Many companies have experienced massive growth by separating the sales team into specific roles. One of these roles belongs to the sales development representative (SDR). This role focuses on moving leads through the pipeline. SDRs work hand in hand with the marketing team to identify the right accounts and prospects to go after. They find opportunities and provide a human voice to the sales process.
It can be difficult for sales and marketing to work together to move leads through the funnel. If you’re still thinking through ways to convince your sales team that marketing should be in lock-step support of their initiatives, here are five arguments to back up your claims.
1. Marketing can provide hyper-targeted support. The more informed your SDRs are, the more they can personalize a pitch. Those personalized connections lead to more favorable outcomes. Even with the best CRM and prospecting tools in the world, SDRs will struggle without marketing support. They’ll spend hours researching firmographic information and poring over social media accounts to find a hook before contacting a prospect. Plus, all of that work can be wasted if the timing is off and SDRs miss the purchasing window. Marketers can use data from lead generation campaigns and nurturing efforts to provide SDRs with more context for subsequent conversations.
2. Marketing can filter out unqualified leads. It’s no secret that sales and marketing teams bump heads sometimes. Too often sales teams don’t find marketing leads to be useful, and marketing team members get frustrated that sales isn’t taking advantage of the leads they brought in. The real problem is that unqualified leads are sent to quota-carrying sales reps too early. Even with the best CRM software, an SDR can bridge this gap by helping nurture leads and then passing them on to account executives at the right time and position in the funnel. Of course, it helps if these leads have already been nurtured and scored by the marketing team.
3. More lead data can improve your messaging. If your SDRs are going to make any headway, they need to be able to craft effective cold emails. Having access to specific data about each lead is important here, and a lot of that data is recorded during marketing efforts:
- Firmographic data captured from web forms
- Browsing behavior on your website
- Social media interactions
- Engagement metrics such as downloads, email opens, and click-throughs
By tapping into professional and behavioral information about your prospects, your SDR and marketing teams can learn why a prospect might use your product or service and when is the best time for them to buy. Plus, adding a personal touch to your messaging can make your emails much more engaging.
4. Better closed-loop analytics. When SDRs use marketing data to deliver qualified leads to account executives, they can track key metrics such as conversion rates and time spent on lead nurturing. Using this data, you can isolate problems when they arise and get a better idea of how to replicate your successes. An SDR isn’t just a glorified sales rep; they’re a critical link in the data chain that connects marketing with sales.
5. Increase your revenue. It’s expensive to keep a large team of account executives on hand. On top of that, your quota-carrying executives are under undue stress as they are wasting time contacting leads who aren’t qualified. Equipped with the right data and direction from marketing, a small team of sales development representatives costs less and can spend more time preventing leads from slipping through the cracks. You’ll need fewer account executives once you stop wasting efforts on the wrong prospects. According to a study by Bridge Group, for every 1,000 accounts your SDR group prospects in a quarter, 33 should be accepted into the sales pipeline.
Have you put together an SDR team at your company? If so, are they working closely with marketing? They should be.