Before the early 1980s things were much simpler. Marketing was responsible for generating interest and generating leads, then sales would take over and close deals.

And then things changed. The marketing , largely motivated by the traffic goals, developed a variety of techniques to generate interest and sales to send more and more leads, but this increase in traffic also blew the number of prospects low quality. Meanwhile, sales have always been driven by results, quotas, and growth. By focusing almost exclusively on the most interested customers, with whom they thought they could close a deal for sure, they ignored the rest of the prospects.

We were in a situation where the people in charge of marketing asked salespeople why they weren’t following all of their prospects, while the sales department complained about receiving leads, which they said did not deserve the name. It became evident that there was a void between these two entities, and that it had to be filled. This is where the Sales Development Representative, or “SDR”, comes in, a new job that has filled the void between marketing and sales teams. 

In this article, we will first define sales development, and then we will see why it is an essential cog for your business, which helps boost your turnover. Finally, we will observe the different roles and functions of a sales development team, before revealing the qualities that a good sales development representative must have. 

What is sales development?

Sales development is the process by which potential prospects are identified and qualified to help facilitate the work of sales teams, bridging the gap between marketing and sales, in order to reduce the time and resources spent on low prospects. quality.

In successful companies, marketing teams do a lot of outreach through the dissemination of campaigns and content, with the aim of increasing the Armenia Cell Phone Numbers List awareness of their brand and their products or services among potential customers.


In general, when a campaign is successful, it generates a large number of leads.

You might think that this creates more opportunities for sales teams, but in this case, more doesn’t necessarily mean better. In fact, the vast majority of prospects will never convert. Even precisely targeted campaigns generate only a small proportion of ideal leads. For example, in the software industry, the average conversion rate for lead generation in is only 5-10%.

Companies give leads a score to rank them based on their readiness to sell. High scoring leads are ready to buy, while low scoring leads are going to require more nurturing, meaning they will have to be taken by the hand. Prospect scoring models may differ slightly by company and industry, but in general, points are awarded based on different attributes and behaviors displayed by the prospect.

4 reasons why sales development is essential to your business

1. Faster response times increase conversions

When it comes to responding to leads , it’s no exaggeration to say that every minute counts. According to a recent study by HBR, companies that respond to leads within an hour are 7 times more likely to convert their leads to sales. In fact, up to 50% of sales go to the supplier who makes the contact first. Calling a lead within 5 minutes will increase your odds by 10 compared to a call made 30 minutes after the lead shows up. Your chances of qualifying this same lead? 21 times higher. A well-trained SDR team can use a variety of channels, including email, text, and phone calls, to connect with prospects as soon as possible and grow their business.

2. Increased return on investment for salespeople

Improving the quality of your leads potentially increases the number of deals your sales team will be able to complete. But just getting in touch with prospects can take a tremendous amount of time and resources. It takes an average of 18 calls to connect to a buyer. And often, the younger generations of today’s workforce see phone calls as tiresome and disruptive, preferring to be contacted digitally. Sales reps, with their quotas to stick to, simply don’t have the time to follow up on leads across multiple digital channels.

Additionally, sales development reps can be outsourced and hired at a lower level, making them an affordable way to free up valuable time for your top salespeople. Investing in sales development can exponentially increase the ROI of your often highly paid sales representatives. According to Marketo, a 15% decrease in the length of the sales cycle can lead to a 30% increase in revenue! 

3. Better relationships with potential customers

We live in the era of the customer. Influenced by their experiences with brands like Amazon or Netflix and others, customers expect nothing less than an optimal level of service and personalization. Sales Development Representatives are the face of your business. Better than any PR campaign or advertisement, they are the living representation of your brand. Armed with the right attitude and the right content, they have the ability to deliver the personalized and meaningful support your buyers need.

4. Improved marketing

Marketing teams need data to improve and optimize their campaigns. Sales reps are notorious for not updating information or leaving incomplete data about their prospects. SDRs live practically 24 hours a day with their CRM and are perfectly capable of dealing with current data and updating it. This can help marketing teams get the information they need to design better lead generation campaigns and optimize their advertising messages.

Functions and roles of a sales development team

One of the first decisions you will need to make when building your sales development team is where it will be housed. Sales development teams sit, metaphorically, right between sales and marketing. Most organizations put SDRs under the sales umbrella, but some find that they fit better with marketing. Either way, their success will come down to their leadership and training, not their place on the organizational chart.

While it can be tempting to have just one group of SDRs, your sales development team needs to specialize to maximize its impact. The most obvious decision is to divide your SDRs into inbound / inbound and outbound / outbound priorities.. Converting inbound leads requires different skills than outbound prospecting. Because they communicate with people who are very knowledgeable about your products and are motivated enough to get in touch, inbound SDRs typically need to have more in-depth product knowledge than your outgoing team. Finally, inbound and outbound SDRs face different types of objections and challenges that require more specialized knowledge and preparation.

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