Episode Transcript
WEBVTT
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You were listening to be tob revenue
acceleration, a podcast dedicated to helping software
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executives stay on the cutting edge of
sales and marketing in their industry. Let's
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get into the show. Hi,
you welcome to be to be a revenue
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acceleration. My name is a really
am withier and I'm here today with David
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Delaney from ten pounds. Oh are
you doing today, David? I'm duing
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well, I'm doing well. Thank
you so much for having me on the
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show. That's the pleasure. That's
the pleasure. So today to to be
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that we want to discuss with you, David, is the evolution of sales
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development to be it is really close
to our heart, as you would expect.
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But first, can you please introduce
yourself, as well as your company,
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ten bound? Sure, absolutely so. I have been in and around
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the sales and marketing industry for going
on way too long. I don't want
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to say how long, a long
time. Yeah, I came up through
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the ranks of selling sales training for
a company called achieve global and we were
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selling the training and delivering it,
taking it as everything around sales training,
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and I had, you know,
born and raised in the bay area.
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So I had always wanted to get
into the tech industry and I got my
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foot in the door at a company
called glass door and when. Since then
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has gone on to be a big
success, but at that time they were
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just starting to go to market and
at the same time, you know,
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sales development was becoming a big industry
with the advent of predictable revenue and,
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you know, the for tools that
were coming online, especially sales force.
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So we started the initial sales development
program at glass door, went on started
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a few other successful sales development programs
and then about two years ago, started
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sales ten pound as a sales development
training and consulting firm to really help managers
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and wraps to improve the performance of
their sales development programs and and also really
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act as like an industry analysts and
understanding the overall industry and helping people to
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get a better handle on their sales
development programs. And so over here at
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ten pound that's what we're doing and
we also do a big event, which
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is the sales development conference, which
just took place this past fall and I'm
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recovering. It's been a couple months
so and now. I remember meeting with
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you when you in the in the
preparation of the event and yeah, it
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did look like quite to be piece
to swallow. You know, it looks
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if you do an event really well, it looks easy from the outside,
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which is how it how it should
be a seamless experience for everybody involved.
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But yeah, there's a lot of
work that goes into it and you know
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that. We could talk more about
but it was a great experience and and
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as a big success this year.
So well, I'm glad you bring it
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top actually, because that's that's my
that's my next question. So the next
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question that they had for you is
around the sales development gone fronts that that
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you run. You're running some from
C school. We had some right feedback
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from you friend people about the conference, but it would be really great if
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you could share WAZUS. So need
to be mobilt. What happened at the
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conference? Why did you sit eat
up in first place, and why do
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you think it's so important for the
future off sets development? Yeah, you
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know, that's an interesting question.
So just quick backstory. When I was
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looking at the landscape of starting a
business a couple of years ago, you
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know, I kicked around some ideas
about starting as software as a service company,
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you know, tool to help sales
development wraps and managers to accelerate their
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progress, and I felt like,
you know, that there's a lot of
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tools out there to support that,
but there's not a lot of thought leadership
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around how to run a sales development
program and how to train managers and wraps
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and, you know, bring up
the skill level, and so I really
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wanted to focus on that with pen
bound to be able to be more of
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a service business to help people who
are already running sales development. And you
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know, one of the ways to
get the word out is to start to
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run events. I didn't have a
big network, I didn't have a database
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or anything like that, and so
we started with meetups, just quarterly meetups
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to get together and talk sales development
management and, you know, the the
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Best Practices for setting appointments and building
pipeline and you know, it just eventually
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evolved into a conference. You know, I was sitting there one day and
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I just thought, you know,
right now there's not an industry wide conference
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that's one hundred percent focused on sales
development and what we do every day,
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and I felt like there's a need
for upleveling this profession and really getting some
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great research and advice and events in
place. And so we went ahead and
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made a goal and did our first
one in two thousand and seventeen. That's
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wonderful, very really good. So
and how many people did you have attending?
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What you expect next show? I'll
do you expect it to grow?
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I mean we see was a stelts
and I believe that this touff was re
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moven. Be On your expectations.
