The Pavilion Podcast
The Pavilion Podcast

Episode · 7 months ago

Ep 229 Growing a Global SDR Team w/ Seth List


Growing a Global SDR Team w/ Seth List

Part of the "Is This A Good Time?" series hosted by Brandon Barton.

But hello everyone and welcome back to the pavilion podcast. I'm your host, Brandon Martin, and you are listening to is this a good time? Sure, where I put a billion members of the hot seat for fifteen minutes, we hear their incredible stories. Shows are out on Thursday, so hit subscribes. You do not miss hearing from our experts. Today our guest is set list. He's the global director of sales of ELOPMENT and talent one. We talked about growing a global str team and having a career in SCR for for men. Seems like fifteen so years. This episode was brought to you by reprise, the only complete demo creation platform that go to market teams turn to when they need to create live and guided demo experiences. All right, let's see this episode one hundred and twelve. Is this good time? All right, everyone. I'm so excited to have set list with us. He is currently the global director of sales development at talent one, a self reclaimed SDR nerd set. Great to have you. Thanks for renned great be here. Awesome. Well, look all, meet NOE filler. We jump right in with stuff. Why don't you start telling us with talent one is up to. And then I want to go back and kind of go earlier in the career and bring, you know, bring us through kind of how you got there. Yeah, talent one is up to some cool stuff. That COMPANI's been around since two thousand and fifteen. Second time founder the I guess the idea originated as a need in his own business and it since fun out. We plan the retail all kind of beat to see Martech landscape. We got some big name brands been growing rapidly through word of mouth and bound and I joined to help build a global outbound program from scratch, which is squarely in my wheelhouse and pretty stuff to be here, nice and and and global. That always care. I mean, how many people we talking? I've got twelve today, thirteen out of the first couple more coming in. It's getting big fast. We believe we've got a head start on anything resembling competition and... the outbound is the motion to try to capitalize take advantage of of that. And Yeah, we are global business. Were based out of Berlin. We've got entities in Singapore and Australia, here in the states, and so I got staff today scattered across five countries. It's cool and hard. Yeah, that's an talk about some of the things that are hard about that. I mean, are you I mean maybe even a simple question. Maybe I'm done to this, but, like, what language are you selling in? Is it all in English? Like, I mean, like, isn't there challenges when we're talking about the nuances of being able to pitch in the in these different when you're targeting, you know, maybe other global companies and or other, you know companies and other countries? Yeah, chier question. We're selling in English. We've just started to add staff that are, you know, bilingual, if not full on Polyglot, speaking multiple languages. Right, but by and large, until I guess, the first of May, we're selling any wish. Only ever, being a business, speaks English. It's not necessarily their first language or native language, but everybody is fluent in English. Being based in Germany, we've got native Germans that speak German. One guy in particular actively selling in German and to Germany. Got And as of the start of this month we've got we've got French coverage. So we've got a best Yar joining my team and about two weeks we've got an a that joined us at the start of the month and we've got a sales engineer that's been on staff for a couple months now that's that's fluent in French. So I've also got ansty are that sits in Spain. She's fluent in Spanish. You've got a fair amount of organic business coming in through Ladd am, so we may be looking the staff up Spanish and Portuguese speakers soon, but ninety percent of what we do on a day to day basis is in English. How are you? How are you adjusting things like, you know, activities people are doing by by I don't know, by region, by country, by by dialect? I don't know is it is. Are you kind of...

