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.

1. CONFIDENTIAL - RESTRICTED1 CONFIDENTIAL - RESTRICTED
Sales Development Council
May 2014
Lars Nilsson
VP Field Operations

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. 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. CONFIDENTIAL - RESTRICTED4
The ArcSight Sales 2.0 Ecosystem

5. CONFIDENTIAL - RESTRICTED5
What we are building at Cloudera

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. 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. CONFIDENTIAL - RESTRICTED8
Thank You. lnilsson@cloudera.com 415-840-5168

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. CONFIDENTIAL - RESTRICTED11
What Eloqua will solve for us…

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. CONFIDENTIAL - RESTRICTED13
The Challenger Sale