Gartner Research

4 Ways to Improve the Effectiveness of Inbound Sales Development Reps

Published: 25 July 2018

ID: G00368989

Analyst(s): Todd Berkowitz , Michele Buckley , Suzanne White


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 product marketers 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 Data Intelligence Solutions 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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