...staying with the same playbook and seeing what and then making tweaks along the way? Or you know, I've been at this a long time and I was actually talking to a candidate yesterday who talked a lot about you know, I was given a baseline to start from and kind of made it my own overtime and now I've got my own version of like the playbook right. You know, I do as well, kind of a default go to jump off point for how bound as it relates to sequences, frequency and number and type of task. That said, I'm not an expert and authority with the guarded Cole calling into a meat or a pack, so I'm a very much a student in that regard. I've been looking to our sales leader in the region, spending time with the account executives, reaching out to folks via a pavilion and my network that are in those markets to try to better understand. I think your opening question was like talk about global what's so hard, and part of it is the, you know, business etiquette and cultural nuances that are really hard to understand as a guy who's only ever lived and worked and primarily cold called into the North American market. So yeah, learning curve for me for sure, but I got no ego in that. I want to do it works and so I'm looking to the people around me, both in and outside of the business, to help guide that. And the beauty is that, again, like, company's been around since fifteen. Here we are in two thousand and twenty two, and you know, lying share of our revenue has come through inbound demand and so we have room to experiment and play from an outbound standpoint. Okay, love that. That's great. I will take us back a little bit to couple stops along the way in your career. You know, you've worked at Google, you worked at some other you know, bigger names that I'm sure people recognize, like canva so forth. You were the Austin Chair of the sales hacker crew back for a year. I mean, where do you want to go? Where did this all start and your love for us you are yeah, it certainly was an intentional the the way I like to frame it as I fell into and fell madly in love with sales development back in two thousand and eight. So prior to that point in... career, you know, I worked my very first sales job fresh at a high school. It was a BTC job working for MCI WorldCom. You know, largely they were known for long distance phone service, but in New York the local phone company change for local phone service. So my first sales job was interrupting New Yorkers dinners to to try to convince them to switch from from the Bell Company over to MCI. Oh Man, and is that the is that the hot time to call, between like five and eight o'clock or something? Oh, yeah, totally, they love that. It was due to the time difference. But yeah, that was back, you know, early, early days for me. Ninety nine two thousand. I was trying to make a quick buck to follow a girl to from Texas to California and then probably left sales for four years right, and then I did a bit of inside selling. I get back to Texas and I guess I was a four hundred and five. I work for profit fuel. The founder there has gone on two great things here in the Austin community continues to found companies. An advised, but that was my first B Tob gig hired a song at a hundred percent commission. I think technically we got four weeks of salary, thirteen bucks an hour or something, and love it a commission. And then they hired all of us, you know, through a staffing firm and at the end of thirty days it was like are you sinking, are you swimming? And a lot of people churned, you know, they opted out after the you know, the safety net got dropped out and for those of us that's maid, you know, that was both the hardest and some of the most fun times of my career where you just, you know, learning the hard way. We were selling Yahoo yellow pages to small business owners, and so I got my teeth kicked in daily. Yeah, we were. We were cold calling small business owners whose entire livelihood depending on the success of whatever business they were running and trying to sell them on something brand new. Right, is the early days of the Internet. And so, Hey, do you want to be featured on the online yellow page? Is Advertising? This... the days before zoom or even stor, you know, early technology and screenshit right. So learned so much about effective communication when you're trying to guide somebody on their own device through like here's what you need to type in and where and where to click. And it was a whole lot of fun. And so that was true. Inside selling is very transactional. But I built my own lists, I cold called, I negotiated deals, got the contract signed and again, transactional nature. So grapping credit cards and pushing stuff through. Oh, he keeping them on the platform. So there was an element of, you know, relationship and account management. So full desk but in a very transactional setting. And I've bought back and for them from the bay area originally. Today I'm I'm based out of Austin, and so I spent about ten years of my my early S, bouncing back and forth between the two markets, and so I landed at a recruiting from in San Francisco and have an opportunity to serve a role as a candidate source er, which, in hindsight, is really, really similar to sales development. Yeah, right, you know, thinking in the context of jobs to be done right, but like a candidate fills the job literally and in a coal calling, you know, I st our context. We're looking for a person that can play a role on that deal cycle, and so the motion is really, really similar. And I had the benefit of working for an agency that purely, like almost exclusively, staffed sales people in technology sales job. So as an outsider I got this like really beautiful perspective of the range from Hunter to farmer, you know, physical goods versus old school on, from technology versus cloud based. Yeah, a lot of advertising and marketing stuff. So it gave me some interesting, you know, outsider perspective on the various types of sales roles and from there got recruited out by client served an inside sales capacity. Had A blast, but miss my family. Made my way back to Austin and and my dad actually, through a networking group, connected me to Brett...

