Florin Tatulea
@FlorinTatulea
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Sales Leader @ Common Room | LinkedIn Top Voice | GTM Advisor | Angel Investor
Toronto, Ontario
Joined June 2011
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I think the days of 50-100 person+ sales teams to get to $100M ARR are gone.
I’ve noticed a shift in my own thinking as well.
I used to want to be a CRO of a huge company, but managing a huge team is no longer a main priority.
Now I want to see if I can build a business
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This podcast episode with
@tferriss
@naval
and
@DavidDeutschOxf
blew my mind.
Usually listen at 1.5x speed and had to bring back to 1x and will need to read the transcript.
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This is the worst sales advice I’ve heard in my life. Hahaha
“Not interested is a level of interest.”
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Ashley Kelly helped
@brexHQ
scale from $2M ARR to $300M+ and is doing something similar at
@Rippling
Here are a 5 key learnings after listening to a 🔥🔥🔥
@saastr
podcast interview she had with
@samdblond
about dominating outbound:
1️⃣ In the early days, spamming your ICP
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Salespeople - want to increase your chance of getting a referral when somebody says they aren’t the right person?
The typical question most people ask is:
❌ "Who is the right person to be reaching out too?"
Instead:
Go on LinkedIn and take an educated guess as to who the
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2
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“Rewarding” your sales team by 2-3xing sales targets after they SMASH it has got to be one of the dumbest things that VC-backed companies do.
And it happens all. the. time.
The sales team almost NEVER ends up hitting the new targets.
It just goes to show that there is no
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Outbound no longer works effectively in isolation to drive REVENUE:
Here's what it took to close one of the largest deals we've had over the span of 11 months from first contact:
1. Met at conference face-to-face with a Director
2. Booked time and did an initial discovery +
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3
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The sales development world needs to evolve.
Outbound is becoming very hard.
Going to do some thinking and talk with some experts over the next few months and come out with some ideas.
Curious to hear what people think, where do we need to go from here?
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I get virtually zero cold emails over the weekend.
30-50 a day on week days.
If you are messaging executives, it’s a huge opportunity to break through the noise.
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Looking to purchase my first NFT, and don’t care about it from an investment perspective.
Just want something cool to call mine.
Any recos for cool projects / artists out there ?
#NFTs
#NFTCommunity
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One of the biggest mistakes people make in cold e-mails:
Wasting the crucial first sentence on meaningless personalization that doesn't tie into the point of your email.
Calling out basic observations and compliments like the fact that they transitioned roles is not helping
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2
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Thank GOD these spam restrictions are coming into play by Google, Yahoo (and hopefully Microsoft soon).
A lot of people arguing over the technicalities:
"What classifies as a complaint?"
"What if you have sub-domains?"
That stuff almost doesn't matter.
An organization can
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Speed matters in sales.
Just got off a first call with a prospect, where we have done:
1. Discovery
2. Been through a Demo
3. Discussed pricing (proposal sent after call)
4. Have next steps booked
She told me that she just finished the discovery call with the other vendor
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You know what’s “dead”?
Your sales career if all you do is send automated template-based email sequences with zero customization/research.
Oh, and here are some other things that are dead:
1. Break-up emails
How are you breaking up with somebody you never “dated”?
2. Spray
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This cold email led to a deal with a Fortune 500 company.
There is nothing that fires me up more than seeing my content on here drive real results.
Here's why this email works:
1. Relevant Observation
2. Thought provoking question
3. Problem with current state
4. Future
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I've had the opportunity to chat with 30+ of the most respected sales leaders in the industry over the last 2 months.
Here's one thing over 80% of them have implemented:
MEDDPICC but specifically with a POINT SYSTEM in place.
When it comes to forecasting, committing deals and
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5
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There are a TON of vertical SaaS companies that are selling into traditional industries that are still using pen and paper… and CRUSHING it.
Just talked to a Founder that is getting 12% email reply rates on basic cold outbound email sequences.
Some elite teams that sell into
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1
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If you suck at outbound, AI isn’t going to help you.
It’s just going to make you suck at scale 🤣
Don’t forget the fundamentals.
#sales
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If your outbound sequences are not generating at least a 10% reply rate here is what I would recommend you do right now:
This is assuming you have email deliverability in order.
1. Run a closed won report in your CRM for the last 2 years and ask your CS team what the top new
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1
22
Why are there no great resources on hiring?
Nobody really ever teaches you how to interview people properly.
It’s 50%+ of a managers job in my opinion.
You could know nothing as a manager and if you hire the right people you are set.
