Improve Healthcare Processes with Meddic Metrics for Healthcare

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[Music] welcome to madman my name is pim wolfson and i'm andy white and today we're going to talk about sdrs we all love them in the typical sales tech organizations today they are vital part of our sales process and the way that we interact with customers they are the very first point of contact for a customer as well typically right the first impression the very first thing that many many prospective customers see right and i think that it is an open door that these sdr should you know be in line with the way that the rest of the organization works we don't always see this right but i think today it's going to be interesting to look at is from a medic perspective specifically and discuss how sdr's can be part of that whole qualification motion as well so what are your thoughts on it well i i you said it really well yourself i think um we in sales most sales people started off as an sdr in some role or another you know in my world it was we have a posh title called telesales right you know didn't have all the the great support or almost actually respect that the in that the role has today so but yeah i'm a big big uh advocate of the role and i think one of the things i'll say as well that i think is really cool about today is that sdr's typically always had quite a short um tenure as an estimate it was a good thing because they're getting promoted to where they wanted to be into the field but what that typically meant was that they had a short tenure within the company i think now we're seeing this great shift where companies are recognizing that their sdr's their talent of the field for tomorrow so whether it's you know most commonly aes but csms i sees all the other roles partnerships that we see scis evolve into um we're seeing some really great data back from the field i think we've talked about this before we have a we have a customer who sees that if they promote an sdr they see something like 120 attainment in their first year versus if they hire externally in ae that they will have around 80 so we know that you know sdl is a good so i like talking about them from a medic perspective not just for some of the stuff you mentioned there where it's like you know we can make a more cohesive sales process but also you know by investing in your sdrs today with medic you're getting them sort of one foot ahead for when they inevitably do go out since the field so i think that's really cool too yeah we've seen some examples of that right and if you if you take a look at a place where that doesn't happen i'll talk from experience here for a second you get into a first call with an sdr they do qualification they have prepped themselves already a little bit there's not necessarily a positioning of metrics there yet it's not a medic company right but they do a good job on qualification the next thing if there's no common language is that the ae gets in yeah and basically you have the same conversation twice if that makes sense right yes and i think that it's an opportunity in our world for companies to get this right so that the handover between an sdr onwards to an ae is sort of seamless because you know they speak the same language right they know what what potential pain has been identified what they can qualify a bit more start positioning an m1 first and then i was thinking about some of the conversations that we have with prospects because it comes up quite often right that they ask like okay but sdrs or sometimes they call them bdrs we probably won't include them in the matpic journey or the yeah the journey to adoption that we're in right now how do you feel about those considerations companies think about well maybe we don't include them while they also would recognize that they are the future sellers yeah well i'm obviously a bit biased um i'll start by saying that and i would say that some medic one department of medics better and no departments for medic so that's kind of that to take into account right i tend to think about it like this that for all the reasons you mentioned there the what you're really kind of trying to consider at that point is is the roi going to be worthwhile is it going to be worthwhile us investing in our sdr team to use the language of medic in their work and i think you know it's a it's a massive yes for me it's huge because for me it's really quite simple it's if you're an sdr you said it at the top and i thought it's brilliantly put the first impression the first thing that the customer sees right but they're also just by experience not not anything related to ability but just by experience typically the the newest to the industry they're working they're the newest the product they're working with and so we we we task sdrs with this difficult job of capturing a prospect's attention when they have just by experience the least amount of information least amount of sort of experience to provide that customer to kind of capture their attention so that's a that's hard that's a challenge and that's that's that's quite hard to solve short of just you know bringing the str team into a classroom all the time and training them and training them training them and trying to sort of force the experience upon them one of the things that medic does really really well for sdrs is it you can extend the framework to be able to uh for sdr to use it for information so if you think about it like this who should i contact well who is a typical champion for you your company in a deal who's normally the person like when they hear what you do is like yeah that's good i could do with that i'm going to make something happen here yeah that's the champion persona so start to think about those personas in who you contact that's the first thing and then secondly what do those champions care about what pain is it you sold for those champions that's again that's the you know the eye in medic for pain so first things who who am i going to contact what problem am i going to help them solve and then the third one is what value do they get from solving that and that's the metrics and the way that we use metrics of course is using sort of metrics proof points and ones to really kind of illustrate in a very clear customer related reference point related manner about what your solution does for customers that really just quickly capture their attention even in bullet points we've even got some customers that will use that sort of that motion if you like in video outreach they'll do a video to their prospect and talk about you know you you probably have these challenges we help people with these challenges and tell a story about how they help people like that so yeah you know that for me is is solving a couple of big things it's you know the information who to contact and and what they care about but also you know as well as that it's it's you talked about it and you you can articulate it works better i do but that kind of that handover and we've all you know i particularly now being on the other side of so many sales cycles as i am now the amount of times i'm kind of going through this process of telling one person one thing and then i'm they're qualifying me which is okay and then i get on the actual sales call and the sales person is asking me the same questions and telling me the same thing again there's no cohesion there so so you just zoomed in on three of thematic elements right being the champion obviously the eye for pain and also the metrics yeah so would you say that from an sdr perspective and for the uh cohesive transition between an sdr and ae those three are essential and the rest is uh i mean it adds value but it's not essential yeah i'd love it if the economic buyer was important because then it would be mice and you know i like an acronym that makes sense um but no i don't think it's as important so yeah i think at the mei msc if you're an sdr um listen to this or a manager listening to this or even hey listening to this and you're thinking about your sdr and you're you work in a industry where your product is a bit commoditized yeah you know then you can bring in the decision criteria because the customer might be reading what you're saying and thinking well yeah you and everybody else i'm hearing like everybody does this this thing you know it's the buzzword or it's it's it's common now and so if you've got something really unique in your decision criteria or unique in your product and you kind of think about that in a decision criteria context of saying you know you could almost sort of put on their line in the email saying you know you might be thinking that this is what everyone does let me tell you why we're different and that's how you kind of start the conversation by sparking an idea of differentiation yeah that's great and then another uh perspective for for a little bit of professional development if you will what i've seen as well is that the uh transition and the way that aes and and their management would then converge with as they are about the qualifications that they have done will really help them getting ready for that next role right because what is the average like a year year and a half or sdr or something like that and you know that we need them to progress because we need a certain amount of sellers in every company as well so i just want to highlight that as well that the investment that companies are making by making sdr's part of this journey is also very much gearing them up for making that step and having a ton of experience even before they get into an ic or ae role spot on and and the bit that i don't think people are talking about enough with exactly what you said there is that's from a that's from the perspective of hey we're getting this person ready who's going to be promoted but who's saying that person is going to want not want to be promoted but who's saying that persons will want to be promoted with you is probably how they feel about their future with the company so if you're investing in them they're saying hang on a minute i can look around my industry i can look at all the top companies i see and they all use medic so i see that this is not just going to make me a better sdr today a better ae tomorrow for this company there's being a better aae forever more in the future of my career because this is going to be something that's going to be part of my play but part of my skill set that i'm going to be using yeah you know i know it forever more absolutely okay i think that's a great sum up it is cheers pam cheers [Music] you