B2B Revenue Acceleration
B2B Revenue Acceleration

Episode · 2 years ago

23: The Evolution of Sales Development w/ David Dulany

ABOUT THIS EPISODE

The way customers buy things is different than it was ten years ago. Our approach to getting their attention should have evolved as well.

In this episode, I talk with David Dulany, Founder and CEO of Tenbound, about the future of sales development and what he’s doing with his Sales Development Conference in San Francisco to address the future.

It’s likely that companies immune to change will be left behind.

You're listening to be to B RevenueAcceleration, a podcast dedicated helping software executives stay on thecutting edge of sales and marketing in their industry. Let's get into the show hi welcome to be to be a revenueacceleration. My name is Olyan with Yo and I'm here today with David Deleneyfrom ten bounds. Oh, are you doing today, David, I'm to heard well I'mdoing well. Thank you so much for having me on the show at's to pleasure.That's te pleasure so today the tope that we want to discuss with you Davidis the evolution of salls development. Tobeitis, really close to our heart, asyou would expect. But first can you preasintroduce yourself as well as yourcompany, ten bound sure absolutely so I have been in and around the sales andmarketing industry for going on way too long. I don't even want to say how longa long time Eah I came up through the ranks of selling sales, training for acompany called achief global and we were selling the training anddelivering it taking it. Ist everything around sales training- and I had you,know, born and raised in the bay area, so I had always wanted to get into thetech industry, and I got my foot in the door at a company called glassdoor anwhen since then has gone on to be a big success. But at that time they werejust starting to go to market and at the same time you know, salesdevelopment was becoming a big industry with the advent of predictable revenue,and you know the different tools that were coming online, especially salesforce. So we started the initial sales development program at glassdor, wenton started a few other successful sales development programs and then about twoyears ago, started sales ten bound as a sales development, training andconsulting firm to really help managers and raps to improve the performance oftheir sales development programs and and also really act as like an industryanalyst and understanding the overall industry and helping people to get abetter handle on their sales,...

...development programs and so over. Hereat ten bound. That's what we're doing, and we also do a big event, which isthe sales development conference which just took place this pastfall and I'mrecovering. It's been a couple months. So No, I remember meesting with you whenyou er in in the preparation of the event and yeah, it did look like quitea big is to swallow. You know it looks if you do an event really well. Itlooks easy from the outside yeah, which is how it' how it should be seamlessexperience for everybody involved, but yeah there's a lot of work that goesinto it, and you know that we could talk more about, but it was a greatexperience and, and is a big success this here so well, I'm glad you bringit up actually because that S. that's my that's my next question. So the nextquestion they had for you is around the Salls Development Conference that thatyou run your running San Francisco. We had some great feedback from differentpeople about the conference, but it wild be really great if you could sharewith little bit more bout. What happened at the conference? Why did youset it up in the first place and wher? Do you think it's so important for thefuture? OFSERS development? Yeah? You know that's an interesting question, sojust quick backstory when I was looking at the landscape of starting a businessa couple years ago. You know I kicked around some ideas about starting assoftware as a service company. You know a tool to help sales, development wrapsand managers to accelerate their progress, and I felt like you know that,there's a lot of tools out there to support that, but there's not a lot ofthought leadership around how to run a sales development program and how totrain managers and raps- and you know, bring up the skill level, and so Ireally wanted to focus on that with pen bound to be able to be more of aservice business to help people who are already running cales development- andyou know one of the ways to get the word out is to start to run events. Ididn't have a big network. I didn't...

