What department does Sales Development report to at your company - Sales or Marketing?
The discussion took off. Here is a 5-min video that explains why I believe SDRs should be reporting to marketing.
I believe SDRs should report to marketing because it allows:
1. Better alignment between MKTG and sales
The definition of lead is vague and when SDRs report to marketing that means that MKTG passes demos to sales. The definition of demo is more clear and concrete (authority, need etc.).
2. Marketing to test messages and target profile persona
If SDRs report to marketing it allows marketing to test messages that can be later applied to content marketing and website. Marketing is becoming closer to the customer.
3. Better ROI reporting
Marketing will have a better handle on spending and ROI because they control customer acquisition process all the way to the demo. And as we said the definition of demo is more concrete.
4. Better incentives to follow up on leads in timely manner + better nurturing
If SDRs report to sales, sales organization has a very low incentive to track efficiency between lead and closed deal. If they make their numbers who cares how many more leads could be converted to demos.
Share your thoughts in comments.
If you like this article please recommend and share.
Follow me on Twitter, Medium, Quora, Instagram, connect on Linkedin. Join my Telegram channel - Marketing Journal - to discover interesting articles, books, and resources on marketing, product growth, startups, and SaaS.
Send me email with comments and questions: myk[at]myxys.com.
- How To Track Customer Acquisitions: Customer Lifecycle, Sales Funnel, and Content Strategy
- Freemium vs Free Trial vs Hybrid Customer Acquisition Model in SaaS: How To Develop a Customer Acquisition Strategy
- How to Design Marketing Campaigns: The Importance of Market Segmentation
- Strategic Communication: How to Develop Strategic Messaging and Positioning
Subscribe to Myk Pono
Get the latest posts delivered right to your inbox