In an era where countless sales messages flood inboxes daily, effective prospecting has never been more challenging. Welcome to Modern Prospecting! In this episode, host Andre Yee speaks with Steve Richard, the SVP of Revenue and Enablement at Mediafly. With over two decades of experience in sales development, Steve has built a reputation as a speaker and trainer in the industry. Together, they explore the transformation of the sales development representative (SDR) role, addressing the challenges that make it less appealing and how it has evolved over time. They examine the current state of sales prospecting, the tools and technologies that have reshaped the landscape, and the traits that define successful SDRs. Steve provides actionable tips for effective prospecting in a world saturated with spam and discusses the impact of AI on the future of sales development. Gain valuable insights and strategies for modern prospecting to enhance your sales performance.

Steve Richard is SVP of Enablement at Mediafly following their acquisition of ExecVision, the company he founded. Steve also founded and exited Vorsight. His mission is to help as many sales teams as possible achieve success. He has been featured in publications including The Harvard Business Review, The Washington Business Journal, and The Washington Post. Outside of work, Steve enjoys scuba diving, skiing, running, and watching football. He lives in Arlington, VA with his wife Ellen and their four children, aged 9, 11, 13, and 15.

Chapters:

00:00 - Introduction
00:19 - Rethinking the SDR Role
04:43 - Evolving Skills for Modern Sales
07:28 - Clever Prospecting Success Techniques
10:22 - Know Your Audience's Platforms
14:04 - Effective Experimentation and "Tub" Emails
19:31 - Interview Traits: Curiosity, Drive, Systems Thinking
21:45 - Challenges in Evaluating Writing and Communication Skills
24:47 - AI and Broad Channel Testing
26:44 - Creative Demand-Generation Activities
30:50 - AI's Role in Modern Sales Strategies
33:50 - AI Tool for Sales Teams
35:58 - Outro

Quotes:

"Effective prospecting is about delivering valuable messages that resonate with prospects."- Steve Richard

"Mastering prospecting requires dedication and thoughtful experimentation."- Andre Yee

Key Takeaways:

Evolving Role of the SDR
Experimentation is Key
Embracing AI Tools
Personalization at Scale
Characteristics of a Great SDR
Creative Offers as Bait

Connect with Steve Richard
LinkedIn: https://www.linkedin.com/in/srichard1/
Website: https://www.linkedin.com/company/mediafly/

Connect with the Host Andre Yee:
Website: http://tiga.ai/

Welcome to Modern Prospecting! Join our host, Andre Yee, as he engages in an insightful conversation with Melissa Madian, the original guru of revenue enablement. Melissa shares her remarkable journey from leading sales engineering at Eloqua to becoming a renowned consultant dedicated to optimizing revenue engines for businesses. Together, they explore the evolving landscape of prospecting, the transformative potential of AI, and the crucial role of storytelling in sales.

In This Episode, You'll Discover:

• The Flaws of Traditional Prospecting: Andre and Melissa discuss why the old "spray and pray" methods are no longer effective in today's dynamic sales environment.
• Refined Targeting vs. Mass Outreach: Learn how precise targeting outperforms broad outreach strategies.
• Storytelling in Sales: Understand how to incorporate storytelling to enhance your prospecting efforts.
• Effective Subject Lines: Tips on crafting genuine and engaging subject lines without resorting to gimmicks.
• Buyer-Centric Strategies: Developing storytelling techniques that focus on the buyer's needs and challenges.
• The Future of SDR Teams: Rethinking the necessity and structure of Sales Development Representative teams in modern sales.
• Optimizing SDR Roles: Strategies for placing SDRs effectively within your sales framework.
• Communication Channels: Evaluating the importance of different communication channels in prospecting.
• Multi-Channel Prospecting Challenges: Overcoming the hurdles of implementing a multi-channel approach.

Timestamps:

• 00:00 - Introduction to Revenue Enablement
• 04:55 - Concerns with Outdated Prospecting Playbooks
• 07:07 - Benefits of Refined Targeting Over Mass Outreach
• 12:03 - Integrating Storytelling into Prospecting
• 16:13 - Avoiding Gimmicky Subject Lines
• 17:28 - Developing a Buyer-Centric Storytelling Strategy
• 20:28 - Reevaluating the Need for SDR Teams
• 23:58 - The Future of Sales: Upskilled SDRs
• 29:14 - Optimizing SDR Role Placement
• 31:23 - The Importance of Communication Channels
• 33:37 - Challenges in Multi-Channel Prospecting

About Our Guest:

Melissa Madian is the Founder and Chief Fabulous Officer at TMM Enablement Services Inc. She pioneered the “sales enablement” role and has dedicated the past 25 years to enhancing the sales experience for revenue-generating teams. Melissa has successfully produced numerous Sales Kick Offs, built world-class sales onboarding and enablement programs, and created training academies for top SaaS companies. She is the author of the ultimate guide to revenue enablement, “Enabler? I Hardly Know Her! How to Make the Sales Experience Not Suck.”

Connect with Melissa Madian:

• LinkedIn
• TMM Enablement Services Inc.

Tune in to gain valuable insights and practical tips that will help you elevate your prospecting strategies in 2025 and beyond. Whether you're an SDR, AE, or simply interested in the future of sales, this episode is packed with expertise to enhance your approach.

Andre Yee, founder and CEO of Tiga AI, delves into revolutionizing the age-old practice of prospecting. In our debut episode, Andre shares his insights into the broken nature of the old prospecting playbook and the growing need for a fresh, modern approach. With over a decade of conversations with sales and marketing leaders under his belt, Andre highlights how traditional methods, like the "spray and pray," no longer suffice in today's dynamic sales environment. Tune in as we invite seasoned sales leaders and expert practitioners to uncover what truly works in modern prospecting, discussing everything from SDR roles to the intelligent use of AI, with a promise of practical tips and engaging discussions.