Sales Development vs Marketing w/ Kyle Coleman

Hello and welcome back to the Collin Cadmus Podcast. Today I’m joined by Kyle Coleman.

Kyle graduated from William & Mary – Raymond A. Mason School of Business in 2010 and then started his career as an Account Executive at Gyro for 10 months before landing his first leadership position as Sales Development Manager at Looker, where he grew into the Director and Sr. Director of Sales Development over a 6 year tenure.

After Looker, Kyle moved on to become the Director of Sales Development & Enablement at Clari, where he grew into his first VP role, followed by SVP of Marketing and Chief Marketing Officer over a 5 year journey, until landing his most recent and current position as Chief Marketing Officer at Copy.ai.

With all that’s changing in B2B outbound, and so much discussion around whether Sales Development is a function of Sales or Marketing, I can’t think of anyone better to ask than someone who has spent their entire career leading Sales Development only to transition into leading Marketing.

Before we get started, if you’re watching on YouTube, please take a moment to subscribe to the channel, like the video, and leave us a comment if you have questions. If you’re joining us from Spotify or Apple Podcasts, please drop us a review and let us know what you think of the episode. This stuff really helps to grow the audience.

Without further adieu, let’s dive in and get his thoughts on all that’s changing in B2B sales and learn what’s working and what isn’t working for outbound at Copy.ai.

--

TOPICS:

00:00:00 Intro

00:01:44 Outbound Sales is Broken

00:08:26 Growth-at-all-Costs

00:13:51 Sales Quota Attainment

00:24:22 VP Sales Average Tenure

00:29:06 AI in Sales

00:37:34 Intent and Signal Data

00:41:32 Sales Tech Stack

00:43:30 Sales Development & Marketing

00:44:29 Copy.ai

--

QUESTIONS:

1. What’s broken with B2B outbound and how did we get here?

2. What’s happening to the Growth-at-all-Cost model?

3. What do you think is the reason for low sales quota attainment?

4. What do you think is the reason for low VP Sales average tenure?

5. What’s your take on AI in sales over the next 5-10 years?

6. What do salespeople need to know about intent and signal data?

7. What should outbound salespeople have in their tech stack?

8. Is sales development a function of Sales or Marketing?

9. What is Copy.ai?

--

LINKS:

Copy.ai: https://www.copy.ai

Kyle on X: https://x.com/kyletcoleman

Collin on X: https://x.com/collincadmus

Modern Outbound System: https://www.collincadmus.com/the-modern-outbound-system

Sales Coaching: https://www.collincadmus.com/sales-coaching

Founder Coaching: https://www.collincadmus.com/founder-coaching

Collin Cadmus Podcast: https://www.collincadmus.com/podcasts/collin-cadmus-podcast

Revenue Growth Blog: https://www.collincadmus.com/blog

--

Sit back, relax, enjoy the episode, and thank you for listening, viewing, and subscribing.

Available on: YouTube, Rumble, Spotify, and Apple Podcasts.