How Does Dillon Lead GWI’s Sales Development Success in APAC?

Welcome to Maven Club, where we bring you actionable advice from top go-to-market leaders across APAC. This week, we had the privilege of sitting down with Dillon, Sales Development Team Lead at GWI. Over two years, Dillon has consistently hit his KPIs, refined his strategies, and developed a resilient mindset—all while navigating the challenges of being an SDR.  

In this comprehensive feature, Dillon shares his best practices on curating ICPs, crafting effective email sequences, overcoming challenges, and maintaining mental resilience. Packed with real-life examples and actionable insights, this is a must-read for SDRs at all stages of their careers.  

From Marketing to Sales: Dillon’s Journey  

Dillon’s journey into sales was unplanned. Initially, he worked at a digital marketing agency during university and thought of sales as a “dirty word” due to experiences with the financial industry in Singapore. However, upon graduating, he saw an opportunity in sales to develop his business acumen and increase his income.  

“I wanted a career that would allow me to learn more about other businesses and supercharge my income. Sales turned out to be the perfect fit,” Dillon says.  

Over two years, Dillon has not only honed his skills but also gained a deep appreciation for sales as a career. His long-term goal is to transition into a closing role, further expanding his skill set and earning potential.  

Building a Winning ICP List  

For Dillon, success starts with a well-curated Ideal Customer Profile (ICP). He emphasizes a two-step approach:  

1. Leverage Internal Resources:  

 Begin by analyzing your company’s CRM data (e.g., Salesforce, HubSpot). Study closed-won and closed-lost deals, paying attention to the industries and roles where success was most frequent.  

   “Don’t just focus on one specific pain point. Think about how your product can provide ongoing value. For example, can it help a client win multiple deals or save significant time?” Dillon explains.  

   At GWI, Dillon relied on marketing materials, use cases, and insights from senior AEs to refine his ICPs.  

2. Enrich with External Research:  

   Complement internal data with external sources like LinkedIn, competitor analysis, and even tools like ChatGPT. Dillon also recommends staying updated on company news to craft highly relevant outreach messages.  

   “A simple Google search can uncover updates about a company that might be top of mind for them. Use this to craft relevant emails or cold-call openers,” he advises.  

Dillon’s approach extends to exploring related companies within an industry. For example, while targeting Shopee, he expanded his ICP to include e-commerce enablers and telecommunications companies, opening up new opportunities.  

Crafting Email Sequences That Convert  

When it comes to email sequences, Dillon’s strategy is guided by two principles:  

1. Give, Give, Give  

   Every email should provide value. Whether it’s sharing insights, one-pagers, or consumer data, focus on how your solution can solve the prospect’s challenges.  

   “Strike a chord by understanding what they could do with your product first,” Dillon explains. “Help them see how it can make their work easier or more impactful, not just for them but for their team.”  

2. Start Small, Then Broaden  

   Dillon structures sequences like an inverted triangle. The first email addresses a highly specific pain point relevant to the individual prospect. Subsequent emails expand to broader use cases, showcasing the product’s team- or company-wide benefits.  

Dillon also emphasizes the importance of subject lines that feel like internal emails. “Talk about them, not you. Use language they’re familiar with,” he says. For instance, while targeting Shopee during the holiday season, a subject line like “12.12 Consumers – Key Insights” could spark curiosity and improve open rates.  

Pro Tip from Dillon: Avoid overloading your first email with links or too much information. Keep it concise and focused on the prospect’s immediate concerns.  

Overcoming Challenges: When Strategies Stop Working  

Every SDR eventually faces the challenge of declining results. For Dillon, this happened when he transitioned to a new vertical.  

“What happens when your right strategy doesn’t work anymore? You have to relearn everything,” Dillon shares.  

Initially, Dillon approached the vertical with the same strategy that had worked for others, only to find that many companies already had incumbent providers or didn’t see his solution as a priority.  

To adapt, Dillon broke the vertical into subcategories. For example, within BFSI (Banking, Financial Services, and Insurance), he identified sub-verticals like digital banks, wealth platforms, and venture capital firms.  

“A use case for a traditional bank like DBS is completely different from a digital bank like GXS,” Dillon explains. By tailoring his messaging to each sub-vertical, he was able to re-engage prospects and improve results.  

Resilience as an SDR: The Key to Success  

Dillon believes that resilience and discipline are the cornerstones of success as an SDR. He advises new SDRs to avoid tying their self-worth to monthly or quarterly targets.  

“Your strategies won’t last forever, but neither will your struggles. Focus on the process, not just the results,” he says.  

To maintain a positive mindset:  

• Stick to a Process: Consistently evaluate your tactics and refine them as needed.  

• Keep Learning: Stay curious and open to new strategies.  

• Exude Confidence: Confidence in your process translates to confidence in your conversations—with managers, AEs, and prospects alike.  

Dillon warns against “commission breath,” where desperation to hit targets can lead to poor qualification and rushed conversations. Instead, focus on building genuine relationships and understanding the prospect’s needs.  

Real-Life Example: Adapting to New Vertical Challenges  

Dillon’s transition to a new vertical wasn’t just a challenge—it was a learning opportunity. When his initial strategies failed, he:  

1. Analyzed the Market: Broke the vertical into subcategories like traditional banks and digital banks.  

2. Refined ICPs: Tailored messaging to address the unique needs of each subcategory.  

3. Streamlined Processes: Automated parts of his workflow, allowing him to focus on building relationships.  

This approach not only improved his results but also made his workflow more scalable.  

Dillon’s insights serve as a masterclass in lead generation and resilience. From crafting compelling email sequences to overcoming challenges in new markets, his strategies offer a blueprint for SDR success.  

Connect with Dillon on LinkedIn for more insights or to learn about GWI’s innovative solutions. Stay tuned for more expert advice from APAC’s top go-to-market leaders in future editions of Maven Club!