Урок 1. Когда масштабировать

20-30 мин

Сигналы готовности к росту

  • Unit economics работают: CAC payback < 12 месяцев
  • Process validated: есть воспроизводимый playbook
  • Ramp predictable: новые SDR выходят на quota вовремя
  • Demand exists: Sales просят больше pipeline
  • Quality stable: SQL rate и win rate не падают

Red flags: не масштабировать пока

  • Conversion rates нестабильны
  • Нет чёткого ICP (таргетим всех подряд)
  • Onboarding занимает > 4 месяцев
  • High SDR turnover (> 30% annual)
  • Sales не закрывают SDR leads
Правило: Fix the machine before scaling the machine. Масштабирование сломанного процесса = масштабирование проблем.

Урок 2. Организационные структуры

30-40 мин

Span of control

  • 1-5 SDR: Founder/Sales Leader manages directly
  • 6-10 SDR: Dedicated SDR Manager
  • 11-20 SDR: SDR Manager + Team Lead
  • 21-40 SDR: 2 SDR Managers, Senior Manager/Director
  • 40+ SDR: VP/Director + multiple managers

Reporting structures

  • SDR → Sales: alignment with quota carriers, risk: SDR = afterthought
  • SDR → Marketing: alignment with demand gen, risk: disconnect from Sales
  • SDR → RevOps: neutral, data-driven, risk: lack of sales coaching
  • SDR → Own function: dedicated career path, requires scale

Career path

  • SDR → Senior SDR → Team Lead → SDR Manager
  • SDR → AE (классический переход)
  • SDR → Customer Success / Account Management
  • SDR → Sales Ops / Revenue Ops

Урок 3. Pod Model и специализация

35-45 мин

Pod Model (Revenue Pod)

Pod = мини-команда с полным ownership сегмента:

  • 2-3 SDR + 2-3 AE + 1 CSM
  • Dedicated segment (geography, vertical, company size)
  • Shared goals и compensation alignment
  • Pod Leader координирует

Типы специализации SDR

  • By segment: Enterprise vs Mid-Market vs SMB
  • By source: Inbound vs Outbound
  • By vertical: Finance, Healthcare, Tech
  • By geography: EMEA, APAC, Americas
  • By product: если multiple products

Когда специализировать

  • Generalist работает до ~8-10 SDR
  • Специализация при: разных ICP, разных sales cycles, разных messaging
  • Сначала: Inbound vs Outbound split
  • Затем: Segment split (Enterprise vs Mid-Market)
Pro tip: Специализация повышает expertise, но требует coordination. Не переспециализируйте маленькую команду.

Урок 4. Автоматизация для масштаба

30-40 мин

Что автоматизировать

  • Data enrichment: автоподтягивание данных о лидах
  • Lead routing: автоматическое распределение
  • Task creation: следующий touchpoint автоматом
  • Meeting scheduling: Calendly, Chili Piper
  • Reporting: автоматические дашборды
  • Follow-ups: автоматические reminder sequences

Что НЕ автоматизировать

  • Персонализация первого email (AI-assisted, но human reviewed)
  • Discovery calls
  • Objection handling
  • Relationship building
  • Complex account research

Automation stack 2026

  • CRM: Salesforce, HubSpot
  • Engagement: Outreach, Salesloft, Apollo
  • Enrichment: Clay, Clearbit, ZoomInfo
  • Intent: Bombora, 6sense, G2
  • Scheduling: Chili Piper, Calendly
  • AI Writing: GPT-4, Jasper, Copy.ai

Урок 5. AI-Augmented SDR 2026

25-35 мин

AI use cases для SDR

  • Research acceleration: AI summarizes company news, 10-K, LinkedIn
  • Personalization at scale: AI drafts personalized openers
  • Reply classification: AI сортирует positive/negative/OOO
  • Meeting prep: AI готовит briefing per prospect
  • Call coaching: AI анализирует звонки, даёт feedback
  • Forecasting: AI предсказывает conversion probability

AI-SDR Agents (2026 trend)

  • Autonomous agents для initial outreach
  • Human handoff при positive reply
  • 24/7 coverage
  • Примеры: 11x, Artisan, Relevance AI

Human + AI модель

  • AI handles: research, drafting, admin, classification
  • Human handles: strategy, relationships, complex conversations
  • SDR productivity: 2-3x с правильным AI tooling
  • Focus shift: от volume к quality и strategy
Риск: Full automation без human oversight = generic outreach = spam. AI augments, не replaces SDR judgment.

