The Mid-Career BDR – An Alternative Hiring Model for B2B Demand Generation

A recent Bridge Group study on Sales Development found that the average new BDR hire at tech companies had only 1.5 years of experience. The industry seems to have converged around an ideal profile for BDRs. They are typically young, located in major metropolitan areas, and motivated to grow their career into a field sales role. But just because most…

What is the Best Profile for a Software BDR?

REOne of the most popular strategies for demand generation at tech companies has become hiring a team of Business Development Reps (BDRs) to perform outreach. The goal of a BDR is to engage prospects via email, phone, or social media then schedule an appointment with a qualified lead for the field sales organization. The sales rep performs further qualification and…

How B2B Software Vendors Create New Categories

Over the past few years I have spent a considerable amount of time studying the best practices of category leaders in the Software-as-a-Service market. I have been particularly focused on market leaders in the business applications space – in categories ranging from accounting and finance to sales and marketing. Examples include Coupa (procurement), Zuora (subscription billing), Anaplan (financial planning), Hubspot…

Zuora Case Study (Part 4) – How Category Leaders Re-Invent the Technology Platform

Zuora doesn’t just solve point problems in the subscription business model, it provides a suite of applications to “launch, monetize, and manage the entire order-to-revenue process on a single platform.”  Much like many other leading SaaS and cloud providers, Zuora is seeking to achieve exponential growth by encouraging a community of third party developers to build on its platform. Zuora…

Zuora Case Study (Part 2) – How Category Leaders Redesign the Org Chart

Zuora encourages subscription businesses to break down the traditional organizational silos that permeate 20th-century product-centric companies. As an alternative, Zuora promotes its PADRE (Pipeline, Acquire, Deploy, Run, Expand) operating model. Instead of marketing and sales, Zuora encourages companies think about pipeline and acquisition. Instead of customer support and operations, Zuora recommends companies think about deployment, running, and expanding customers. Although…

Zuora Case Study (Part 1) – How Category Leaders Get Customers to Re-Imagine their Business Processes

Zuora encourages companies to follow the examples of businesses such as Netflix, Uber, Spotify, and Box and transition from product-driven business model of the 20th century to the new, subscription-centric business models of the 21st century. CEO Tien Tzou describes this new era of companies and business models as “the Subscription Economy.”

Hubspot Case Study – How Category Leaders Get Customers to Re-Imagine their Business Processes

In its original vision, Hubspot wanted companies to reimagine the way they performed marketing. They recognized that buyers were tired of getting interrupted by marketing and harrassed by sales people with tactics such as advertisements, direct mail, email solicitations, and cold calls. Technology had advanced to where customers were able to filter out many of these interruptions with caller ID,…