But do you expect to come friends,
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to go to grow? Foz and
fell I guess you on size, yes,
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but but by all much? Yeah, absolutely. I mean the first
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and foremost, it's it. The
goal of the conference is to add value
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and help people to uplevel their sales
development profession, whether they're CEO trying to
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figure out how to build more pipeline, whether there are a manager on the
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sales are marketing side, or whether
they are wrap. I mean we're definitely
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we don't talk much about ten bound
there. It's not a user conference because
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we don't have any software. So
we're really trying to make it a valuable
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experience for the people that come and
I think that philosophy will not change.
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So the first year our goal was
to get, you know, maybe a
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hundred people and five or six vendors
to help us to pay for the conference.
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We blew that out. We had
two hundred people, probably twelve vendors.
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We almost doubled it this year we
had three hundred fifty people and just
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as many vendors. We grew out
of our current location at the Ritz Carlton
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and we're looking for a venue right
now. We're going to do it in
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the fall of two thousand and nineteen
again and shoot for five hundred people.
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You know, I could see this
happening in Austin, in Denver, in
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York, you know, anywhere where
people are obsessed, like me and you
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with how do we set appointments?
How do we build pipeline? How do
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we generate revenue? You know,
it could be really big. The Sky
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is the limit. I mean I
know it's changing so fast. So yeah,
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we're really excited about it. I
think it's I think it's a brilliant
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idea, as you rightly mention Audi
on in the conversation. There is nothing
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like that the moment. There is
a few groups down and there. It's
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online. It's not really interactive and
I think people wants to meet with each
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other on exchange. We are really
said this year that twd so mos o
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commitment and couldn't not come along.
The'll serve but resting show that next year
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you can count see. So we've
been led you to push a numbloup and
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and potentially bring print, bring more
vendows as well as we probably would look
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at supporting you and getting things going, but if we can be a part
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of your success, we will definitely
do whatever I takes to accomplish that at
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the confront. So again, you
know, looking at it from the outset
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and and kind of reading through,
it seems that a lot has been tooked
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to the belt and the new function, which is a chief sells development of
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you. So okay, can you
please show with us what dis for looks
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like and if you have seen being
implemented in any companies recently? Yeah,
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that is it's really funny because this
is something that I put in as part
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of my keynote speech and it got
the biggest round of applause from everybody because
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I think that it was just a
new concept and people were like, Whoa,
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I mean, this really does have
a future. We have a future
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in our career, we have a
future in our industry, to get a
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seat at the table and whether that's
called the chief sales development officer or something
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else, the way that I envision
it is really a blending of the product
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led approach which you see at companies
like at last, see in and slack
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and calendy and a number of companies
that lead with product and and then bring
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people through the pipeline in a really
seamless way that's customer centric and and brings
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them through to higher and higher closed
one revenue. And so the reason I
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bring that up is because I think
that the chief sales development officer should certainly
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have some viewpoint on how the product
is developed, have some viewpoint on how
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the marketing is developed to support that
product and then, of course, how
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they go about moving people through the
pipeline to the sales appointment and ultimately the
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closed one revenue. And you know, there was a position that was thrown
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around a while ago. It was
called the chief revenue officer, but most
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of them that I've worked with in
my past we're just basically focused on sales
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and it was just a fancy title
for a very high level. You know,
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evp of sales and when I think
of the chief sales development officer,
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it's the whole gamut. I mean
it's really, really if we want to
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really take it to the next level, it's blowing up the different departments that
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we have right now and renting the
entire go to market strategy around how to
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move people seamlessly through the pipeline and
how to make that a great experience for
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the customer. So would you say
it's about bringing says development and the bold
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liver and table? For sure,
definitely. I mean I don't think that
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it can be, because what you
have right now is and it still happens.
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It's crazy because I've been aroundund for
a long time and what I hear
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and what I see is you've got
them product folks, you know, building
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product based on customer feedback. Great, that's perfect, and then you've got
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the marketing folks who have a whole
different amount, you know, slide deck
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full of metrics that are not necessarily
tied succinctly to the sales team, and
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so they could the and then the
VP of sales is talking about, you
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know, how do we close the
business that we have? And a lot
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of times they end up running campaigns
completely separately from what marketing is doing.
