Q1's in the books and Q2 is looking shaky for lots of companies. Now's the time to enable reps to "return" accounts that aren't going anywhere.
Build a process where reps can take an account out of their name and put it back into a pool for either later redistribution or review by ops if there's a problem. This way reps aren't forced to hold on to unworkable accounts that they can't break into for whatever reason.
With static territories, these "dead" accounts in their patch become an increasing distraction for reps as the year progresses. Go ahead, ask your reps. The cruft is already starting to build up now.
So how do you set your team up to return accounts? Do these 3 things:
1. Create clear rules of engagement.
Provide crystal clear rules of engagement (ROE) that define the conditions under which reps can return the accounts. This includes situations like when the account hasn't responded after extensive outreach, when the account has invalid data, when the account has had a major lifecycle change (e.g. M&A), or when the account is under contract with a competitor. (More on developing ROE here.)
2. Keep it simple.
Make the process simple (but verify). Give your reps a button or a field in your CRM that triggers the reassignment and captures a return reason. The act of returning should be simple, but don't skimp on verification. Where possible, automate checks that the rep's return reason is valid per the ROE.
3. Refill rep books.
Provide reps with a "top off" of more accounts after a return. This makes up for the lost accounts, assuming they're not already over capacity. This ensures that your reps still have the potential opportunity necessary to hit quota and that your pipeline keeps growing.
With a return process, you'll give your reps the ability to focus on the accounts that matter most and not waste effort on accounts that won't convert. Your pipeline will thank you.
If you want to read more about returns and SDRs in particular, start here.
And of course, I have to end with a shameless plug for dynamic books, as returns are a core part of the model. It's possible to build a version of this return process into your CRM but if you want to make this easy, maintain control, and have an audit trail, it's worth taking a look at Gradient Works.
