4: After accepted, wait 2-3 days. Then send a message:
  - Reference something from their profile or content
  - Bridge to a relevant insight or resource
  - No pitch. Just value.
Step 5: If they engage, transition to email or phone for the meeting ask
  - LinkedIn messages should TRANSITION to other channels, not close meetings

CRITICAL: LinkedIn is a relationship channel, not a cold email channel.
```

### LinkedIn InMail Best Practices

```
WHEN TO USE INMAIL:
  - Can't find their email
  - Email sequence got no response
  - They're active on LinkedIn (posting, commenting)

INMAIL FORMAT:
  Subject: Short, specific (under 8 words)
  Body: 3-4 sentences max
  - Reference something specific to them
  - One clear value statement
  - One specific ask
  
  EXAMPLE:
  Subject: "[Their company]'s device management"
  "[Name] - noticed your team is scaling the [area] function
  (saw the recent [job posting / community post / event]).
  We helped [similar company] [specific outcome].
  Worth a quick chat to see if relevant?"

NEVER: Send InMail that's the same as your email sequence. LinkedIn is
a different channel with different norms - treat it as one.
```

---

## 6. Qualification Methodology

### BANT (Basic - for simpler deals, $25-75K ACV)

| Criteria | Questions | Qualified When |
|----------|-----------|----------------|
| Budget | "Is there budget allocated for this type of initiative?" / "How are similar projects funded?" | Budget exists or path to budget identified |
| Authority | "Who else would be involved in evaluating this?" / "What does the decision process typically look like?" | Economic buyer identified; champion confirmed |
| Need | "What's driving the priority?" / "What happens if you don't address this?" | Articulated pain with business impact |
| Timeline | "Is there a target date for having a solution in place?" / "What's driving that timeline?" | Defined timeline within 6 months |

### MEDDIC (Enterprise - for complex deals, $75K+ ACV)

| Criteria | Questions | Qualified When |
|----------|-----------|----------------|
| Metrics | "How would you measure success?" / "What KPIs would improve?" | Quantifiable success criteria defined |
| Economic Buyer | "Who ultimately signs off on this type of investment?" | EB identified by name and engaged (or path to engagement) |
| Decision Criteria | "What are the most important factors in your evaluation?" | Evaluation criteria articulated and our solution aligns |
| Decision Process | "Walk me through how a purchase like this typically works at [Company]" | Procurement process mapped with timeline |
| Identify Pain | "What's the cost of the current situation?" / "What triggered this evaluation?" | Pain articulated with business impact quantified |
| Champion | "Who internally is most invested in solving this?" | Internal advocate identified who has access and influence |

### MEDDPICC Extension (for $150K+ with Paper Process)

Add to MEDDIC:
- **Paper Process**: "What does the contracting and legal review look like?" - Legal/procurement process mapped with estimated timeline
- **Competition**: "Who else are you evaluating?" - Competitive landscape understood with differentiation strategy for each competitor

### Qualification Scorecard Template

```
ACCOUNT: ___________________  DATE: ____________
SDR: _______________________  AE: ______________

DIMENSION              SCORE (1-3)    EVIDENCE
─────────────────────────────────────────────────
Budget                 [ ]            _______________
Authority              [ ]            _______________
Need/Pain              [ ]            _______________
Timeline               [ ]            _______________
ICP Fit                [ ]            _______________
Champion               [ ]            _______________
─────────────────────────────────────────────────
TOTAL                  [ ] / 18

PASS THRESHOLD: ≥12 with no dimension below 2
RESULT: [ ] QUALIFIED - Pass to AE
        [ ] NEEDS WORK - Specify gaps: _____________
        [ ] DISQUALIFIED - Reason: _________________

NEXT STEP: _____________________________________
COMPETITIVE LANDSCAPE: __________________________
```

### Qualification Anti-Patterns

| Anti-Pattern | What Happens | Fix |
|-------------|-------------|-----|
| "Happy ears" | SDR hears what they want to hear, passes unqualified deals | Require evidence for each scorecard dimension, not just assertions |
| Checkbox qualification | SDR asks the questions but doesn't probe | Train on follow-up: "Tell me more," "Why is that?," "What happens if you don't?" |
| Over-qualification | SDR demands perfect scores, passes too few deals | Set the threshold at 12/18, not 18/18. Some uncertainty is normal. |
| Single-threaded qualification | Only spoke to one contact, assumed the rest | Require at least 2 contacts engaged for Stage 2+ |
| Skipping disqualification | SDR never disqualifies - every meeting becomes an opp | Track disqualification rate (target: 25-35% of meetings should NOT become opps) |

---

## 7. AE Handoff Protocol

### The Handoff Meeting (15 min, SDR → AE, before the prospect meeting)

