B2B Revenue Acceleration
B2B Revenue Acceleration

Episode · 3 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 were listening to be tob revenueacceleration, a podcast dedicated to helping software executives stay on the cutting edge ofsales and marketing in their industry. Let's get into the show. Hi,you welcome to be to be a revenue acceleration. My name is a reallyam withier and I'm here today with David Delaney from ten pounds. Oh areyou doing today, David? I'm duing well, I'm doing well. Thankyou so much for having me on the show. That's the pleasure. That'sthe pleasure. So today to to be that we want to discuss with you, David, is the evolution of sales development to be it is really closeto our heart, as you would expect. But first, can you please introduceyourself, as well as your company, ten bound? Sure, absolutely so. I have been in and around the sales and marketing industry for goingon way too long. I don't want to say how long, a longtime. Yeah, I came up through the ranks of selling sales training fora company called achieve global and we were selling the training and delivering it,taking it as everything around sales training, and I had, you know,born and raised in the bay area. So I had always wanted to getinto the tech industry and I got my foot in the door at a companycalled glass door and when. Since then has gone on to be a bigsuccess, but at that time they were just starting to go to market andat the same time, you know, sales development was becoming a big industrywith the advent of predictable revenue and, you know, the for tools thatwere coming online, especially sales force. So we started the initial sales developmentprogram at glass door, went on started a few other successful sales development programsand then about two years ago, started sales ten pound as a sales developmenttraining and consulting firm to really help managers and wraps to improve the performance oftheir sales development programs and and also really act as like an industry analysts andunderstanding the overall industry and helping people to get a better handle on their salesdevelopment programs. And so over here at...

...ten pound that's what we're doing andwe also do a big event, which is the sales development conference, whichjust took place this past fall and I'm recovering. It's been a couple monthsso and now. I remember meeting with you when you in the in thepreparation of the event and yeah, it did look like quite to be pieceto swallow. You know, it looks if you do an event really well, it looks easy from the outside, which is how it how it shouldbe a seamless experience for everybody involved. But yeah, there's a lot ofwork that goes into it and you know that. We could talk more aboutbut it was a great experience and and as a big success this year.So well, I'm glad you bring it top actually, because that's that's mythat's my next question. So the next question that they had for you isaround the sales development gone fronts that that you run. You're running some fromC school. We had some right feedback from you friend people about the conference, but it would be really great if you could share WAZUS. So needto be mobilt. What happened at the conference? Why did you sit eatup in first place, and why do you think it's so important for thefuture off sets development? Yeah, you know, that's an interesting question.So just quick backstory. When I was looking at the landscape of starting abusiness a couple of years ago, you know, I kicked around some ideasabout starting as software as a service company, you know, tool to help salesdevelopment wraps and 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 of thought leadership around how to run a sales developmentprogram and how to train managers and wraps and, you know, bring upthe skill level, and so I really wanted to focus on that with penbound to be able to be more of a service business to help people whoare already running sales development. And you know, one of the ways toget the word out is to start to run events. I didn't have abig network, I didn't have a database...

...or anything like that, and sowe started with meetups, just quarterly meetups to get together and talk sales developmentmanagement and, you know, the the Best Practices for setting appointments and buildingpipeline and you know, it just eventually evolved into a conference. You know, I was sitting there one day and I just thought, you know,right now there's not an industry wide conference that's one hundred percent focused on salesdevelopment and what we do every day, and I felt like there's a needfor upleveling this profession and really getting some great research and advice and events inplace. And so we went ahead and made a goal and did our firstone in two thousand and seventeen. That's wonderful, very really good. Soand how many people did you have attending? What you expect next show? I'lldo you expect it to grow? I mean we see was a steltsand I believe that this touff was re moven. Be On your expectations.But do you expect to come friends, to go to grow? Foz andfell I guess you on size, yes, but but by all much? Yeah, absolutely. I mean the first and foremost, it's it. Thegoal of the conference is to add value and help people to uplevel their salesdevelopment profession, whether they're CEO trying to figure out how to build more pipeline, whether there are a manager on the sales are marketing side, or whetherthey are wrap. I mean we're definitely we don't talk much about ten boundthere. It's not a user conference because we don't have any software. Sowe're really trying to make it a valuable experience for the people that come andI think that philosophy will not change. So the first year our goal wasto get, you know, maybe a hundred people and five or six vendorsto help us to pay for the conference. We blew that out. We hadtwo hundred people, probably twelve vendors. We almost doubled it this year wehad three hundred fifty people and just as many vendors. We grew outof our current location at the Ritz Carlton and we're looking for a venue rightnow. We're going to do it in...

