Tony Cullen
San Francisco,CA
Summary
Sales Leader with a history of overseeing complex sales cycles, conducting outbound prospecting, generating new leads, and mentoring new hires. Recent history of growing revenues for start-ups by adapting to changing sales development needs during explosive company growth. Adept at generating significant new business while expanding major accounts.
Overview
12
12
years of professional experience
Work History
Head of Sales Development
Kibo
08.2022 - 05.2023
- Responsible for vision, oversight and KPI Management of SDR function during company spin-off transition
- Implemented SDR training - ramping product knowledge, buyer personas, objection handling, back end research, and outbound personalization through weekly role-play sessions
- Partnered with Sales Enablement, Marketing and Sales Operations on New ICP Framework and validation workflow adopted companywide
- Created and built all new email sequences alongside call & voicemail scripts segmented by title and vertical
- Managed SDR Operations for KPI reporting, Intent Data, routing and engagement metrics shared with ELT daily
Director of Sales Development
MaestroQA
11.2021 - 05.2022
- Responsible for playbook, implementation and management of SDR function
- Created Target Account scoring list, territory distribution and ICP Tiers for SDR Team
- Average Quota Attainment of 120% for Inbound SQO's and 36% for Outbound Opportunities
- Created 1.2M in Pipeline from Outbound sourced Enterprise Target Accounts
- Refined SDR workflow adding title and vertical based messaging, social targeting, and call scripts
- Hired 6 new SDRs in 4 months, decreased ramp time from 60 days to 21
Head of Sales Development
Split
02.2020 - 09.2021
- Responsible for strategy and execution of the SDR program as Split transitioned to a 100% remote workforce
- Doubled SDR Team quota attainment from 54% to 104%
- Increased Enterprise Opportunity creation by 139% creating 3.7M in Pipeline within Target Account List
- Completed overhaul of SDR workflow to include social touches, title and vertical based messaging, with new call scripts and voicemail cadence
- Hosted multiple Outbound Prospecting workshops with the GTM Team introducing new motions for Outbound Strategy
- Partnered with Marketing and Demand Generation to compliment the ABM motion, Virtual experiences and VIP Events with personalized outbound research and workflow
- Hired 8 net new SDRs in 6 months. Promoted 4 SDRs to quota carrying roles and 1 Team Lead within first year
Director of Sales Development
Castle
04.2019 - 12.2019
- Responsible for creating, documenting and implementing the first SDR program at Castle
- Average quota attainment of 112% with Opportunity creation increase of over 260% from H1-H2 2019
- Implemented multi-channel prospecting by adding phone calls, voicemails, social touches and gift program KPI's for a 95% Outbound Team
- Reporting directly to the Founder and CEO, offloaded sales operations, recruiting, and contract management
- Developed and initiated first Account based scoring mechanism as well as analyzing historical data to identify ICP for the GTM Team
- Monitored and managed basic Salesforce administration tasks, partnered with leadership to initiate first AE Hunt lists
- Partnered with head of talent to create initial profiles, screen inbound candidates, and be part of onsite interviews for SDR, AE, Sales Operations, Recruiting and Sales Engineering
Director of Sales Development
Singular
04.2018 - 04.2019
- Responsible for strategy, execution, oversight and KPI Management of SDR function
- Achieved average of 126% of quota first year as Director. Increased SDR Opportunity creation over 311%
- Report directly to the CRO with weekly meetings with Founders and other C Level stakeholders
- Coordinated with General Managers in EMEA, Korea and India on global strategy and SDR Support. Added one direct report in EMEA
- Manage multi-channel inbound and outbound strategy both independent and partnering with Marketing (Product/Demand Gen/Events/ABM)
- Work cross-functionally with Sales Enablement on ICP, customer testimonials, competitive battle-cards and new hire training
Manager - Sales Development Team
PagerDuty
01.2016 - 02.2017
- Achieved average 120% of quota within the first year as Manager
- Grew Sales Development Team from 6 to 16 in first 3 months
- SDR pipeline created in 2016 increased over 200%
- Improved Rep phone productivity by organizing and implementing call goals, reporting, and activities
- Collaborated with Demand Generation and Sales Ops to create actionable SLA's and reporting against net new leads and prospecting goals
- Directed execution of campaigns that drove attendance for webinars, tradeshows and other live events
Sales Development Team Lead
New Relic, Inc
08.2012 - 10.2015
- Tasked by VP of Sales to hire, train, coach and mentor new SDR hires
- Managed all SDR's reporting directly to the VP of Sales for over 2 years
- 100% of SDR's promoted (at least once) within 18 months of start date
- Coordinated with Demand Generation on Marketing initiatives and messaging
- Supported Sales Operations on expanding territory and line size alignment
- Presented Sales Leaders with training programs and playbook additions quarterly
Sales Development Representative
New Relic
11.2011 - 08.2012
- Carried largest quota on the SDR team in addition to being the sole owner of Sales Alias, Sales Hotline, Zendesk Ticketing and Olark Chat
- Built email templates/call scripts and cadence for new trial signups
- 140% of quota attainment per quarter average
- 2X 100% Club Recipient
- Sourced over $2 million in ARR for SMB, MM, and Enterprise Sales
Education
BA - Sociology
Sonoma State University
Rohnert Park, CASkills
- G Suite, Salesforce, Marketo, Office 365, Pardot, Hubspot
- LinkedIn Navigator, Yesware,ToutApp, Outreachio
- Zendesk, Slack, Intercom, Olark, Yammer, Hipchat
- Zoominfo, Hoovers, Insideview, DiscoverOrg, Lusha, Prospect, LeadIQ, Apolloio, Seamlessai
- Oracle CRM, Radar/Goldmine CRM, Unity/Seibel CRM
Timeline
Head of Sales Development
Kibo
08.2022 - 05.2023
Director of Sales Development
MaestroQA
11.2021 - 05.2022
Head of Sales Development
Split
02.2020 - 09.2021
Director of Sales Development
Castle
04.2019 - 12.2019
Director of Sales Development
Singular
04.2018 - 04.2019
Manager - Sales Development Team
PagerDuty
01.2016 - 02.2017
Sales Development Team Lead
New Relic, Inc
08.2012 - 10.2015
Sales Development Representative
New Relic
11.2011 - 08.2012
BA - Sociology
Sonoma State University
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