```
SDR PRESENTS:
  1. Account overview (company, size, industry, tech stack)
  2. Contact(s) engaged and their roles in the buying committee
  3. Signal/trigger that initiated engagement
  4. Pain validated (in prospect's words - direct quotes, not paraphrased)
  5. Qualification scorecard (completed with evidence)
  6. Competitive landscape (if known - who else they're evaluating)
  7. Next step committed with prospect (date, time, attendees, agenda)
  8. Landmines or concerns (anything that could derail the deal)

AE CONFIRMS:
  - Understanding of the account situation
  - Preparation needed before first meeting
  - Questions for the prospect (that the SDR hasn't already answered)
  - Agreement on follow-up ownership
```

### Warm Introduction Email Template

```
SDR sends to prospect + AE (cc or intro):

  "Hi [Prospect], as discussed, I'd like to introduce you to [AE Name],
   who works with our [persona-relevant area] customers. [He/She] can
   walk you through [the specific thing the prospect wanted to see].

   [AE Name] - [Prospect Name] is the [Title] at [Company]. They're
   looking to [the articulated need]. [He/She] mentioned [specific detail
   from qualification] as a key priority.

   I'll let you two take it from here. [Optional: I've put time on the
   calendar for [date/time].]"

CRITICAL RULES:
  - The SDR must set context for BOTH parties
  - The AE should never open with "So, tell me about your challenges"
    after an SDR already asked that - it signals no internal communication
  - Include the specific detail from discovery that proves continuity
  - If the SDR built rapport, acknowledge it: "It was great chatting with you"
```

### Post-Handoff Feedback Loop

```
AE provides feedback to SDR within 1 week of first meeting:

FEEDBACK FORM:
  Meeting quality (1-5): ___
  Was the qualification accurate? [ ] Yes [ ] Partially [ ] No
  What was the best part of the handoff? _______________
  What was missing or inaccurate? _______________
  Will this become an opportunity? [ ] Yes [ ] No [ ] Too early

