Gartner Research

Use Outbound Sales Development Reps to Supplement Other Outreach Approaches

Published: 27 August 2018

ID: G00370424

Analyst(s): Suzanne White , Todd Berkowitz


Marketing-led campaigns are proving insufficient or ineffective in reaching all potential buyers. Technology product marketers 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 Entire 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
  • Most Organizations Skimp on SDR Training
    • Focus on Training and Enablement to Retain SDRs and Maximize Effectiveness
  • Summary

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