SDR SALES PLAYBOOK V3.

2
FOR:
Automation Hero
 Creating and Executing Business Processes

Outline
Outline

Welcome

Onboarding Checklist

Company Overview
Mission Statement
Company Facts
Communication Guide
Expectations for Working with Your SD

Industry Info
Ideal Customer Profiles
ICP Target Job Titles
ICP Target Company Profile
ICP Target Geographies
ICP Target Industries
Competitors
Good-to-know Industry Terminology

Product and Pricing

Product Overview
Why Companies Buy Automation Hero
Pricing

References

SDR Process / Workflow

SDR Technology Stack
Terminology
Guide to Lead Statuses:
Overall Prospecting Process
Retrieving Leads
Priority 1: Inbound
Priority 2: Bombora - ZoomInfo
Priority 3: Overdue MQLs
Qualifying MQLs
Review the Contact Activity before changing the status to “Working”
Enrolling Contacts in a sequence
Recording a Call with Kixie
Book A Meeting
Negative Responses / Removing a Contact
 Creating and Executing Business Processes

Messaging Library
Your Goal is to Book a 15 - 30 minute Meeting
TALKER
Tone
Ask questions
Listen
Keep Notes
Elaborate
Repeat
Connect as Humans
Calling Best Practices
Call Introduction Structure
Call Scripts
Leaving Voicemail
Emails
Social Media - LinkedIn
Snippets (WIP)
Elevator Pitch
Value propositions
Questions To Ask (WIP)
Automation Hero Qualification questions
Common Questions (WIP)
Objection Handling (WIP)
Competitor Battle Cards
Quick tips

Targets and Performance Measurement

Time Management Best Practices

Playbook sign off

Welcome
Thank you for being here. Your role in Automation Hero is incredibly important to our success
and we thank you for every email, call and LinkedIn message you send. We know prospecting
for new customers is one of the toughest jobs and it takes perseverance and a positive
attitude. We appreciate you!

We expect everyone representing Automation Hero to do their best. As an SDR, you will face
rejection - we are here to help you move through challenges with strength, learn from
 Creating and Executing Business Processes

obstacles and build up your wins! We have developed a generous compensation plan to
incentivize success - when you win, we all win!

Ask questions. It will take you a while to learn all the terminology - that’s okay! Chase down the
information that you need.

Please use this Playbook often. It is meant to set the foundation for your work here and be a
reference tool as you grow your skill set. We also gladly accept feedback if you have
discovered something that is or is not working - we are in this together.

Onboarding Checklist
You should reference this document again and again but if this is your first visit, please use the
following checklist to ensure you are ready to go:

Read entire Playbook

Set up OKTA account - this is a security account you will be invited to
Sign into Slack channel between Amiy and Automation Hero
Sign into Hubspot
Visit the MQL view in Hubspot
Add Hubspot Chrome Extension
Sign into Automation Hero Gmail
Create Gmail signature
Connect Gmail to Hubspot
Set up Kixie - you will receive an email with directions
Set up Voice Drop on Kixie -
https://support.kixie.com/hc/en-us/articles/115000674847-Voicemail-Drop-How-Does-V
oicemail-Drop-VM-Drop-Work
Update LinkedIn description
Connect with assigned Sales Director and establish cadence of weekly meetings
Practice cold calling with your team lead

Company Overview

Mission Statement
Our mission is to democratize access to AI and automation.

Automation Hero helps organizations process any type of document faster than ever with the most
powerful and complete intelligent document processing platform. It offers the easiest-to-use and
most accurate AI in the industry so companies can instead focus on accelerating business processes
to stay competitive.
 Creating and Executing Business Processes

Company Facts
● Founded by Silicon Valley veterans in 2017
● History of success. Founder, Stefan Groschupf’s last company, Datameer, processes
80% of all US financial transactions
● Automation Hero already won the prestigious Gartner Cool Vendor award and is
featured in a number of industry analyst reports
● Raised more the $70 million
● Headquarters in San Francisco with offices in Berlin and London

Communication Guide
As an SDR, you will be assigned a region and a Sales Director. You will work closely with your
team, the SDR team manager and your assigned SD. Need help or just need to know who the
right person is to talk with:

Contractor SDRs -
AMIY Team Managers, Marko Kostre and Slobodon Ilic- Onboard, track performance, deliver
coaching, troubleshoot
Assigned SD - Regional and account specific questions and plans
Sales Enablement Maggie Orion - Questions or feedback about sales education materials

Communication Channels
● Slack
● Email

Calendar Alignment
● Internal meetings with AH employees and contractors (not prospects) are scheduled
via Google Calendar
● Internal meetings may happen with Google Meet, Zoom or Slack Calling
● Note, please sign in to your workspace with your Automation Hero email and sign into
all video calls with that email.

Expectations for Working with Your SD

Understand the preferred communication methods for your SD and give feedback and updates
via Slack, email or phone. SDs are expected to set regular meetings with you, review your
calls, invite you to listen to their calls, do role plays and provide positive and critical feedback
on your performance. Please feel free to ask questions as often as you need of your Sales
Director. You are expected to check in often, ask what is needed and seek feedback regularly.
If you are not getting feedback and coaching from your SD, please alert your SDR team lead.
 Creating and Executing Business Processes

Industry Info
The automation space has been growing and evolving rapidly. Many businesses have old
technology systems and an ever growing tech stack which has led to business processes that
can be very slow, disjointed and manual.

Robotic process automation (RPA) was one of the first technologies to try to automate manual
processes. RPA became a hot market and still has a lot of popularity but it has faced
obstacles, particularly in dealing with complex processes or processes with documents. Many
RPA companies were built over a decade ago and their technology is simply limited. RPA
companies have tried to solve this by adding in AI and other technology but this has made for
disjointed solutions.

New automation companies now try to offer AI and “hyperautomation”, essentially a platform or
suite of abilities to tackle complex automation needs. This is where Automation Hero comes in
- we have some of the best AI and a full platform to handle complex and growing automation
needs. Our AI was not added in as an afterthought like older companies but something we
made central from the beginning. We especially focus on processes with documents that have
been hard to automate in the past. Our AI is especially good at pulling information from
documents which is what a lot of businesses need (think: PDFs, emails, photos, forms,
handwritten notes etc.).

