How to build a career in SaaS sales: Five lessons from industry experts

The global SaaS market is projected to surge from $3 trillion to $10 trillion by 2030, according to McKinsey & Company. As the sector scales, so too does the demand for smart, driven sales professionals who can connect innovative products with fast-changing customer needs.

But what does it take to succeed in SaaS sales? How do you stand out in a crowded, fast-moving job market? And what separates a good sales development representative (SDR) or business development manager (BDM) from a great one?

To answer those questions and more, we brought our global Ideals sales talent together in a webinar hosted in partnership with RepVue, the fastest-growing sales organization ratings platform. 

Here are five of their top tips for building a career in SaaS sales. 

1. Test, learn, repeat

Sales today looks nothing like it did five years ago. Changing markets, new technologies and evolving buyer expectations mean today’s SDRs and BDMs need more than just product knowledge. They need to constantly adapt to what’s happening in the business and market.

“Willingness to adapt is a must nowadays,” said Santiago Crespo, Senior Business Development Manager at Ideals. “In SaaS, things change fast. So curiosity, experimentation and feedback are key.”

This includes everything from testing outreach methods to refining how meetings are run. Santiago is a strong advocate of A/B testing in all aspects of the job, from email subject lines to contract negotiation. 

“It’s one of the best ways to start figuring out what really clicks,” he added. “It’s also important to do consistently; what worked eight months ago might not work today.”

2. Build relationships, not templates

If adaptability is your engine, relationships are your fuel. That message came through loud and clear, especially from the New York-based team members, who work in one of our most competitive markets.

“Relationships are everything for us,” said Brooke LeBlanc, Business Development Manager in New York. “There are different options out there in the market for clients to choose from, so we have to differentiate ourselves. And that includes building our own personal brands.”

Relationship-driven selling goes beyond closing deals. It’s about becoming a trusted partner and building credibility long before the contract is signed. 

“It’s about taking ownership of a relationship and cultivating it over time,” said Lisa Giusto, Director of Sales Enablement. “We’re not just selling; we’re helping customers achieve their own solutions.”

3. Put culture first

Sales culture is a team sport. The best SDRs and BDMs are not just individual performers, but active members of a team that prioritizes shared learning, support and trust. 

In my view, you don’t have to choose between performance and culture. It’s quite the opposite. The best sales teams achieve their targets because they have a strong culture.

That strength comes from clarity, consistency and a shared feeling of safety. “We can fail, and we can fail fast, and we can learn from our mistakes,” said Brooke. “That kind of flexibility and autonomy over our account deck allows us to create our own destiny and then own the outcome as a result.”

4. Use AI, but don’t rely on it

AI is being used across the sales cycle to speed up workflows, identify opportunities and increase personalization. It can give BDMs and SDRs a head start, but it can also become a crutch if not used thoughtfully.

Almost everyone is using AI in some way or form. And if you’re not, then you’re probably already at a disadvantage. It identifies buying signals like job changes, events attended and interests, creating a more meaningful entry point for conversations.

But even advanced tools can’t replace human intuition when it comes to the most complex sales journeys. Ultimately, it’s the combination of smart automation and human connection that drives success.

5. Volume or personalization? Both – but not at once

The debate between high-volume outreach and personalization isn’t new. But for today’s BDMs and SDRs, it’s not about choosing one or the other; it’s about sequencing them strategically.

“In your first year on an account deck, go for volume,” Brooke advised. “Get your name out there. Get to know your accounts. Once you have the ground under your feet, you can go deep in the accounts where your product resonates.”

Lisa Giusto had a different view, favoring personalization over the “spray and pray” approach. “Standard messages don’t build foundations,” she argued. “The more relevant you are, the more you can stand out, and the higher the chance of getting a response.”

The takeaway? Do both – just not at the same time. Begin wide, then focus in. Volume helps you identify where to invest your energy. Personalization helps you convert it into results.

Start your career in SaaS sales today

A career in SaaS sales can be fast-moving and rewarding. But when it comes to getting ahead, there’s no one-size-fits-all playbook. Success is about staying adaptable, learning fast, collaborating and building human connections – online and in person.

Ready to get started? Explore our open sales roles today.