Rhumbix Construction Software: Developing the BDR Program
Customer Profile
Rhumbix Construction Software helps contractors do a better job capturing time and material costs. Construction labor and building material costs are volatile, and Rhumbix helps inform smarter decisions through its Field Data Platform. This platform gathers data in the field and instantly shares it with teams in the home office to seamlessly connect data across workflows and construction software project management systems. Daily Construction Reports offer a new level of visibility, safety, and profitability.
Peritus began working with the Marketing team at Rhumbix to support Email Marketing and Content creation. With a focus on personalizing each campaign to individual personas, and with expert email copywriting both click rates and open rates improved significantly.
With success on the Marketing front, and based on Peritus’ expertise in Sales Enablement, the relationship with Rhumbix was expanded to include the BDR team with a focus on performance improvement.
Aligning Sales tactics like Outreach Sequences and Objection Handling with marketing messaging gives BDR’s the tools to carry meaningful conversations with prospects.
Sales Strategy
The Sales Strategy was framed around strengthening sales enablement tools to help Business Development Reps have better conversations with prospects and schedule more product demos. Some of the important themes were bringing greater continuity to messaging and aligning sales outreach with marketing content.
Peritus began by working with sales leadership to scope deliverables that would include a revamped BDR Playbook, call scripts, product guides, competitor comparison cut sheets, and individual call coaching.
Building the BDR Playbook
Central to improving BDR performance was the ability to onboard new Reps and quickly train them up to a productive capacity. Anyone who has run a sales team knows that turnover is an expected part of the equation and the ability to get profitable performance out of average players is a prerequisite for the model to work. To facilitate training new Reps and strengthening the performance of the existing team, the BDR Playbook felt like a natural place to start.
The BDR Playbook included sections for a Company Overview, Business Development Team Overview, BD Call Engagement Kit, Outreach Sequences, and Prospecting. Additional appendices were fleshed out for Follow Up, Lead Qualification, Call Scripts, Value Propositions, Objection Handling, and Competitive Positioning.
Optimizing Outreach Sequences
The most common structure in software sales organizations includes Business Development Reps who are responsible for initial engagement with prospects through the scheduling of Demos. The hand off is then made to Sales Reps who are tasked with converting Demos into closed business. For Rhumbix, the tip of the spear in this scenario was the Outreach Sequence which is used by BDR’s to ascertain a prospect’s interest in the solution.
Peritus worked closely with Sales Leadership at Rhumbix to write copy for Outreach Sequences that followed messaging from the Email Marketing campaigns. This aided in tailoring specific sequences for individual personas. The result was a significant uptick in call quality as measured in Demos scheduled.
The Tactics We Used
- Pardot Marketing | Salesforce
- Email Copy Writing
- Persona based Outreach Sequences
- BDR Playbook & Engagement Kit
- Call Scripts
- Individual Call Coaching
Call coaching, scripts, rebuttals and following a standardized approach to conversations with prospects.
Role-playing and call coaching were fundamental to helping BDR’s develop the muscle memory to handle objections and gain the prospect’s attention on the telephone. Helping Rhumbix’ team with hands-on support included refining call scripts and weekly coaching sessions to improve call quality.
Results
Here is where Peritus is different from many Agencies that only provide content creation services. Our team includes former Sales Leaders with more than 50 years of combined experience. We hold the conviction that combining marketing automation tools to track prospect behavior and providing actionable insights for BRD teams is absolutely fundamental to a successful software sales model.
Furthermore, aligning Sales tactics like Outreach Sequences and Objection Handling with marketing messaging gives BDR’s the tools to carry meaningful conversations with prospects. This doesn’t just serve the company’s bottom line by increasing Monthly Recurring Revenue, but it also improves morale on Sales teams. Good employees are more likely to stay on longer where there is a strong training program and potential new hires show preference for organizations that offer a structured business development process. In the time Peritus has worked with the BDR team at Rhumbix, the sales process has become more structured and new Demos have improved substantially.
- The Goal
Strengthen sales enablement tools to help Business Development Reps have better conversations with prospects and schedule more product Demos.
- The Strategy
Revamped the BDR Playbook, call scripts, product guides, competitor comparison cut sheets, and provide individual call coaching.
- The Result
Significant increase in Demo’s scheduled by Business Development Reps. Personalized Outreach campaigns led to improved open and click-through rates.
