Sales Development happens in phases but most refuse to acknowledge it.

It's not the same for every industry, but this should be expected. 

The first year of outreach may not be about setting meetings.

It's often more about collecting data. 

You're reaching out to...

- find out who the real decision maker is
- find out if they're stuck in a contract
- find out when they'd consider a change

You're often collecting invaluable data in the first or even second round of outreach to your TAM.

What often happens is this phase results in few meetings scheduled and it's perceived as a failure...

So they fire the SDR Leader and bring someone else in.

The next person now has a team loaded with phase 1 data points. 

They reap the benefits of those data points and success seems apparent.

They crush phase 2 and 3 of outreach to their TAM.

They get the credit but the hard work was done before them.

It's not the case every time... but it's a popular theme.

Rome wasn't built in a day.

Sales Development wasn't built in 12 months.

Give it time and trust the process.

When you should start worrying is when your SDR Leader can't explain things to you in the way I just did.

When they don't know why meetings aren't being set.

But if they're telling you specifically why and they can prove they're collecting valuable data that will enable strong call-backs in the future...

Then they're doing literally everything they can and replacing them will only slow the momentum.

Happy Selling,