A short excerpt from a June 26, 2024 YouTube discussion (hosted/created by Jason M. Lemkin) about aligning automation and human outreach to improve sales margins. Speakers discuss team reluctance to hand tasks to automation, how account-touch rules are determined, and role separation (AEs not doing outreach; SDRs mainly handling responses to automated outbound and inbound actions like demo bookings/trials).
The reluctance from a team to go from like, does the SDR work it? Does the AE work it? To like, hey, we want to improve our margins by having automation do it. How did you actually get alignment around which accounts could be touched by automation? And avoid crossing wires between, like, human outreach and automated outreach?
Cool. Yeah, I think for us it was slightly easier because we started from there. We our AES don't do any outreach. Our sales team receives all of the leads, whether it's from partnerships or or firm marketing, so that's that. In terms of SDRs, our SDRs today are really in charge of maybe responding to the couple people who will actually respond to some of those automated outbound. A good majority of people will just click on the links to book a demo, start a trial, things like that.