SDR MANAGER reviews feedback monthly:
  - Average meeting quality score by SDR
  - Qualification accuracy rate
  - Common gaps in handoff quality
  - Coaching priorities based on patterns
```

---

## 8. Activity Standards and Benchmarks

### Daily Targets (Enterprise SDR, Fully Ramped)

| Metric | Target | Notes |
|--------|--------|-------|
| New accounts researched | 3-5 | Deep research for Tier 1-2, lighter for Tier 3-4 |
| Personalized emails sent | 15-25 | Template + personalization, NOT mass blast |
| Phone calls made | 25-40 | Include voicemails with value |
| LinkedIn touches | 10-15 | Connection requests, messages, content engagement |
| New sequences started | 3-5 | Across tiers |
| Meetings booked | 1-2 per day (target) | Leading indicator - track daily |

### Weekly Targets

| Metric | Target |
|--------|--------|
| Meetings booked | 3-5 |
| Qualified opportunities passed | 2-3 |
| Pipeline value generated | $200-500K |
| New accounts entered sequence | 15-25 |
| Sequences completed (full run) | 10-15 |

### Monthly Targets

| Metric | Target |
|--------|--------|
| Meetings booked | 12-18 |
| Qualified opportunities passed | 8-12 |
| Pipeline value generated | $800K-2M |
| New accounts sequenced | 60-100 |
| Meeting-to-opportunity rate | >30% |

**Note**: These benchmarks are for fully ramped enterprise SDRs targeting $100K+ ACV accounts. Adjust down 30-50% for ramp period (months 1-3). Adjust down 20-30% for very large enterprise ($250K+ ACV) where account research is deeper.

### Activity by Signal Tier

| Activity | Tier 1 | Tier 2 | Tier 3 | Tier 4 |
|----------|--------|--------|--------|--------|
| Research time per account | 15-30 min | 10-15 min | 5-10 min | 30-60 min (pre-sequence) |
| Touches per sequence | 9-11 | 7-9 | 5-6 | 5-7 |
| Phone calls per sequence | 4-5 | 2-3 | 1-2 | 1-2 |
| Emails per sequence | 5-6 | 4-5 | 4-5 | 3-4 |
| LinkedIn touches per sequence | 3-4 | 2-3 | 1-2 | 1-2 |
| Expected meeting rate | 25-40% | 10-20% | 3-8% | 1-4% |

### Conversion Benchmarks (Health Check)

| Metric | Healthy | Warning | Critical |
|--------|---------|---------|----------|
| Email reply rate | >8% | 5-8% | <5% |
| Call connect rate | >6% | 4-6% | <4% |
| Connect-to-meeting rate | >25% | 15-25% | <15% |
| Meeting-to-opportunity | >30% | 20-30% | <20% |
| Meetings per SDR per month | >12 | 8-12 | <8 |
| Pipeline per SDR per month | >$500K | $300-500K | <$300K |
| AE satisfaction (survey) | >4/5 | 3-4/5 | <3/5 |
| Tier 1 SLA compliance | >90% | 75-90% | <75% |

---

## 9. SDR Hiring

### Enterprise SDR Candidate Profile

**Required Traits:**
- Intellectual curiosity (can research an account and find a relevant angle - test with a live research exercise)
- Resilience (handles rejection without losing energy - ask about past failure and recovery)
- Coachability (applies feedback quickly, doesn't repeat mistakes - assess via role-play debrief)
- Communication clarity (can articulate complex value simply - listen to how they explain past roles)
- Time management (balances research depth with activity volume - ask about how they structure their day)

**Experience Preferences (not requirements):**
- 1-2 years of SDR/BDR experience preferred (enterprise experience is a bonus)
- SaaS or technology sales background
- Familiarity with CRM and sequencing tools
- Technical aptitude (can learn product deeply enough to have credible conversations with IT/Security/DevOps buyers)
- For OSS companies: comfort with developer communities and technical discourse is a significant plus

**Red Flags:**
- Only talks about activity volume, never quality or conversion
- Can't explain why a prospect would take their call
- No evidence of researching prospects before outreach
- Blames tools or leads for poor results
- Doesn't ask good questions during the interview (lack of curiosity)

### Interview Structure

```
ROUND 1: Recruiter Screen (30 min)
  - Culture fit, career goals, basic qualification
  - Quick test: "Pitch me on why I should take this call" (2 min cold call sim)
  - Evaluate: energy, communication clarity, basic sales instinct

ROUND 2: Hiring Manager Deep Dive (45 min)
  - Past experience: "Walk me through your best deal. What made it work?"
  - Scenario: "Here's a target account [provide company name]. Walk me through
    how you'd approach them." (Evaluate research thinking, not just activity)
  - Objection role-play: Manager plays prospect, candidate handles 3-4 objections
  - Coachability test: Give feedback on the role-play, then run it again. Did they adjust?

ROUND 3: Mock Call (30 min)
  - Full cold call simulation with a prepared "prospect" (peer or manager)
  - Evaluate on: opening (earned the right to continue?), discovery (asked good questions?),
    objection handling (addressed concern, not just deflected?), close (specific next step?)
  - Self-assessment debrief: "How did you think that went? What would you do differently?"
    (Self-awareness is as important as the performance)

ROUND 4: AE/Peer Interview (30 min)
  - Would this person represent the team well to prospects?
  - Would AEs want to receive handoffs from this person?
  - Cultural fit with the broader sales team
```

### SDR Hiring Scorecard

```
CANDIDATE: ___________________  DATE: ____________
INTERVIEWER: _________________  ROUND: ___________

DIMENSION              SCORE (1-5)    NOTES
─────────────────────────────────────────────────
Curiosity              [ ]            _______________
Resilience             [ ]            _______________
Coachability           [ ]            _______________
Communication          [ ]            _______________
Sales instinct         [ ]            _______________
Technical aptitude     [ ]            _______________
Cultural fit           [ ]            _______________
─────────────────────────────────────────────────
TOTAL                  [ ] / 35