Why. Don’t. We. Talk. About. This.
I
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It’s actually wild to me how much of an echo chamber the tech community lives in.
I constantly feel like I’m falling behind on new trends, AI etc.
Yet, when I talk to most people around me not in tech, they don’t even know or use anything “AI” related.
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I gave 2023 everything I had.
Professionally it was the biggest growth year of my life:
-Almost doubled my LinkedIn following to 55,000
-Hit 6-figures of side-hustle income for the first time
-Diversified to 6 income streams
-Got back into closing deals and building a sales
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Why are sales people paid so much?"
"... you just sell something that the engineering team worked hard to build".
This is the sentiment for a lot of people that aren't familiar with sales.
Including my family who is mostly engineers :D
𝗪𝗲𝗹𝗹, 𝗵𝗲𝗿𝗲'𝘀 𝘁𝗵𝗲 𝗺𝗮𝘁𝗵
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Dont underestimate how much selling a truly great product can do for your sales career, earnings and quota attainment.
I’ve personally bought from terrible sales people that simply had a product I needed.
You can get away with SO MUCH MORE when you sell a must have.
This
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This is a HUGE update on my end.
I am absolutely pumped to share that I'm getting back into the GTM tech space and joining the team at
@CommonRoomHQ
as the Head of Sales Development.
Why Common Room?
Simply put, I think it's going to be one of the most important platforms
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2
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Controversial thought:
Maybe it’s not your email copy that sucks.
Maybe it’s your product market fit.
🤔
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Prediction: The entry-level SDR role will be extinct within 5 years
I've spent the last month talking to sales and thought leaders on the topic of the future of outbound and sales.
Here are my thoughts on how this plays out:
1. Automation makes an entry-level SDR with no
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This is one thing that just never stood right with me about salespeople.
Just how easily we are willing to discount on price in a negotiation.
You just worked a $100K deal for 6 months and on a negotiation call with the DM, they ask for 10% off.
Within 30 minutes, you
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Unless your sales cycles are a few days, you are done building pipeline for this year.
Not happy with your results? Here is one thing you can do especially if you sell to VC/PE-backed companies:
Step 1: Analyze your Closed Won accounts in your CRM
What were the best accounts
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1
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Signals / intent are the hot topic in outbound right now.
Something for every sales team to remember:
Timing is EVERYTHING with signals.
If somebody visited your website or is talking about a competitor in a slack community, you need to catch them ASAP.
Otherwise it’s a
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Unpopular opinion for founders and vp of sales:
Your waterfall math to get to a certain ARR or pipeline target in order to raise your next round is almost never based in reality.
If nobody on your sales team is hitting target it’s your fault.
Your quotas should be tough but
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1
17
Cold email fatigue is a very real thing for buyers.
To prove it, here are my sequence reply rates from 2021-2023:
2021: 25%
2022: 13%
2023: 8%
Have I become significantly worse at writing emails?
Probably not.
Actually the reverse is likely true.
But there is a clear
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1
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School: "Your paper must be a minimum of 5 pages"
Real World: "You have 7 seconds to get my attention or I'm out"
Unfortunately in the "real world" many sales reps have to unlearn these habits when it comes to writing emails to execs.
We collectively do a terrible job when
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This is what a standard email in 2024 looks like.
Excited to collab with Yurii on this one to go deep into how we think about cold email and re-write it.
Let me know what you think.
P.S. I go deep on cold emails in my 3-hour copywriting and cold email course:
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What exactly is the end game of a fully automated AI SDR?
If things continue down their current path, every buyer is going to be even more flooded with sales messages in their inbox or DMs.
I can already smell an AI message or video from a mile away.
I don't see how that's
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1
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Lots of competitor bashing recently on LinkedIn.
Curious to get people’s take.
Does it ever make sense to do it?
Even if you get a ton of eyes on your product and go viral.
I generally stay away from it.
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Intent data is a complete waste if you don't do this.
And most sales and marketing teams DO NOT.
Intent data is powerful but only useful if you reach out immediately.
In most cases, it's not useful if you reach out 2 weeks later and this is where a lot of teams get screwed.
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Every sales team doing outbound needs to know this about email deliverability in 2024:
No EXCEPTIONS.
Email deliverability is a “death by a thousands paper cuts” type of situation.
Stop stacking paper cuts.
✅ Set up secondary domains.
If you are still cold emailing off
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A lot of people severely over estimate how good the average sales person is.
The average SDR, AE, Manager etc. is doing the bare minimum.
It takes 1 hour of work a week to be better than the average.
