From CEO to SDR: Astronomical Growth Through Maniacal Focus on Sales Development. September 21st, 2017 in San Francisco tenbound.com/conference

1. From CEO to SDR: Astronomical Growth
Through a Maniacal Focus on Sales
Development
THE SALES DEVELOPMENT CONFERENCE
Henry Schuck
Co-founder & CEO of DiscoverOrg

2. Introduction
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Henry L. Schuck, Co-Founder & CEO of DiscoverOrg
@henrylschuck
@discoverorg

3. Who we are | Where we came from
Today
• 37 SDRs
• 15 CDRs
• 40 AEs
• 50 CSMs
• $121M in Revenue
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December 2015
• 3 SDRs
• 0 CDRs
• 8 AEs
• 15 CSMs
• $60M in Revenue
2015
2017

4. It’s science.
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5. 5
Our SDR Journey
• Originally relied solely on an outsourced provider: InsideSalesTeam
• Grew the company on cold email, then website leads
• Hired internal SDRs, but only had 3 for 2 years
• No distinction between inbound and outbound, everyone chased everything
• Basic tech stack (Salesforce, LinkedIn, Outlook, and a real phone – no dialer)

6. We had to change
In 2015 we focused on hyper growth, so we made some changes:
• Hiring and Training
• Metrics and Reporting
• Team Structure
• Tech Stack upgrades
• SDR/Demand Gen alignment
• Culture and Recognition
• Career Path
And…
DATA
DiscoverOrg for DiscoverOrg
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7. Hiring & Training
• Implemented the Omnia Cognitive Assessment in
the pre-interview phase
– Must score above 70% to be considered
– Retention rate of new hires went from about 50% to
90%
• Traits We Look For:
– Confidence
– Intelligence
– Coachability
– Work Ethic
– Energy & Conviction
– Prior Sales Experience (sort of)
– Fit with DiscoverOrg’s Culture
• SDR Team has grown more than 10x in size since
2015
– 37 reps total count Sept. 2017
– Doesn’t include our 7 at InsideSalesTeam
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8. Team Structure
• In late 2016 we split our SDR Team into Inbound
and Outbound
• Inbound
– All new reps start here
– Sustained wholly on website leads
– Changed compensation incentives
– Since splitting, Inbound average lead to demo
conversion rates went up 100%
• Outbound
– Reps graduate from Inbound to Outbound
– Hunter role
– Paired 1:1 with AE
– Outbound SDRs average +1,000 demos set per quarter
(20+ completes per rep per month)
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• In 2017, we launched a new team: Customer
Development Reps
– Similar to Outbound SDRs, reps are paired with
CSMs to help develop and expand existing accounts
– Customer success managers had too many
accounts to effectively penetrate

9. Fit Rating Matrix
Developed by the Heads of Sales Development, Demand Gen, Learning and Development
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Qualifiers 5 – Bad Fit 4 – Fringe Fit 3 – Good Fit 2 – Solid Fit 1 – Great Fit
Employee Count <25 25+ 25-49 50-75 75+
HQ Location Outside US/UK Outside US/UK In US/UK In US/UK In US
Key Decision
Maker’s Location
Some in US/UK,
nobody for us to call
Handful of folks in
US/UK
KDM in US/UK,
Sales/MTKG team
abroad
Majority Sales/
MTKG team in
US/UK - KDM
abroad
KDM + Sales/
MTKG team in US
Point of Entry
(Dataset)
No - target market is
outside of our scope
Some coverage –
not enough
Yes Yes
Yes – multiple
datasets or Non-IT
Company Type Not Listed Either Listed Listed Listed

10. Tech Stack
Data (DiscoverOrg)
SFDC
Outreach FrontSpin Gong.io
Distribution
Engine
LinkedIn
Sales
Navigator
Chilipiper
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11. Recognition
• Golden Phone
– Given to rep with most demo completes/
month
• Dorgies
– Every quarter sales leadership identifies a
top performer to recognize at an all
employee meeting
• Spiffs/Competitions
– Last quarter one of our reps won an apple
watch for the most demos booked in a
month
• Milestones (Inspired by SalesLoft)
– 20 Demos in a month (first time hitting
quota): Lunch w/ Director of Sales Dev
– 300 Demos (about 1 year): Blazers tickets
– $3M in Cold Call Revenue (about 2 years):
Custom fitted suit/designer shoes ($1000
value)
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12. Career Path – SDRs and CDRs
• Inbound (3-6 months)
– All new reps start here
– Must maintain SLA of <5 minute lead response time
– Learns basic qualification and objection handling
• SWAT (~6 months)
– Transitional role from Inbound to Outbound
– Works strategic campaigns (Content Syndication, Lead
Score Threshold)
– Learns cold calling and prospecting skills
• Outbound (1 year)
– Paired 1:1 w/ AEs
– Works target accounts, cold prospecting
– Engages multiple stakeholders within open opportunities
• Account Executive
– Begins with SMB accounts (1-2 years)
– Graduates to Enterprise accounts (2+ years)
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• Customer Development Rep
– All new Customer Success reps start as a
CDR
– Learns DiscoverOrg’s platform and
customer base
– Graduates to Customer Success Manager
– CDR responsibilities means that SDR
leaders will become a larger part of the
overall company operations

13. Culture
• No Politics, No Bullshit, No Assholes
– As long as you’re working hard there will be people here
to help you get better, to challenge you, and to
collaborate with you
• We expect a lot from our people
– We’re focused on stretch goals that feel good to succeed
against
• We make mistakes
– Nobody is 100%, we’re okay with that and you need to
be too
• We change…a lot
– We’re not perfect and we try a lot of new things that don’t
always work. If you don’t like change, this is not the
company for you
• We work hard and play hard
– From SKO to Happy Hour, we enjoy being a team
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Company All Hands Meeting Q1 2017

14. 14
Get 1% better everyday

15. Finance is a Partner
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Every Monday finance sends a report to the SDR Managers, Sales Leadership, Marketing and Demand Gen Leadership, and
the CEO on the metrics AND ANALYSIS of the SDR Team.

16. Finance is a Partner
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17. Metrics - Inbound
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Metrics we look for with the Inbound Team
● Inbound Leads Distribution
● Demos booked
● Demos Completed (Conversion Rate)
● Response Time (SLA + 2 min)

18. Metrics - Outbound
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Metrics we look for on Outbound
● Call Activity
● Demos Booked
● Demos Completed
● Completion Rate
● Pipeline Created
● $ Won
● ASP of Outbound Leads

19. When it’s bad
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20. When it’s bad
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21. When it’s bad
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22. When it can get better
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23. When it can get better
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24. When it’s good…be paranoid
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25. New career trajectories
Receptionist
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Golf Caddy Poker ProCoffee Sales

26. Sales Development Conference 2017 26

27. Thank You – Q & A
Contact DiscoverOrg
805 Broadway St., 9th Floor
Vancouver, WA 98660
360-783-6800
www.DiscoverOrg.com
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