Ideal Customer Profiles

An Ideal Customer Profile (ICP) is the type of person we think would be interested and able to
purchase our solution. The leads you get will already be selected based on the ICP
parameters below. We are sharing these with you just so you have a sense of who you are
talking to.

If you notice leads coming in that do not fit these parameters, you can disqualify the contact in
Hubspot. Please also share if you’re seeing many contacts that don’t fit the criteria on the
Slack channel dedicated to raising issues of low quality contacts. You may also let your team
managers know. This is very important and helpful to get your feedback so the marketing
department can improve the target audience.

ICP Target Job Titles

These are the general titles you will be talking to. Notice that we target high level (director and
above) people because they are most likely to have authority around budget decisions.

● CEO
● Line of business VP or Director that manages business process with a lot of emails or
documents
○ For example: Dir. / VP / Chief / Head of Insurance Claims Management
● IT Management that are tasked by CEO or line-of-business managers to get an
automation solution that allows automation of document / unstructured data-intense
business processes
○ For example: CIOs / CTOs / VP / Dir / Head of IT
 Creating and Executing Business Processes

○ For example: Dir. / VP / Chief / Head of Automation / RPA (they likely already
bought an RPA tool and now need a document automation platform since RPA
does have Document AI)
● Chief Operating Officer or Dir. of Operations that is responsible for making a company
more efficient
● Head of Innovation / Change Management who is responsible for researching and
bringing in innovation to the organization

ICP Target Company Profile

Not all companies are a great fit for us. As you speak with a prospect, try to understand if their
company meets the criteria below. If they don’t meet the criteria below, do not spend a lot of
time pursuing contacts there and do make a note for your SD.

● Company or organization must have tens of thousands of documents or more for our
product to make sense. Sometimes this can also include tech startups like a Digital
Insurance
● 200+ employees
● Typically a business that sells to consumers (B2C) as this results in a lot of documents
● We see great success with mid-market companies (faster to take a call) but also big
enterprises, who by default have more documents to deal with
● We see more and more local (city or state) governments interested as they have a lot
of documents to process
● Please note, if you get

ICP Target Geographies

Please note these are the geographies we are pursuing prospects in. If you notice a prospect that is
NOT in one of these areas, please disqualify them.
● North America
○ USA
○ Canada
● EMEA
○ UK
○ DACH (Germany, Austria Switzerland)
○ Nordics
○ Benelux
○ Eastern Europe
● Latin America
● English Speaking Asian Regions
○ Philippines
○ Singapore
○ Hong Kong
○ India
● Australia/New Zealand
● South Africa

ICP Target Industries

● Any industry with a lot of documents / a lot of customers that create a lot of documents,
e.g.:
○ Insurance
○ Banking
 Creating and Executing Business Processes

○ Utilities (Electricity, Water, Gas, etc.)

○ Healthcare
○ Finance
○ Manufacturing
○ Local government
○ BPO (Business Process Outsourcing)
○ Logistics
○ Etc.

Competitors
The following is a list of our top competitors in the IDP and RPA spaces. In the Messaging
Library of this Playbook you will find further resources for messaging around competitors.

Intelligent Document Processing (IDP) Competitors:

● Instabase - most similar to Automation Hero

● Kofax - old technology
● ABBYY - just does OCR
● Hyperscience - just does OCR
● Open Text - just does OCR
● IBM Watson
● IBM Data Capture
● Insider Technologies SmartFix

Robotic Process Automation (RPA) Competitors:

RPA simulates human clicks on a desktop application to automate processes - it’s rather old
technology but quite popular. As RPA users hit obstacles with RPA, they are looking for more
advanced automation technologies - like Automation Hero.

It is a good sign when a company is using RPA as it shows they are committed to using
automation technology in the company. Typically RPA is the first step but soon or later
companies hit a wall with RPA technology especially when AI is need to process documents
(PDFs, Emails etc) or when automations become more complex.

● UiPath - biggest RPA player

● Blue Prism - oldest RPA player
● Automation Anywhere - currently sold to private equity company therefore a good
opportunity to replace

Good-to-know Industry Terminology

● Hyperautomation:
○ A term the analyst company Gartner coined to describe an end-to-end or
complete automation platform that can handle many different automation
requirements such as Automation Hero
● Intelligent Document Processing
 Creating and Executing Business Processes

○ Using Artificial Intelligence (AI) to process documents (images of invoices,

letters, forms, tax reports, reports, doctor notes etc) or unstructured data (text
that is already digital e.g. Emails)
● OCR - Optical Character Recognition
○ Using AI to turn a photo or scan of a document into text which can be
processed.
● Classification
○ Sort documents based on their content into category
● Extraction / Named Entity Extraction
○ Extract structured information from a document (e.g. extract birthdate from a
legal document)
● Deep Learning
○ An artificial intelligence methodology - it pretty much simulates the human brain
using neural networks which than are stacked (Deep) like pancakes on top of
each other
● Process Mining
○ Making a business process visual in a graph visualization
● SOC2
○ A security certification for software
● HIPAA (Health Insurance Portability and Accountability Act)
○ A security certification for software working with health information
● Connectors
○ Allows to load and push data into other IT Systems
● Structured Documents
○ Primarily forms that have the same layout. Samples of these include: Tax forms,
Insurance forms, etc.
● Semi-structured Documents
○ These are documents with discrete fields that can be found throughout the
document, but there is no guarantee the fields will be in the same place in the
next instance of the document. Samples of these include: Invoices, Purchase
Orders, etc.
● Unstructured Documents
○ These are documents that can be free-form and don’t have any predefined
structure. For example, contracts, insurance policies, essays, etc.
● Microservices
○ An architectural framework to build and deploy services that are distributed and
loosely coupled in such way that its modularity nature promotes more stable
application and services
● Automations deployed as Microservices
○ A deployment choice when operationalizing an automation so the automation
produces outputs on demand and is actively listening for incoming requests.
● Human-in-the-loop
○ The activity of bringing humans (as of agents, business users) to review and
correct outcomes of automation.
 Creating and Executing Business Processes

Product and Pricing

Product Overview
We believe time is the world’s most valuable asset. Time should not be wasted on boring tasks
especially when technology can help.

