Gartner Research

Use Outbound Sales Development Representatives to Supplement Other Outreach Approaches

Published: 03 March 2020

ID: G00464994

Analyst(s): Suzanne White

Summary

Marketing-led campaigns can prove insufficient or ineffective in reaching all potential buyers. Product marketers should use outbound sales development representatives to cost-effectively supplement demand generation and underpin account-based marketing campaigns.

Table Of Contents
  • Key Challenges

Analysis

  • Introduction
  • All Marketing Channels Don’t Effectively Engage Target Buyers
    • Use Outbound SDRs to Complement Traditional Demand Generation Programs
  • Outsourcing the Entire SDR Function Rarely Works, Especially in North America
    • Hire Outbound SDRs as an Internal Function
  • “Dumb” Prospecting Still Plagues SDR Teams
    • Improve Outbound SDR Effectiveness With Better Segmentation and Use of Data and Sales Acceleration Tools
  • Do Not Skimp on SDR Training
    • Focus on Training and Enablement to Retain SDRs and Maximize Effectiveness
  • Summary

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