...hurt, who was the founder and see, you know, bizarre voice. And so they were in a rapid growth phase. This was oight, so on the heels of a pretty hefty series B just Shides, twenty million dollar round, growing rapidly, and my dad connected me to him and and you know, he didn't say like come work for us, here's a job, but he said you should apply doing some fun stuff. Come check it out, and that was my first actual str job. So I joined summer of Oud Eight. I think I was str number seven, while later we were like forty globally. And with my background and recruiting, I'm the oldest of four kids, there's something about coaching that just kind of comes really naturally to me. So you know, I've booked a meeting in my first week. For five weeks into the job they started throwing me into interviews. As we were working to grow the team. I became the go to guy for what back then we called on boarding. It was really just days of wired headsets. Why Jack in was seth like look over my shoulder asked questions. So I hope to on board my peers and it was a really fun and exciting time to be a part of that business and sparked this passion for me, you know, my love for people, kind of new experiences and new things. What I think is Hiq and communication skills and then that background and candidate sourcing and recruiting kind of brought it all together really well for me. I love the would you say? I mean, you know, I obviously always ask the question around luck and and what part of your career was kind of, you know, maybe more of a stroke of luck. Would you say? You know, not going into that or that candidate experience, you know, Kennet recruiting experience or we're something else, was kind of the luck that might have helped you get to where you are today? Yeah, you know, I mean just the bizarre boys job period to some degree was luck. Right that the notion that because I actually had a job, I'd move back to Austin. I landed another recruiting firm. I was at an Rpo shop here in Austin and RPO was new to me. I knew the continuency world but I did not know our Po and I had a lot of confidence in my kills and so the CEO, you know, found me, he recruited... in. We had this very candid conversation like if anybody can figure out how to sell this, it's me. Yeah, and we both went into it with best of intentions, but it was hard. It was really hard to model is so fundamentally different from what businesses know and love and and so I was lamenting to my dad one day and he said, look, I know this Guy Brett. They're growing really rapidly. If you go meet with him without the intention to sell but rather to learn, he made able an inform like how you go approach companies and buyers like him to sell this rpo product. I was like that's brilliant. So I met with Brett and again lamented relay the challenges I was finding and like here's what I'm doing and how I'm framing it and what is your perspective on this model compared to contingency? And he kind of stopped, he hit pause on the conversation. It said, sounds like you got an updial battle you should apply right. You can curious, you got some good skills, like throw your hat in the ring, because we're hiring what was called back then market developers and it was. It's a silly thing to be proud of, but there was a whole stretch of years where I held the record for fast time to hire. I think it was eight days from my first interview till like my first day on the job. Oh Wow. And then I bagged the meeting in my first week and it was my first actual day like on the phones and emails in front a prospect. So yeah, I don't know that there would have been any any other way for for bizarre voice to have hit my radar. I mean back then that that title right. I'm a guy who's worked in a recruiting environment like I've seen every sales title under the Sun. I wouldn't have recognized market development right exist, something as a center Dr Something like that. Yeah, so interesting. Well, look, given given all this time that you spend, give us. Give us a tipmit man, give us the what's the secret sauce to getting people to say yes to a meeting? It should treat them like people. I think is a big one. I tell my... a lot. I've got some unique perspective. I've been in sales domate since ate. My Vote Tex STAC was outlook in sales horse. Right, this is back in the days before sales nap. So it was just linkedincom. In fact, I've been using linkedin so long, like I've actually been to the linkedin campus when the whole company was like a hundred employees, and got a training from the product manager at the time. Oh Wow. And so, you know, I find it as the text St Act, you know, available to sellers, both these and strs, continues to evolve as we push deeper into, you know, automated workflows, that we run the risk of automating the human out of the equation. And the truth is we're still people dealing with people. Yeah, and so keeping that at the forefront, I think is really critical, and certainly for today's generation. I just turned forty, right, I'm managing staff that are largely in their their S. and so, you communication has evolved, specifically the you know, the channels and the means, but like, until we make a genuine connection, we don't have that level of familiarity. We're like texting a prospect makes sensor. Is Okay, in my opinion. Yes, right, like I I'm now on the by side of the equation as well, and like I don't really want a cold text. We don't know each other, right, so thoughtful messaging, treating people as people. I think we've kind of bastardized a notion of personalization, like calling out that we went to the same school or share passion for the same sports team. It's not enough anymore. It just isn't. That's right, and I think the priority is really relevance. Right. We need to contextualize things for our prospects, and so it's treating them as people, being curious, making the investment, not not counting on our our boss or OPS team or marketing team in our technology to do the work for us. Love it, love it all right. Anybody are hiring for I do have open rex. I'm I'm in desperate need of a frontline manager, a team lead in Amia. I got, okay, a team of...

