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.

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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