Hire Product Advocates.
Sell more software.

I'll teach you how to recruit and train engineers as SDRs to increase pipeline generation and self-serve conversions for your technical product.

Private Workshop

5k USD
Where: Zoom or Onsite
When: Submit your availability
Contents

What you'll learn

You'll learn exactly how to build an SDR or PA team to sell technical products.

  1. 01/ Why hire junior technical talent as SDRs? Hank's story building 4 SDR teams (at three unicorns and one flop).

  2. 02/ What can you automate? The landscape is always changing, but the first principles have held.

  3. 03/ Recruiting - how to identify, qualify, & persuade.

  4. 04/ Training - how to onboard, teach, & give feedback.

  5. 05/ Incentivizing - how to measure, compensate, & promote.

  6. 06/ Q&A and networking

  7. 07/ After the workshop: 90 days in Slack + monthly office hours.

For non-technical products

SDR / BDR

Engage clear enterprise interest, ignore self-serve users.

What's included

  • Non-technical degree
  • Only asks BANT questions
  • Career path: AE
  • Antagonistic to self-serve users
  • Increases demand on Sales Eng
  • Slow responses to tech buyers

For technical products

Product Advocate

Engage everyone. Drive self-serve adoption + enterprise interest.

What's included

  • CS degree or coding bootcamp
  • Discovers technical need + BANT
  • Career paths: SE, CSE, DevRel, Eng
  • Encourages self-serve conversions
  • Reduces demand on Sales Eng
  • Instant responses to tech buyers

Instructor

Hank Taylor I'm an advisor / fractional CMO who chiefly works with startups selling to developers.

I've built and led Marketing, RevOps, SDR, and DevRel teams at companies with 20 to 500 employees and $1M to $50M ARR. I've been in the first 50 employees several startups, including OSS unicorns Vercel, GitLab and Neo4j. I build teams and systems with non-traditional approaches to get exceptional results at B2B SaaS startups with technical audiences.

Follow on Twitter

Purchase

Ready to reserve your seat?

This workshop will have limited availability. Seats are sold on a first-come, first-served basis and signups will be closed once capacity is reached.

SDR and PA Workshop

4-hour workshop and hands-on exercises

  • 4-hour live workshop (via Zoom)
  • Additional resources and contacts for further learning
  • Hands-on exercises
  • Recordings for later viewing

Upcoming Sessions

Private Workshop

5k USD
Where: Zoom or Onsite
When: Submit your availability