Scaling Sales Development - Lars Nilsson (TOPO Sales Development Council)
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CONFIDENTIAL - RESTRICTED 1 CONFIDENTIAL - RESTRICTED Sales Development Council May 2014 Lars Nilsson VP Field Operations
description
Lars Nilsson of Cloudera presented how he designs and manages some of the world's best performing sales development teams. Lars presented at the TOPO Sales Development Council Meeting held on May 18, 2014 at the Rosewood Hotel in Menlo Park, CA.
Transcript of Scaling Sales Development - Lars Nilsson (TOPO Sales Development Council)
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Sales Development Council May 2014
Lars NilssonVP Field Operations
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Some background that got me to where I am today and that I am proud of
• Raised in Sweden• Xerox beginnings• Had dual role @ Portal Software, Riverbed,
ArcSight/HP and now Cloudera• Meeting Craig • HP’s global adoption of my brand of 2.0 Sales
Operations• Founder of SalesSource and True Ventures Advisor• Opportunity at Cloudera to build out the largest
Selling and SDR Operation in the world
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A few words on Technology, Process & People
• Sales 2.0 has forced the need to rethink PPT• Technology is now way more the differentiator• Are you spending the $ to build out a selling “engine”?• Are you tuning it with best in class processes specific to
high velocity phone and email based sales?• Here is what happened at ArcSight and what I am
doing at Cloudera:
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The ArcSight Sales 2.0 Ecosystem
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What we are building at Cloudera
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17 years of building SD Teams for fast growing tech. companies taught me…
• Never create an “Overlay” comp. plan • Allow for over-achievement every month.
• Always start a new SDR Team with no less than 2• Selling is about Activities…
• The SDR is the lynchpin, the path to pipeline growth that will fuel “out quarter” forecast for the entire company…forever!
• Is an engine that can/has to be tuned with TPP• Marketing Automation changed the game for the SDR
forever• Scoring/Nurturing/Challenger sale/Good Online Digital Content
• Am blown away by the younger “entitled” SDR hire
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Good Story…
• Waking up in middle of night to an “aha” moment that I believe will change SDR productivity forever
• …the auto-convert from “non-SDR” lead to account contact
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>$2B
>$750M - $2B
$10M - $750M
StrategicAccount Managers(SAM)
GEO Account Executives (AEs)
SDRs
ADRs
$10B+
Telesales
Named Account Managers (NAM)
SEs
FY’14 Territory Segmentation/Coverage
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What Eloqua will solve for us…
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EloquaA
SFDC
Eloqua to SFDC Scoring & Nurture Flow
©2014 Cloudera, Inc. All rights reserved.12
Inquiry
NAM?SAM?
Partner?
NoYes
Load into SFDC as a New Contact
InferScoring
Infer: “A or B”ANDEloqua: 1 or 2
C or DEloqua Nurture
ObviousJunk?
NoEvent
Webinar
Download
SDR & SAM / NAM
Notified via email alert
Etc…Load into
SFDC
SDR Follow up
List Purchases / Uploads
Has theevent
Occurred?
Yes
Yes
Delete…
SDR & SAM / NAM
Follow up
Load into SFDC against existing
Partner Acct
BD Partner MgrNotified via email alert
PartnerNamed or Strategic
Account
Eloqua Scoring
Converted
No
OpportunityYes
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The Challenger Sale
