Meet Our BDR Team: A Q&A With Winston Yang, Manager of Business Development

Our mission is to reimagine how companies take care of their people. At Benepass, Business Development is a go-to-market function focused on generating demand through a mix of inbound lead conversion and strategic outbound activity. The team partners closely with Sales and Strategic Alliances to drive growth and expand our reach.

Get to know our Business Development Team in this Q&A with Winston Yang, Manager of Business Development at Benepass.

How did you end up at Benepass and what made you join Benepass?

At my previous company, I worked as a Marketing Development Representative. The role focused on a blend of inbound and outbound outreach to both fresh and stale marketing-generated leads. When I was introduced to Benepass, I was shown an outbound motion that closely mirrored what I was already familiar with. That familiarity, paired with the opportunity to build something from the ground up, made it an exciting next step. Launching the first-ever Business Development Representative (BDR) function at an early-stage startup sounded like the perfect challenge for me at that stage in my sales career, and it was a rare chance to blend creativity, strategy, and ownership in a role where I could make an impact from day one.

Tell us a little bit about the Business Development department. Why would someone want to join your team?

The Business Development team at Benepass sits within the marketing organization and partners closely with Account Executives (AEs) across the sales org. On the inbound side, we’re responsible for converting signals—such as a demo request, webinar registration, or content downloads—into qualified opportunities. On the outbound side, we’re focused on developing relations with strategic accounts that align with the company’s overarching business goals. 

What makes this team special is the culture and environment. It’s a startup environment, which means high visibility, fast learning, and real ownership. Every BDR is helping to shape the playbook, and every action has a noticeable impact on the company’s growth. We’re also a highly collaborative team that’s genuinely invested in each other’s success. Wins are shared, knowledge is passed freely, and we push each other to grow. No gatekeeping, no cutthroat competition—just a team working toward a shared goal!

What qualities do you look for when hiring someone for the Business Development team?

I look for people with an open mind—someone who’s committed to honing their craft throughout their time on the team, not just during the first few weeks of training. The benefits space is nuanced and constantly evolving, so curiosity and a willingness to keep learning go a long way. Because the industry is so relationship-driven, it’s important that our team shows up informed and thoughtful. How we represent ourselves at the top of the funnel has a direct impact on how others perceive the Benepass brand.

I also value attention to detail. Our team manages a fairly advanced outbound tech stack and focuses on areas many others overlook, like email deliverability, cross-platform sequencing, and timing. We’re always testing, iterating, and refining our motion.

Lastly, I look for people who take initiative and pride in preparation. Like most go-to-market roles, there’s always an element of luck… but luck tends to favor those who are prepared. I value BDRs who take ownership of their process and care about setting others up for success.

What is your favorite core value? How does the Business Development team display it in their daily work?

Overcommunication is the core value that resonates with me most. On the BDR team, clear and consistent communication is what keeps the machine well-oiled. Whether it’s syncing with AEs before a call, sharing updates with marketing, or checking in with each other on what’s working. It’s also how we keep the Marketing, Sales, and Strategic Alliances teams in lockstep and operating like one unit. In a fast-paced environment, overcommunication eliminates guesswork, builds trust, and helps us learn faster. This ultimately creates a better experience for both our customers and our internal teams.

What exciting things are in store for the Business Development team as Benepass continues to grow?

As Benepass grows, the role of the BDR team is becoming even more strategic. We’re evolving our outbound motion and the way we collaborate across go-to-market functions. There’s a lot of energy around refining processes, testing new channels, and leveling up our tech stack to support smarter, more effective outbound. For anyone who enjoys being part of a team that’s building while scaling, it’s a great time to be here.

Interested in joining our team? Check out our careers page to learn more about our open positions.