Rippling
San Francisco, CA
361 (+20%)
$55K–$65K
$85K–$100K
Outbound Tech Stack
Team Structure
SDR → AE path, segmented by market (SMB/MM/ENT). AEs don't prospect — SDRs own the entire top of funnel.
Rippling runs one of the most aggressive outbound motions in SaaS. 361 SDRs, multi-tier segmentation, AEs don't prospect — SDRs own the entire top of funnel. Their stack reflects scale: Outreach for sequencing, Clay for enrichment waterfall, Demandbase for intent. CRO Matt Plank's philosophy is clear: SDRs are better at prospecting than AEs. Period.
What Makes Rippling’s Outbound Interesting
Rippling generates over 1,300 qualified meetings per month from outbound alone. Their approach is built on a single conviction: SDRs are better at prospecting than AEs.
The Separation Principle
Most companies ask AEs to split time between closing and prospecting. Rippling doesn’t. Their 361 SDRs own 100% of top-of-funnel pipeline generation, while AEs focus exclusively on closing. The result: AEs spend 60% of their time on closing activities versus the industry average of 30-40%.
Stack Architecture
Rippling’s tech stack is built for scale:
- Outreach handles sequencing across their massive SDR org
- Clay + ZoomInfo power their enrichment waterfall — multiple data sources, one clean output
- Demandbase provides account-level intent signals for prioritization
- Gong enables conversation intelligence at scale
- Captain Data handles custom data workflows
Team Structure
SDRs are segmented by market tier (SMB, Mid-Market, Enterprise) with clear promotion paths into AE roles. This isn’t a stepping stone org — it’s a pipeline machine with career development built in.
Key Metrics
- 361 SDRs (up from 300 nine months ago)
- 1,300+ meetings/month from outbound
- AEs don’t prospect — complete role separation
- 20% team growth over 9 months
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