...the fall of two thousand and nineteenagain and shoot for five hundred people. You know, I could see thishappening in Austin, in Denver, in York, you know, anywhere wherepeople 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 be really big. The Sky is the limit. I mean Iknow it's changing so fast. So yeah, we're really excited about it. Ithink it's I think it's a brilliant idea, as you rightly mention Audion in the conversation. There is nothing like that the moment. There isa few groups down and there. It's online. It's not really interactive andI think people wants to meet with each other on exchange. We are reallysaid this year that twd so mos o commitment and couldn't not come along.The'll serve but resting show that next year you can count see. So we'vebeen led you to push a numbloup and and potentially bring print, bring morevendows as well as we probably would look at supporting you and getting things going, but if we can be a part of your success, we will definitelydo whatever I takes to accomplish that at the confront. So again, youknow, looking at it from the outset and and kind of reading through,it seems that a lot has been tooked to the belt and the new function, which is a chief sells development of you. So okay, can youplease show with us what dis for looks like and if you have seen beingimplemented in any companies recently? Yeah, that is it's really funny because thisis something that I put in as part of my keynote speech and it gotthe biggest round of applause from everybody because I think that it was just anew concept and people were like, Whoa, I mean, this really does havea future. We have a future in our career, we have afuture in our industry, to get a seat at the table and whether that'scalled the chief sales development officer or something else, the way that I envisionit is really a blending of the product led approach which you see at companieslike at last, see in and slack...

...and calendy and a number of companiesthat lead with product and and then bring people through the pipeline in a reallyseamless way that's customer centric and and brings them through to higher and higher closedone revenue. And so the reason I bring that up is because I thinkthat the chief sales development officer should certainly have some viewpoint on how the productis developed, have 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. And you 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 we're just basically focused on sales and it was just a fancy titlefor a very high level. You know, evp of sales and when I thinkof the chief sales development officer, it's the whole gamut. I meanit's really, really if we want to really take it to the next level, it's blowing up the different departments that we have right now and renting theentire go to market strategy around how to move people seamlessly through the pipeline andhow to make that a great experience for the customer. So would you sayit's about bringing says development and the bold liver and table? For sure,definitely. I mean I don't think that it can be, because what youhave right now is and it still happens. It's crazy because I've been aroundund fora long time and what I hear and what I see is you've gotthem product folks, you know, building product based on customer feedback. Great, that's perfect, and then you've got the marketing folks who have a wholedifferent amount, you know, slide deck full of metrics that are not necessarilytied succinctly to the sales team, and so they could the and then theVP of sales is talking about, you know, how do we close thebusiness that we have? And a lot...

...of times they end up running campaignscompletely separately from what marketing is doing. So it's very it's this very disjoyit to old school way of setting up organizations. And you know, it'stime for a change people. I mean we got it like take a stepback. I think we're just in almost like Zombie mode of following exactly howgo to market organizations are structure. Yeah, we're not really taking a step backand going, okay, what's going to take someone from completely disinterested andthey have no idea who we are, all the way through the funnel toa closed one deal? And then how do we scale that? And andso, you know, it's kind of taking it back to formula, erasethe chalkboard and start over, and then the chief cells development officer would be, you know, pushing this forward. That's all field of walk of forus. It's almost common sense, but I think it's the direction that istaking anyway. And and the reason why I'm saying that is because we seemore and more, particularly at this time of the year, and there waslots of troubling world fall sens team and a operation team all across the wallat the moment because everybody's play is planning for to sous and nineteen and whilewe, you know, we don't expect so, we to have a sitat the bolt table with our clients, he then participated a bold meeting thelevel of information that we are asked to provide. That will then be endulledby a chief revenue of you, Sol as you mentioned, a need evpsales or all the CMO marketing person is is getting more and more grun itup, and I think it's because people wants to dust on how they canbuild the scale ball pipeline model and, at the end of the day,making your revenue is great, making marketing compense is great, but there isthat glue between cells and marketing, which is cells development from my perspective,and that function should be at the at the bodroom table. Should be challengingcells, should be challenging marketing and should be trying to better what they're doing, also themselves. But I do think that you really need the nail onthe head, because it's I see it...

...happening at the moment. I thinkit's not been formalized, but we see our clients, executive team, boughtlevel team, asking more and more information about hey, what's that function.You know that in that part of the office in the corner, the otherguys will a bit noisy. What what do they actually do, you know, and can we get them to do a bit more? Could they domore? How do we grow that? But you know, that kind ofimportant to us because a generating pipeline and will be good to get it fromGranula and try to see if we can find a formula or recipe to scaletheir success. So I personally think that it will happen. I think thefaither that you bring it and the Findus you reach through the conferences is prettycool, because people will go away. You know, we are speaking aboutit today, which is fantastic, which means it's a nice little pat onthe back, I guess, for that that concept of yours, which isrelevant. But I just wanted to finalize on that sort of kind of note, which is the future. And I see, I see the function.Personally see the function of cells development. I have seen it already evolving drasticallyover the last few years because you've got technology. People are diading a sayingthat prospect of changing the way did by technology. It's true. There islots of dynamic that are changing around the function. But what are your view, should I say, on the sells development rolls evolving moving forward? Howcan we stay ahead of the game as sells development professionals? Yeah, I'llstart with the bad news. I think I'm not traditional under the traditional waythat we have it structured. It's going to get harder and harder, andI'll tell you why. Because there's more and more noise out in the marketplace. Prospects are reached through multiple channels more and more they're just kind oftuning out the traditional outreach and it's becoming harder and harder to stand out.And and I think that anybody involved in sales development, especially you would,would understand that that. You know,...

