Helping Cellebrite Build A High Growth SDR Program
Summary
Cellebrite, a global leader in digital intelligence solutions, was rapidly expanding their go-to-market organization and needed to build a high performing sales development team to support their growth. In a concerted effort to beat the traditional timeline of getting a new SDR team to full productivity, they hired Jay Glenn Agency, an sales training and consulting firm focused on SDR performance and accelerating SDR ramp time.
Background
Lisa Cole, CMO at Cellebrite had a dilemma. They had a large amount of mid to high intent leads generated by marketing, without the sales capacity to handle them. Lisa and the Cellebrite marketing team knew that with a more effective system to develop and nurture the leads, they could greatly increase sales qualified opportunities, MQL conversion, and marketing sourced ARR.​​
100%
Of MQL Targets Met Within 60 Days
The proposed solution was an SDR team, but it presented a few challenges.
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While Cellebrite had a top notch product suite and a successful / repeatable sales motion, they didn’t have the prior experience, training playbook, or expertise needed to quickly stand up an SDR function.
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In an effort to support the incoming SDR team, Cellebrite hired an SDR leader alongside an SDR team of 8. While hiring a leader was the right decision, they were concerned about onboarding both the leader and a team of individual contributors simultaneously.
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The sales technology stack currently used by Cellebrite’s inside sales team and field sales team wasn’t a perfect fit for an SDR. Also, there wasn’t a clear idea of the ideal SDR workflow and how they’d use the tools together to conduct fast, quality outreach.
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To meet Cellebrite’s aggressive pipeline and ARR goals, the SDR team needed to be at full productivity before the start of the year.
Pre-Work
The first step before offering a recommendation or building material was to gain a deep understanding of Cellebrite’s operations and go-to-market motion. This included a thorough analysis of their top customer profiles across the public and private sector, buying personas, competitors, and unique selling proposition.​
Additionally, we interviewed key stakeholders in sales, marketing, product, and senior leadership to find additional insights about Cellebrite and market opportunities for the incoming SDR team.​
Learning before building allowed us to holistically understand Cellebrite and build a SDR readiness plan that supported not only the sales development function, but also the cross functional stakeholders impacted by their presence within the company.
SDR Playbook
Using the information gained during our pre-work and the Jay Glenn Agency SDR framework, we built a robust SDR playbook designed to equip the SDR team in every aspect of their role.
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Guides to quickly identify and engage each of Cellebrite’s top customer profiles and the buying personas within them.
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Call scripts + frameworks for email and LinkedIn (segmented by lead type and sector)
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Technology one pagers detailing how to use the different tools within the SDR tech stack, plus a call by call workflow to decrease downtime and maximize outreach quantity
SDR Technology Advisory
We worked alongside Cellebrite’s MIS and procurement team to acquire, configure and integrate the tools in their SDR technology stack. Additionally, we make recommendations on how to use the tools together within the SDR’s daily workflow.
SDR Compensation
Partnering with senior leadership and human resources, we helped Cellebrite build an SDR compensation plan aligned with their unique objectives, fulfilling the interests of the business and ensuring the SDR team got compensated for revenue generating behaviors.
SDR Training Curriculum
In collaboration with both SDR and marketing leadership, we build a 90 day SDR onboarding program equipping the team with the knowledge, skills, and insights to quickly ramp and achieve full productivity.
Company
Understanding Cellebrite the company + its mission, vision, values, history and personnel.
Customer
Cellebrite’s top customer profiles and every aspect to them, including their size, geography, revenue and the top buying personas within them.
SDR Sales Skills
How to use the phone, email and social media to generate high quality meetings with Cellebrite’s ideal prospects.
SDR Technology
A tutorial on how to use each of the tools within the SDR tech stack, plus how to use them together to in the ideal SDR workflow.
SDR Processes
How to execute key processes such as the SDR to sales service level agreement and working cross functionally with other departments.
SDR Testing & Evaluation
SDR Certification 1
Immediately after week one, we did an certification of each SDR to ensure they absorbed the training material, along with a live roleplay to assess their selling skills. As expected, each SDR passed the certification with flying colors.
8/8
SDRs Booked Their First MQL Within Week One Of Conducting Outreach
SDR Incubator & Certification 2
Following the training, we did an “SDR Incubator”, which served as the bridge between SDR training and the real world environment. During the incubator, 75% of each SDR’s day is spent doing the job while we listened to provide coaching and guidance. The remaining 25% of their day is spent in “film review”, where we role-played areas of opportunity, broke down call recordings, and reinforced the skills learned in training.
The purpose of the incubator was to speed up the feedback loop and new hire learning curve.
After the month-long incubator, we certified the SDR’s again to assess their skill progression from their first week on the job. In the second certification, we saw a substantial improvement in the team’s domain knowledge and prospecting skills.
The JGA Impact
Fast ROI Turnaround
Every team member achieved their ramp target and started producing MQLs within the first few days of outreach.
Short Ramp Times
The SDR team reached full productivity within the first 60 days conducting outreach, beating Cellebrite's original 6-7 month timeline.
Overcoming Turnover
Even with some headcount turnover, the newly added SDRs quickly ramped and achieved their MQL targets faster than the original group.
Lisa Cole, CMO at Cellebrite NASDAQ: CLBT
“Over the past year and a half as CMO at Cellebrite, hiring Jay was the smartest decision I’ve made. He significantly de-risked our investment of building an SDR team, and ensured we delivered on our original timeline despite a longer than expected recruitment process. The experience was exceptional.”