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So it's very it's this very disjoy
it to old school way of setting up
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organizations. And you know, it's
time for a change people. I mean
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we got it like take a step
back. I think we're just in almost
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like Zombie mode of following exactly how
go to market organizations are structure. Yeah,
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we're not really taking a step back
and going, okay, what's going
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to take someone from completely disinterested and
they have no idea who we are,
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all the way through the funnel to
a closed one deal? And then how
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do we scale that? And and
so, you know, it's kind of
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taking it back to formula, erase
the chalkboard and start over, and then
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the chief cells development officer would be, you know, pushing this forward.
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That's all field of walk of for
us. It's almost common sense, but
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I think it's the direction that is
taking anyway. And and the reason why
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I'm saying that is because we see
more and more, particularly at this time
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of the year, and there was
lots of troubling world fall sens team and
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a operation team all across the wall
at the moment because everybody's play is planning
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for to sous and nineteen and while
we, you know, we don't expect
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so, we to have a sit
at the bolt table with our clients,
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he then participated a bold meeting the
level of information that we are asked to
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provide. That will then be endulled
by a chief revenue of you, Sol
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as you mentioned, a need evp
sales or all the CMO marketing person is
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is getting more and more grun it
up, and I think it's because people
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wants to dust on how they can
build the scale ball pipeline model and,
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at the end of the day,
making your revenue is great, making marketing
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compense is great, but there is
that glue between cells and marketing, which
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is cells development from my perspective,
and that function should be at the at
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the bodroom table. Should be challenging
cells, should be challenging marketing and should
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be trying to better what they're doing, also themselves. But I do think
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that you really need the nail on
the head, because it's I see it
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happening at the moment. I think
it's not been formalized, but we see
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our clients, executive team, bought
level team, asking more and more information
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about hey, what's that function.
You know that in that part of the
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office in the corner, the other
guys will a bit noisy. What what
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do they actually do, you know, and can we get them to do
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a bit more? Could they do
more? How do we grow that?
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But you know, that kind of
important to us because a generating pipeline and
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will be good to get it from
Granula and try to see if we can
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find a formula or recipe to scale
their success. So I personally think that
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it will happen. I think the
faither that you bring it and the Findus
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you reach through the conferences is pretty
cool, because people will go away.
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You know, we are speaking about
it today, which is fantastic, which
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means it's a nice little pat on
the back, I guess, for that
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that concept of yours, which is
relevant. But I just wanted to finalize
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on that sort of kind of note, which is the future. And I
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see, I see the function.
Personally see the function of cells development.
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I have seen it already evolving drastically
over the last few years because you've got
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technology. People are diading a saying
that prospect of changing the way did by
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technology. It's true. There is
lots of dynamic that are changing around the
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function. But what are your view, should I say, on the sells
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development rolls evolving moving forward? How
can we stay ahead of the game as
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sells development professionals? Yeah, I'll
start with the bad news. I think
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I'm not traditional under the traditional way
that we have it structured. It's going
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to get harder and harder, and
I'll tell you why. Because there's more
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and more noise out in the market
place. Prospects are reached through multiple channels
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more and more they're just kind of
tuning out the traditional outreach and it's becoming
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harder and harder to stand out.
And and I think that anybody involved in
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sales development, especially you would,
would understand that that. You know,
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you have to put a lot more
time and money and focus on it to
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get the same result that we got
maybe five years ago. So so that's
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the bad news. It's just that's
just the way that things are changing.
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So now we've got to understand that
it's getting harder to, you know,
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get people's attention and get them to
accept a meeting and we have to adjust
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in order to accommodate that. So
if we're working under the true additional model
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of do some marketing, generate some
interest or do some cold calling generation interest,
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try to get to people to sit
down and take a fifteen minute meeting
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and move them through. If we're
doing that, then we have to become
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more careful and researched with the outreach
that we're putting out. We Spam,
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you know, sending out massive numbers
of emails and sending out massive numbers of
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phone calls. It's just has a
diminishing return, unless you're in a very
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commoditized industry where you can hopefully catch
somebody and make them change. So there
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has to be more research involved on
the prospects and some kind of relevant messaging
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that makes them want to stop and, you know, take your call.
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So that's just table stakes. Everybody
knows that already. But I think bigger
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picture and what I would challenge people
to think about is how people buy things.
