Today we sit down with John Lack, Global Head of Sales Development at Airtable, to demystify the world of software sales as a profession. John breaks down the immense rewards of the industry—from earning six figures right out of college as a successful BDR to mastering the "autonomy, mastery, and purpose" of high-level tech sales.
We explore why the BDR role is the most critical time in a career for building foundational grit and why 90% of AE struggles stem from poor front-end pipeline generation. John also shares his own unconventional journey, starting as a BDR at age 30 and scaling teams through massive growth phases at Oracle and MongoDB.
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🏹 Key Topics Covered
00:00 - Intro
01:53 - Software Sales as a High-Trajectory Profession
03:48 - The Six-Figure Entry: SDR/BDR Realities
06:47 - Why PG Sets You Free
10:27 - Grit and Resilience: Pushing the Boulder
16:51 - How to Assess the Right Organization 20:25 - Uncommon Investment in Development
33:28 - John’s Story: Starting as a BDR at 30
43:32 - The AE and BDR Partnership Dynamics
💥 3 Biggest Lessons:
Pipeline Generation is the Foundation of Success: Most Account Executives who struggle do so because they lack consistent pipeline generation skills from the front half of the sales process. The BDR role is not just a stepping stone; it is where you learn the "meat and potatoes" of sales—doing the gritty work in the dark, from cold calls to disqualification, that eventually sets a field seller apart.
Seek "Uncommon Investment" in Development: When interviewing, candidates must challenge organizations on their training programs. A high-quality program can clearly articulate its methodology (Learn, Practice, Do), validates skills through real-world application, and provides double the industry standard of coaching time—dedicating specific hours to both pipeline strategy and individual skill development.
Habits Determine Your Fate: Success in sales is fueled by a consistent "operating rhythm" and discipline. Resilience—the ability to view 70,000+ cold calls as a way to learn rather than just experiencing rejection—and the discipline to maintain consistent prospecting habits are what ultimately determine a leader's career trajectory.
💬 Notable Quotes
"You can easily make six figures right out of college as a successful BDR and it just goes up from there".
"PG is life. It sets you free".
"You don't determine your fate. You determine your habits and your habits ultimately play a huge part in determining your fate".
"I made somewhere in the neighborhood of 70,000 plus cold calls in my life... that teaches you a certain level of resilience".
"There is no AI without APIs... AI is not going to have that first conversation and really do phenomenal qualification".
🙌 Thanks for listening!
This episode was hosted by Simon Kouttis and Ollie Kuehne, founders of Hunters & Unicorns, and post-produced by the team at videoforce.pro. If you enjoyed this episode, please drop a like/share and subscribe to our channel!
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