Introduction
In the realm of B2B sales, there are three predominant GTM models: Product-led, Sales-led, and a Hybrid approach that combines elements of both. In the Product-led model, the emphasis is on the product's value proposition and its ability to attract and convert customers through self-service and trial experiences (E.g., Freemium model). This approach typically relies on effective marketing and product demonstrations to drive sales. On the other hand, the sales-led model places the sales team at the forefront, leveraging their expertise to engage with potential customers, conduct in-depth consultations, and close deals. This model is characterized by a more personalized and hands-on sales approach. Finally, the hybrid model combines the strengths of both approaches, utilizing product-led strategies for initial customer acquisition and leveraging sales teams to nurture and convert leads further down the funnel. An illustration showcasing the funnel stages for the 3 models are depicted below.
The choice of which model to adopt depends on various factors, such as the nature of the product or service, target market, and customer preferences.
The role of Sales Development Representatives (SDRs) in organizations employing a Sales-driven or Hybrid approach is to proactively engage potential customers, understand their needs, and smoothen their journey. Consequently, hiring the right SDRs becomes crucial, especially in the fiercely competitive B2B SaaS landscape. This process, however, can be a challenging one, especially given the noise applications a typical job post would invite. Therefore, it's crucial to strategize your hiring process to maximize efficiency and effectiveness.
Here's a guide to help you hire the best B2B SaaS SDRs in India.
Step 1: Define Your Target Companies
Start by creating a list of target companies you want to hire from. This list should include companies that have:
- Strong hiring standards,
- Robust training programs, and
- Similar industry as yours
A comprehensive list is key to the efficiency of your hiring operations. You can leverage the experience of industry insiders or recruiters specializing in this type of hiring to curate the list.
Organization Chart for SaaS sales team
Here is an indicative organisational structure of an India-based SaaS sales team. When it comes to building an SDR team, companies often start by hiring a single SDR to establish a working model before expanding the team further.
Step 2: Designing an Effective Hiring Process
The hiring process process should be carefully crafted to identify individuals with the right skills, qualifications, and cultural fit. It begins with a thorough analysis of the job requirements and desired attributes, which serves as the foundation for creating a compelling job description. Next, sourcing strategies should be implemented to reach a diverse pool of candidates. Screening methods, such as resume screening and initial interviews, help narrow down the list to the most promising candidates. We recommend considering the following types of candidates as part of your hiring process.
- Target Candidates: Look for potential candidates from your list of target companies. This process involves scanning inbound applications and conducting outbound reach outs via talent databases. You need to have the right infrastructure for each of these activities. Even if these candidates may not invest a lot of time upfront in your recruitment process, they can turn out to be incredibly valuable for your company's growth.
- 'Hidden Gems': These are candidates who may not come from your initial list but possess the right experience, attitude, availability, and interest in your company. These individuals often prove to be priceless finds.
- Hire for Potential: There may be candidates who might lack the specific experience you're looking for, but their attitude and potential make up for it. They typically reach out directly to the company leadership or come via strong referrals and tend to perform exceptionally well during the interview process.
Step 3: Screening Questions for B2B SaaS Sales Candidates
Once the candidates are shortlisted, the recruiter reaches out to the candidate to have an exploratory telephonic conversation. It is important that the recruiter understand the existing internal sales org. structure of each shortlisted candidate to make sure only relevant candidates spend time with the business team. Here are some essential questions that your recruiters should ask when screening B2B SaaS sales candidates:
- Which geographical regions have you successfully sold to?
- Which industry segments were your primary focus? Did you primarily target SMBs or large enterprises?
- How did you generate leads, and who was responsible for qualifying them?
- What was the typical duration of the sales cycle, and what were the key steps involved?
- What was the average value of the deals you closed? Can you provide insights into the average deal size?
- What were your sales quotas, and how well did you historically perform in meeting or exceeding them, particularly in recent quarters?
- Name a few logos that you have closed? What was your role in the entire sales closure process?
To streamline the hiring process, it is important for recruiters to present a condensed summary of each candidate's profile, highlighting the most relevant information. Here is an example of how Wisemonk effectively shares these essential details with the recruiting manager:
Step 4: Interview with the SDM
Once the hiring manager gives their approval for a candidate, the process moves forward to a virtual interview with the SDM, typically conducted via platforms like Zoom or Google Meet. During this interview round, the SDM aims to know the candidate better and gain insights into their motivations, inspirations, and thought processes. SDMs often assign live tasks, which may include:
- Crafting a cold call script tailored to the company's needs
- Composing a personalized email for a customer
- Creating a prospecting list through market research
- Conducting in a mock prospecting call
- Demonstrating knowledge/ expertise in the respective industry or product
At this stage, the emphasis is not on the candidate having a perfect understanding, but rather on their efforts to grasp the context, articulate their thoughts, and ask meaningful questions.
If the job role requires cross-functional collaboration, there may be multiple interview rounds with different SDMs. Some companies also involve senior professionals in subsequent rounds of interviews.
Step 5: Interview with HR
Finally, if the candidate successfully clears all the above rounds, the HR department joins the candidate for final discussions regarding the joining date, salary, and other necessary details. Once HR provides their approval, the offer is extended to the candidate.
Conclusion
Finding and hiring the right Sales Development Representatives (SDRs) is a critical factor in establishing a thriving B2B SaaS business. By implementing the strategies outlined in this guide, you can optimise your hiring process and attract top-tier talent to your team.
About Wisemonk
At Wisemonk, we empower technology companies through efficient hiring solutions. Leveraging our years of experience and expertise in recruiting for SaaS companies, we deliver industry-specific knowledge and proficiency to meet your hiring needs. Our objective is to streamline and accelerate the recruitment process for rapidly expanding firms, enabling them to onboard top-tier talent swiftly. We take pride in running a well-structured, efficient recruitment process that aligns perfectly with the pace and goals of your growth trajectory.
We have successfully hired several Sales senior and leadership executives at Shipsy, Mesh, Itilite etc.
Book a call with one of our industry experts today.
