One size does NOT fit all when it comes to sales development teams. There is no black and white formula. However, there are core principles and frameworks to lean on when leaders face adversity scaling and running growing organizations.

1. Thinking BIG
Building and Running a
Global SALES DEVELOPMENT Organization

2. Headshot
RALPH BARSI
Senior Director, Global Sales Development
@rbarsi
in/ralphbarsi
rbarsi@gmail.com
ralphbarsi.com

3. Knowing is not enough;
WE MUST APPLY.
Willing is not enough;
WE MUST DO. Bruce Lee

4. We’ve got to
find a way to
make THIS…
fit into THIS…
using nothing
but THAT.

5. ALL SALES DEVELOPMENT teams have
a two-fold objective:
REVENUE PIPELINE
PEOPLE PIPELINE
Drive a
Drive a

6. Drive a
REVENUE PIPELINE
Inbound lead qualification
Outbound lead generation
Referrals (internal, external)
Upsells and cross-sells
Align with all sales efforts

7. REVENUE PIPELINE
Musts
Assign a Pipeline $ Amount
Total Addressable Market
Ideal Customer Profiles
Buyer Personas
Touch Patterns, SLA
Qualification Criteria
Rules of Engagement
Handoff / Closed Loop

8. Drive a
PEOPLE PIPELINE
Recruit and hire A Players
Onboard and ramp with precision
Scale employee culture
Recognize performance
Develop future field sales reps

9. PEOPLE PIPELINE
MustsManage Expectations while Recruiting
Establish, Identify RPM
Show a Well-Lit Career Path
Tout, Encourage Company Culture
Certify Core Components
Stress the Importance of Brand
Keep It Real

10. REVENUE PIPELINE PEOPLE PIPELINE
Inbound Outbound Less than 1 Year Up to 2 Years
STRATEGY
PROCESS
PEOPLE
TECHNOLOGY

11. REVENUE PIPELINE PEOPLE PIPELINE
Inbound Outbound Less than 1 Year Up to 2 Years
STRATEGY
BHAGs
OKRs
Increase lead velocity
Meet SLAs
Create Sales Playbook
Usher social selling
Employ methodology
Adopt ABE
Hire right
Expedite ramp time
Improve conversations
Certify sales attributes
Meet w/ hiring managers
Draw-up promotion path
PROCESS
Systems
Formulas
Assign by territory
Issue via round-robin
Sustain 200 leads/SDR
Feed sales intel
Enrich contact data
Broker exec intros
Establish 1:1s
Own calendars
Acquaint w/ use cases
Master SDR remit
QBR presentations
Run deal start to finish
PEOPLE
Leaders
Managers
Soldiers
Inbound line manager
SDR territory owners
SDR by lead source
SDRs by segment
Jr & Sr SDRs
1:3 ratios
Introduce to mentor
Interlock with Field Reps
Meet eStaff
Guest speakers, trainers
Association memberships
Team Lead Assignments
TECHNOLOGY
Musts
Likes
Wants
MA, CRM synergy
ICP, BP, TAM tech
Dialing, Email, Nurture
Emailing, messaging
Social outreach
Trigger alerts
Apps, offerings for:
-Calendar
-Touch cadence
-Meetup alerts
Apps, offerings for:
-Networking
-Note-taking
-Time management

12. PLAN YOUR WORK
and WORK YOUR PLAN

13. TAKEAWAYS
Sales Development organizations are different
ALL Sales Development organizations have a two-fold objective
Make informed decisions based on STRATEGY-PROCESS-PEOPLE-TECHNOLOGY
Think BIG and think SCALE and you WILL SCALE
• Sizes, locations, infrastructures, languages, targets, cultures, experiences vary
• Drive a revenue pipeline, drive a people pipeline
• Measure progress via BHAGs or OKRs; use the four areas as cornerstones
• Ask “How will the entire team benefit?” Leave a trail of breadcrumbs for people to follow

14. THANK YOU
@rbarsi
in/ralphbarsi
rbarsi@gmail.com
ralphbarsi.com
Ralph Barsi