Шаблоны для копирования

Scaling Readiness Checklist 
## SDR Scaling Readiness Checklist

### Unit Economics
[ ] CAC payback < 12 months
[ ] SDR fully loaded cost calculated: $_____/month
[ ] Pipeline per SDR per month: $_____
[ ] Revenue per SDR per month: $_____
[ ] ROI positive: Yes/No

### Process Maturity
[ ] ICP clearly defined and documented
[ ] Messaging playbook exists
[ ] Cadence templates proven (reply rate > 5%)
[ ] Objection handling documented
[ ] Handoff process to AE documented
[ ] QA process in place

### Team Performance
[ ] Current team hitting quota (>80% attainment)
[ ] Ramp time < 3 months
[ ] Annual turnover < 25%
[ ] SQL quality stable (win rate consistent)
[ ] Show rate > 75%

### Infrastructure
[ ] CRM configured for scale
[ ] Sales engagement platform in place
[ ] Reporting automated
[ ] Onboarding program documented
[ ] Manager capacity available

### Demand
[ ] Sales team requests more pipeline
[ ] TAM supports expansion
[ ] Marketing generating enough awareness

### OVERALL READINESS
[ ] 15+ checks = Ready to scale
[ ] 10-14 checks = Fix gaps first
[ ] < 10 checks = Not ready
Pod Structure Template 
## Revenue Pod Structure

### Pod Name: _____________
### Segment: _____________
### Pod Leader: _____________

### Team Composition
| Role | Name | Focus |
|------|------|-------|
| SDR 1 | | Outbound |
| SDR 2 | | Outbound |
| SDR 3 | | Inbound |
| AE 1 | | New Business |
| AE 2 | | New Business |
| CSM | | Expansion |

### Shared Metrics
| Metric | Monthly Target |
|--------|----------------|
| Pipeline Created | $_____ |
| SQLs | _____ |
| Opportunities | _____ |
| Closed Won | $_____ |
| Expansion Revenue | $_____ |

### Territory Definition
Geography: _____________
Company size: _____________
Vertical: _____________
Named accounts: _____________

### Meeting Rhythms
- Daily: SDR standup (15 min)
- Weekly: Pod sync (45 min)
- Bi-weekly: Pipeline review (60 min)
- Monthly: Pod performance review

### Communication Channels
- Slack channel: #pod-_____________
- Shared dashboard: [link]
- Account list: [link]

### Escalation Path
SDR → AE → Pod Leader → SDR Manager
Hiring Plan Template 
## SDR Hiring Plan

### Period: Q___ 20__

### Current State
Current SDRs: _____
Current pipeline capacity: $_____/month
Pipeline needed: $_____/month
Gap: $_____/month

### Hiring Math
Pipeline per ramped SDR: $_____/month
Ramp time: _____ months
Attrition assumption: _____%
SDRs needed by end of period: _____
SDRs to hire: _____

### Hiring Timeline
| Month | Hires | Start | Ramped | Total Capacity |
|-------|-------|-------|--------|----------------|
| M1 | | | | |
| M2 | | | | |
| M3 | | | | |

### Budget
| Item | Cost per SDR | Total |
|------|--------------|-------|
| Base salary | | |
| Variable comp | | |
| Benefits | | |
| Tools & licenses | | |
| Onboarding | | |
| Recruiting | | |
| TOTAL | | |

### Sourcing Strategy
- LinkedIn: ____% of hires
- Referrals: ____% of hires  
- University: ____% of hires
- Agencies: ____% of hires

### Interview Process
1. Recruiter screen (30 min)
2. Hiring manager interview (45 min)
3. Role play / assessment (30 min)
4. Team meet (30 min)
5. Offer

### Success Metrics
- Time to hire: _____ days
- Offer acceptance rate: _____%
- 90-day retention: _____%
- Ramp achievement: _____% hitting quota by month 3
Automation Audit Template 
## SDR Automation Audit

### Current State Assessment
Date: _____________
Assessed by: _____________

### Task Analysis
| Task | Hours/Week | Automated? | Tool | Priority to Automate |
|------|------------|------------|------|---------------------|
| Lead research | | □ | | High / Med / Low |
| Data entry | | □ | | High / Med / Low |
| Email personalization | | □ | | High / Med / Low |
| Follow-up scheduling | | □ | | High / Med / Low |
| Meeting booking | | □ | | High / Med / Low |
| CRM updates | | □ | | High / Med / Low |
| Reporting | | □ | | High / Med / Low |
| List building | | □ | | High / Med / Low |

### Current Tool Stack
| Category | Tool | Cost/month | Satisfaction (1-5) |
|----------|------|------------|-------------------|
| CRM | | | |
| Engagement | | | |
| Enrichment | | | |
| Scheduling | | | |
| AI/Writing | | | |
| Analytics | | | |

### Automation Opportunities
| Opportunity | Time Saved/SDR/Week | Implementation Effort | ROI |
|-------------|---------------------|----------------------|-----|
| | | | |
| | | | |
| | | | |

### Recommendations
1. Quick wins (< 1 week): _____________
2. Medium-term (1-4 weeks): _____________
3. Long-term (1-3 months): _____________

### Budget Request
Tool additions: $_____/month
Implementation: $_____
Training: $_____
TOTAL: $_____

### Expected ROI
Hours saved per SDR per week: _____
Equivalent FTE savings: _____
Productivity increase: _____%
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