It’s not hard at all.
Stop underestimating yourself.
Pretty sure you
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"I'm just an SDR"
No.
You are a lot more than that.
I still believe that the SDR position is one of the best roles you can start your career in.
It provides you with a well-rounded skill set that translates extremely well to a ton of different roles, careers and
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Why doesn’t this exist yet?
Sales Engagement platforms have a ton of data on whether a number or email replied.
Why don’t they feed that data back into data bases like Zoominfo, Apollo etc.
Propensity to respond / pick up based on all the company data they have.
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Stop writing boring cold emails.
Break through the noise.
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Outbound emails don't have to be super short and 2 sentences.
There's been a trend where sales reps are obsessed with writing emails to be as short and choppy as possible to increase reply rates.
"Bob - noticed you are hiring SDRs. We can help ramp them faster. Thoughts?"
🤣
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If I just got laid off or if I’m looking for a new role as a salesperson, this is what I’d do:
Remember... January & February are statistically the BEST months to get hired.
*Step 1: Mindset*
Not enough people treat a job search like a full-time job. The reality is that
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Your customers should be writing your copy/messaging.
Every SINGLE Sales & Marketing team should follow these 7-steps laid out by Jordan Crawford to revamp their messaging and copy:
1. 𝗗𝗼𝘄𝗻𝗹𝗼𝗮𝗱 𝗮 𝗹𝗶𝘀𝘁 𝗼𝗳 𝗮𝗹𝗹 𝘆𝗼𝘂𝗿 𝗰𝘂𝘀𝘁𝗼𝗺𝗲𝗿𝘀
2. 𝗘𝗻𝗿𝗶𝗰𝗵 𝗮𝗹𝗹
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“Posting on LinkedIn is a waste of time”
A brands web traffic after I post about them on LinkedIn
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14
Decided to wake up today at 4am and start cold calling right away.
While everybody is starting their day now I’ve already been calling for 4 hours.
You may think that you are bothering most people, but you’d be surprised how many founders and execs are up, working out and
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Genuine question…
Why is it pretty much a universal law that the customers that pay you the least cause you the biggest problems? 🤔
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Are you looking for an SDR/BDR role?
Here are a few free resources to help:
1. List of 250+ SDR Job Postings
2. A step-by-step guide on how I would approach landing an interview
3. A list of 56-questions I have personally used as a candidate to vet a company before
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1
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Where my BDRs at?!?!
BDRs, SDRs, ADRs... whatever you call yourself.
I've got mad love for all of you and everything that you do.
We are closing out BDR appreciation week (thank you
@6senseInc
for the initiative and SWAG) and wanted to make sure I took the time to let you
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I've closed 150+ deals in my career to date.
Whether it was for my own personal business or as an AE for a company here are some of the notable names:
Square, Ceridian, McDonald's, Hubspot, Zendesk, Databricks etc...
You see a lot of people on LinkedIn talking about wins on
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2
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Interesting data on sales cycles incoming from the tech sector over the last 4 months (n = 20,000).
And here's 3 reasons why you should care if you are in sales:
1. Humans are naturally wired for instant gratification.
Going to enterprise where you have sales cycles of 210+
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Tracking website visitors is HOT right now.
If you aren't already doing this, you are behind.
Let's face it though. It's become a commodity.
G2 has 136 listings for vendors that do this. And today we join that list at Common Room.
Here's 2 reasons why
@CommonRoomHQ
is the
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Your customers should be writing your outbound messaging.
I had a bit of an epiphany last week.
It’s something that all the best outbound sales people do but I’ve never really been able to break it down this simply in a single sentence before:
People that are great at
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This email just booked an opportunity with a Fortune 500 company.
There is nothing that fires me up more than seeing my content on here drive real results.
A rep saw my post last week on Tuesday and booked a HUGE opp with an email based on a template I shared by Thursday.
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2
11
Here's a quick tip for increasing your reply rate on cold emails:
Use screenshots of your prospects website, product etc. and tie it back to an observation and why you reached out.
I tend to find that this significantly increases reply rates and doesn't hurt deliverability.
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Almost all of my good ideas come either when I’m walking or exercising.
Apart from the obvious health benefits, this is a big reason I do it.
Something I feel is not talked about nearly enough.
It’s like my mind is on steroids.
This universally true for everyone?
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Simple and specific.
That's how you break through the noise in outbound.
Tomorrow (March 27) at 12pm ET Jason Bay,
@vinmatano
and I are dissecting and re-writing cold emails live on the Sell Better Show.
Here's one I just wrote for the folks at
@HyperboundAI
.