Automation Hero is the most powerful and complete Intelligent Document Processing Platform
(IDP) to automate repetitive, document-centric business processes so information workers can
focus on higher-level, value-add activities.

Automation Hero’s Hero Platform_ helps organizations in their digital transformation journey by
allowing them to access and use the data locked in a wide variety of documents such as
invoices and emails.

The Hero Platform_ allows businesses to tackle automation use cases that have been too
difficult or not possible before.

Point-and-click automations

The Hero Platform_ enables business process owners, automation developers, and citizen
data scientists to quickly:

● Point-and-click together automations that eliminate repetitive document processing

tasks, saving employees time
● Build business process automations with 250 built-in functions, no code needed!
● Deploy automations that access unstructured, semi-structured and unstructured data
stored in different systems

Do-it-yourself, powerful AI

Other technologies rely on rule-based engines that require constant maintenance every time
the automation encounters a new type of document. In contrast, The Hero Platform_ leverages
state-of-the-art techniques in AI technology to extract and classify information from documents
with our easy-to-use, point-and-click user interface. Automation designers can quickly build AI
models in a self-service fashion that can:

● Extract structured information from documents or unstructured data (e.g. invoices,

emails, legal documents, insurance policies, etc)
● Turn images into processable data (Optical Character Recognition - OCR) (We have
the most accurate OCR in the market)
● Classify documents into user defined categories

Human-in-the-loop

We offer the ability to easily integrate human intelligence when required through our
human-in-the-loop capabilities. Automation designers can choose when business users and
subject matter experts should be brought in for review (e.g. check that the AI model extracted
the right information or make final decisions based on information the AI extracted)
 Creating and Executing Business Processes

Human-in-the-loop input can be leveraged by our AI engines as training data to ensure that
the AI models stay accurate for optimal business outcomes.

Process Mining

The Hero Platform_ offers dashboards and visualizations to:

● Analyze existing manual business processes that could be automated (often referred to
as Process Mining) and
● Measure the impact or return on investment (ROI) of current automations.

Easy and secure integrations between systems

50+ point-and-click connectors to connect to any IT system.

Ultra-secure integration - SOC2 compliant.
Open APIs for connectors and functions

Expand your knowledge

Learn more at: https://automationhero.ai/product/

Why Companies Buy Automation Hero

Company has a problem:
● Too many documents - There could easily be tens of thousands or more documents
of unstructured data to process (e.g. emails, invoices, forms, applications, reports, ID
cards (passports), etc.)
● Not enough people - Companies often cannot find enough employees or it is too
costly to manually process all these documents
● Bad customer experience - A company’s customers have poor experience since they
have long wait times for the company to process their documents and provide a
response (e.g. insurances that have to process a claim or banks that have to process a
new account or loan request). Company could be losing customers or at risk of losing
them and want to make the customer experience better.
● Compliance issues - Companies or organizations have legal requirements they need
to implement that would take a lot of time to do manually. E.g. For example they might
have hide personal identifiable information with a black bar. Company may have to pay
expensive fines if they do not solve these legally required compliance issues and
therefore there is a high value in our product solving these issues.

Company realizes there are solutions - Aha!:

● Intelligent Document Processing (IDP) - a subcategory of Automation - provides
AI solutions that can process documents / unstructured data such as emails, scans of
letters, application forms, agreements, invoices and much more. (Note some
customers may not have heard of IDP but they may understand automation for
business processes. As an SDR you may need to explain IDP is a type of automation
specifically for documents like invoices or emails).

Company learns Automation Hero is the best solution - Wow!:

 Creating and Executing Business Processes

● Automation Hero is the most powerful Intelligent Document Processing platform in the
market.
● It has the most accurate AI engine to turn images into text, classify documents and
extract structured information from documents or unstructured data.
● Automation Hero easily integrates into complex IT infrastructure via point and click.
● It is simple to click together automation workflows with hundreds of point-and-click
functions.
● Humans can be easily integrated into an automation workflow to review AI results or
make critical decisions.
● Advanced analytics helps to understand complex business processes and identify
automation opportunities or measure the impact of automations.

Expand your knowledge:

Read more about the return on investment customers can expect:

https://automationhero.ai/blog/the-roi-of-ipa-why-intelligent-automation-pays-for-itself/

Read more about example use cases:

https://automationhero.ai/wp-content/uploads/2019/12/5-use-cases-for-intelligent-automation.p
df

Explore our blog: https://automationhero.ai/blog/ Note: If you want to see material that needs
to be downloaded, please don’t request it on the blog (that makes you a contact!). You can find
the link in our Content Stockpile.

Pricing
Generally SDRs should avoid discussing pricing with potential customers. Please suggest
prospects to discuss pricing details with the Sales Director. You can also consider sharing that
we have a consumption-based, pay-as-you-go pricing model so you pay for what you use.

References
Some of our customers prefer not to be referenced so it’s often best to say, we work with a
"large insurer" or one of the largest HVAC companies in North America, etc.
● North American Logos to mention: Halwell Mutual (insurance), Kin (insurance),
Element22 (financial consultancy)
● EMEA Logos you can mention: Baloise (insurance), Apleona (real estate) Signal Iduna
(insurance and financial services), Markerstudy (insurance), Allianz (financial services)
● ROI Statement: Automation Hero helped a global company see 25% improved
efficiency with an initial investment of just $120K. This resulted in $7 - 12M saved
annually on manual operations like data extraction, classification, and systems entry.
 Creating and Executing Business Processes

SDR Process / Workflow

SDR Technology Stack

SDRs are expected to access and competently use the following software:
● Hubspot - this is our Customer Relationship Management software where you will
receive leads and update contact information.
● Kixie - used to record calls and drop voicemails
● LinkedIn - professional social media platform to connect with leads
● Slack - messaging software for connecting with your Sales Director
● Google Suite - Google mail for emailing, Google Calendar for setting meetings, and
Google Meet for attending them.

