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Best Practices for Sales Development Representatives
Best Practices for Sales Development Representatives

Learn several best practices that can Sales Development Representatives (SDRs) can use to be more productive and effective.

Sanika Lakka avatar
Written by Sanika Lakka
Updated over a week ago

Sales Development Representatives (SDRs) are the driving force behind business revenue generation. They are the tigers in the jungle discovering new paths to the river of opportunity. Groove is the solution that fuels SDRs with that fierceness needed to take on the challenge off hunting down prospects and turning them into lifelong relationships and customers. In this article, SDRs can find the best practices for using Groove to enable them to become a better tiger seller 🐯.

Key Take Aways:

Collaborate on account lists to drive more high-quality opportunities and expand within accounts

Collaborating with your Account Executive (AE) and your manager is very important for an SDR - getting on the same page allows for far more productive conversations for attacking those key accounts. The first topic in this article is all about how you can collaborate with your AE or Manager to lock down a game plan on what kind of prospects you are targeting, when you are going to target them and how you can finally get them to convert into opportunities.

Kick Spreadsheets to the Curb!

  • Collaborate in real-time on account lists with your AE’s and Manager

  • Prioritize your week based on Inferred Account Status and Last Activity.

As an SDR it can feel overwhelming when you're trying to figure out the best way to stay organized, prioritize your accounts, and share your progress with the Account Executive. With Groove's Spaces you can organize target accounts with specific AE's as well as have an interactive view into how it's going with setting meetings or how engaged they are.

In this example, you can have a top 10 workspace with your AE Diana. You can handpick the accounts that are in your top ten, specific territory you're trying to break into or you want to collaborate with a certain AE, you can upload a Salesforce report into workspaces.

You can even prioritize your week based on Inferred Account Status and Last Activity. Using the tabs to sort your accounts in ascending or descending to see which accounts in this space you haven't touched so you can target this week or maybe which ones you haven't touched in a while.

View Effort vs. Engagement

  • Get a real-time view of prospecting effort vs. engagement to understand which accounts are more highly-engaged

You can use the Effort vs. Engagement tab to easily see which of your accounts are opening, clicking or replying to what you're sending. By sorting it, you now have a view of your account list sorted by hottest to coolest.

Assign and Update Tasks

  • Assign and update SFDC Tasks without having to log-into Salesforce

Loop in your AE and combine forces by assigning them to tasks to help book a meeting. For example, being able to assign a task to your AE that says 'Sendoso Albert a bottle of wine' can make a world of difference with ultimately booking that meeting.

Instantly Log Account Notes

  • Capture notes from your planning meetings and instantly update Salesforce with learnings from prospecting activity.

The Account Notes as a tab in Spaces helps with that birds-eye view approach to having an account list for easily accessible insight into the progress made so far. If you catch someone on the phone who maybe isn't the decision-maker at an account but provides a lot of useful info, it's important to take those learnings down in the Account notes. Then you and your AE can see at a glance what your know so far and use that to your advantage as opposed to digging around for that info in SFDC.

Research accounts and prospects in LinkedIn, ZoomInfo and Salesforce before dropping into Flows

View Salesforce in Groove Omnibar

  • View account and contact history from Salesforce wherever you are researching

It takes a lot to learn about the in's and out's of Salesforce. Groove's Omnibar helps to lighten the load by showing you what you need to be seeing and cutting down on the time you spend trying to navigate through the CRM. Use the Omnibar to quickly access the history of an account or contact and make edits that automatically update into your Salesforce.

For example, if you're researching an account on LinkedIn and find a new contact that looks like a great prospect, you can view what interactions people at your company have already had with the account. Check if they use one of your competitors or how engaged they have been in the past with their open and reply rate.

  • Connect on LinkedIn and send an InMail directly via Omnibar or within a Flow Automatically save new Leads to Salesforce

It is very useful to connect with prospects on LinkedIn right off the bat and being able to do so from the Omnibar is great because it's so effortless to connect, save as a lead, and send a quick note.

Use ZoomInfo or LeadIQ to find Contact Details

  • Sync contact information to Salesforce and then instantly drop into a Flow from Groove Omnibar

If you are 'hunting' for prospects via Linkedin Sales Nav and then use the Zoominfo side bar to automatically pull their contact information up - you can easily search for their name in the Groove Omnibar search bar and drop them into a Flow. Dropping your prospect into a Flow right there and then, can help you guarantee you are reaching out and getting the full success from your hunting endeavor.

Groove Notes

  • Use Groove notes to capture valuable details while researching to use in personalized emails or calls later in your process

Use Groove Notes when prospecting and researching accounts because

  1. It kills 2 birds with one stone and really helps you save time. So when you are focusing on writing those first touches, you have some great info about them right within Groove and you can easily recall things you've previously learned about a person.

  2. It allows other people in your Org the ability to reference the information you've found and it's not just trapped on a sticky note on your desk.

Best practices for mass prospecting, using personalization in 1:1 prospecting and increasing response rates with Flows

Prospect Multiple Accounts Simultaneously

  • Create multi-step, multi-channel campaigns that can be personalized using any field or attribute in Salesforce A/B Test subject lines and templates

Groove makes it easy to build different kinds templates and put them together in a multi-step, multi-channel Flow. A/B Test subject lines and template because it is good to try new things and evolve as a rep. One way you can try new things and really see what is working is by using A/B testing.

