Gartner Research

Tech Go-to-Market: Four Ways Provider Marketing Leaders Can Improve the Effectiveness of Inbound Sales Development Reps

Published: 14 October 2015

ID: G00277832

Analyst(s): Todd Berkowitz

Summary

By narrowing the focus, delivering consistent training and enablement, leveraging data and analytics, and adopting broader success metrics, provider marketing leaders can increase the number of sales-accepted leads generated by inbound sales development rep teams.

Table Of Contents

Analysis

  • Introduction
  • Inbound and Outbound SDRs Aren't Always Interchangeable
    • Recommendation: Create a Dedicated Inbound SDR Team Reporting to Marketing
  • Inexperienced SDRs Versus Heightened Buyer Expectations
    • Recommendation: Invest in SDR Enablement to Improve Interaction Outcomes
  • Inbound SDRs Are Too Often "Flying Blind" When Initiating Outreach
    • Recommendation: Use Predictive Lead Scoring and Social Sales Tools to Supply SDRs With Better Data Prior to Outreach
  • Contact-Focused Metrics Guarantee Lots of Contacts, Not Revenue
    • Recommendation: Utilize Both Contact and Outcome Metrics to Measure SDRs
  • Summary

Case Study

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