HIRE: ≥28 with no dimension below 3
DISCUSS: 23-27
PASS: <23 or any dimension at 1

RECOMMENDATION: [ ] Strong Hire [ ] Hire [ ] Discuss [ ] No Hire
```

---

## 10. SDR Comp Models

### Standard Enterprise SDR Comp Structure

```
BASE SALARY: 55-65% of OTE
VARIABLE: 35-45% of OTE

OTE RANGES (2024-2026):
  Tier 1 cities (SF, NYC, Boston): $75-95K OTE
  Tier 2 cities (Austin, Denver, Chicago, Seattle): $65-80K OTE
  Remote-adjusted: $60-75K OTE

VARIABLE COMPONENTS:

  Primary (70% of variable): Qualified meetings held
    - Monthly quota: 12-16 meetings
    - Per-meeting payout calculated from annual variable / annual meeting target
    - Only meetings that AE accepts count (quality gate)

  Secondary (20% of variable): Pipeline value generated
    - Monthly target: $800K-1.5M pipeline created
    - Ensures SDRs care about deal quality, not just meeting count
    - Paid monthly based on pipeline value of accepted opportunities

  Bonus (10% of variable): Pipeline-to-close conversion
    - Paid quarterly on opportunities originated by SDR that close
    - Aligns SDR incentives with revenue, not just top-of-funnel
    - Creates longer-term thinking about qualification quality

ACCELERATORS:
  100-120% of meeting quota: 1.2x multiplier on variable
  120%+ of meeting quota: 1.5x multiplier on variable
  Quarterly kicker: Additional bonus for hitting target all 3 months in a quarter

RAMP SCHEDULE:
  Month 1: 100% of base, 0% variable expectation (training month)
  Month 2: 100% of base, 50% variable quota (ramping)
  Month 3: 100% of base, 75% variable quota (approaching full)
  Month 4+: Full quota, full variable

  Ramp guarantee: Minimum payout of 80% OTE during months 1-3
  (Prevents new hire financial stress during learning curve)
```

### Comp Model Anti-Patterns

| Anti-Pattern | Problem | Fix |
|-------------|---------|-----|
| Pure meeting count comp | Drives quantity over quality. SDRs book meetings that waste AE time. | Add pipeline value component (20%+ of variable) |
| Revenue-only comp | Sales cycle too long for SDR to wait. Creates frustration and attrition. | Revenue should be a quarterly bonus (10%), not primary comp |
| No accelerators | Top performers plateau at 100%. No incentive to exceed target. | Add 1.2-1.5x multiplier above 100% attainment |
| No ramp guarantee | New hires panic about income during learning curve, rush quality. | 80% OTE floor for months 1-3 |
| Uncapped variable | Sounds good but creates gaming behavior if not designed carefully. | Cap at 2x variable or add quality gates |
| Same comp for inbound and outbound | Inbound SDRs have higher volume, outbound has harder job. | Either separate quotas or weight outbound meetings higher. |

---

## 11. SDR Onboarding - 30/60/90 Day Program

### Month 1: Foundation (0-30 Days)

**Week 1: Company and Product**
- Day 1-2: Company mission, values, org structure, competitive landscape overview
- Day 2-3: Product overview - what it does, how it works, who uses it (hands-on sandbox)
- Day 3-4: ICP deep dive - who we sell to, why they buy, trigger events, personas
- Day 5: Tool setup - CRM, sequencing tool, LinkedIn Sales Navigator, enrichment tools

**Week 2: Process and Methodology**
- Signal model training: how to read and prioritize signals by tier
- Sequence execution: walk through each sequence, what to customize, what's templated
- Call framework practice: role-play cold calls (10+ per day with peers/manager)
- Email framework practice: write 5 emails per persona, get manager feedback

**Week 3: Live Practice with Training Wheels**
- Shadow experienced SDR calls (5+ calls across different scenarios)
- Begin outreach on Tier 3-4 accounts (lower stakes to build confidence)
- Daily debrief with manager on every call and email sent
- First phone calls with manager listening and coaching in real-time

**Week 4: Graduated Responsibility**
- Full sequence execution on Tier 3-4 accounts
- Begin working Tier 2 signals with manager review before sending
- First meetings booked (goal: 2-3 meetings)
- Qualification practice: mock scorecards reviewed by manager and AE

**Month 1 Milestones:**
- [ ] Pass product knowledge quiz (80%+)
- [ ] Complete 5 role-play calls rated "competent" by manager
- [ ] Send 50+ outreach emails with <10% requiring manager revision
- [ ] Book 2-3 meetings independently
- [ ] Complete 2 qualification scorecards reviewed and approved by AE

### Month 2: Ramp (30-60 Days)

- Full ownership of Tier 2-4 accounts
- Begin working Tier 1 signals with manager oversight (manager reviews before outreach)
- Target: 50-75% of full meeting quota
- Weekly 1:1 coaching with call recording review (2 recordings per week minimum)
- Peer shadowing: sit in on 3+ AE discovery calls (learn what good looks like downstream)
- Begin developing account research skills for Tier 1 accounts

**Month 2 Milestones:**
- [ ] Book 8-12 meetings
- [ ] Achieve 30%+ meeting-to-opportunity rate
- [ ] Execute Tier 1 sequence independently (manager reviews, not writes)
- [ ] Deliver 2 handoff briefings to AEs rated "good" or above
- [ ] Articulate competitive positioning for top 3 competitors without notes

### Month 3: Full Ramp (60-90 Days)

- Full quota (or 75% of full quota, depending on comp model ramp)
- All tiers, all sequences, full independence
- Manager shifts from directing to coaching (less review, more development)
- Begin developing personal outreach style within the frameworks
- Contribute to sequence improvements based on field experience

**Month 3 Milestones:**
- [ ] Hit 75-100% of full meeting quota
- [ ] Maintain 30%+ meeting-to-opportunity conversion
- [ ] Pipeline created meets monthly target
- [ ] Handle top 10 objections without scripted response
- [ ] Receive positive feedback from 2+ AEs on handoff quality
- [ ] Complete pitch certification (if required)

---

## 12. Performance Management

### Weekly 1:1 Template (30 min)