Register
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Salespeople - here are 4 things that will help you finish strong in Q4 going into the Thanksgiving/Holiday Season.
1. Stop telling yourself that everybody is off and that you won’t book meetings. There is always going to be an excuse any time of year. Talk to your buyers or
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I’ve spent a fair amount of time thinking about the future of outbound.
And here’s how I think it all plays out:
At any given moment your target market roughly looks like this:
-3% of buyers are in market for a solution
-7% are open to it
-30% are not thinking about it
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Posted twice on LinkedIn this week about Sales Navigator’s new functionality and generated ~1 Million impressions for them (not paid posts).
There is a huge opportunity for creators to monetize this.
Brands are starting to notice.
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"I was at 120% of quota and a top performer. I don't understand why I got let go"
I've heard this narrative from a number of SDRs this past year.
The reality is that pipeline doesn't mean jack sh*t if it doesn't turn into revenue.
A lot of people and SDRs specifically fail
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@JoelEmbiid
You are 100% right but most people are drunk and the city hasn’t had a championship since the blue jays. So it’s not exactly fair to rationalize their morals
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How quickly is your sales team losing deals?
Sales cycle length is important but there is a metric that’s even more telling.
Average time to lose a deal.
Yesterday a few sales leaders had a chance to learn from Hunter Madeley, former CSO at Hubspot and CEO of Vena.
A
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Enterprise Sellers - you officially have ZERO excuse for not being able to build a compelling message and break into your publicly traded accounts.
Yes, it’s hard to break through the noise and land meetings here but you have the most amount of data and technology at your
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Here's a challenge to any sales rep that sees this:
Try to book a meeting with one of these people below.
The catch?
They aren't real people. They are AI Bots.
I've been lucky enough to advise
@sguduguntla11
and
@AtulRaghunathan
from MVP to a full product at
@HyperboundAI
.
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This thread is 🔥🔥
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LinkedIn and X are truly the best free college degrees on the planet if you know what to look for.
A solid list for anybody looking to up their sales game.
Really cool to see my name up there with so many legends I learn from myself!
H/t to Nino Shkedy on LinkedIn for this!
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Here are some game-changing NEW generation sales tech that I'm generally bullish on:
- Digital Sales Rooms to make it easier for buyers to evaluate software
- AI-powered call recording and analysis. Understand why you are winning
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The fact that senior government officials can trade OPTIONS, let alone stocks they have insider info on is so insane.
$PANW it is then.
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The burden of communication is almost always on the communicator.
Not the receiver.
Once you begin to operate with this principle in mind, a lot of contempt and frustration for people will go away.
This rings true in sales, but also in life generally.
A rookie mistake I
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I was the first sales person at a now high 9-figure B2B SaaS company.
Here is the cold email framework I used to help build out an outbound engine from 0-$50M / year in pipeline. A tactical 🧵:
#sales
#copywriting
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If you do this as a salesperson, I can almost guarantee you that you will land an interview with your dream company.
I’ve interviewed HUNDREDS of salespeople over the last 5 years and nobody ever does this:
Step 1: Stop Applying through Job Boards
Most sales roles get HUNDREDS
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I'm convinced that learning through shadowing is the absolute best way to onboard and train SDRs.
This is usually lost when reps are remote and it's difficult to replace (it's why I recommend Nooks to most SDR leaders).
Having personally onboarded over 50 SDRs, I've noticed
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If you can find 3-4 solid sales reps and keep them together for 3-4 years, you pretty much can’t lose as a founder / head of sales.
It usual takes 2-3 years to get really good.
Obviously easier said than done, but almost every successful org has this core group in the early
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Salespeople - would love to hear from you:
What is working for you in terms of generating pipeline right now?
What is not working?
Be as specific as possible.
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I’ve been building this for almost a decade.
And I couldn’t be more excited to officially release this course
@Chris_Orlob
and I have been working on:
“The Cold Email Conversion Machine: Breaking through the noise with proven outbound email copywriting and cold sequencing
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Signal-led outbound is HOT right now but nobody really talks about how to actually do it.
Here’s how you tactically execute a signal-led outbound strategy in 4 steps:
First of all, signal-led outbound is not something new.
We’ve used signals (like job changes) for a while…
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I don’t know who needs to hear this but if you are planning on making another cold email and/or contact information sales tech company, don’t.
They all do the exact same thing and it’s saturated.
You better be able to have a secret sauce that nobody has figured out yet.
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Do you actually understand what AI is?
As a non-technical person. I didn’t.