Terminology

Terminology used in this section:

● Outbound - This is when Automation Hero “goes out” and finds prospects who might
be interested. At Automation Hero this is mostly automated.
○ We have developed a very advanced automated process that combines
different technologies (in combination with our own platform) to fully automate
outbound prospecting. In summary:
■ We use Bombora (an intent-based tool) to find companies that are
searching for keywords/topics that are relevant to our market and
solution.
■ We then automatically pull relevant contacts from ZoomInfo from that
company and put them in the most relevant email workflow.
■ If someone opens an email 5 or more times, or, if they click on any of
the links within an email, they become an MQL.
■ Once a contact becomes an MQL, the assigned SDR is notified for
immediate follow up.
● Inbound - This is when prospects contact Automation Hero because they are
interested, for example, maybe they visited our website and requested a meeting.
○ If a contact submits a form fill to access some of our gated content, they will
become an inbound lead source. They automatically become an MQL and the
assigned SDR is notified for immediate follow up.
○ Other sources: webinars, paid social [LinkedIn, Google, Facebook], events,
syndicated content, etc.
● Contact - New Lead
● MQL - Marketing Qualified Lead [Contact], a contact that Marketing has determined is
worth speaking to based on how well they meet the ideal customer profile. A contact
becomes an MQL when someone engages with an email, clicked on an email 5+ times,
or came in via an inbound channel.
● Prospect - A person we think may be interested in Automation Hero
 Creating and Executing Business Processes

● Sequences - A combination of manual and automated tasks

Guide to Lead Statuses:

Lead Status Who will change it Definition

SDR - New Automated Whenever we get a new contact from ZoomInfo, apollo, etc.

SDR - Marketing Automated have replied to marketing emails

Response

SDR - Marketing Automated When someone engages with marketing email and fills a form.
Qualified

SDR - Working SDRs Whenever SDR starts working on a lead, they change the status to
working.

SDR - Meeting Set SDRs Whenever SDR is able to book a meeting they set the status to Meeting
set.

SD - Qualified Sales Director Post-meeting SD will set the status to qualified if it was a good meeting
and a good fit.

SD - Opportunity Sales Director Automatically set when a Deal is created

SD - Customer Automated / Manual Whenever someone is detected a closed-won deal.

SD/SDR - Nurture Sales Director/SDRs Post-meeting is SD finds this lead to be the right profile, but not the right
time.

SD/SDR - Disqualified Sales Director / SDRs Post-meeting if it is a misfit and bad quality data.

Partner Partner team / SDs / Any partner prospect or customer.

SDRs

As an SDR you will get a list of contacts to reach out to with the goal of booking a meeting
between the prospect and your Sales Director. Generally, these contacts are already
marketing qualified so they are considered “warm.” You will use a combination of calling,
emailing and LinkedIn to contact the prospects.

At this time you are not expected to generate your own list of contacts. You will only be
conducting cold calls in regions where we cannot do automatic emails due to GDPR
restrictions.

Overall Prospecting Process

MQLs should be followed up as soon as possible (less than 5 minutes is ideal), and no
later than 24 hours.
 Creating and Executing Business Processes

At the start of each day, go over the Lead Views linked below (Priority 1a & Priority 1b) before
working on the existing contacts in the sequences.

The faster you follow-up with MQLs, the more likely you are to book a meeting. The more
personalized and relevant your communication is, the more likely it will be a successful
meeting.

Retrieving Leads

Use the Views tab (see below hyperlinks) to see inbound versus Bombora - Zoominfo contacts.
Inbound is your highest priority to follow up on within 24 hours. Please pin the links below in
Hubspot, or bookmark them. You should always work through these as fast as possible, in the
numerical order.

● Priority 1: Inbound
a. 01. Inbound - This lead category consists of Contact Sales, Demo, Trial,
E-book, Webinar, Syndicated Content Leads. These are hand raisers and
already engaged with one of our campaigns. These contacts need to be
followed up immediately.

● Priority 2: Bombora - ZoomInfo

02. Bombora - ZoomInfo Contacts - From companies with High Intent
(Bombora) and contacts from these companies Sourced from ZoomInfo. They
are then added to our drip campaigns. When they engage with the emails, they
are added to the SDR sequence for SDR follow up.
 Creating and Executing Business Processes

● Priority 3: Overdue MQLs

03. Overdue MQLs - These are any MQLs that were not touched within 24
hours. The longer you wait to follow up with an MQL, the less likely you are to
book a meeting. Ideally this list should always be at 0.

There are two goals in following up with MQLs:

1. Ensure Automation Hero is pursuing the right people and companies, and
2. Personalize the sequence for the best engagement.

Qualifying MQLs

Check that the contact fits our Ideal Customer Profile criteria. Examples to qualify out:
.edu email domains, fewer than 500 employees. Example titles to qualify out: Project
Managers, seniority lower than Manager, Marketing Department

If the contact does not fit our criteria, change “Lead Status” to “Disqualified” and
provide a reason. If the contact and company are the right fit, change “Lead Status” to
“Working”.

Review the Contact Activity before changing the status to “Working”

Before enrolling in sequences, review the contacts for their engagement with our workflows
and emails to get an idea of their activity History. The “About This Contact” section gives you
more information about the email clicks, opens, page visit and workflow enrollment.
 Creating and Executing Business Processes

Enrolling Contacts in a sequence

There are sequence options that can be used:

● Email + LinkedIn - this should be used if no phone number is available (primarily for
GDPR countries).
● Email + LinkedIn + Phone - this should be used when a phone number is available.
Note, if you reach voicemail, you need to leave a voice drop message with Kixie.

Add Leads to a Sequence:

https://www.loom.com/share/a95f79ab4c46459aa2149f0b5dc5dbd1

Personalizing sequences will increase engagement.

● Good engagement: Use the existing sequence as-is
● Great engagement!: Personalize the existing sequence both on a company and
individual level from information available in Hubspot, LinkedIn or other publicly
available sources.
○ In Hubspot, review the email workflow they came from to understand the topic
they are interested in.

Note, a contact is not considered meaningful until an SD changes it from an MQL to an SQL.
This will happen after they have their first introductory meeting. This change means, “Yes, for
all intents and purposes this person and company could be a good fit for Automation Hero.”
This is a signal of a quality meeting.
 Creating and Executing Business Processes

Recording a Call with Kixie

When you are assigned a seat, you will receive an email with directions on how to install and
set up.

