Efficiently targeting your ideal accounts and contacts is the goal of rules of engagement.

It starts with enabling your sales team with a fully unified sales engagement platform – ready to jumpstart you team?

Rules? Who needs rules?

Your sales team, most likely.

Sales reps should always be very clear on which contacts and accounts they are allowed to work. Rules of Engagement are the answer to the all-too-familiar question of sales teams: “am I, rep x, allowed to pursue this account and reach out to this contact?”

In order for a sales rep to work an account or contact, they must be eligible. Eligibility is primarily determined by three key criteria:

  1. Who owns the opportunity: If an account, contact, or opportunity has already been assigned to a rep, then another rep can’t interfere or work the prospect.
  2. Stage criteria: Accounts and contacts in certain stages are off limits, so proceed with caution! Some are obvious: don’t waste time engaging a prospect that has been labeled as “bad fit” in the Working Stage. Some may be less obvious: a prospect in the Nurture Stage with a “Dead Opportunity” label can be worked, as long as they’re not assigned to another rep’s territory.
  3. Territories: Perhaps the biggest determinant of whether or not a rep can work an account or contact is it that a prospect or opportunity is in their assigned territory. Simply said, if a prospect isn’t in your territory, hands off.

Rules of Engagement are absolutely crucial for keeping engagement organized and seamless.


Setting Up Rules of Engagement for an SDR Team

Wow, Gary has already worked so tirelessly at creating an ideal ABS framework for his team. His SDRs are lucky to have such a diligent Head of Sales Development, round of applause for Gary!

Gary isn’t quite finished with setting up his team’s sales ops though, he still has one last step: Rules of Engagement.

Rules of Engagement help Gary’s SDRs know which accounts and contacts they can and can’t work. He doesn’t want his reps stepping on each other’s toes.

  1. First and foremost, Gary makes sure that he himself assigns each of his reps the accounts and contacts they should work.

    This prevents any one of his SDRs from accidentally contacting people who have already been touched by a fellow rep on the team.
  2. Next, Gary makes some rules about Account and Contact Stages. Gary tells his SDRs not to work accounts and contacts in the Do Not Contact Account and Contact Stages, at least not without his explicit permission.Additionally, he warns his reps to check both the Contact Stages and Account Stages of any prospect, just to make sure the account or contact isn’t already being worked by a different rep.He also reminds his reps that accounts and contacts with a Check Back Later Stage shouldn’t be touched again until three months have passed since last contact.
  3. There is one Rules of Engagement category that Gary doesn’t use, and that’s Territories. Gary’s sales team and average deal size is relatively small. At their current size, Gary sees no real need to assign his reps geographical territories at this point.He plans to start assigning territories once the average deal size for his team reaches over $50,000. Plus, ProspectIT mostly focuses on targeting accounts and contacts in California, so there is no real need for separate territories for different reps.


Speaking of targeting, Gary will show us how he creates IAPs and ICPs for his team at ProspectIT in the next section. Read on!

This post concludes our section on building ABS sales ops for sales teams. We, however, are just getting started.

Starting next week, our next set of blogs will continue to follow our beloved Gary and ProspectIT as they start building their Targeting: from IAPs to ICPs, buyer personas to workflows.

You’re not going to want to miss out.


Got questions, comments, concerns? Feel free to drop us an email at sales@apollo.io