```
REVIEW (10 min):
  Meetings booked this week: ___ / target ___
  Pipeline created: $___ / target $___
  Activities: calls ___, emails ___, LinkedIn ___
  Highlight: Best win of the week (celebrate!)
  Challenge: Biggest obstacle or missed opportunity

COACHING (15 min):
  Review 1-2 call recordings together:
  - What worked well? (Reinforce good habits)
  - What could improve? (One specific skill, not five)
  - Quick role-play to practice the improvement (3-5 min)

PLANNING (5 min):
  Priority accounts for next week
  Any Tier 1 signals to action Monday morning
  Skill development focus (one thing to work on all week)
```

### Monthly Performance Review

```
MONTHLY SDR SCORECARD:

REP: ___________________  MONTH: ____________

METRIC              ACTUAL    TARGET    %ATTAINMENT
─────────────────────────────────────────────────────
Meetings booked     [ ]       [ ]       [ ]%
Pipeline created    $[ ]      $[ ]      [ ]%
Activity volume     [ ]       [ ]       [ ]%
Email reply rate    [ ]%      >8%       [ ]
Call connect rate   [ ]%      >6%       [ ]
Meeting-to-opp rate [ ]%      >30%      [ ]
Tier 1 SLA          [ ]%      >90%      [ ]
AE satisfaction     [ ]/5     >4/5      [ ]

OVERALL RATING: [ ] Exceeding [ ] Meeting [ ] Below [ ] Critical

STRENGTHS:
  _______________________________________________

DEVELOPMENT PRIORITIES:
  1. ____________________________________________
  2. ____________________________________________

COACHING PLAN FOR NEXT MONTH:
  Focus area: ___________________________________
  Specific actions: _____________________________
  Success measure: ______________________________
```

### SDR Performance Diagnostic Tree

```
SYMPTOM: Not enough meetings booked

  CHECK ACTIVITY VOLUME:
    Activities at target? 
    → NO: Capacity or motivation issue.
      - Is the SDR overwhelmed? (Too many accounts, unclear priorities)
      - Is the SDR disengaged? (Coach on motivation, check job fit)
      - Is the SDR inefficient? (Time management coaching, reduce admin burden)
    → YES: Continue to quality check.