Book A Meeting

Before scheduling the meeting ensure the contact already exists in Hubspot before Scheduling
the meeting. This is important for Outplay contacts.
IMPORTANT: Only use your assigned SD’s Hubspot meeting link. If you are unsure about the
unique link to use, reach out to your team lead for assistance.

After Meeting is Scheduled:

● Change Lead Status to “Meeting Set”.

● Ensure a Meeting is created in Hubspot with Type = SDR - New Business Meeting &
Outcome = Scheduled.

● Complete the following information on the Contact record

○ SDR Name (Important)
○ SDR Demo Booked Date
○ SDR Demo Source
○ SDR Notes
 Creating and Executing Business Processes

● Change Contact Ownership to the Sales Director who the meeting was booked for.
● Immediately unenroll that contact from the workflow/sequence so any further
communication comes from the Sales Director.
● Celebrate your success by sharing with your team mates!

Negative Responses / Removing a Contact

Some contacts will be a hard no and may ask to be removed from distribution lists. In this
case, please respond politely with a statement such as: “I will remove you from the contact list.
Apologies for the inconvenience. Have a nice rest of your day, goodbye.”

Next remove the contact per their request. To do so:

● Check the “DO NOT CONTACT” checkbox in the SDR section

This will ensure that the contacts are removed from the all the Email workflow and Sequences
as well as from Kixie
 Creating and Executing Business Processes

Messaging Library

In this section we will enable you with script suggestions for phone calls, emails and LinkedIn.
We also include best practices for developing a compelling and persuasive communication
style which is just as important as sharing accurate content.

Your Goal is to Book a 15 - 30 minute Meeting

Your main goal is to book meetings with qualified contacts. If you don’t know every detail about
the product, competition or industry, that is okay. The goal should be to create enough interest
and uncover enough of the contact’s pain to book a meeting. While the sales director will sell
the product, you should consider selling the opportunity to meet with the sales director. All
calls, emails and LinkedIn messages should move in this direction. Get very comfortable
asking to book a meeting. We’ve found that it’s best to refer to the meeting as a “discovery
call” or a “short presentation.” You should suggest an exact time or a choice between times to
meet when making the request. Examples:

May I set up a discovery call between you and one of our product specialists to see if we are a
good fit? How does next Wednesday at 3pm PST work?

Would you be interested in seeing a short presentation about how we might solve some of
your automation challenges with one of our product specialists? Let’s do this next week?

That’s a great question and something I think would be best answered by Amanda. She’s
worked with customers like X, Y and Z. Let me go ahead and set up a time for a discovery call
with him. Do you prefer mornings or afternoons to meet?

That sounds frustrating! Can I book a discovery call for you with Steve who can talk about how
we address similar situations? Would you like to meet on Tuesday or Wednesday?

Please show confidence in asking to book a meeting. We have a great product and though the
contact may not know it yet, what you are offering could really help them.

TALKER

Please use the communication suggestions below in all your conversations. These will not
only support your success at Automation Hero but in life!

TALKER is an acronym (developed by Winning By Design) to remind you to use excellent

communication skills. It stands for
 Creating and Executing Business Processes

Tone, Ask Questions, Listen, Keep Notes, Elaborate and Repeat. Please read about each one
below.

Tone
“Set the tone” of the conversation by controlling your speed, pitch and tone of voice.
● Tone tips:
○ Warm up before you start making calls by stretching your vocal chords
(making weird sounds)
○ Explore the right pace. Most people speak quickly when they are
nervous. Slowing down helps you come across as more confident and
easy to understand.
○ Speak clearly and enunciate each word especially when saying phrases
like “Intelligent document processing” which have a lot of syllables.
○ Notice your pitch. Most people speak in a higher voice when they are
nervous. Speaking in a lower voice tends to make you sound more
confident though don’t go so extreme that it comes off artificial.
○ When you settle in to work, try to find your “inner happy place” and smile
when you talk - your calm and happiness comes across in your voice.
Some SDRs even use a mirror at their work station.

Expand your knowledge

Check out this video explaining voice control. Start at 4:08 for the most relevant information.
https://www.ted.com/talks/julian_treasure_how_to_speak_so_that_people_want_to_listen?lan
guage=en

Ask questions
Don’t start selling right away! Use questions to diagnose the situation particularly if you want to
understand where the customer is experiencing pain in their processes. Notice how long you
are talking versus how long they are talking. If you are having a one sided conversation, you
probably need to start asking questions sooner and more often.

Use closed ended questions to open or close the conversation or make the conversation a
little speedier. Closed ended questions have simple one word answers. For example:

Q. Are you already using software to automate your business processes? A. Yes/No
Q. I see you are the Head of Innovation at Acme Co. Is that right? A. Yes/No
Q. How many offices do you have? A. 3
Q. Are you ready to move forward? A. Yes/No

Use open ended questions to pull out more information from the prospect and to slow the
conversation down. Open ended questions prompt for longer explanations and hopefully an
opinion from the prospect. For example:

Q. How are you currently dealing with processes that involve handwritten documents? A. We
have a team that manually enters the information…
 Creating and Executing Business Processes

Q. What processes are really slowing your company down? A. We are really struggling with
invoice processing.
Q. Where do you think automation would be most useful in your department?

Use a combination of closed and open conversations to move the conversation forward.
Example:

Closed Q. I recently spoke with another innovation leader at a similarly sized company in your
industry and they said they have been struggling with email triage. Is that true for you also?
Yes
Open Q. What does that look like for you? A. Well, we have a whole team dedicated to this but
they aren’t able to keep up with…

Consider the following three types of questions and how they might be used in your
conversations.

Type of question Description Examples Notes

Situational Situational questions Q. Are you already Don’t use too many
deal with facts. using technology to of these or it can
Usually simple automate your sound like an
background processes? interrogation. 3-5
information and Q. I noticed on situational questions
closed ended. They LinkedIn, your are helpful.
will help you company employs
understand if this is a about 300 people, is
good prospect to that right?
invest time in.

Pain Pain questions are Q. Many of our Don’t start with pain
where you find the customers also use questions right away.
pain or challenges RPA technology and Use a few situational
the prospect is find that it works questions to
experiencing. This great for some establish
should be a solid processes not understanding and
portion of your calls. others. What allow you to
roadblocks has your reference what you
current automation learned from the
technology hit? situational questions.

