Gartner Research

Tech Go-to-Market: Use Outbound Sales Development Reps to Supplement Other Outreach Approaches

Published: 31 May 2017

ID: G00331081

Analyst(s): Neil McMurchy , Todd Berkowitz


Marketing-led campaigns are proving insufficient or ineffective in reaching all potential buyers. Technology business unit leaders should use outbound sales development reps to cost-effectively supplement traditional demand generation and underpin account-based marketing campaigns.

Table Of Contents


  • Introduction
  • Multichannel Marketing Campaigns Don't Effectively Reach All Buyers
    • Use Outbound SDRs as a Complement to Inbound Marketing
  • Outsourcing the SDR Function Rarely Works, Especially in North America
    • Hire Outbound SDRs as an Internal Function
  • "Dumb" Prospecting Still Plagues SDR Teams
    • Better Segmentation and Use of Data and Sales Acceleration Tools Can Improve Outbound SDR Effectiveness
  • TSPs Skimp on SDR Training
    • Focus on Training and Enablement to Retain SDRs and Maximize Effectiveness
  • Summary

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