Creating an SDR Feedback Flywheel

In the last chapter, you split your target list into three groups, wrote your first campaign email and learned about analyzing metrics. Nice work! 

But email metrics aren’t your only source of campaign feedback. Sales Development Representatives (SDRs) are a valuable, often untapped resource for understanding how your campaign is resonating with buyers. They are the ones receiving replies from your target accounts, following up to book meetings, and hearing first-hand on calls how your personalized pages are being received. 

In this chapter, we’re going to set up a feedback flywheel with your SDR team, supported by Mutiny’s Slack integration. 

There isn’t an SDR on the planet that prefers a cold lead over a warm one. Warm leads are much more likely to convert by almost tenfold, with higher close rates too.

So, when reps receive notifications from marketing that a prospect has engaged with content, they jump at it. 

That’s why SDRs love the Mutiny Sales extension.

Enhance Your Sales and Marketing Alignment

Before we dive into setting up your feedback flywheel, let's talk about a new tool that's designed to boost your Sales and Marketing alignment. Mutiny has just launched a web extension that empowers your Sales team with valuable insights. Here's the scoop:

What the Mutiny sales extension does:

• Identifies high-intent contacts visiting your site

• Provides rich insights on prospect behavior

• Integrates seamlessly into your SDRs' workflow

Why it's helpful:

Remember how we said SDRs love warm leads? Well, this extension helps serve them up more effectively. Your reps can now see who's engaging with your site, what content they're interested in, and when they're most likely to convert. It's like having a window into your prospects' interests and intentions.

How to use it:

1. Install the Mutiny web extension for your Sales team (full instructions here)

2. Watch as it automatically identifies contacts through integrations with tools like Salesloft and Outreach

3. Use the rich insights to personalize your outreach and prioritize your hottest leads

Pro tip: Encourage your SDRs to use this tool alongside the Slack integration we just set up. It's like combining peanut butter and jelly – separately they're good, but together? *chef's kiss*

Don't just take our word for it. Attentive's SDR team is already seeing positive results, booking qualified demos more efficiently. One of their SDRs, Savannah Thompson, says she uses it multiple times a day as part of her core workflow.

Want to give your SDRs additional tools to help them reach their targets? Get in touch with your Mutiny Growth Strategist to learn how you can get access to this new functionality.

Now that we've equipped your Sales team with more insights, let's get back to setting up that feedback flywheel...

Setting up your feedback flywheel 

Now that your SDRs are receiving campaign alerts and following up with buyers, it’s time to start gathering that sweet, sweet feedback. 

In the previous chapter, you split your campaign into three emails over a three week period. Once you hit week two, it’s a great time to start connecting with SDRs to see how the campaign is going. 

SDRs will have more qualitative feedback than anyone else on your team. After all, they are the ones talking to buyers. And once they start to see things click, they’ll be eager to give feedback. 

It could be as simple as reviewing calls in Gong, connecting with individual reps on Slack, or booking small group sessions of 3-4 reps to ask for feedback.

Here are some suggested questions you can ask:

• How do you feel this campaign group is going?

• Were you able to book any calls? How did they go?

• Did you receive any positive or negative replies? If yes, can you show me?

• Did the prospect share any feedback about the email? What’s working vs not?

• What was their reaction to the personalized page? What resonated?

Duplicate the worksheet below and use it to gather feedback and insights from your SDRs. 

Feedback Flywheel Worksheet

When asking these questions, be open to criticism and new ideas. Positive responses are always great, but this is an exercise to improve your future emails and campaigns so they perform even better. 

Listen for feedback that can help you tweak your messaging, speak to the right challenges and outcomes, and personalize your emails effectively.

Now that your feedback flywheel is spinning, let’s hop into the next chapter and look at how you can use what you’ve learned to launch your second cohort.