Case Studies

Even with a strong HR team, recruiting A-player SDRs was a difficult and lengthy process that pressured the budget and made it difficult to quickly scale the team. A related challenge was new-hire turnover. The SDR position is often an early-career stage position, which means Forcura had to make a substantial investment to hire and train an SDR before knowing if the person could perform. The time lost with turnover posed a big risk to hitting growth targets, and over-hiring for the position to mitigate this issue was expensive.

Forcura realized outbound sales development teams required a high cadence of training and daily coaching to be consistent and effective. This reality meant additional investment in specialized training and management resources, along with a long ramp-up time to build out the team.

Forcura was able to identify target companies through investment in lead data platforms. However, enriching and maintaining detailed information on multiple relevant contacts within target companies was a resource-intensive challenge that limited the effectiveness of outreach campaigns.

A myriad of sales enablement tools in the market made it difficult to decide which platform(s) would be most effective to support the SDRs. It was difficult to evaluate the options for sales development tech and feel confident in the toolset. The resource commitment in SDR training and ongoing coaching to fully utilize sales development tech was also a pain point.

Within Growth Era’s business model, SDR talent recruitment and training is a continuous process. Growth Era’s SDR Training Academy provides a systemized filtering process that ensures SDRs are outreach-ready before they are assigned to an account, which solved Forcura’s challenges of time and money associated with new-hire turnover. Additionally, Growth Era’s pool of SDR talent enabled Forcura to quickly scale up and align sales development resources.

Sales development is Growth Era’s only business focus, so a robust infrastructure and dedicated management was already in place for daily performance monitoring, training and coaching SDRs. Forcura recognized this as a major value, along with enhanced level of learning, innovation and best practices that Growth Era achieves through the volume of outreach it achieves daily through a multitude of scenarios across its portfolio.

Beyond Growth Era’s use of enterprise-level lead technology, Forcura was impressed with the consistent enrichment of the lead data. Growth Era’s SDRs were navigating prospect companies and identifying new contacts within the organization to create awareness and a positive buzz about Forcura. Richer, up-to-date prospect data was another factor leading to stronger results.

Growth Era operates as a complete sales development department for its customers, which includes the tech stack. Growth Era stays out in front of the best sales enablement technology and its Sales Operations team is responsible for managing the tech stack and providing ongoing training to ensure it is leveraged to the fullest.