One post tagged with "benefits-administration"

Scaling an SDR team sounds simple on paper. You hire another rep, give them a login, and point them at some accounts. In practice, it's one of the most operationally complex moves a growing B2B company can make — especially when you're expanding from 2 to 3 seats and every new hire needs to be immediately productive.

For benefits administration and distribution platforms, the complexity multiplies. You're selling to HR leaders, benefits brokers, TPAs (third-party administrators), and employers of varying sizes across every US state — each with different regulatory requirements, competitive landscapes, and buying behaviors.

One benefits distribution platform cracked this problem by doing something most companies skip entirely: they defined their ICP with surgical precision before adding headcount. Six distinct deal types. Territory-based routing by US state. And a signal-based selling motion that made their third SDR productive in weeks, not months.

Here's how they did it.