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SaaStr 714: From Zero to Hero: How to Dominate Outbound SaaS Sales with Rippling and Founders Fund on CRO Confidential

Jan 5, 2024

In this episode, Sam Blond interviews Ashley Kelly, VP of Global Sales Development at Rippling, about scaling outbound sales and SDRS. They discuss hiring the right outbound sales team, the SDR interview checklist, and creating an environment for success. The chapter also explores the significance of SDRs and their career progression.

46:30

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Episode guests

Ashley Kelly

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Quick takeaways

In-network hiring and hiring experienced SDRs with a background in recruiting or sales can yield positive results in building an outbound sales team.

Transitioning from measuring SDR performance based on sales qualified opportunities to revenue quotas can lead to significant revenue growth for a business.

Deep dives

The Importance of Outbound Sales

In this podcast episode, host Sam Blond interviews Ashley Kelly, VP of Global Sales Development at Rippling, to discuss the significance of outbound sales in scaling a business. Blond emphasizes that outbound sales played a crucial role in Brex's revenue generation, accounting for about 80% of their sales. He highlights the importance of starting with a targeted prospecting approach, focusing on warm introductions and personalized outreach rather than mass blasting. Blond shares examples of creative outbound campaigns, such as sending personalized gifts and targeting specific areas with billboards. Kelly adds that hiring experienced SDRs and providing a structured environment are key to scaling an outbound sales team. She discusses the interview process, identifying the right profiles, and the importance of hunger, coachability, and organization in successful SDRs. The episode also touches on how to measure SDR performance, starting with sales qualified opportunities and transitioning to revenue as the team gains data and lead scoring capabilities. Finally, the episode emphasizes the career progression potential for SDRs, with many becoming future sales leaders within the company.

Maximizing Outbound SaaS Sales

01:56

Love to Win or Hate to Lose

00:58

Balancing Structure and Autonomy for New Hires

01:34

Introduction

3min

Outbound Sales Approach

10min

Hiring for Outbound SaaS Sales

3min

Determining Motivation and Drive for Success in Sales

2min

Hiring and Creating a Successful Environment

24min

The Importance of SDRs and Their Career Progression

5min

SaaStr 714: From Zero to Hero: How to Dominate Outbound SaaS Sales with Rippling and Founders Fund on CRO Confidential. Hosted by Sam Blond, Partner at Founders Fund. With Ashley Kelly, VP of Global Sales Development at Rippling.

In the latest episode of SaaStr's CRO Confidential series, host Sam Blond, partner at Founders Fund and former CRO at Brex, sits down with Ashley Kelly, VP of Global Sales Development at Rippling. For context - Ashley had previously helped Sam scale Brex's outbound sales from $2M to over $300M in ARR as Senior Director of SDR.

Together they discuss:

Scaling outbound sales and SDRS (sales development representatives) from 0 to $100M and beyond
How to hire the right outbound sales team
The SDR interview checklist
How to create an environment to set up outbound sales reps for success
Which KPIs to measure and matter most in outbound SaaS sales
Increasing the quality and closed-won revenue with your outbound sales team

Listen now!

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