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Scaling Sales Development - Lars Nilsson (TOPO Sales Development Council)

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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.

Published in: Sales, Business, Technology
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Scaling Sales Development - Lars Nilsson (TOPO Sales Development Council)

  1. 1. CONFIDENTIAL - RESTRICTED1 CONFIDENTIAL - RESTRICTED Sales Development Council May 2014 Lars Nilsson VP Field Operations
  2. 2. CONFIDENTIAL - RESTRICTED2 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
  3. 3. CONFIDENTIAL - RESTRICTED3 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:
  4. 4. CONFIDENTIAL - RESTRICTED4 The ArcSight Sales 2.0 Ecosystem
  5. 5. CONFIDENTIAL - RESTRICTED5 What we are building at Cloudera
  6. 6. CONFIDENTIAL - RESTRICTED6 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
  7. 7. CONFIDENTIAL - RESTRICTED7 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
  8. 8. CONFIDENTIAL - RESTRICTED8 Thank You. lnilsson@cloudera.com 415-840-5168
  9. 9. CONFIDENTIAL - RESTRICTED10 >$2B >$750M - $2B $10M - $750M Strategic Account Managers (SAM) GEO Account Executives (AEs) SDRs ADRs $10B+ Telesales Named Account Managers (NAM) SEs FY’14 Territory Segmentation/Coverage
  10. 10. CONFIDENTIAL - RESTRICTED11 What Eloqua will solve for us…
  11. 11. CONFIDENTIAL - RESTRICTED12 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 Infer Scoring Infer: “A or B” AND Eloqua: 1 or 2 C or D Eloqua Nurture Obvious Junk? No Event Webinar Download SDR & SAM / NAM Notified via email alert Etc… Load into SFDC SDR Follow up List Purchases / Uploads Has the event Occurred? Yes Yes Delete… SDR & SAM / NAM Follow up Load into SFDC against existing Partner Acct BD Partner Mgr Notified via email alert Partner Named or Strategic Account Eloqua Scoring Converted No Opportunity Yes
  12. 12. CONFIDENTIAL - RESTRICTED13 The Challenger Sale

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