How to sell to Heads of Sales at Developer tools companies in Australia
Heads of Sales in Developer Tools companies in Australia are primarily measured on quarterly revenue growth. They respond to outreach when it demonstrates a clear understanding of how your solution can enhance their sales team's efficiency, particularly in managing CI/CD pipelines or improving observability. Addressing their specific challenges will make your message more compelling.
Written and maintained by the SoloRiff team, who build outbound software and run outbound with it. The figures below are our own: we measured 587 developer tools company domains over public DNS on 2026-09-03. Last updated 2026-09-03.
What actually hurts
- low lead conversion rates
- inefficient sales processes
- difficulty in tracking sales metrics
- misalignment between sales and engineering teams
The playbook
- 01
Identify recent funding rounds
Filter for Developer Tools companies in Australia that have recently secured funding. Use platforms like Crunchbase to identify these companies, as fresh capital often leads to hiring sprees or new product launches, making them more receptive to sales solutions.
- 02
Research their current sales tools
Look into the sales tools currently used by these companies, such as Salesforce or HubSpot. Check their job postings or LinkedIn profiles for mentions of these tools, as it will help you tailor your outreach to highlight how your solution enhances or integrates with their existing stack.
- 03
Highlight specific pain points
Craft your outreach to address common frustrations such as low lead conversion rates or inefficient sales processes in CI/CD environments. This specificity shows you understand their operational hurdles, increasing the chances of engagement.
- 04
Leverage mutual connections
Use LinkedIn to identify any mutual connections you share with the Heads of Sales. A warm introduction from a trusted source can significantly increase your chances of getting a response, so don’t hesitate to ask for referrals.
- 05
Propose a value-driven meeting
In your outreach email, suggest a brief 20-minute call to discuss common challenges in the Developer Tools space and how your insights could help. Be clear about what they will gain from the conversation, making it hard for them to decline.
Can developer tools companies even receive your mail?
We measured the DNS of 587 developer tools companies, sampled evenly across company sizes, to see how many authenticate their own email. It matters in both directions: a domain that does not authenticate is a domain whose team is used to mail going missing — and if your own domain is in the gap, yours is the mail going missing.
Publishes a DMARC policy of quarantine or reject — the domain actually asks receivers to act on failures.
The gap is the finding: 27.4% of 1–10-person companies against 94.9% of the largest — 68 points apart. Small companies are where the unauthenticated domains are, and small companies are who most cold outreach is aimed at.
Where does your domain sit?
Same three lookups, run live against your domain. Nothing is stored and nothing is emailed to you.
How this was measured
Company domains were sampled within employee-count bands, then queried over public DNS for SPF (TXT at the apex), DMARC (TXT at _dmarc.) and MX. One domain per company, deduplicated. Anyone can reproduce any single row of this with dig.
DKIM is deliberately absent. A DKIM key lives under a selector that cannot be enumerated from outside the domain, so a company with flawless DKIM under a name we did not guess would be counted as having none. That would measure our guess list, not the industry.
Domains with no MX record are excluded rather than counted as failures — parked and redirect-only domains would otherwise drag every figure down and make the result an artefact of the sample.
Sampled within bands, so this describes the population of companies, not of employees: a 10-person company counts once, as does a 10,000-person one. Each band is at least 60 domains; bands below that are not published. Figures are percentages of the sample, not of the whole industry, and we publish no company names — only counts.
Measured 2026-09-03. Re-measured monthly.
The full census across every industry — sortable, with sample sizes, free to reuse under CC BY 4.0.
Subject lines that fit
- Boost your sales efficiency
- Challenges in CI/CD sales
- Improving lead conversions
Questions
- Why do Heads of Sales in Developer Tools ignore cold outreach?
- They often receive numerous messages that fail to address their specific pain points or demonstrate a clear understanding of their industry. Generic outreach can come off as spammy, leading them to disregard those emails.
- What challenges do Heads of Sales face in Developer Tools?
- They frequently deal with low lead conversion rates and struggles in aligning sales efforts with engineering teams. Their unique product offerings often require tailored sales strategies that can be difficult to implement effectively.
- How can I effectively reach out to Heads of Sales?
- Personalizing your message based on recent company developments, such as funding or product launches, can significantly increase your chances of engagement. Showing a clear understanding of their operational challenges is key.
- What metrics do Heads of Sales prioritize?
- They focus heavily on quarterly revenue growth, lead conversion rates, and sales team efficiency. Understanding these metrics can help you tailor your outreach to highlight how your solution can positively impact these areas.
Or have it run itself
SoloRiff does every step above on its own — finds the companies, finds the people, writes each of them individually, and handles the replies. Drop your URL and watch it work before you sign up for anything.
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