Michael Maximoff on the evolution of the SDR

In this episode of Bold Calling, Adam sits down with Michael Maximoff, founder of Belkins, to explore the evolving world of sales development and how SDR roles are shifting amidst advancements in AI, automation, and omnichannel strategies. They dive into Orum's 2024 State of Sales Development Report findings, touching on the increased demand for SDRs, shifts in sales pipeline responsibilities, and the critical alignment of sales and marketing functions.

Key Topics Discussed:

1. The Changing SDR Role

   • Michael shares insights on how SDRs are becoming growth specialists who strategically build omnichannel outreach strategies rather than relying solely on single channels.
   • SDR roles are evolving into "GTM growth specialists," responsible for managing multiple channels to nurture leads more effectively.

2. Omnichannel Outreach vs. Multichannel Marketing

   • Michael distinguishes between true omnichannel strategies and basic multichannel outreach, emphasizing the importance of seamless, personalized customer journeys that guide prospects from awareness to conversion.

3. The Power of the Phone in SDR Outreach

   • According to Orum's report, 85% of sales leaders view phone calls as essential for building pipeline, with 70% saying over half of their pipeline results from calls. Michael adds that phone outreach works best when it’s the third or fourth touchpoint after establishing prior contact through other channels.

4. Balancing AI and Human-Centric Sales Strategies

   • Despite the rise of AI, Michael argues that human-led sales strategies are more impactful, particularly for creating long-term customer relationships. He predicts a growing divide between companies that use AI for efficiency and those prioritizing genuine customer connections.

5. Optimizing SDR Teams and Specialization

   • Michael explains Belkins’ team structure, which includes lead researchers and SDRs working in tandem to ensure high-quality outreach. By specializing roles, Belkins maximizes efficiency and effectiveness, allowing SDRs to focus on engaging leads without being bogged down by list-building.

6. The Future of Sales Development

   • Michael forecasts that SDRs will increasingly contribute to strategy development alongside traditional outreach. The demand for nuanced, high-impact touchpoints will only increase as companies navigate growing volumes of outreach driven by automation.

Key Quotes:

• On Omnichannel Outreach:
  “Omnichannel isn’t just using multiple channels; it’s an integrated, step-by-step approach where each touch builds on the previous engagement, creating a seamless customer experience.”

• On the Role of the Phone:
  "The phone is incredibly effective, but it shouldn’t be the first touchpoint. Using it as a third or fifth touchpoint after nurturing leads through other channels makes conversion rates three to five times higher."

• On the Importance of Human Sales:
  “With AI, we’re seeing a rise in volume over quality. Brands that build real relationships with prospects and foster strong teams will ultimately stand out in a market flooded with automated outreach.”

Connect with Michael Maximoff:

• LinkedIn: Michael Maximoff
• Podcast: Belkins Podcast on YouTube
• Email: [email protected]

Tune in to this episode for a comprehensive discussion on the modern SDR landscape and how sales teams can leverage both technology and human touch to create impactful outreach in today’s market.