Kelly: Shifting SDR quotas to closed revenue tripled Brex's SDR-sourced revenue
Ashley Kelly · From Zero to Hero: How to Dominate Outbound SaaS Sales with Rippling and Sam Blond · Jan 4, 2024 · at 30:42
Ashley Kelly, VP of Global Sales Development at Rippling, reflects on restructuring the SDR compensation model at Brex alongside Sam Blond.
0:00 / 0:07exact quote · 7.1s
▶ Watch the full episode on YouTube → 720p mp4 · rendered on demand · StarZero watermark
“We more than three X what the SDR org was sourcing previously when they were on an S two quota.”
quote is from the automated transcript, cleaned for reading: filler sounds and stutters are removed, nothing is rephrased. names can be misheard (the analysis reads context, assessments check outside sources). how →
More from Ashley Kelly
Enterprise startups with long sales cycles should avoid SDR revenue quotas
“I think when you're at a more enterprise company and it takes six to nine months for a deal to close, it's really hard to put SDRs on a revenue quota because they're really only in the role for nine months to a year and a half.”
Kelly: Recruiters make ideal early SDR hires due to transferable skills
“And then I would say also, if you're not just hiring directly from college, if you're actually getting people that have some work experience, which I highly recommend, especially for first time hires, if you don't have systems and process in place, I've had a …”
Kelly: Candidates who drive the interview make better outbound SDRs
“If they're driving the conversation and driving more of the interview in such a junior role, if they're able to do that, like more times than not, I have a lot of faith that they'll be able to do that when talking to prospects on the phone.”
Kelly: Arbitrary SDR dial quotas lead to box-checking behavior
“If you tell a rep to make 70 dials,
Guess what they're going to make?
70 and have a very hard stop at 70.
And so eliminating like the, what I'll call this like checking the box type of activities throughout the day and like truly getting to a point where you h…”
Kelly: Rippling maintains an eight-to-one SDR-to-manager ratio for better coaching
“We actually are very conservative with the number of reps that report to managers, and that really helps from, like, a day-to-day coaching perspective, especially in this, like, remote environment. When managers have a little bit more bandwidth to help coach t…”