This is hands down the best simple explanation of AI I’ve read to date by
@dharmesh
:
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All the cold email copy examples we see shared are usually for sales tech.
Here's a scroll-stopping email from one of my newsletter subs that's not selling sales tech.
It follows one of the email frameworks I talk about:
1. Observation
2. Thought provoking question
3.
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1
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You're likely not even close to using
@LinkedIn
& Sales Navigator to its full potential.
Here are 5 ways to take your prospecting game to the next level:
𝟭. Account IQ (Sales Navigator):
Prospecting to accounts with 500+ employees?
You now get an AI-generated summary of an
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It’s funny.
As sellers when we close deals we believe that we are god’s gift to this earth.
You know who actually deserves the credit for a sale?
Your champion and the team that is buying your product/solution.
The people that have full time jobs that are going above and
0
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These are my two pet peeves as a salesperson:
1. People that decline calendar invites with no explanation or follow up
2. People that ghost you throughout an evaluation after you’ve already put in work with multiple calls, proposals etc.
Listen… I get that prospects don’t
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0
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There’s a pretty glaring problem with the product-led sales motion.
Especially as you go up market.
Almost every company I talk to is trying to go up-market at some point to scale.
But product-led sales and enterprise sales are EXTREMELY different (and should be treated as
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After doing some analysis of closed won accounts, we found out that most outbound deals end up closing after going through an evaluation 2-3 seperate times.
I still haven’t figured out the perfect way to think about attribution and incentives for sales development teams based
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You know why you your cold e-mails have a 1% reply rate?
Because they are BORING and all sound the same.
Here's 4 tips to add some "spice" to them and get more replies:
1️⃣ Use descriptive and emotionally charged language to paint a picture.
(I promise you are allowed to do
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SDRs & AEs - We are losing sight of fundamentals in sales right now, when we need it most.
It's disappointing to watch as a buyer.
A lot of teams are still not even close to hitting their targets and I’m sorry to say this, but AI is not the answer.
AI is a tool to help you
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Your product alone is never going to close enterprise deals.
@ElenaVerna
is one of the most badass growth leaders on this planet and has transformored product-led motions at SurveyMonkey, Miro, Amplitude and now Dropbox (to name a few).
She just dropped an absolute master
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Friendly reminder that a person / prospect doesn’t owe you anything. You have to earn a meeting
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My general rule of thumb for new SDRs is this:
During onboarding and as you ramp up, it's best that you get good at sharpening all the tools in your set. Once you prove you can hit quota, I'm all for reps focusing on their strengths and running with it.
I think having the
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10 things I wish I knew in my 20s that I'm doubling down on in 2024:
1. Family is truly all that matters.
In my 20s, I caught myself drifting a bit away and trying to carve my independence, only to realize that as my close ones get older, it's all I really have.
2. Audience
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Is there a way to monetize a twitch for sales reps type of platform?
A place to watch the best sales reps in the world cold call, prospect and close deals be pretty sweet?
There are some privacy issues that need to be sorted but hear me out:
We are starting to reach the
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Salespeople - here’s a low-cost play you can run to stand out when prospecting to your top accounts:
Step 1: Build a list of your top accounts and prospects
Step 2: Send them a box of cookies with a hand written note that says something like:
"Hi Rachel,
Wouldn’t it be
0
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@thescottleese
Blows my mind. I get it if it’s a cold prospect but if we are in an active evaluation and I’m building presentations and hoping on multiple calls with you, ghosting is wild to me…
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Had an epic start to the morning in a hot air balloon ride! Highly recommend
1
0
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How I used to run demos as an AE in my first year:
1. Do 5-mins of research on prospect before a call
2. All discovery up front (interview style) without understanding their evaluation critiera or what the prospect personally cares about
3. Messy demo instance (data), multiple
0
0
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AEs - you want to lose deals FAST to increase your win rate.
Kind of sounds counter-intuitive. Doesn't it?
Most people think the answer is more pipeline.
More emails, more calls, more opportunities.
One key factor here that is not accounted for by many is that not all
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Most SDR teams absolutely butcher MQL / Content Lead follow-ups.
Here is how to actually book meetings with MQLs without pissing them off:
Step 1: Understand the buyer's journey
The tricky part about MQLs is that a lot of sales and marketing teams mistaken them for being in
1
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After 3 years of BDR management, I decided to go back to closing on the frontlines in 2023.
Here are 12 lessons I learned about selling in a challenging year:
1. AI in itself won't save you. If your fundamentals suck, it's just going to make you suck at scale.
2. 20% of your
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