...you have to put a lot moretime and money and focus on it to get the same result that we gotmaybe five years ago. So so that's the bad news. It's just that'sjust the way that things are changing. So now we've got to understand thatit's getting harder to, you know, get people's attention and get them toaccept a meeting and we have to adjust in order to accommodate that. Soif we're working under the true additional model of do some marketing, generate someinterest or do some cold calling generation interest, try to get to people to sitdown and take a fifteen minute meeting and move them through. If we'redoing that, then we have to become more careful and researched with the outreachthat we're putting out. We Spam, you know, sending out massive numbersof emails and sending out massive numbers of phone calls. It's just has adiminishing return, unless you're in a very commoditized industry where you can hopefully catchsomebody and make them change. So there has to be more research involved onthe prospects and some kind of relevant messaging that makes them want to stop and, you know, take your call. So that's just table stakes. Everybodyknows that already. But I think bigger picture and what I would challenge peopleto think about is how people buy things. Now, look at how you buythings in your daily life. You know there's it's frictionless, you don'thave to deal with a salesperson most of the time. And so when Italk about product led growth, and I talked about this a lot with LizKane, 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 forpeople to get into the top of the funnel and then bringing in the salesdevelopment folks to help them, almost like a concierge or, you know,help them through to understand all the different things that your product does and howyou can continue the relationship and that potentially...

...have them upgrade and buy more.I think that if you're not thinking that way from a product perspective, there'sa very good chance that you will get left behind, and and so thesales development industry also has to change to accommodate that. But I think thatis the main thing. If you're setting up your process that makes it difficultfor prospects to engage with you and have to interrupt their day, you're goingto be left behind because it's just not how people want to be approached andit's not how we buy things anymore. In two thousand and eighteen agree andI think. I think it's also being part of the process. In whatyou are saying, and if I was, if I was to read in betweenthe line and put some walls in your mouth, you kind of describingthe concept of a cant base setting. I can't base marketing, I can'tbase everything, which is you know, you've got to do your research,focus on your prospect. Is Not about you, it's not about your productand you need to be part of a process. You know, an accountbase marketing compaign on its own may generate some results, but he's feets notfollowed up by yourselves, development team, pushing the same message, pushing pushingthe value, driving the cold actions. You know, prospect may receive somethingand may not re bom to it. They may receive a letter but theymay not type. Do you already in the browser, because you don't havethe time, and even if they think about doing it and if it's gotthe best intention, to get in touch the cells development for these a gagis that blue that can peace in what we see, increase the written onthe marketing campaigns and increase the writton on account base for grams. So yeah, it does make a lot of sense. So, David, we unfortunately wouldhave to stop to them. I think we would have to invate youagain, because I'm thinking through the conversation wiving to them, thinking about anotherten topics and I know that's when you and I met for a coffee whatwas going on. But we have to stop, unfortunately. But if anyof our listener would like to get in...

...touch with you, they want todiscuss their seals development team potentially look at training, look at getting somewhere thatcan come and bring that breath of fresh air and and l them to over, like seed, what they're already achieving. How can they get in touch withis are yourself for your company in General? Ten bound? Yes,absolutely, thank you so much. It's just ten Bo and dcom and thenthere's a chat box on there. Of course, you got to make iteasy for people and I'm usually the one on the chat so I would loveto hear from you. Of course reach out. We can connect on Linkedin, twitter, all those various mediums, but yeah, the website is probablythe best. When is the next cells development conference? You have a dateyet, or do you have like amounts that you can show with us?Yeah, absolutely. So we're trying to fit it in right before the Oracleopen world, which is a huge conference. So we're looking at the week ofSeptember nine, two thousand and nineteen and we're just trying to narrow downthe date here. So next time we talk, we'll have an exact date, will have a location and we'll be ready to rock and roll. Well, for all our Lista nows that I involve from close to fall with theWiz this sters development function, we would really recommend that you mock your agendaand go and participate to the sets development conference organized by ten bound at somepoint since Septembo. Next, Joe. Great. Well, that was fantasticto have you on the show today, Daviat. I hope we're going tohave the opportunity to speak against soon, but yeah, thank you again,fall for taking the thing to get you up with us today. Thank you. operatics has redefined the meaning of revenue generation for technology companies worldwide. Whilethe traditional concepts of building and managing inside sales teams inhouse has existed for manyyears, companies are struggling with a lack of focus, agility and scale requiredin today's fast and complex world of enterprise technology sales. See How operatics canhelp your company accelerate pipeline at operatics dotnet. You've been Li listening to be tobrevenue acceleration. To ensure that you...

...never miss an episode, subscribe tothe show in your favorite podcast player. Thank you so much for listening.Until next time,.

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