30 Minutes to President's Club | No-Nonsense Sales How to Close Bigger Deals by Doing LESS in the First Call | Steven Bryerton | Ep. 329
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Aug 5, 2025 
In this engaging conversation, Steven Bryerton, SVP of Sales at ZoomInfo, shares his journey in transforming sales strategies to close bigger deals. He emphasizes the need for dedicated teams for enterprise versus SMB sales. Discover how to track win rates effectively, optimize SDR compensation, and utilize frameworks like MEDDPICC to enhance discovery. Bryerton provides actionable insights on analyzing sales performance metrics and prioritizing high-value accounts, making the sales process more efficient and effective in landing substantial deals.
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Measure Win Rates by Time Cohorts
- Measure win rates by time cohorts like T0, T1, etc., to diagnose deal velocity and improve coaching opportunities.
- This helps distinguish between near-term pipeline issues and older pipeline performance per segment.
Segmenting Sellers Changes Win Dynamics
- Segmenting sellers into enterprise-only and SMB-only roles shifts win rate dynamics materially.
- Enterprise deals slow down, increasing older win rates but lowering fast-cycle rates, which balances overall win rate correctly for bigger deals.
SDR Comp Plans Drive Quality Meetings
- Redesign SDR comp plans to prioritize quality over quantity with 75% pay on initial qualified meetings and 25% on follow-ups or revenue.
- Lower meeting targets but increase qualification standards to reduce tension with AEs and raise pipeline quality.