OK24: How DoorDash Scaled Outbound from $291M to $8.6B with Full-Cycle Field Reps, City-Level Ownership, and No SDRs

Listen on YouTube, Spotify, Apple Podcasts, and Snipd.

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Diane Ring led B2B strategy and operations at DoorDash from 2018 to 2023, joining when the company had ~500 employees and $291M in revenue, and leaving post-IPO with 15,000+ employees and $8.6B in revenue. She was on the leadership team for Merchant Strategy & Operations, where she helped scale the sales team from ~200 reps to thousands across North America and international markets. Most recently, she was Sr. Director of Sales Ops at TouchBistro, leading strategy and ops for a 100+ person GTM organization.

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Listen on YouTube, Spotify, Apple Podcasts, and Snipd.

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We discuss:

1. Why DoorDash used full-cycle field reps with no SDRs — and the 4 reasons handoffs killed velocity

2. The General Manager model: how city-level ownership created a “general manager of revenue” mindset

3. The 3 pillars for scaling outbound infrastructure: data, tooling, and culture

4. Account scoring when your data isn’t perfect: why “just start somewhere” beats waiting for accuracy

5. How to adapt outbound playbooks for international expansion (and why US vendors often fail in Canada)

6. AI coaching in practice: real-time monologue alerts, post-call scorecards, and AI roleplay bots for onboarding

7. Building rep-centric infrastructure: minimizing CRM fields and reducing tool sprawl

Connect with Diane:

⁠https://www.linkedin.com/in/diane-ring/

Referenced:

• Trellus (AI dialer + coaching): https://www.trellus.ai/

• Gong: https://www.gong.io/

• Outreach: https://www.outreach.io/

• Momentum: https://www.momentum.io/

My biggest takeaways from this conversation: