How to Hire and Manage BDMs Without the Guesswork

Why Hiring BDMs Often Feels Like a Gamble

To successfully hire and manage BDMs, it’s essential to understand the complexities involved in the process. Let’s face it — hiring Business Development Managers (BDMs) can be one of the riskiest investments a company makes.

Many organisations are hesitant, and rightly so. Too many BDMs come in with confidence and charisma, only to fall short within the first 3–6 months. Results don’t materialise. Promises go unfulfilled. And all too often, the outcome is frustration, wasted time and an empty pipeline.

However, when done correctly, the benefits of knowing how to hire and manage BDMs can outweigh the risks significantly. That’s why some businesses resort to rigid office-based policies — to “keep an eye” on their salespeople.

But what if the solution wasn’t about surveillance — but about systems? At Utility People, we believe proactive recruitment and structured management are the keys to unlocking real BDM success — and reducing risk from day one.

10 Ways to Set BDMs Up for Success

Start with Clear, Measurable Objectives

SMART goals aligned to pipeline, revenue and territory growth keep performance measurable and transparent. Key Metrics: Outreach volume, Meetings booked, Conversion rate and Deal value and cycle.
Train Continuously — Not Just at Onboarding

Sales is a moving target. Regular product updates, objection-handling refreshers and coaching sessions build confidence and adaptability.
Use the Right Tools — and Use Them Well

From CRMs like HubSpot or Salesforce to enablement platforms and enrichment tools (like ZoomInfo), the right stack turns guesswork into insight.
Balance Autonomy with Accountability

BDMs want freedom — and deserve it. But without regular check-ins and performance reviews, underperformance can go unnoticed. Our tip: Weekly 1:1s focused on goals, progress and obstacles — not just pipeline updates.
Build a Strong, Resilient Sales Culture

BDMs face more rejection than most roles. Celebrate wins, create psychological safety and promote peer learning to keep morale high.
Bridge Sales, Marketing and Product

BDMs thrive when they have the right resources — from campaign content to product clarity. Keep the feedback loop flowing between teams.
Tailor Management to Experience

Junior hires need coaching and structure. Seniors need high-level direction and strategic support. Know the difference — and lead accordingly.
Use Data to Monitor Territories and Outcomes

Look beyond individual performance. Are certain verticals or regions underperforming? The issue might be structural — not personal.
Create Career Progression, Not Just Pressure

Many strong salespeople leave because they don’t see a future. Build progression into your structure: AE roles, management pathways, strategic accounts.
Incentivise the Right Behaviour

Quick wins can be deceptive. Incentivise quality opportunities, customer relationships, and collaborative wins — not just numbers.

Proactive Recruitment Is the Missing Piece

Most BDM hiring failures don’t happen in month six — they start in week one. That’s why we use a proactive recruitment approach that flags high-potential sales talent early, based not just on charisma, but on evidence: capability, alignment and coachability.

We work with clients to put success measures in place before the BDM even starts — so you’re not relying on gut feel, but on data.

You’ll know:

Are they doing enough of the right activity?
Is their outreach resonating?
Where do they need support or redirection?

Final Thought — Trust the Process, Not the Persona

Hiring a BDM shouldn’t feel like rolling the dice. With the right structures, tools and expectations, you can build a sales team that’s accountable, self-driven — and successful.

If you want help finding, hiring or supporting the right BDMs for your business, Utility People can help you reduce risk and improve results from the start.

Get in touch to learn how our proactive recruitment process could work for you!