The Ledger
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Nilsson: Hire Raw SDR Candidates Over Those With Prior Experience
“I don't need to see a track record of success in anyone. In fact, I'm not looking. I don't want any bad habits that people, for SDRs that come from other operations, I want to take someone raw, and I want to kind of teach them the way I was taught when I got m…”
Nilsson: Snowflake's SDR Enablement Team Reports Directly to Sales Development
“What we've done is we've dedicated an ops training and enablement team. So we have a director that has seven direct reports. They report up to me, the global leader, not into enablement, not into, so we choose all our own technology, we orchestrate it, we cust…”
Nilsson: Snowflake's 223 SDRs Make 10,000 Dials and 25,000 Emails Daily
“We have 223 SDRs at Snowflake. They report to twenty-twenty-one frontline SDR managers who report to four second line directors. At the end of every given day, we have over 10,000 dials. Probably have sent 25,000 emails. This is on a daily basis.”
Nilsson: Snowflake Reduced Its SDR-to-AE Ratio From 1:8 to 1:3.5
“So when I came to Snowflake eight years ago, our coverage was one to eight. Doesn't even work. I don't ever do that. Very quickly, we got it down to one to four. So one SDR was overlaid to four account executives. Still pretty light, in my opinion. Again, we'r…”
Nilsson: Snowflake Deprioritizes Out-of-TAM Inbound Leads Using LeanData
“We use a company called Lean Data. What that does is because we have our TAM introduced and seeded into our CRM database, any inbound lead that comes outside of that TAM does not get prioritized.”
Nilsson: Snowflake SDRs Can Apply for Account Executive Roles After 15 Months
“When they get to 15 months, and they're at a certain performance level, they can put their name in the hat for a corporate account executive job”
Snowflake Operates a Dedicated 30-Day Onboarding Academy for SDRs
“And we've built what's called the Snowflake Sales Development Academy. It is built for the SDR, so we're not throwing our SDRs in an onboarding and enablement that's filled with sales engineers and marketers and quota carrying salespeople. It's purpose-built f…”