Overview
You're prospecting creative and product leaders at mid-market to enterprise companies to book demos of Luma's multimodal AI platform. You'll be doing mostly cold outbound (calls, emails, LinkedIn) to heads of design, creative directors, and innovation teams. Your job is to get them interested enough to take a 30-minute demo with an AE. The challenge: everyone's getting pitched AI tools right now.
Role Snapshot
| Aspect | Details |
|---|---|
| Role Type | Outbound SDR (booking qualified meetings) |
| Sales Motion | Outbound-heavy with some inbound follow-up |
| Deal Complexity | Initial qualification and interest generation |
| Sales Cycle | N/A (you hand off after booking) |
| Deal Size | N/A (you're measured on meetings, not revenue) |
| Quota (est.) | 15-20 qualified meetings per month |
Company Context
Stage: Series B/C (estimated based on 252 employees)
Size: 252 employees
Growth: Scaling GTM team now, recently launched Luma Agents product
Market Position: Emerging player in crowded generative AI space - differentiation is unified multimodal capabilities
GTM Reality
Pipeline Sources:
- 70% Cold Outbound - You're building lists of target accounts and reaching out cold to creative leaders, heads of product, innovation teams
- 20% Inbound Follow-up - Demo requests from website, product-led signups from consumer tools, conference leads
- 10% Warm Introductions - Referrals from existing customers, partner intros
SDR/AE Structure: You book meetings, hand off to full-cycle AEs for demos and closing
Tools: Likely using Outreach/Salesloft, LinkedIn Sales Navigator, ZoomInfo or similar
Competitive Landscape
Main Competitors: OpenAI, Runway ML, Midjourney, Adobe Firefly - prospects are hearing from all of them
Your Hook: "Unified multimodal AI for creative workflows" - not just image or just video, but coordinated content generation across formats
Common Responses: "We already use [competitor]", "Not interested in AI tools right now", "Send me info" (then ghost), "We're building our own"
What Works: Specific use cases relevant to their industry (e-commerce product content, video production workflows), pain around creative bottlenecks, showing impressive demo outputs
What You'll Actually Do
Time Breakdown
Cold Calling (30%) | Email/LinkedIn Outreach (35%) | Research & List Building (20%) | Meetings & Handoffs (15%)
Key Activities
- Researching target accounts: You're identifying companies that fit the profile (e-commerce brands, software companies, media/entertainment), finding the right creative or product leaders, understanding their current tech stack and pain points.
- Cold calling and emailing: 50-70 activities per day - calls to mobile/direct lines, personalized emails, LinkedIn messages. Most won't respond. You're looking for the ones with creative bottlenecks or AI initiatives who'll take a meeting.
- Handling objections: "We already use Midjourney/Runway", "Not in budget", "Talk to me next quarter", "Send me more info". You're persisting without being annoying, finding the angle that gets them curious.
- Qualifying interest: When someone responds, you're asking discovery questions - what's their creative workflow look like? what tools do they use? what are the bottlenecks? You're determining if they're a real opportunity or tire-kicker before passing to an AE.
- Following up relentlessly: Most meetings come from 5+ touchpoints. You're sequencing emails, leaving voicemails, trying different angles, staying top of mind without being spammy.
The Honest Reality
What's Hard
- AI tool fatigue: Prospects are getting pitched generative AI tools constantly. Your emails compete with dozens of others. Response rates are lower than traditional SaaS.
- Unclear ideal customer profile: GTM is early, so the "perfect fit" customer isn't nailed down yet. You'll waste time on prospects who seem good but go nowhere.
- High rejection volume: Most calls go to voicemail, most emails get ignored, most LinkedIn messages get no response. You need thick skin for this level of cold outreach.
- Handoff friction: AEs might disqualify meetings you thought were good, creating tension around what counts as "qualified". Expect ongoing calibration conversations.
What Success Looks Like
- Booking 15-20 qualified meetings per month that AEs accept
- 2-3% response rate on cold outreach (industry average for this type of prospecting)
- Meetings converting to opportunities at 30-40% rate
- Building a repeatable process for finding and engaging the right personas
Who You're Targeting
Primary Prospects:
- VP/Head of Design or Creative at mid-market to enterprise companies
- Head of Product or Innovation at software/tech companies
- Creative Directors at e-commerce brands or media companies
What Gets Them to Take a Meeting:
- Specific use case pain ("we need to generate 100 product videos per week")
- Current process is slow/expensive ("our creative team is bottlenecked")
- Active AI/innovation initiatives ("we're exploring AI tools for content creation")
- Impressive examples of what Luma can do (video quality, multi-format generation)
Requirements
- 0-2 years of SDR/BDR experience (or strong interest in breaking into tech sales)
- Comfortable with high-volume cold outreach and rejection
- Curiosity about AI and creative technology (you'll need to learn the product)
- Coachable and metrics-driven - you'll be iterating messaging constantly
- Resilience - this is grind-it-out prospecting in a noisy market