You’re building your sales development rep team, but it seems like they’re floating in the middle of sales and marketing functions. Where should they belong?
First, consider the attributes of both the Head of Sales and Head of Marketing. If both are equally qualified, I recommend that they are a part of the marketing team. To explain, let’s look at both options.
The marketing team is the master of generating opportunities. They are generating leads using both inbound and outbound tactics. This makes inbound marketing and outbound sales inter-functionally related. Furthermore, the SDR team will have one dedicated market research role, or each SDR will be doing their own digging. Therefore, the marketing team will need to lend expertise. When it comes to conferences, marketing and outbound can coordinate an effective field strategy.
If you’re whipping up a ton of inbound leads, the SDR team should absolutely belong to the marketing team. Low-touch inbound leads generated by marketing will need to be touched by outbound sales. Properly-trained SDRs will be focused on systematic, high-conversion outbound. To achieve this, they’ll need to be armed with relevant content and thought leadership influenced by marketing.
It’s likely that the marketing team will be hesitant to take on SDRs. Sales teams are more familiar with the skills and processes of outbound sales. Many marketers have a misconception of what outbound sales is, and aren’t willing to realize how similar SDR functions are to marketing processes. The sales department is likely to be better at teaching transferable skills and make the SDRs feel more at home.
Choose wisely when it comes to who’s responsible for your SDRs. If possible, put them on the marketing team. Being on the same team is always more streamlined than working together cross-functionally.
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