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 within a mission-driven environment.

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 owning my verticals, driving bottom-up expansion creatively, 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 PCNs & CICs; 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…

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

Your impact

With 1/3 of clinicians’ time spent on documentation, Heidi increases clinical capacity globally whilst improving clinicians’ wellbeing and enabling patients’ continuity of care. Heidi is redefining healthcare with AI.

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

Your products

From Scribe to Evidence and Remote, your products are category defining, as evidenced through your 80% average adoption rates, awards won and your bottom-up led hyper growth within the past 18 months.

A “Heidi Team” lanyard badge illustration

Your values

Heidi looks like an extremely mission-driven 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 empowering clinicians’ use of Heidi for it to become their AI care partner and improve their patients’ outcomes. I would be proud to contribute to this environment and solidify Heidi as a thought leader in healthcare.

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.

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.