And one hundred percent of this growth has been fueled by inbound opportunities. Despite this rapid growth and ability to generate inbound leads, Datadog realized that such growth was unsustainable. The team came to the conclusion that their inbound lead generation program was acting as a bottleneck when it came to both scaling their sales organization and the rate at which they could acquire customers.
After acknowledging this restraint, Datadog looked around the market to understand how peer players were acquiring customers. Many, it turned out, leveraged an outside sales organization as part of their customer acquisition model. Datadog’s management team decided it was time to test if an outbound sales team could provide additional growth for the company.
Datadog experimented with the process for a couple months and quickly realized that one of the keys to successfully building out an outbound model was developing a sustainable pipeline of high quality leads to support the team, especially if it was going to become a long-term component of their growth strategy. Formulating a reliable, scalable and high quality lead generation process became a key milestone the team had to achieve before scaling out the outbound sales program.