Rethinking Sales Development: Ryan Reisert’s ‘Buckets Framework’ on LinkedIn

In a recent LinkedIn post, Ryan Reisert challenges conventional definitions of Sales Development, proposing that it functions more akin to a marketing discipline than traditional sales. Reisert argues that the true sales process begins only when an opportunity is formally recognized and concludes with a closed deal, whether won or lost. He introduces his “Buckets Framework” as a structured approach to managing the crucial activities that precede this formal sales stage.

The “Funnel Above the Funnel”

Reisert posits that the activities BDRs (Business Development Representatives) engage in constitute a “funnel above the funnel,” a preparatory stage designed to nurture prospects until they are ready to become formal sales opportunities. This framework provides a clear, structured method for managing outreach and engagement.

“The sales process starts at an Opportunity and ends at a Closed Won/Lost.”

He elaborates on this by defining four distinct “buckets” that prospects move through:

• Bucket 1: Uncontacted – These are cold contacts that have not yet been reached out to.
• Bucket 2: Working – Prospects who are being actively pursued but have not yet responded.
• Bucket 3: Priority – Individuals who have shown some engagement and whose preferred communication channel is known.
• Bucket 4: Scheduled – Prospects who are engaged and have agreed to a meeting.

From Marketing to Opportunity

According to Reisert, the primary objective for a BDR using this framework is to guide prospects through these buckets until they are sufficiently engaged and qualified to become a formal sales opportunity. This methodical progression, he suggests, offers clarity and structure to the often-ambiguous role of Sales Development.

“The goal: move people through buckets until they’re ready to be an Opportunity.”

Reisert’s perspective reframes Sales Development not as the initial stage of selling, but as a specialized form of marketing. By segmenting prospects into these defined buckets, teams can better track progress, identify bottlenecks, and optimize their strategies for moving potential clients closer to a sales engagement. This approach aims to equip BDRs with a more defined process and measurable outcomes.

Clarifying the BDR Role

In Reisert’s view, this structured approach is essential for effective lead generation and pipeline building. By clearly delineating the stages before a formal opportunity is created, organizations can provide BDRs with a more focused mission and empower them with tools to systematically advance prospects through the pre-sales funnel.

“Give your BDRs more clarity & structure.”

He emphasizes that by understanding and implementing this framework, companies can enhance the efficiency and effectiveness of their Sales Development teams, ultimately leading to a more robust and predictable sales pipeline. Reisert shared a link for further details on his framework within the post.