Sam Standeaven - application for the Heidi SDR role

First the intro…

I’ve spent the past 2.5 years making the sales engine @Aircall, a B2B SaaS unicorn, more efficient.

I created Outbound playbooks, deployed tools like Outreach & HubSpot to 100s of reps, ran value-based product workshops, built an onboarding engine from scratch and onboarded over 60 SDRs & AEs and more…

I left earlier this year as I’m now eager to apply what I’ve learned to real customers, in a GTM capacity.

How I align with Heidi’s values

Practice ownership

My past environments have always demanded ownership and proactivity, regardless of defined team scopes.

After a complaint from an SDR on an AI Voice Agent’s live behaviour, I immediately partnered with its PM to re-configure & deploy these globally on our inbound lines, within 2 weeks.

I’ve created dozens of Digital Sales Rooms and MAPs for customers that weren’t used due to friction with my designs. I consistently owned & adapted these shortcomings to launch stronger versions.

I aim to bring the same energy to improving outreach strategies, learning from lost opportunities and continuously getting better.

Get better

In my role at Aircall, I was the main PoC for any operational changes to SDRs & AEs. Having success and getting better at my job required constant curiosity.

From learning the technicalities of tools like Salesforce & Outreach, to writing outreach best practices and solving handover friction points between GTM teams, curiosity was paramount to understand how to improve our sales engine.

As important as curiosity was the need for empathy - to drive real behavioural change meant embedding myself in reps’ workflows. For any field training I led, my ethos was always: how can I make this change in behaviour easier?

I’m now excited to bring this curiosity and empathy to Heidi - to become an expert in the UK healthcare market and help clinicians maximise the impact of Heidi on their practice.

Move fast, fix faster

Having had as an audience 100+ sales reps across 3 GTM teams & 5 timezones, I learned the need to move fast and fix faster.

An onboarding program launched from scratch within 3 months; an outbound playbook built in 2 months; a 100+ slide pitch deck readied in 3 months; a new trial-management process in 2 weeks…

This mentality is one I’d bring to sales: multi-threading across a practice; engaging in continuous competitor analysis; being an early adopter of GTM tools, playing with automations and always providing feedback.

Why Heidi?

Beyond stats like $99m raised, 60m clinical hours supported, deployment in 190 countries, there are a few other reasons…

A clinician with the Heidi voice-capture device clipped to their scrubs pocket

What you enable

As healthcare systems suffer from unprecedented waiting lists, Heidi is uniquely positioned to solve administrative bottlenecks, giving back hours to clinicians whilst helping them better connect with their patients.

Heidi’s NHS compliance certifications feeding into an electronic medical record

Your impact

With countless clinician testimonials praising the importance of Heidi in their day-to-day, an average adoption rate of 80% and multiple awards positioning Heidi as a category leader, Heidi is redefining healthcare with AI.

A “Heidi Team” lanyard badge illustration

Your values

Heidi looks like an environment that rewards curiosity and high agency. As AI takes care of the repetitive admin, your GTM emphasis seems geared towards a need for high EQ and a constant consultative approach. This is exactly where I’d like to be.

An illustration of Heidi’s note-taking product ringed by workflow icons

Your sales motion

With an impressive product-market fit, your GTM team is focused on educating and enabling clinicians’ use of Heidi with a goal to improve their patient care and wellbeing. I would be proud to contribute to this environment.

One final note…

Whilst I’m very drawn to your product and values, I’m also conscious my experience is not a 100% match of what you’re looking for in a GTM candidate.

Ultimately I believe what I lack I can compensate for through curiosity, enthusiasm and a real eagerness to learn about Heidi’s products and best practices, which is why I would love to start a conversation for this GTM role.

For any references on my work, please don’t hesitate to reach out to Stefano Perrotta, SVP Customer Solutions & Applied AI or Andreï Sochala, Global VP Sales @Aircall.

Let's chat