...have a database or anything like that,and so we started with meatups just quarterly meetups to get together andtalk sales, development management, and you know the the Best Practices for setin appointments and building pipeline, and you know it just eventually evolvedinto a conference. You know I was sitting there one day and I justthought you know right now: There's not an industry wide conference, that's onehundred percent focused on sales development and what we do every dayand I felt like there's a need for upleveling this profession and reallygetting some great research and advice and events in place, and so we wentahead and made a goal and did our first one in two thousand and seventeen.That's wonderful were alreally good so and how many people did you haveattending? What do you expect next year? How would you expect IU to grow? I meantise was a staut and I believe that the Tut was aboving Beyon your expectations,but do you expect the confrence to go to grow further and for I guess Hensois?Yes, but but by how much yeah absolutely I mean the first andforemoust it's, the goal of the conference is to add value and helppeople to uplevel their sales development profession, whether they'reCEO trying to figure out how to build more pipeline, whether they're manageron the sales or marketing side or whether they're rap, I mean we're.Definitely we don't talk much about ten bound there. It's not a user conference,because we don't have any software, so we're really trying to make it avaluable experience for the people that come, and I think that philosophy willnot change so the first year our goal was to get you know, maybe a hundredpeople and five or six vendors to help us to pay for the conference. We blewthat out. We had two hundred people, probably twelve vendors. We almostdoubled it. This year we had three hundred fifty people and just as manyvendors, we grew out of our current location at the Ritz Carlton and we'relooking for a venue right now we're...

...going to do it in the fall of twothousad and nineteen again and shoot for five hundred people. You know Icould see this happening in Austin in Denver in Now York. You know anywherewhere people are obsessed like me and you with. How do we set appointments?How do we build pipeline? How do we generate revenue? You know it could bereally big the skyis the limit I mean. I know it's changing so fast, so yeahwe're really excited about it. I think it's, I think it's a brilliant ies, asyou rightly Mentione, are on in the conversation. There is nothing likethat. The moment there is a few groups thet and the it's online es petuallyinteractive and I think people wants to meet witht each other and exchange. Weare really sad this year that w had some o our commitment and could notcome along ourselve, but Restin show that next year you can countes sin. SoWev Dan Adege you to push yaur number up and potentially bring pr bring morevindors as well as probably would look at at supportingeven getting things going, but if you can do a port of your success, who willdefinitely do whatever I take to accomplish that at the conference? Soagain, you know looking at it from the outset and kind of reading through. Itseems that a lot has been talked about of a new function, which is a chiefcells, development officer. Okay, can you please shor with us what this worllooks like and if you have seen it being implemented in any companies,recentally yeah that Isit's really funny, because this is something that Iput in as part of my keynote speech and it got the biggest round of applausefrom everybody, because I think that it was just a new concept and people werelike Whoa. I mean this really does have a future. We have a future in ourcareer. We have a future in our industry to get a seat at the table andwhether that's called the chief Seles development officer or something else.The way that I envision, it is really a blending of the product lead approach,which you see at companies like at Lacion and slack and Callandy, and anumber of companies that lead with...

...product and and then bring peoplethrough the pipeline in a really seamless way. That's customer, centricand and brings them through to higher and higher closed one revenue, and sothe reason I bring that up is because I think that the chief sales developmentofficer should certainly have some viewpoint on how the product isdeveloped. Of some viewpoint on how the marketing is developed to support thatproduct and then, of course, how they go about moving people through thepipeline to the sales appointment and, ultimately, the closed one revenue. Andyou know there was a position that was thrown around a while ago. It wascalled the chief revenue officer, but most of them that I've worked with inmy past were just basically focused on sales, and it was just a fancy titlefor a very high level. You know evpm cels and when I think of the chiefsales development officer, it's the whole Gamite, I mean it's really if wewant to really take it to the next level. It's blowing up the differentdepartments that we have right now and REORIENTA the entire go to marketstrategy around how to move people seamlessly through the pipeline and howto make that a great experience for the customer. So would you say it's aboutbringing SIS development andthe Bod Lever Table For sure? Definitely I meanI don't think that it can be, because what you have right now is- and itstill happens, it's crazy, because I've been around round for a long time. Andwhat I hear and what I see is you've got the product folks, you know,building product based on customer feedback, Great Han's, perfect and, andthen you've got the marketing folks, who have a whole different amount. Youknow slide deck full of metrics that are not necessarily Tiet suscinctly tothe sales team, and so they could the and then the VPF cells is talking about.You know how do we close the business that we have and a lot of times theyend up running campaigns completely...

