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Agile Sales Development: An Interview with Kevin O’Malley

TOPO is committed to bringing the sales development community the latest trends, data, and best practices from the fastest-growing companies in the world. Today, we continue our sales development interview series with Kevin O’Malley, VP of Marketing and Sales Development from Catavolt. He’ll share his best practices, most impactful decisions, goals, challenges, metrics and the most effective technology his team is using today.

Leverage agile principles to guide your sales development structure

Question 1: What decision did you made that had the biggest impact on your sales development team’s success?

The decision that I made that has had the biggest impact on our sales development team’s success was assembling four of the best SDRs that Georgia has to offer. I have been fortunate to keep the same team in place for almost a year which as enabled us to work together on a system that they can be successful within. Since we leverage agile principles to guide our structure, the team is set up to be an integral part of how work gets done, but also to achieve buy-in on what the possibilities are for achievement.

Constantly critique and re-imagine how you prospect leads and capitalize on your time

Question 2: What is the biggest challenge your sales development team is facing in 2015?

The biggest challenge our sales development team faces in 2015 is breaking through to a new level of performance. The only limits we have in 2015 are the ones that we put on ourselves which is why the team is re-imagining how we prospect for leads, improving our phone selling effectiveness, and constantly critiquing how we capitalize on our time. We are a high performing team that wants nothing more than to have individual success while still celebrating the group’s achievements.


Encircle your prospect’s committee of decision makers and canvas the account

Question 3: What are the sales development team’s biggest initiatives for 2015?

Our biggest initiative this year is organizing our efforts around named accounts. Catavolt enterprise application mobility platform is an enterprise-level sale which requires the alignment across line of business and IT. This initiative is designed to encircle our committee of decision makers so we can canvas an account to an optimal level. The dynamic of an enterprise-level sale with committee level purchases raises the bar for our enterprise-ready SDRs who need to become experts in the mobility market, Catavolt product value prop, and account-based prospecting.

Review metrics using a 2 week timeframe

Question 4: What are the top 3 metrics you use to measure your sales development team’s performance?

Top 3 metrics for the team that is time-boxed every two weeks:

1. Conversations
2. Intro calls and demos scheduled
3. Opportunities created

Don’t suffer from “whack a mole” syndrome with your technology stack

Question 5: What technology is having the biggest impact on your sales development team’s performance?

The technology that has the biggest impact for our SDR team includes:
ConnectandSell – This enables each SDR to have 15-20 conversations per day, while still having time for prospecting, conducting 15 minute discovery calls and demos.

SalesLoft – We use Prospector and Cadence. It’s technology built by and for SDRs! The team uses it for lead prospecting and keeping leads engaged. Foundational tool!

Rivalry – My personal goal is to spend more time coaching my team. This tool gives me everything in one place: metric goals, leaderboards, weekly team briefs (feedback mechanisms), and push email notification of daily performance. It frees me up to spend more time coaching.

My word of advice when it comes to technology is that you want to use it in the context of your lead to revenue process. You don’t want to find yourself in the “whack a mole” syndrome of getting technology to address a problem then quickly finding another problem pop-up.

Today’s Author: Led by his passion for B2B marketing and sales and his 15 years of experience in building successful teams in product management, marketing and sales development, Kevin O’Malley enjoys continuously improving on making revenue more predictable and businesses scalable. He is currently VP of Marketing and Sales Development at Catavolt, leading enterprise application mobility platform and leader of B2BCamp Atlanta, a community for modern B2B marketing and sales professionals.

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