In my previous article, I highlighted the importance of keeping the product feedback loop intact during founder-led sales. In this follow-up, I want to share practical advice on how to structure early BD teams. Just last week at ETHDenver, I met a few founders who are doing founder-led sales but are looking for ways to scale it.
This follow-up covers best practices for an early BD team, based on Web2 models that scale well. Focus on the two-tier structure: Business Development Representatives (BDRs) and Account Executives (AEs). Start with a BDR hire to boost founder efforts while keeping product feedback intact.
The Traditional Web2 Two-Tier BD Team Structure
In Web2 companies like Salesforce or HubSpot, BD teams use a two-tier system for efficiency. It splits prospecting from closing, letting each role specialize. Here’s the breakdown:
1. Business Development Representatives (BDRs)
Role: BDRs handle outbound lead generation. They identify, qualify, and schedule meetings with prospects using email, LinkedIn, DMs or calls. They filter unqualified leads.
Key Responsibilities:
- Research target accounts and personas
- Craft personalized outreach
- Qualify using criteria like budget, authority, need, and timeline (BANT)
- Book demos or calls
Best Practices: Set metrics: Target 16-20 qualified meetings per month per BDR. Use tools like LinkedIn Sales Navigator, Apollo.io, or Hunter.io. Train on objection handling and quick disqualification.
Compensation: Base plus commission (OTE $60K-$90K), with bonuses for targets.
2. Account Executives (AEs)
Role: AEs close deals. They manage meetings, guide prospects, and seal contracts. In early startups, this is often the founder.
Key Responsibilities:
- Run discovery calls and demos
- Build relationships and solve pain points
- Negotiate and close
- Collect feedback for product iteration
Best Practices: Sell value: Highlight solutions, key in crypto for trust and fit. Keep feedback loops: Document insights from interactions. Metrics: Aim for 20-30% close rates on qualified leads.
Compensation: Higher OTE ($100K-$150K+), commission on revenue.
This model builds a pipeline where BDRs supply leads to AEs. It scales outreach without overloading closers.
Scaling Founder-Led Sales with a BDR Hire
If you’re a founder in sales and value customer interactions, avoid a full AE team early. It might cut you off from feedback. Hire a BDR to expand outbound. Key: Once you define qualified prospects (e.g., DeFi protocol with specific TVL, pain points), delegate top-of-funnel.
Why Hire a BDR First?
- Keeps Feedback Loop: You as AE handle closing, getting direct insights.
- Scales Outbound: One BDR manages 50-100 outreaches daily, booking 16 meetings monthly.
- Low Entry: No need for crypto expert. Hire hungry, coachable outreach pros from any field. Train on ICP and basics.
Set Up Your First BDR
Targets and OTE: Goal of 16 qualified meetings monthly. OTE: Base $40K-$50K plus $20K-$40K variable on bookings and conversions.
Onboard: Shadow your process for 2-4 weeks. Provide scripts, templates, checklists.
Tools: Use CRM like HubSpot or Pipedrive, email automation, dashboards. Weekly reviews.
Iterate: Track response rates, meeting quality. Scale on success.
With growth, add BDRs to feed you as AE. Promote top BDRs to AE for internal growth.
Building on This Foundation
This structure fits Web3’s pace, where partnerships drive success. If at ETHDenver or similar and ready to expand BD, hire for hustle first.
For more, see The Pre-PMF BD Trap: Why “We Just Need a BD Person” Is Rarely the Answer.
