Matt Amundsen, VP of Sales Development and Field Marketing explains how you can update your sales development playbook for today's complex buyer's journey.

1. @BrightFunnel #FunnelFest
The New Rules of Sales Development
in an Account Based World
Matt Amundson, VP of Marketing and Sales Dev
matt@everstring.com
@matty56

2. @BrightFunnel #FunnelFest
The New Rules of Sales Development in an
Account Based World
Matt Amundson: VP of Sales Dev & Field
matt@everstring.com
@mattya56

3. @BrightFunnel #FunnelFest
My personal history
Grew from $400M to $2B
in annual sales
Acquired by Essilor for $530M
IPO, Acquired by Vista $1.8B
Acquired for $4.3B

4. @BrightFunnel #FunnelFest
1. Sales Development is a part of marketing
2. Use AI to do your account selection
3. Be a human being
4. Be personal … but be relevant
5. You must have a structure
6. Use every channel to maximize results
7. Try new things
8. Don’t Bench Brady
The New Rules of Sales Development

5. @BrightFunnel #FunnelFest
#1 Sales Development is a part of marketing
One to many

6. @BrightFunnel #FunnelFest
#1 Sales Development is a part of marketing
One to many One to one

7. @BrightFunnel #FunnelFest
#2 Use AI to do the heavy lifting

8. @BrightFunnel #FunnelFest
#2 Use AI to do the heavy lifting

9. @BrightFunnel #FunnelFest
#2 Use AI to do the heavy lifting

10. @BrightFunnel #FunnelFest
#2 Use AI to do the heavy lifting

11. @BrightFunnel #FunnelFest
B2B Professionals have been trained to …
•Operationalize processes that scale
#3 Be a Human Being

12. @BrightFunnel #FunnelFest
B2B Professionals have been trained to …
•Operationalize processes that scale
•Cast a wide net
#3 Be a Human Being

13. @BrightFunnel #FunnelFest
B2B Professionals have been trained to …
•Operationalize processes that scale
•Cast a wide net
•Focus on volume
#3 Be a Human Being

14. @BrightFunnel #FunnelFest
B2B Professionals have been trained to …
•Operationalize processes that scale
•Cast a wide net
•Focus on volume
•Monetize relationships
#3 Be a Human Being

15. @BrightFunnel #FunnelFest
B2B Professionals have been trained to …
•Operationalize processes that scale
•Cast a wide net
•Focus on volume
•Monetize relationships
•“Play your part”
#3 Be a Human Being

16. @BrightFunnel #FunnelFest
But That Has Lead To…

17. @BrightFunnel #FunnelFest
But That Has Lead To…

18. @BrightFunnel #FunnelFest
But That Has Lead To…

19. @BrightFunnel #FunnelFest
When What We Really Want Is …

20. @BrightFunnel #FunnelFest
When What We Really Want Is …

21. @BrightFunnel #FunnelFest
When What We Really Want Is …

22. @BrightFunnel #FunnelFest
#4 Be Personal …
Subject Lines:
• “Your Experience at Apttus and Marketo”
• “Maria, Your Team is Amazing at Demand Generation”
• “From Scarlet Knight to SVP of Marketing, Wow”

23. @BrightFunnel #FunnelFest
#4 … But Be Relevant

24. @BrightFunnel #FunnelFest
#5 Bring It Together with Structure
Personalization
Relevancy
Product Pitch
Call to Action

25. @BrightFunnel #FunnelFest
In Practice
Personalized Relevance Canned Value Prop

26. @BrightFunnel #FunnelFest
#6 Use Every Channel for Max Results
Our Response Rates:
Email Only: 2%

27. @BrightFunnel #FunnelFest
#6 Use Every Channel for Max Results
Our Response Rates:
Email Only: 2%
Email+Social: 12%

28. @BrightFunnel #FunnelFest
#6 Use Every Channel for Max Results
Our Response Rates:
Email Only: 2%
Email+Social: 12%
Email+Social+Phone: 17%

29. @BrightFunnel #FunnelFest
#7 Try New Tactics

30. @BrightFunnel #FunnelFest
#8 Don’t Bench Brady
CEO/CMO
Director
DG
Programs
Manager
Director
MOPs
MOPs
Manager
Director
SDR
SDR
Manager
VP
Marketing

31. @BrightFunnel #FunnelFest
1. Sales Development is a part of Marketing
2. Be personal, but be relevant
3. Use every channel you can
4. Always try new things
4 Quick Take Aways

32. @BrightFunnel #FunnelFest
Find Me
Twitter: @mattya56
Linkedin: Matt Amundson
matt@everstring.com
That’s All Folks!