  CHECK ENGAGEMENT RATES:
    Email reply rate ≥5%? Call connect rate ≥5%?
    → NO: Messaging or targeting issue.
      - Review email copy: Is it personalized? Is the value clear?
      - Review call recordings: Is the opening earning attention?
      - Check targeting: Are they reaching the right accounts and personas?
    → YES: Continue to conversion check.

  CHECK CONVERSION:
    Conversations happening but not converting to meetings?
    → YES: Pitch, discovery, or objection handling issue.
      - Review call recordings for specific breakdown point
      - Role-play to practice the weak area
      - Check if CTA is specific enough ("30 minutes on Tuesday" not "sometime")
    → NO: Not getting to conversations at all.
      - Channel mix issue: Are they only emailing? Add phone and LinkedIn.
      - Timing issue: Are they reaching out at the right time of day?
      - Signal prioritization: Are they working Tier 3-4 when Tier 1-2 exist?

  CHECK QUALITY (even if meeting count is fine):
    Meeting-to-opportunity rate (do meetings convert)?
    → LOW (<25%): Qualification issue. SDR is booking unqualified meetings.
      - Tighten qualification criteria
      - Review scorecard completion and evidence quality
      - Get AE feedback on what's missing
    → HIGH (>35%): SDR is fine - they may actually need more volume.
```

---

## 13. Diagnostic Frameworks

### Outbound Pipeline Gap Diagnosis

When outbound pipeline creation is below target, diagnose layer by layer:

```
LAYER 1: TARGET ACCOUNT QUALITY
  Questions:
  - Are we targeting the right accounts? Check win rates by account source.
  - Is the target account list current? Stale lists = wasted outreach.
  - Are accounts properly tiered? If everything is Tier 3-4, signals aren't flowing.
  Fix: Refresh target account list, recalibrate signal model, validate ICP.

LAYER 2: SIGNAL COVERAGE
  Questions:
  - Are signals being captured? Check signal source uptime and data flow.
  - Are signals reaching SDRs in time? Check routing latency.
  - Are SDRs acting on signals within SLA? Check response time by tier.
  Fix: Audit signal pipeline end-to-end, fix broken integrations, enforce SLAs.

LAYER 3: MESSAGING EFFECTIVENESS
  Questions:
  - Email reply rates by sequence and persona. Below 5% = messaging problem.
  - Call connect-to-conversation rate. Below 30% of connects = pitch problem.
  - A/B test results: Is one angle significantly outperforming?
  Fix: Refresh messaging with b2b-messaging-director, A/B test new angles.

LAYER 4: EXECUTION QUALITY
  Questions:
  - Are SDRs personalizing appropriately for each tier?
  - Are phone calls following the framework or going off-script poorly?
  - Are sequences being completed or abandoned early?
  Fix: Call recording review, coaching, re-certification if needed.

LAYER 5: CONVERSION
  Questions:
  - Meeting-to-opportunity rate. Below 25% = qualification problem.
  - AE feedback on meeting quality. Systematic complaints = SDR training gap.
  - First meeting no-show rate. Above 15% = confirmation/prep process issue.
  Fix: Tighten qualification, improve handoff, add meeting confirmation step.
```

### Quick Health Check (Run Monthly)

| Metric | Healthy | Warning | Critical | Diagnosis If Critical |
|--------|---------|---------|----------|-----------------------|
| Email reply rate | >8% | 5-8% | <5% | Messaging, targeting, or deliverability issue |
| Call connect rate | >6% | 4-6% | <4% | Data quality, timing, or phone number issue |
| Connect-to-meeting | >25% | 15-25% | <15% | Pitch, discovery, or objection handling issue |
| Meeting-to-opp | >30% | 20-30% | <20% | Qualification too loose or ICP misalignment |
| Meetings/SDR/month | >12 | 8-12 | <8 | Volume, targeting, or skill issue |
| Pipeline/SDR/month | >$500K | $300-500K | <$300K | Deal size, targeting, or qual issue |
| AE satisfaction | >4/5 | 3-4/5 | <3/5 | Handoff quality or qualification issue |
| Tier 1 SLA compliance | >90% | 75-90% | <75% | Routing, alerting, or priority issue |
| Sequence completion rate | >70% | 50-70% | <50% | SDRs abandoning sequences early (discipline issue) |
| SDR attrition rate | <25%/yr | 25-40% | >40% | Comp, culture, management, or burnout issue |