Q. Which types of When a customer

documents do you tells you about a
still have to rely on pain, express
manual processing empathy, e.g. “Wow,
to deal with? that does sound
difficult. Also
summarize what they
said to you e.g. “So
 Creating and Executing Business Processes

you are dedicating a

whole team to route
emails to correct
departments.
Honestly I hear
about that a lot.

Impact Impact questions Q. May I ask what Impact questions

identify the impact you would be able to should only be used
that gets delivered do if XYZ documents after they have
by solving their pain. could be identified some pain.
Great impact automatically
questions can help processed? You don’t need to
your customer see uncover all the pain
how your solution Q. What would you and impacts - the SD
would help them do with the extra will dig deeper. Your
solve bigger issues time? goal is to make them
than just the most realize they have a
immediate pain. Q. How would this big enough pain that
impact your it’s worth having a
customers? meeting to discuss.

Listen
Communicating is just as much about listening as it is talking. Listen carefully for the “hints”
that the prospect gives you and mirror their language and interests.

● Listening Tips:
○ Demonstrate you are listening with short phrases like, “Got it”, “I understand”
○ Use similar words that they do. E.g. If they say, “We have important information
in our documents,” also use the words “important information” and maybe not
“valuable data.” Or if they say, “I don’t particularly care for XYZ,” ask them
“What do you particularly care about?”
○ Adjust your tone and pace to match theirs and then guide them to where you
want it to be. E.g. If they seem rushed, speak more quickly to show you
understand there is a sense of urgency and then slow down a few statements
later.

Keep Notes
Your mind is tricking you if you think you will remember everything. Note taking separates
professionals from amateurs.
● Note taking tips:
○ Note the most important things they say and don’t try to write down everything.
○ Note overall tone: e.g. “Very curious about technical details” or “skeptical but
willing to meet.” Add these to the notes in Hubspot - this is gold for your Sales
Director.
 Creating and Executing Business Processes

○ If the contact can hear you typing or there’s a pause while you take notes, say,
“I’m taking notes to make sure I remember what’s important to you.”

Elaborate
Being able to elaborate is more of an art than a science. Listen closely, dig deeper with
thoughtful questions and be truly curious to understand what the customer needs. Being able
to elaborate usually means going off script and connecting on a human level.

Repeat
Summarize what you thought the customer said. This proves to the customer you were
listening to them and helps you check that you got it right. You can lead into this by saying, “So
you’re saying that…” “So if I got this right,...”

If this is your first time reading about TALKER, give it a try. Then come back and look at it
again in a week or two. The tips here can grow with your experience.

Connect as Humans
It is tremendously important to build a human connection with your contact. Don't be afraid of
calling. You will only be talking to a person just like you are. See them as equal.
People get hundreds of sales pitches throughout the day - be different.

While your goal is to set a meeting, your mindset should be about helping them solve a
problem with the belief that there is a mutual benefit in doing so. If there is not a match in what
we offer and they need, it’s fine to finish the call and move on.

Good listening means you also listen to the details they mention about their lives and respond
to those. For example, if you ask how someone is and they say they are tired because they
just got a new puppy and you ask to book a meeting, that is not good listening! Ask about their
puppy, congratulate them on their new family member, help them get comfortable talking to
you.

Some of our best deals came from SDR conversations that started out about: diaper brands
for new babies, dogs, skiing, and remedies for a stuffy nose. Remember you are talking to
another human.

Calling Best Practices

Are you ready to make your calls as painless and productive as possible? The biggest mistake
people make on sales calls is selling! When done right, your prospect will sell themselves.
Make this call all about them, not you.

Your role on a sales call is to be a guide or consultant rather than a “salesperson”. Just
remember, you’re creating mutually beneficial relationships, not transactions. When you
frame it this way, it neutralizes any pressure you might feel – putting your prospects at ease,
too.
 Creating and Executing Business Processes

The person picking up the phone always thinks: What is in for me?

Objective: Identify their biggest need at this stage and what is not currently working with their
current approach and then book a meeting to discover if we can solve it.

Call Introduction Structure

● Explain who you are immediately and acknowledge that you haven’t spoken before so
people aren’t confused.
● Explain why you are calling. People want to know right away why you are calling. You
need to prove early you’ve done some research and are bringing some relevant
information to them.
● Explain the “What’s In It For Me? (WIIFM)” to the contact. Provide value throughout
the conversation by sharing knowledge, documents or access to industry experts (our
sales directors).
● Then Ask a Question to get you into a conversation.
● DO NOT ask anything related to time. For example DO NOT ask, “Do you have a
minute?”, “Is this a good time?” Or “Is this a bad time.”
● Once you’ve identified their biggest need, ask to book a meeting.

Examples:

Who: Hi, this is Tom. I’m calling from Automation Hero and we’ve never spoken before.

Why: The reason for my call is to follow up on the email you received about XYZ.

WIIFM: Automation Hero is a leader in Intelligent Document Processing and artificial

intelligence to automate business processes.

Question: Are there processes in your company that are taking up a lot of time for your
employees or resulting in a poor customer experience?

Or

Who: Hi, this is Tom. I’m calling from Automation Hero and I know you are not expecting my
call.

Why: I’m calling you today because I saw you are the Head of Innovation at XYZ company.

WIIFM: We work with many other innovation departments to bring cutting edge AI to do
intelligent document processing.

Question: Does your company struggle with manual processes involving documents like
email or invoices?

Or

Who: Hi, this is Tom. I’m calling from Automation Hero and we’ve never spoken before.
 Creating and Executing Business Processes

Why: The reason for my call is to understand which processes in your company you could use
help automating.

WIIFM: Automation Hero offers intelligent document processing using AI to help our customers
save time.

Question: Do you currently use any automation technology?

Or

Who: Hi, this is Tom from Automation Hero. How are you doing?

Why: I’m calling from Automation Hero and we haven’t spoken on the phone before but I’m
calling to follow up on the email I sent you earlier. I was wondering if you had a chance to read
it?

Contact: No I haven't seen it! (99% of the time the answer will be no in various forms of
rudeness so be prepared.)

WIIFM: Oh, no worries, ( maybe a "joke" here would come in handy. Comment on how busy they
are). I'll make sure to send it again. But, since we are on a call already can I tell you the main point
of that email?

