Gartner Research

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

Published: 31 May 2017

ID: G00331186

Analyst(s): Todd Berkowitz


SDRs often deliver high ROI, but not automatically. By narrowing the focus, delivering consistent training and enablement, leveraging data and tools, and adopting broader success metrics, technology business unit leaders can increase the number of sales-accepted leads generated by inbound SDR teams.

Table Of Contents


  • 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 Better Data and Tools to Make SDRs "Smarter" Prior to Outreach
  • Contact-Focused Metrics Guarantee Lots of Contacts, Not Revenue
    • Recommendation: Utilize Both Contact and Outcome Metrics to Measure SDRs
  • Summary

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