How to Use Account-based Sales Development to Drive Sales Growth w/ Lars Nilsson [Episode 307]

In this episode, Lars and I discuss the evolution of Account-Based Sales Development (ABSD), and how Cloudera is effectively using ABSD to drive its sales growth with major accounts. We also get into how to align the various responsibilities of sales & marketing and talk about big data & sales analytics and how to manage them.

My guest on this episode of Accelerate! is Lars Nilsson, VP of Global Inside Sales at Cloudera, and a pioneer in the development of the account-based sales development model.


Lars explains the elements of account-based sales development and how it differs from traditional sales.

Lars describes how the business model at Cloudera, selling big data solutions to large enterprises, forced him to develop a new sales model.

How many contacts should be targeted in an account based email campaign (by account size.)

Lars describes the essential touch points of a 3-step account targeted email campaign.

The essential elements required in your first targeted email message to engage the interest of the customer.

Lars shares the open rates and reply rates of their account targeted emails.

Who the subject matter experts are that you need to write your targeted emails in industry language.

What is the smart technology account-based teams need to coordinate their outreach campaigns.

Lars talks about creating career paths for SDRs, Renewal Sales Reps, Corporate Account Managers, and Outside Enterprise Account Executives.


What’s your most powerful sales attribute?

Telling stories.

Who is your sales role model?

Kevin Mosier and Tom Riley.

What’s one book that every salesperson should read?

The Greatest Salesman in the World by Og Mandino.

What music is on your playlist right now?

Elton John, Simon and Garfunkel.