-Yes. (99% of time the answer will be yes and that is your chance to pitch)

-Well the main point of that email (Very important to start a sentence like that) was thatAutomation
Hero offers intelligent document processing using AI to help our customers save time. Using
our intelligent document processing, we managed to speed up various workflows by 70-80%.

Question: So, I was wondering are you using any automation solution at the moment? or Now, I
noticed on your LinkedIn that you are the (POSITION) at (COMPANY) so I assumed that you would
be the person to talk to, right? (Just one of the examples. It should vary according to the position
and the company)..

Winning By Design: The Right Way to Cold Call

Call Scripts

Once you’ve gotten past the first 10-15 seconds of the conversation, then you may find it
beneficial to reference the Bombora topics associated with that contact. For example, a
banking customer is likely to care about LIBOR and some customers may want to hear more
about Optical Character Recognition.

Please refer to the following Bombora intent call scripts to see examples of these types of
conversations.

https://app.hubspot.com/reports-dashboard/9363121/view/8575153
 Creating and Executing Business Processes

Leaving Voicemail

Set up voice drop with Kixie

Watch the 4 minute video Winning By Design: Leaving a Voicemail for best practices on
leaving a voicemail.

Emails

Most of the time you will not be writing your own emails but instead using pre-written
sequences. You should check your email throughout your shift to respond to contacts who
have replied to your email. You will also receive email in Hubspot but you don’t get email
notifications there, so it’s important to check your email to see new responses.

To enroll contacts in a sequence, please refer to the sequences section above.

If the contact asks for an email, ask them if there’s anything particular they want to see in it.

If you end up needing to write emails, follow these best practices:

● Keep it short! Best practice is to keep it the length of a phone screen.

● Your introduction should be extremely short, remember the email is about them not you.
● Emails should be personalized which means you include some details that only could be
written to them, e.g. “Hi Name, I see you are the director of XYZ at Acme.
● More importantly, emails should be relevant, meaning that you share information that is
likely to matter to them - and you need to do this right away to catch their attention.
● All emails should offer a reward tailored to your contact. You need to deliver value, not
just pitch the product. This could be a blog post where you point out what you think they
might find interesting.
● Make one, clear request. Hint: It doesn’t always have to be a meeting request. Often in
the first email, you can ask for interest, “Are you interested in learning more?” and ask for
time in a follow up email.
● Subject lines should be shorter, 6-8 words,
● Subject lines should not be spammy sounding but also prompt curiosity
● Too many links in the email looks like spam

Sample email sequence

Email 1: Introduction Email

Hi {{ contact.firstname }},

Short intro: I am from Automation Hero

 Creating and Executing Business Processes

Personalized and Relevant: and am reaching out to you because you’re the director of IT at
Acme. Many IT directors share with us that they are having difficulties extracting data from
unstructured documents. Is that true for you too?

Reward: Automation Hero utilizes artificial intelligence + process automation to eliminate

manual document processing for unstructured data like emails, PDFs, photos, handwritten
notes, and more.

Request: If you'd like, I can send over more information on use-cases from companies like
Principal Financial, Allianz, and Baloise.

Please let me know how I can help,

Joey

Email 2: This email is only to let them know you are a real person

{{ contact.firstname }}​- Just following up on my previous email. Thank you! - Joey

Email 3: If it is the right person, why have they not responded? Something in place?
Compete-email plus an ask.

Hi {{ contact.firstname }},

I hope you are doing well! To be clear, our goal is to enhance what you have in place, not
rip-and-replace. We integrate directly with UI Path, Blue Prism, and/or Automation Anywhere
by providing AI around your digital automations. That said, I believe a discussion would be well
worth your time. Can we put something on the calendar within the next couple of days?

Thank you,
Joey

Email 4: Use case and asking for time

Hi {{ contact.firstname }} - Wanted to send you the Baloise use-case that I mentioned...I hope
you find this helpful!

Automation Hero helped Swiss insurance group Baloise to streamline data gathering,
aggregation, and data entry work for their staff, ultimately saving the company over 700 hours
per year. Automation Hero's point-and-click technology eliminated mundane tasks and allowed
Baloise employees to focus on driving innovation.

Will you be free for a quick chat sometime this week? We could go over specific use cases of
automation for your business. Feel free to book time on my calendar here.

Best,
Joey
 Creating and Executing Business Processes

Email 5: Hard ask

Hi {{ contact.firstname }}​,

Did any of the above emails interest you? If so, can we schedule a discovery call to talk
through this in more detail?

Best,
Joey

Winning by Design: How to Write Better Emails

Social Media - LinkedIn

The only social media platform you should use is LinkedIn. Using other platforms to connect
(e.g. Facebook or Twitter) can feel creepy to the contact.

You will need to update your own LinkedIn profile to look professional. Examples here for
Marko and Slobodan.
● Show that you are an Automation Hero business development manager
● Use a professional picture for yourself and the banner
● Update job description
● Connect with 500 people as this makes you more credible to contacts
○ Connect with your colleagues, Automation Hero employees

On LinkedIn, you have to make connection requests. These requests should either include no
message or a very short relevant message that is not a sales pitch, e.g. “Hi Jennifer, I see we
are both in the automation space, I would love to connect,” or “Hi Jerry, congratulations on the
recent promotion. Hope to connect soon.”

Once someone has accepted your request:

● Check the contact info is correct: title, company, phone number (this often needs to be
updated). Sometimes the contact was incorrect in Hubspot and the lead is not qualified
or has changed jobs.
● Understand the contact’s responsibilities and interests. You might discover clues about
them based on job descriptions, past jobs, charity work they’re involved in, universities,
articles they have shared and posts - both business and more personal topics.
● Once someone accepts your request, you can message them.
● Best practice is to use a LinkedIn message in conjunction with calling and emailing -
e.g. When you call you can say, “We recently connected on LinkedIn” or when you
send a LinkedIn message, you can say, “I just left you a voice mail and hoping we can
talk about your automation strategy.”
● LinkedIn messages often work better when they are more informal - language should
be extra short, friendly and relevant to the person.
 Creating and Executing Business Processes

● Reference some activity that you see on their LinkedIn.

● Try to limit it to one question per message.

