SDR Competency Framework

Category Competencies Description of Associated Behaviors
Sales Foundations

(Core assessment criteria for success)

Value Selling - Aligns customer’s desired outcomes and after scenario with Sourcegraph’s capabilities

- Identifies and delivers customer anecdotes to demonstrate value based on the prospect’s after scenario and required capabilities

Domain Knowledge - Deeply understands Sourcegraph’s products, competitors, and target personas

- Viewed as a trusted partner; earns trust from prospects and customers with domain knowledge; knows when and how to handoff conversations to other internal partners

- Continually expanding knowledge of Sourcegraph’s products and competitors; understands the core markets/verticals in which we operate

- Ability to provide tailored advice and solutions to each prospect or customer; rapidly builds credibility with target personas - at all levels

- Skillfully overcomes early hestations and objections

- Carefully plans Cold Call structures in advance; takes either a permission or WYWYN- based introductory approach by default; actively listens to prospects and customers; can change tact, if need be

- Edits Outreach Sequences independently and creatively (i.e. by tailoring to the individual, their seniority and degree of lead warmth)

Preparation - Maintains Salesforce and Outreach cleanliness in opportunity documentation; organizes all other key data points in a coherent, easily understandable manner

- Tracks, assesses and updates pipeline generation progress

- Meticulously prepares for hand off calls

- Meticulously prepares for external and internal meetings; respectfully holds others accountable (e.g. AE/Internal Teammates) for their contributions, based on predefined outcomes

- Uses available customer data to understand prospect/customer utilization, including Looker dashboards, survey data, and analytics

Meeting Excellence - ‘Owns the room’, particularly as it relates to introductory calls; is able to manage key stakeholders; understands when and how to involve them

- Takes pride in their delivery of meetings; knows how to course-correct when necessary; preempts potential roadblocks; time management

- Identifies the most pertinent data points from each meeting; understands how to achieve the maximum value from these; relentlessly probes to uncover anything missing

- Defines key action points (i.e. meeting agendas); drives effective recaps and expectation setting with meeting participants; owns internal handoffs to AE(s)

- Speaks with passion and conviction, instilling confidence and trust in others

Sales Process

(Core assessment criteria at key stages in the sales process)

Territory & Account Planning - Builds their territory in partnership with assigned AE(s); celebrates successes, reflects on failures and proactively implements changes to prevent future occurrences

- Meticulously analyzes assigned territory for opportunities; co-creates strategic plans through effective 2x2 meetings with assigned AE(s), which are then executed using available tools

- Understands how, when and why to leverage internal partners; does so collaboratively, successfully navigating potential roadblocks and disagreements; secures the commitment of others

- Undertakes in-depth research on accounts and associated verticals, using available external and internal Sales Tools (i.e. Outreach, LI Sales Navigator, ZoomInfo, SFDC, etc)

- Independently create timeblocks in order to manage their activity (i.e. researching, prospecting, etc); does so in such a way that enables them to consistently meet (or exceed) set goals«

Pipeline Generation - Develops of a strong pipeline through active outreach and engagement, and effective planning with AEs

- Knows when to double down on pipeline generation; does not deflect responsibility to others or require prompting

- Tailors messaging to prospects and customers; leverages internal collateral to enhance their messaging; hypothesizes pain points succinctly; tries and tests different approaches; proactively shares any learnings with the wider Sales organization

- Creates a vision for assigned territory and brings this to life for external and internal partners to generate new pipeline

- Creates pipeline that has potential to fill SAO requirements: at least one application of a use case

- Understands and consistently applies the AE/SDR Rules of Engagement

Effective Qualification - Successfully identifies potential Champions

- Maintains Salesforce cleanliness in opportunity documentation; organizes all other key data points in a coherent, easily understandable manner

- Helps qualify new opportunities by using the SAO requirements

- Can pivot from one opportunity to another with ease; understands when to deprioritize opportunities; makes up for any shortfalls in PG

- Knows how to identify genuine opportunities (vs. “tire kickers”)

- Command of Message: Understands how to uncover the ‘3 Whys’, current and future pains, negative consequences of inaction, required capabilities and the ideal Sourcegraph solution(s) to drive business outcomes; adapts questioning accordingly

Will - Values Alignment

(Critical traits for success)

Customer First - Views account management as a customer-first exercise

- Communicates in the ‘voice of the customer’

- Drives conversations that address customer needs and proposes solutions that demonstrate clear ROI

- Builds trust externally and internally

- Acts as a thought partner and leader to such groups

- Is relentless in the pursuit of excellence

Work as a Team - Effectively manages interpersonal relationships and communication with cross-functional teammates

- Removes roadblocks for others

- Challenges with empathy and tact

- Is seen as a critical, inspirational leader within account teams

- Is grounded by humility

- Influences, does not mandate

- Takes pride in developing others

- Operates both independently and with specialist teams to ensure such messaging is embedded in accounts; aligns on key messages with all relevant stakeholders in advance

High Agency - Understands that ‘the buck stops’ with them; adopts an entrepreneurial, innovative and collaborative approach to both land and expand opportunities

- Rolls up their sleeves; can pivot from one area of focus to another with ease; no job is ever too small or beneath them

- Self-starter; exhibits ownership, resilience, and enthusiasm

- Is hungry for success, and propels self to meet ambitious targets

- Adapts to changing circumstances; proposes alternatives to ensure pre-defined outcomes are met; instills a sense of urgency within account teams, when required

- Leads with passion and conviction, striving to overturn even the fiercest of detractors

High Quality through Iteration – Is relentless in their pursuit of success - iteration is at the heart of their account plans

- Quickly assimilates new information; is able to determine the best course of action when the unexpected comes up

- Perseveres, in the face of adversity

- Approaches problem solving with creativity

- Proposes enhancements to existing processes; always looking to improve the collective success of the Sales organization

Be Welcoming and Inclusive - Listens to, reflects on and encourages diverse perspectives

- Treats all stakeholders with respect; fosters a culture of openness, transparency and innovation

- Adapts to their audience; continually challenges self to be a better partner to others

- Calls out unacceptable behavior when they see it

Open and Transparent - Maintains transparent communication and provides continuous updates

- Is unphased when they do not have all of the answers; recognizes that they are part of a wider ecosystem and can leverage support whenever required

- Suggests improvements to improve internal ways of working; is clear, direct, and respectful whenever discussing such improvements with others

- Shares, rather than protects, best practices with the team to help uplevel the organization

Continuously Grow - Acts on feedback; adopts new and established best practices in order to continuously improve

- Embraces ambiguity as part of the every day

- May act as a mentor, when requested

- Accepts the mistakes that they make, learns from them and recognizes that success is a collective outcome, not an individual one

- Is never ‘above’ any task or project

- Reflects on losses and humbly accepts feedback from others; views obstacles as learning opportunities; embraces a continuous improvement mindset as standard