Graduate Case Study – Theo Reid – SDR at Curation

Sep 16, 2021

“Get comfortable being uncomfortable at the SaaSLeads Academy”


Theo Reid is a new grad from the SaaSLeads Academy, now beginning his SaaS sales career as an SDR at Curation, where he has already started booking meetings. We sat down with Theo to talk about his experience at the Academy.


Getting started

Hi Theo. Let’s start at the beginning. How did you find out about the SaaSLeads Academy?

I was looking for sales jobs on LinkedIn, came across SaaSLeads and applied. They got back to me straight away and I had a great interview – and that was that.

I’d done some work experience in sales during university. I talked to a couple of friends and they said I should go into sales, as it’s a good match for my personality.


How would you describe the Academy to someone thinking about signing up?

It’s eye-opening. It’s definitely different to the American film version of sales – you know, the pushy, sleazy car salesman type approach! It’s more focused around relationships. I call it being pleasantly persistent! The training was very methodical. They show you the approach that gives you success.

I say to anyone starting at the Academy that you get out what you put in. The more experience you get, the more you can build your own style.


On the programme

What skills did you develop at the SaaSLeads Academy?

I’d say confidence, but a different type of confidence. 

I’ve always been comfortable speaking to people, but cold calling is different. You’re going in completely blind. You’re not sure what kind of day the other person has had or how they’re going to take it. You have to manage all that while trying to build interest and get a meeting.

What was your favourite part of the course?

The part that comes to mind is Will’s guest talk. (Will Koning, SaaSLeads CEO and Co-founder). It was great to hear his story. He talked about his entrepreneurial mindset and how he isn’t afraid to take a lot of big risks. It was a real inspiration for me. He also worked abroad, which is something I definitely want to do, so it was motivating in that way.


Looking to the future

So now you’ve finished at the Academy, how’s life as an SDR going?

I like it. The company (Curation) is a great fit. I like their vision, what they’re trying to do and the value they place on SDRs in the company. You really feel part of the team. I’ve already started booking meetings even though I’ve only been there two weeks.

If you could change one thing about your workplace or bring in a new rule, what would it be?

Nothing! I really like it there. I went into the office for the first time this week. It was fun!

Last question. Can you sum up your SaaSLeads Academy experience in three words?

Comfortable being uncomfortable.


Find out more

If you want to follow in Theo’s footsteps and join the SaaSLeads Academy, or you just want to find out more, fill out the form below. 

Laith Azzee

Laith is an Admissions Manager here at He is well known across the company for being a real SDR subject matter expert and excels in teaching his knowledge to our Academy Students.

Laith grew up in Kent and has family based here and in Saudi Arabia. He studied International Business at Kent University, graduating in 2019 and is an avid Arsenal fan – yes a shame but true!

In his spare time he enjoys hiking and reading. He could happily see himself as a Documentary filmmaker one day!

You can find Laith on LinkedIn here.


Ready to talk? Get in touch today