For example:

First messages:

Hi Gretchen,
Pleasure connecting with you :) I’m curious about your automation strategy. Are you using any
automation solution?

Best,
Name

Hi Maria,
I see that you’re interested in how artificial intelligence will impact the future of work - me too!
Are you using artificial intelligence to process documents yet?

Take care,
Name

Snippets (WIP)

Snippets are pieces of content that you can copy and paste into any email or message. Use
these as you see fit.

Elevator Pitch

Automation Hero offers the most powerful and complete intelligent document processing
platform with the easiest-to-use and most accurate AI in the industry. Now organizations can
process documents faster than ever and accelerate business processes to stay competitive.

Automation Hero’s award-winning intelligent document processing platform gets you up and
running within minutes, provides value within hours, and is future-proof for the years to come.
Connect with any IT infrastructure, click together no-code workflows with the industry’s most
accurate AI, seamlessly integrate your workforce into the process, and get real-time insights.
Our platform is trusted by Fortune 100 enterprises, ambitious mid-market companies, and the
fastest growing startups alike.
 Creating and Executing Business Processes

Value propositions

Our customers have seen large ROI by optimizing some of the process challenges such as
Invoice Processing, Contract Management and Email Classification/Triage.

Questions To Ask (WIP)

● How many documents do you or your team handle on a weekly basis?

● How many people do you think are involved in manual document processing?
● Or, how many hours do you think you or your team spend manually processing
documents?

Automation Hero Qualification questions

Once you have set a meeting, try to ask a few more follow up questions to determine the
quality of this contact. This will really help your sales director going into the call. Ask your
sales director what qualification questions would be most helpful to them to know.

Common Questions (WIP)

This section will be updated with your feedback!

Objection Handling (WIP)

This section will be updated with your feedback!

Competitor in place: We already have a current solution in place, we don’t need any new
platforms.

In-house solution in place: We currently have an in-house solution working for us.

Brush off: You may send us an email and we’ll get back to you.

Competitor Battle Cards

You will likely speak with many contacts who engage services from one of our competitors. As
an SDR, you do not need to know all the details of every competitor. Your goal should be to
ask questions that uncover the shortcomings of competitors and pain the contact is
experiencing - then book a meeting for the sales director to dive deeper! Please refer to the
objection handling section on competitors in the previous section.

As you become more experienced, it would benefit you to become familiar with the most
common competitors and how we position ourselves in relation to them. Please check out our
battlecards for more information.

Competitive Battlecards stored in Hubspot

 Creating and Executing Business Processes

Quick tips
● DO NOT hang up on a contact who has expressed disinterest without saying goodbye,
DO say goodbye and wish them a good day even if they have expressed disinterest.
You are the face and voice of our company and we treat everyone with respect.
● DO NOT ever say that our product replaces people. Our mission statement is to make
people more effective and reduce boring tasks. We are not out to replace humans. DO
say that we help humans be more productive.
● DO NOT use the German nationality of our CEO as the main hook for German
contacts.
● DO NOT say we do “RPA + AI.” This is some of our old messaging. DO say we offer
Intelligent Document Processing to automate business processes. We have powerful
AI and are an end-to-end automation platform.
● DO NOT waste time on people who are truly not interested. You have other numbers to
call and people to email. If you get a strong no, DO politely end the call, mark the
contact as DO NOT CONTACT and move on.
● DO NOT ask yes/no questions in regards to booking a meeting, e.g. “Can I schedule
something for this week?” Instead, DO ask questions that have the contact pick a time,
“Will this Tuesday at 3pm work?”, “Would you prefer this week or next?” or “What times
this week are best for you?”
● DO NOT book a meeting by telling contacts the goal is to get the contact’s “feedback.”
DO tell contacts the goal of the meeting is to see if we can help solve their problems.
● DO NOT apologize when booking a meeting or say “even three weeks out is okay.” DO
show confidence in our product by expressing a sense of urgency and excitement.
● DO spell out names and emails by referencing a common word, e.g. “R as in
Rhinoceros, I as in ice cube, O as in ostrich and N as in Nice” to ensure accurate
understanding.
● DO offer articles, advice, access to sales directors that are valuable. If you offer
something that looks like it will solve their precise problem, they will ask you for a
meeting!
● DO explain product topics like you might explain it to a friend. The goal is to not sound
super “sales-y”
● DO NOT say “No strings attached” to book a meeting. Though this is true, it goes
without saying that there are no strings attached. Saying this makes it seem like we are
kind of the company that would consider “adding strings.”

Targets and Performance Measurement

Target expectations after onboarding:

● 100 dials per day
● 20 LinkedIn requests per day
● 5 highly personalized outreaches via LinkedIn message after people accepted the
requests per day
 Creating and Executing Business Processes

The main goal is to reach:

● 15 scheduled meetings per SDR per Month

Time Management Best Practices

As an SDR, you have a variety of tasks to do during the day including:

● Responding to new MQLs as they come in
● Make sure meetings and contact details are correctly recorded in Hubspot
● Making phone calls
● Responding to emails
● Checking in with your Sales Director
● Professional development and role playing

How to balance it all? Managing your workload to accomplish your most urgent tasks, make
phone calls at the right time for your target time zone and grow your skill set for the long term
takes a lot of organization. We suggest:

Have a routine you do at the beginning of every shift to “get in the zone.” This might include
reviewing your plan/schedule for the day and blocking time on your calendar appropriately.
Doing a roleplay to “warm up” with yourself, a colleague or your Sales Director. Generally,
MQL and Emails are your quick wins, so they should be attended to first. Also many people
find it helpful to read an industry article or do some other type of professional development for
15 minutes a day or twice a week to keep themselves sharp and inspired.

Your Email and LinkedIn should alway be open. It is recommended to pin those 2 so they don't
take much space on the Tab Bar.

Schedule your day to make sure you are calling at the best times for your target time zones - 10am
till 11:30am and 3:30 till 5pm local times. Reminder, the United States has 4 time zones so
schedule appropriately.

Remember that 70% of meetings are scheduled via calls, so that’s where you should focus the
most.

Time management article: https://www.vouris.com/blog/sales-time-management

Playbook sign off

I have read through this Playbook and asked questions about anything that is unclear to me.

Name Date
Creating and Executing Business Processes