A strong sales development program is critical for building a pipeline in modern marketing and sales organizations. In larger organizations, sales development has further evolved into a complex organization with specialized segments and functions, such as high-volume inbound lead follow-up and outbound target account prospecting, each with its own strategy and processes. This complexity makes it difficult for go-to-market (GTM) organizations to easily articulate the needed resources or expected contribution from sales development efforts.

The Sales Development Resource Model enables sales leaders to calculate the right sales development strategies to hit desired revenue targets. It also creates a structure for driving alignment between sales development and GTM leadership on the contribution that sales development can make to overall pipeline generation.

About this research

The insights in this document were originally produced by TOPO, now Gartner.