1:1 Prospecting

  • Use notes from your account research to personalize 1:1 communications

  • Use video to increase engagement and response rates

Using Groove notes to easily pull info you've already found makes sending off a personalized touch a lot more efficient. Sometimes it takes more than just looking at their Linkedin page. You can also use Vidyard right form your Groove email steps. It's a great way to personalize a touch and put a face with a name.

Push Engaged Contacts into New Flows

  • Use Automated Actions to automatically move contacts with high engagement into new flows

Automated Actions is an awesome feature that is customizable based on results that can trigger actions for you, automatically. A great way to use Automated Actions is like this: You can see here that the first command is Open 3+ times, so when someone opens one of my emails 3 or more times, then you van have them automatically get added to a Dial Flow. Then you can use that Dial Flow to call into, knowing those prospects are a bit warmer since they have opened your emails a few times and are potentially more interested.

Save time cold calling and have more impactful conversations with Groove Dialer


  • Seamlessly switch between local presence and your Direct Dial

  • Use SMS or Voicemail Drop if you reach a contact’s voicemail

If you are an SDR that's making a lot of calls, we definitely recommend using voicemail drop. Think of voicemails as another channel of communication. While they can certainly be personalized, using VM drop to add another touch, use your own voice and kind of assign a voice with a name, and relay a message about your company allows to do all that at scale.

Some of you may be in a specific industry that is really receptive to texting, for example Real Estate. SMS is a part of Groove's Dialer and can be easily incorporated as yet another kind of communication, so you can really cover all your bases.

Have Killer Conversations

  • Reference everything you need to know about a company in the Omnibar

Make sure that you do everything in your power to prevent any prospect from being rightfully upset when you call them! Part of that is by referencing the Omnibar as you dial. All the info about the person, the company, and any research you've already done is right there on your screen.

Call Logging Options

  • Groove prompts you to add the call outcome and any notes to make your records more accurate and valuable

It's useful to be able to log what happened in the call easily from the Dialer. Sometimes it's difficult to remember the outcome of a call if you had to go back and do this all manually after a call block.

Conversational Intelligence Integration

  • Groove integrates Gong, Chorus and Avoma to auto log recordings and call transcripts to Salesforce

Groove built out a recording feature to make sure all your recordings log back into Salesforce. They are also accessible in Groove to listen to as well. It's important to listen back to your calls if you need to remember something or for training purposes. We really have made a culture here at Groove of sharing call recordings, good or bad, with teammates for learning and feedback.

Accelerate Inbound lead response times and increase percentage of meetings booked

Auto-import Inbound Leads into Flows

  • Leads are responded to instantaneously. Catch them while they’re hot and provide a link where they can pick a convenient time to meet with you.

Auto-import is your assistant in Flows and can save you the effort of having to manually find the leads yourself and responding to them. And since we are all human, there would be times you would miss out on those hot leads if you did it manually without Auto-import.

Prioritize using Actions

  • Bring the hottest leads up above the noise so you can call and convert the hottest leads first.

Using Actions, you can easily sort through the calls you have due today and furthermore sort by timezone. That way you can easily call down your list of East Coast prospects for instance, even if they are all in different flows. Likewise, you can sort by engagement if you wanted to see all the most engaged people in a certain flow or time zone.

Account Inferred Status

  • If a meeting is booked, Groove utilize Automated Actions to automatically change the Lead Status to Meeting Scheduled.

Team-based Scheduling

  • Instantly book meetings for your AE and other team members without having to go back and forth to find a time that works.

There's a lot of back and forth that comes into play when you are trying to book a meeting with a prospect. Using team-based scheduling allows you to give someone a view of either your calendar or your AE's, or both. You can also copy and paste the link right into any template to use in your Flows.

Use analytics to understand what messaging and channels are most effective and how to drive optimal conversion

Activity Log

  • Get real-time insights into activities as they are completed, including calls, emails, tasks and meetings

It's good to track your own KPIs as well as see your progress over time. Being able to trust that all of your activities are accurately synced back to Salesforce since Groove is native is Salesforce, means you never have to worry about having made 100 dials and only 50 of them log in SFDC.

Flow and Template Performance

  • Understand how email and call scripts are performing and optimize for greatest response

You may have used many different templates and call scripts and Flows over your time as SDR. It's great to see what actually has worked for you and what maybe is so good not just for optimizing your Flows but for your own knowledge. Being able to dissect why something is doing well through analytics helps you write better templates and make better calls.

Don't be afraid to see what's working for your peers or who is doing well and ask them for advice or check out their messaging. We share everything at Groove because what's good for your peer is good for the company and we encourage new Reps to go check out which templates or Flows have done the best and use it to their advantage.

Call Stats

  • Identify which days and times have the highest connect rates

Go into the call analytics tab to see what times of the day and what days of the week you're actually connecting with people and having conversations. For instance, you can see maybe Wednesday at 10:00 am you had the most connects - that gives you insight into good times to schedule call blocks.

You can even listen to the recordings of your calls and your teams calls that had conversations. Maybe you want to listen to the calls that all had positive outcomes to learn what they are saying to have booked that meeting,

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