The sales landscape is evolving, but many are still stuck in the past. In their eye-opening presentation, Andrei Zinkevich and Vladimir Blagojevic, co-founders of FullFunnel.co challenged the conventional sales approach and offered a wake-up call to SDRs everywhere. Drawing from their humble beginnings in 2006 selling toilet paper and kitchen towels, they’ve seen firsthand how the market’s rapid transformation demands a shift in strategy. The outdated, one-size-fits-all playbook is no longer enough. Let’s dive into how Andrei and Vladimir’s journey has reshaped their thinking, and how SDRs can rethink their role to thrive in today’s account-based world.
From bold beginnings to hard lessons
Andrei and Vladimir’s early career success came from navigating untapped markets and closing deals with key accounts. But as their company pushed to expand indiscriminately, trying to sell their product everywhere, the cracks began to show. A pivotal moment came when their CEO insisted on pursuing volume-based growth against their advice, resulting in a lack of focus and slowed momentum. Reflecting on this, Andrei shared:
“We learned the hard way that selling to everyone often means selling to no one. You need focus, strategy, and alignment with your buyers’ real needs.”
This realization sparked their journey toward a smarter, account-based approach to sales—a mindset that’s more relevant than ever in 2024.
The sad reality of outbound sales
Fast forward to today, and the sales landscape is far from ideal. Consider this: only 8.5% of outbound emails receive a response, and SDRs continue to face high turnover rates, with thousands laid off in 2023. Despite technological advancements, many companies cling to outdated, volume-based strategies that simply don’t align with how buyers make decisions.
“B2B buyers, especially in complex, high-stakes sales don’t respond to generic emails or cold calls. They act when a problem becomes an obstacle to achieving their priorities,” Andrei emphasized.
The traditional approach of spamming inboxes with generic messages is no longer sustainable. Buyers are more informed, more selective, and rely on trusted networks and recommendations rather than unsolicited pitches.
The shift to account-based sales development
To address these challenges, Andrei and Vladimir propose rethinking the SDR role entirely. The key? Shifting from volume-based tactics to account-based sales representatives armed with focused strategies, personalized insights, and meaningful touchpoints. Here’s how:
1. Account qualification and segmentation
Not all accounts are created equal. Start by segmenting them into three categories:
- Unaware clusters: Accounts with no awareness or established need.
- Future pipeline: Accounts showing early engagement or awareness.
- High-priority targets: Accounts with strong buying signals, awareness, and relationships.
Focus 80% of your efforts on high-priority accounts while building trust and engagement with others over time.
2. Deep account research and personalization
Generic outreach is a thing of the past. Modern SDRs need to dig deep into accounts, understanding their KPIs, buying committees, and strategic initiatives. Tools like AI can help, but nothing replaces the insights gained from thoughtful research.
“When we bet our compensation on specific accounts, the game changes. We’re no longer just sending emails; we’re creating tailored value for those who matter most,” Vladimir explained.
3. Meaningful account nurturing
Buyers don’t respond to endless sequences of “just following up” emails. Instead, leverage multi-channel engagement through:
- Social media interactions
- Personalized content hubs
- Webinars and events tailored to specific needs
A creative example? An “account love letter” congratulating a key decision-maker on LinkedIn, followed by relevant insights tailored to their initiatives.
4. Collaborative Activation
True account-based strategies thrive on collaboration. Marketing and sales must work together to create consistent, personalized experiences. From co-hosting strategy sessions with subject-matter experts to building custom content hubs, the goal is to offer value beyond the product itself.
5. Redefining KPIs for SDRs
Traditional SDR KPIs; calls, emails, and demos, often drive the wrong behaviors. Instead, focus on metrics like:
- Account engagement levels
- Time-to-pipeline conversion
- Account-to-pipeline ratio
“When companies align SDR metrics with buyer behavior, we’ve seen conversion rates jump from under 1% to as high as 20%. It’s about quality over quantity,” Vladimir noted.
The choice for 2025: Old habits or new playbooks?
The reality is stark: buyers have evolved, but many sales teams haven’t. Andrei and Vladimir challenge companies to rethink their SDR strategies, adopting account-based methodologies that align with how buyers actually buy.
So, which pill will you take? Stick with outdated, volume-based tactics, or embrace a smarter, more focused approach that drives real results?
The future of sales is here, and it’s time to rewrite the playbook.