...six in region and again, I'm not the expert there and, if nothing else, the which is the logistics of the time difference, make it pretty tricky for me to give the team the time and love and attention that they they need and deserve. So I'm I'm actively interviewing talent for manager team lead in Amam looking for a an str with experience in the Uki market. We're starting to kind of break out the subregions across a MIA. So anybody with experience selling Col calling into UK and Ireland would be awesome goal. And then I need the nesty are in Australia. All right, Ale and Sydney. All right. So this is I mean we do have a global show, so good what we'll be getting this out. Give some shot us. Who some of the people that have inspired you across you know, your career? Yeah, they're there are a lot. As far as like who others listening to this might recognize, you know I'm a huge fan of Josh Braun. I can't say undo the guy personally, but I read Chris boss has never split the difference of few years back and it was kind of a one of those that like caus some things to fall into place for me and I love the way that will both Chris boss and and Josh make make things so simple right. They're like really elegant sophisticated in the way they think about the big picture, but as far as just like tools and tactics, right, both of them make it quite simple and I think Josh does a great job of being consistent and like use these tools because they work and putting them into context. I subscribe to a blog. Right. He tells them as stories, which I really love. Rights that way. You know, Adam Grant, I'm a big like Eq humility, self awareness or like big parts of who I am in the world and as a seller it's a desert like critical kind of criteria retreats in the people that I hire, and so I love it at Adam grant is now posting on Instagram, which is awesome. He keep ust it linked in as well, but he just has a knack for like...

...saying the things I need to hear, the great reminders, and they're always release a sink. So I'm a big fan of his content. Cool, love it and and of course, very important to me you. I think you told me food is your love language. So let's hear it. Where we're what's the best spot that we should be hitting up? It could be an awesome, good be elsewhere. Oh Man, this is always such a tough one. So the last like really great restaurant that I was at here in Austin. I'd been there before, but all the Ma they do upscale, you know, southern soul food style cooking yeah, that you get. You gotta get the biscuits, like you have to get the biscuits, G's areloom rice dishes that they're doing. The menu is not like extensive, but your options are all great. Like I could easily go in there and make a case to just horver one of everything. It's pretty fantastic. And then I've got a date tonight with my wife. We're going to one of our favorite spots for an in domestic here until another good spot. Love it. They're you American. And then we actually held our we got married at bar LEA swy so frice caller. It's got simple restaurants and really a plus spots if you're hitting of Austin. That is for sure. I said some of the you on really really love everything that you're doing and, you know, looking forward to stay in touch. Thank you, rant, thanks for the opportunity. All right, that's a show. Thank you so much for listening. If you love this, this show, rate and review apple podcast spot. If I have sent is this friends, make sure to smash it subscribe button. This episode of brought to you by reprise, reprises a no code, Enterprise Ready Demo creation platform that keeps go to market team's power to control the narrative of their demos and delivered customer custom product experiences without developer involveing. I had so much fun today. I hope you did too. Now get out and preussion number se.

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