...separately from what marketing is doing.So it's very it's. This very disjointed old school way of setting uporganizations- and you know it's time for a change people I mean we got talike take a step back. I think we're just in almost like Zombi mode offollowing exactly how go to market organizations are structured, yeahwe're not really taking a step back and going okay, what's going to takesomeone from completely disinterested and they have no idea who we are allthe way through the funneel to a closed one deal and then how do we scale that?And so you know it's kind of taking it back to formula erase the Chalk Boardand start over and then the chief sales development officer would be. You knowpushing this forward and that's alf hind of walks of Forus, its follmost common sense, but Ithink it's the direction that is takinganyway nd and the reason why I'm saying that is because we see more and moreparticularly at this time of the year and WIS, loss of travel, INWOLV orsetesteminal operation towal across the world. At the moment, becauseeverybody's play is planning for two thousand and nineteen, and while we,you know, we don't expect or we to have a sit at the BOT table with our clients.E then participated about miting. The level of information that we are askedto provide that will then be endured by achief Rovenuw of Isol, as you mentiond,ane, evp, serds or Al The CMO temarketing Pelson is getting more andmore granedout, and I think it's because people wants to understand howthey can build a scaley ball piplane model and, at the end of the day,making your revenue is Great. Making Marketing compentes great. But there isthat glue between certain marketing, which he sells development from mypespective and that function should be ot. The at the badroom table should bechallenging. Sense should be challenging marketing and should betrying to better whettheyre doing also themselves, but I do think that youreally in te Nat on the heads, because...

...it's I cee it happening at the moment Ithink is Nhot been formalized, but we see our clients, executive, team Bot,lever team asking more and more information, but hey what's thatfunction, you know that in that part of the office in the corner, thethegaswere a bit noisy at what do they actually do you know, and can we getthem to do a bit more? Can they do more? How do we grow that? But you know thatkind of important to us, because I generating pipeline and will be good toget people granera and try to see if we can find a formula, our recipe to scantheir success. So I personally think that it would happen. I think the Faythat you bring it and the say that Syou reach through the conference is prettycool because people would go away. You know we ar speaking about it today,which is fantastic, which means thatit's. Nice littlr put on the back.I guess for that- that concept of Yous, which which is relevant- but I justwanted to findalize on on that sort of kind of Lord, which is the future, and I see I see the function persnally athe function of sels development. I have seen it already evolvingdrastically over the last few yeas, because you've got technogy. People aredeting, a saying that prospectave changing the way they by equergy yeah,it's true there is lots of dynamithats, are changing auround the function, butwhat are Tyou Vou Shoald, I say on the sells development roles: evolvingmoving forward ow. Can we stay ahead of the game as says developmentprofessionals, yeah I'll start with the badness? I think I'm not tredit under the traditional way that we haveit structured. It's going to get harder and harder and I'll. Tell You why?Because there's more and more noise out in the marketplace, prospects arereached through multiple channels, more and more they're, just kind of tuningout the traditional out reach and it's becoming harder and harder to stand outand- and I think that anybody involved in sales development, especially youwould would understand that that you...

...know you have to put a lot more timeand money and focus on it to get the same result that we got maybe fiveyears ago. So so that's the bad news. It's just that's just the way thatthings are changing so now, we've got ta understand that it's getting harderto. You know, get people's attention and get them to accept a meeting, andwe have to adjust in order to accommodate that. So if we're workingunder the traditional Motdo of do some marketing generate some interest or dosome cold calling generato interest, try to get people to sit down and takea a fifteen minute meeting and move them through. If we're doing that, thenwe have to become more careful and researched with the outreach that we'reputting out we spam, you know sending out massive numbers of emails andsending out massive numbers of phone calls. It's just has a diminishingreturn unless you're in a very commoditized industry, where you canhopefully catch somebody and make them change, so there has to be moreresearch involved on the prospect and some kind of relevant messaging. Thatmakes them want to stop, and you know, take your call. So that's justtablestakes. Everybody knows that already, but I think bigger picture andwhat I would challenge people to think about is how people buy things. NowLook at how you buy things in your daily life. You know, there's it'sfrictionless, you don't have to deal with a salesperson most of the time,and so when I talk about product led growth- and I talked about this a lotwith Liz cane who was at the conference and she's really leading the charge onthis. It's setting up your product in a way that makes it easy for people toget into the top of the funnel and then bringing in the stales developmentfolks to help them almost like a concier. You know help them through tounderstand all the different things that your product does and how you cancontinue. The relationship and tha...

