Podcast episode
How to Close Bigger Deals by Doing LESS in the First Call | Steven Bryerton
30 Minutes to President's Club5 Aug 202537 min
Description
🏋 30MPC Training: 30mpc.com/training 📧 Cold Email Course: http://bit.ly/44K6jy3 ☎️ Cold Call Course: https://bit.ly/4jqQ4w2 🔮 Discovery Course: https://bit.ly/4cQYaM8 🛠️ Free Toolkits: http://bit.ly/4nZwvO5 Steven Breyerton, SVP of Sales at ZoomInfo, reveals how he took his team from transactional closes to enterprise-level deals by rethinking win rates, redefining SDR comp plans, and operationalizing deeper discovery. This episode is a tactical roadmap for sales leaders ready to level up their pipeline and close bigger, higher-quality deals. 🎙️ ACTIONABLE TAKEAWAYS Track win rates by time cohort (T0, T1, etc.) to diagnose deal velocity, rep behavior, and coaching opportunities across segments. Incentivize quality over quantity in SDR comp plans by weighting toward qualified meetings and multi-threading efforts instead of raw meeting volume. Adopt frameworks like MEDDPICC (ICE-first) to strengthen discovery and identify pain, champions, and economic buyers early in the sales cycle. Segment daily metrics by segment type (SMB vs. enterprise) to ensure appropriate pacing, forecasting accuracy, and ASP growth strategies. STEVEN’S PATH TO PRESIDENT’S CLUB: SVP of Sales @ ZoomInfo Vice President of Sales @ DiscoverOrg RESOURCES DISCUSSED: Metrics Playbook Join our weekly newsletter Things you can steal Save $50 on any 30MPC course with code “PODCAST” Free Sales Templates, Scripts and Guides
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Every place a page here uses this source, in the order the words come in it.
Yeah, that was the first one, the prioritization, which accounts now and why, and then that's not a stagnant list, right? “Like looking at signals and all of the other things, market changes around, look in Q2 and Q1, there was a lot that changed geopolitically.” And so like, you know, re-rack the deck, so I think that's number one. To your question on the SDR stuff, before, it very much was a volume gig. They, you know, if they were an outbound SDR, which we have them broken out by inbounds and outbounds.
Yeah, that was the first one, the prioritization, which accounts now and why, and then that's not a stagnant list, right? Like looking at signals and all of the other things, market changes around, look in Q2 and Q1, there was a lot that changed geopolitically. “And so like, you know, re-rack the deck, so I think that's number one.” To your question on the SDR stuff, before, it very much was a volume gig. They, you know, if they were an outbound SDR, which we have them broken out by inbounds and outbounds.
Comping SDRs for helping create multi-threading and stuff in active deals? “There is a component, yeah, for sure. So this is one that's gone like,” if you look at our comp plans, it sort of goes back and forth. Like we've had it, we've taken it away, or we've taken it down, we've put it back in. Because we are, by segment, trying to balance the right motion. SMB, it should really just be about demo ones, pipe creation.
I mean, uh, and I, I don't want this to sound like a product pitch, but we, we did start to like with, you know, with AI and with our co-pilot system, we, we definitely started to rely on that intelligence that whether it's zoom info provided, or frankly, we're generating through our own interactions, you know, because we're recording calls and capturing emails. “So there was a big emphasis sort of going into that call of like, Hey, joining” call with this company, catch me up on the prior interactions and like, why haven't they purchased from us? And then we start to get like a viewpoint where we're relying on intent and we're looking at signals across the organization to come with a point of view to that conversation so that you can either affirm it or say like, Hey, I appreciate