Recognizing BDR Contribution Alongside AI

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Laurel Slutsky
Laurel Slutsky Posts: 20 6senser
edited January 13 in Thriving with CE

At 6sense, we leverage Conversational Email (CE) as a strategic tool to support our Business Development Representatives (BDRs) in their efforts to engage with potential clients. CE allows us to automate and personalize outreach at scale, ensuring that no opportunity is overlooked.  

While CE plays a crucial role in nurturing leads and driving initial engagement, we remain committed to recognizing the hard work and success of our BDRs. Therefore, we ensure that BDRs receive full credit for meetings booked through Salesloft cadences, as well as for those generated by CE. This approach allows us to maximize our outreach efficiency while still valuing and rewarding the efforts of our BDRs in creating meaningful connections and driving the sales pipeline forward. 

 

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Once this outreach process takes place between BDRs and the AI Assistant, we enable the BDRs to manage this attribution process. It’s really quite simple with two potential outcomes. 

  1. If the contact replies to the AI assistant and then loops in the BDR, the BDR needs to change the SFDC Primary Campaign Source of the opportunity to the matching CE Campaign Name (which already is created as a SFDC campaign in SFDC) so “FY25- Conversational Email- 6QA Campaign” (for example) and then select Conversational Email as the Outbound Source. 
  2. If the contact responded to the BDR in Salesloft, the BDR selects BDR Oubound Sourced as the Primary Campaign Source and “CE FollowUp – Email" or “CE Follow up – Phone" as the outbound source.  

In both outcomes, the BDR receives quota credit and ensures we can properly track specific attribution down to the first touch.  

Here are some of the incredible outcomes we’ve seen thus far between FY24 Feb – May and FY25 Feb – May!

  • Reduced activities needed by BDR to open an opportunity by 57% 
  • 38% increase in Stage 0s created from 6QAs. 
  • 191% increase in meetings booked via CE 

In summary, here 6sense, we use Conversational Email (CE) to enhance outreach, streamline lead nurturing, and ensure BDRs are recognized for their contributions. This approach drives efficiency, reduces activities needed, and significantly increases meetings booked, boosting overall sales pipeline success.

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Comments

  • Jen Leaver
    Jen Leaver Posts: 3 ✭✭✭

    @Laurel Slutsky — is the BDR comp weighted differently for Opps created by them directly vs ones generated by CE? We're going through this debate internally right now.

    Currently our BDR team manages both inbound and outbound. There is a quarterly cap in terms of how much they can earn with inbound-generated opps, however there is no cap in terms how much they can earn with outbound-generated opps. The idea here is to encourage them to focus more on outbound as there is more opportunity to increase their comp QoQ, while also ensuring handraiser MQLs are also being worked and converted. The BDR team sits under the Marketing team so attribution is not the issue, but comp structure is.

    The debate we are having is whether opps created by CE should be considered BDR outbound or Marketing-inbound/BDR influenced?

    Thoughts?

  • Laurel Slutsky
    Laurel Slutsky Posts: 20 6senser

    @Jen Leaver sorry for the delay! I chatted with our BDR Ops specialist. We give regular crediting for CE booked oppty to the BDR. As far as attribution, we have a primary source channel called Conversational Email that all of the CE Campaigns fall under for Primary Campaign Source. So while we are giving quota credit to BDRs, attribution goes to CE!

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