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Now, look at how you buy
things in your daily life. You
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know there's it's frictionless, you don't
have to deal with a salesperson most of
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the time. And so when I
talk about product led growth, and I
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talked about this a lot with Liz
Kane, who was at the conference,
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and she's really leading the charge on
this. It's setting up your product in
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a way that makes it easy for
people to get into the top of the
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funnel and then bringing in the sales
development folks to help them, almost like
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a concierge or, you know,
help them through to understand all the different
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things that your product does and how
you can continue the relationship and that potentially
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have them upgrade and buy more.
I think that if you're not thinking that
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way from a product perspective, there's
a very good chance that you will get
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left behind, and and so the
sales development industry also has to change to
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accommodate that. But I think that
is the main thing. If you're setting
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up your process that makes it difficult
for prospects to engage with you and have
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to interrupt their day, you're going
to be left behind because it's just not
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how people want to be approached and
it's not how we buy things anymore.
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In two thousand and eighteen agree and
I think. I think it's also being
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part of the process. In what
you are saying, and if I was,
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if I was to read in between
the line and put some walls in
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your mouth, you kind of describing
the concept of a cant base setting.
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I can't base marketing, I can't
base everything, which is you know,
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you've got to do your research,
focus on your prospect. Is Not about
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you, it's not about your product
and you need to be part of a
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process. You know, an account
base marketing compaign on its own may generate
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some results, but he's feets not
followed up by yourselves, development team,
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pushing the same message, pushing pushing
the value, driving the cold actions.
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You know, prospect may receive something
and may not re bom to it.
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They may receive a letter but they
may not type. Do you already in
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the browser, because you don't have
the time, and even if they think
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about doing it and if it's got
the best intention, to get in touch
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the cells development for these a gag
is that blue that can peace in what
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we see, increase the written on
the marketing campaigns and increase the writton on
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account base for grams. So yeah, it does make a lot of sense.
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So, David, we unfortunately would
have to stop to them. I
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think we would have to invate you
again, because I'm thinking through the conversation
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wiving to them, thinking about another
ten topics and I know that's when you
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and I met for a coffee what
was going on. But we have to
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stop, unfortunately. But if any
of our listener would like to get in
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touch with you, they want to
discuss their seals development team potentially look at
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training, look at getting somewhere that
can come and bring that breath of fresh
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air and and l them to over, like seed, what they're already achieving.
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How can they get in touch with
is are yourself for your company in
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General? Ten bound? Yes,
absolutely, thank you so much. It's
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just ten Bo and dcom and then
there's a chat box on there. Of
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course, you got to make it
easy for people and I'm usually the one
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on the chat so I would love
to hear from you. Of course reach
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out. We can connect on Linkedin, twitter, all those various mediums,
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but yeah, the website is probably
the best. When is the next cells
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00:18:38.259 --> 00:18:41.130
development conference? You have a date
yet, or do you have like amounts
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that you can show with us?
Yeah, absolutely. So we're trying to
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fit it in right before the Oracle
open world, which is a huge conference.
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So we're looking at the week of
September nine, two thousand and nineteen
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and we're just trying to narrow down
the date here. So next time we
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00:18:56.799 --> 00:19:00.559
talk, we'll have an exact date, will have a location and we'll be
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ready to rock and roll. Well, for all our Lista nows that I
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involve from close to fall with the
Wiz this sters development function, we would
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really recommend that you mock your agenda
and go and participate to the sets development
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conference organized by ten bound at some
point since Septembo. Next, Joe.
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Great. Well, that was fantastic
to have you on the show today,
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Daviat. I hope we're going to
have the opportunity to speak against soon,
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00:19:23.779 --> 00:19:26.859
but yeah, thank you again,
fall for taking the thing to get you
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up with us today. Thank you. operatics has redefined the meaning of revenue
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00:19:32.940 --> 00:19:38.450
generation for technology companies worldwide. While
the traditional concepts of building and managing inside
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00:19:38.450 --> 00:19:44.410
sales teams inhouse has existed for many
years, companies are struggling with a lack
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00:19:44.450 --> 00:19:49.690
of focus, agility and scale required
in today's fast and complex world of enterprise
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00:19:49.809 --> 00:19:56.880
technology sales. See How operatics can
help your company accelerate pipeline at operatics dotnet.
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00:19:57.720 --> 00:20:02.519
You've been Li listening to be tob
revenue acceleration. To ensure that you
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00:20:02.599 --> 00:20:06.319
never miss an episode, subscribe to
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Thank you so much for listening.
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