...potentially have them upgreade and bymore. I think that, if you're, not thinking that way from a productperspective, there's a very good chance that you will get left behind and andso the sales development industry also has to change to accommodate that. ButI think that is the main thing. If you're setting up your process, thatmakes it difficult for prospects to engage with you and have to interrupttheir day, you're going to be left behind, because it's just not howpeople want to be approached, and it's not how we buy things anymore in twothousand and eighteen agree, and I think I think it's worseo being part ofthe processor in what you are saying and if I was if I was to read inbetween the line and put some walls in your mouth, you can of describing theconcept of ICAN, be setting a CON base. Marketing a can base. Everything whichis you know, you've got to do your research focuss on your prospect is notabout you, it's not about your product and you need to be part of e process.You know an account base. Marketing Compang on its O ma generates onresurts, but his is not followed up by Yourselvs development team, pushing theame message pushing pushing the semivalue driving the Cole actions. Youknow. Prospect may receive something and may not respond to it. They mayreceive or letter, but they may not type the ourreading. Their browser,because Tyeu don't have the time and even if they think about doing it andthey would isgot the best intention to get in touch the Servis devlopmentFonis Aganis than blue that can lis in what we see, increase the Riton en themarketing campaigns and increase the reten on account base programs so yeah.It does make a lot of sense, so daydid we unfortunately woul have to stop tother. I think who would have to invase you again because I'm thinking throughthe conversation withing to them, thinking about Os, autentopics andIknow at when you and I meet for Coffee Wer was gonging on, but we have to stop,unfortunately, but if any of forlesenne...

...would like to get in touch with you,they want to discuss their selves development team, puhentially Y, lookat training we at getting some more that can come and o bring them thebreath of freshair a D and eld ten to overlike Seei. What they're alreadyachieving? How can they get in touch with is a Yoursad for your companygeneral, an Bomt? Yes, absolutely! Thank you so much it's just ten bondcomand then there's a chat box on there. Of course you got to make it easy forpeople and I'm usually the one on the chat. So I would love to hear from youof course, reach out. We can connect on linkdon twitter, all those variousmediums, but yeah the website is probably the best. When is the nextsalls development conference? Do you have a date yet or do you have like amounce that you can show with us yeah absolutely so we're trying to fit it inright before the Oracle open world, which is a huge conference, so we'relooking at the week of September, ninth, two thousand and nineteen and we'rejust trying to narrow down the date here so next time we talk we'll have anexact date, we'll have a location and will be ready to rock and roll well forall our lisseners that I involve from close to forth with the withthesesdevelopment function. We would rarely recommend that you mark your agenda andgo and participate to the sers development conference organized by tenbound at some points in September. Next year, great well, that was FontasticTeve, Yon Dhe show today David. I hope O're Goinna Ave the opportunity tospeak against win but yeah. Thank you again, folt for taking the thing tocatch up wiis today. Thank you. operadics has redefined the meaning ofrevenue generation for technology companies worldwide, while thetraditional concepts of building and managing insize sales teams in househas existed for many years. Companies are struggling with the lack of focus,agility and scale required in today's fast and complex world of enterprisetechnology sales see Ow operatics can help your company accelerate pipelineat operatics. Dot Net you've been...

...listening to be to be revenueacceleration to ensure that you never miss an episode subscribe to the showin your favorite podcast player. Thank you so much for listening until nexttime.

In-Stream Audio Search

NEW

Search across all episodes within this podcast

Episodes (117)