Overview
This playbook provides a structured 30-60-90 day onboarding program for new Sales Development Representatives. A well-designed onboarding program accelerates time to productivity and improves retention.
Pre-Start Preparation
Before Day 1, Ensure:
Systems Ready
- Email account created
- CRM access provisioned
- Sales engagement tool access
- LinkedIn Sales Navigator seat
- Phone/dialer set up
- Slack/Teams access
Materials Prepared
- Welcome packet/swag shipped
- Onboarding schedule sent
- Training links shared
- First week calendar blocked
People Notified
- Buddy assigned and briefed
- Manager 1:1s scheduled
- Team intro meeting set
- IT support aware
Days 1-30: Foundation
Week 1: Orientation
Day 1: Welcome
- Team introductions
- Office/remote setup
- Systems login verification
- Company overview presentation
- Buddy lunch/coffee
Day 2: Company & Product
- Company history and mission
- Product overview (high-level)
- Customer stories and case studies
- Competitive landscape overview
Day 3: Market & ICP
- Target market deep dive
- Ideal Customer Profile review
- Persona documentation
- Common pain points
Day 4: Process & Tools
- CRM training
- Sales engagement platform training
- Daily workflow walkthrough
- Metrics and expectations review
Day 5: Shadowing
- Shadow top performer calls (2+ hours)
- Listen to recorded calls
- Debrief with manager
- Week 1 assessment
Week 2: Product Deep Dive
Focus Areas
- Product demo training (watch 5+ demos)
- Feature/benefit mapping
- Common objections and responses
- Pricing and packaging
- Integration capabilities
Activities
- Complete product certification quiz
- Give practice demo to buddy
- Shadow 3+ discovery calls
- Document questions for product team
Week 3: Messaging & Scripts
Focus Areas
- Cold call script training
- Email template review
- LinkedIn messaging approach
- Voicemail scripts
- Objection handling framework
Activities
- Role-play cold calls with buddy (5+)
- Write and review 3 personalized emails
- Record practice cold call for feedback
- Memorize elevator pitch
Week 4: Supervised Prospecting
Focus Areas
- Build first target account list (25-50 accounts)
- Research and personalization practice
- Make first 50 calls (supervised)
- Send first 25 emails (reviewed before sending)
Milestones
- Complete 50+ dials
- Have 5+ conversations
- Send 25+ emails
- 30-day assessment passed
Days 31-60: Development
Week 5-6: Independent Prospecting
Expectations
- Full daily prospecting activity (calls + emails)
- Manager reviews first hour of calls daily
- Email spot-checks twice weekly
- 1:1 coaching sessions (30 min, 3x/week)
Targets
| Metric | Week 5 | Week 6 |
|---|---|---|
| Calls | 40/day | 50/day |
| Emails | 20/day | 30/day |
| Conversations | 4/day | 5/day |
| Meetings | 1/week | 2/week |
Week 7-8: Skill Development
Focus Areas
- Advanced objection handling
- Multi-threading techniques
- LinkedIn engagement strategy
- Time management optimization
Activities
- Attend team training session
- Complete online sales course
- Peer coaching session (give and receive)
- Win/loss review with AE
Milestones
- Book 3+ meetings independently
- Hit 80% of activity targets
- Pass 60-day skills assessment
- Graduate from supervised to spot-check
Days 61-90: Mastery
Week 9-10: Optimization
Focus Areas
- Sequence optimization (test new approaches)
- Personal messaging style development
- Account prioritization strategy
- Collaboration with marketing on campaigns
Expectations
- Full quota activity
- 1:1 coaching reduced to 2x/week
- Self-directed skill development
- Peer mentoring begins
Week 11-12: Full Productivity
Targets
| Metric | Target |
|---|---|
| Calls | 60+/day |
| Emails | 40+/day |
| Conversations | 6+/day |
| Meetings | 3+/week |
| Pipeline Generated | $X/month |
Milestones
- Hit full monthly quota
- 90-day assessment passed
- Onboarding complete certification
- Transition to standard performance management
Training Curriculum
Required Training Modules
| Module | Duration | When |
|---|---|---|
| Company & Culture | 2 hours | Week 1 |
| Product Fundamentals | 4 hours | Week 2 |
| CRM & Tools | 3 hours | Week 1 |
| Messaging & Scripting | 4 hours | Week 3 |
| Objection Handling | 2 hours | Week 3 |
| Advanced Prospecting | 3 hours | Week 6 |
| Time Management | 1 hour | Week 5 |
Recommended Reading/Watching
- Company blog (top 10 posts)
- Product documentation
- 10 recorded demo calls
- 10 recorded discovery calls
- Industry analyst reports
Coaching Framework
Weekly 1:1 Agenda
First 30 Days (30 min, 3x/week)
- Wins and challenges (5 min)
- Call/email review (15 min)
- Skill development focus (5 min)
- Questions and blockers (5 min)
Days 31-60 (30 min, 2x/week)
- Metrics review (5 min)
- Pipeline progress (10 min)
- Skill coaching (10 min)
- Goal setting (5 min)
Days 61-90 (30 min, weekly)
- Performance vs. quota (10 min)
- Development areas (10 min)
- Career discussion (10 min)
Feedback Approach
Call Reviews
- Listen to 2+ calls per week
- Provide written feedback
- Highlight 1 strength, 1 improvement
- Follow up in 1:1
Email Reviews
- Review 5+ emails per week
- Score on personalization, clarity, CTA
- Share best examples with team
Assessment Criteria
30-Day Checkpoint
| Area | Criteria | Pass |
|---|---|---|
| Product Knowledge | Pass quiz (80%+) | Yes/No |
| Script Mastery | Role-play evaluation | 1-5 |
| Tool Proficiency | Complete tasks independently | Yes/No |
| Activity | Hit 70% of targets | Yes/No |
| Attitude | Coachable, engaged | 1-5 |
60-Day Checkpoint
| Area | Criteria | Pass |
|---|---|---|
| Meetings Booked | 3+ meetings | Yes/No |
| Conversation Quality | Call review score | 1-5 |
| Activity Consistency | Hit 80% of targets | Yes/No |
| Independence | Minimal supervision needed | 1-5 |
| Improvement | Progress from Day 30 | 1-5 |
90-Day Checkpoint
| Area | Criteria | Pass |
|---|---|---|
| Quota Attainment | Hit monthly quota | Yes/No |
| Quality Metrics | Reply rates, conversion | 1-5 |
| Full Productivity | Consistent daily performance | Yes/No |
| Team Contribution | Helps others, shares learnings | 1-5 |
| Ready for Advancement | Potential for growth | 1-5 |
Buddy Program
Buddy Responsibilities
Week 1-2
- Daily check-ins (15 min)
- Answer questions
- Include in team activities
- Share tips and shortcuts
Week 3-4
- Bi-weekly check-ins
- Role-play practice
- Introduce to key contacts
- Celebrate first wins
Month 2-3
- Weekly coffee/lunch
- Career advice
- Ongoing support as needed
Buddy Selection Criteria
- 6+ months tenure
- Consistently hitting quota
- Strong communication skills
- Volunteer or nominated
Common Pitfalls to Avoid
- Information overload - Space out training
- Sink or swim - Provide structured support
- No clear milestones - Set and communicate expectations
- Insufficient practice - Role-play before real calls
- Isolated learning - Build peer connections
- One-size-fits-all - Adapt to individual learning styles
Success Metrics
Your onboarding program is working when:
- Time to first meeting: < 14 days
- Time to full productivity: < 90 days
- 90-day retention: > 85%
- New hire NPS: > 50
- Performance variance: Low between new hires