Just for definition's sake:
- SDRs (Sales Development Reps) own inbound lead qualification with the goal of booking meetings for the Account Executives) and
- BDRs (Business Development Reps) own outbound prospecting with the goal of booking meetings for the Account Executives.
The Marketing Argument
Personally, I love the idea of marketing owning SDRs. This leads to marketing owning more of the funnel, which means marketing can actually own pipeline revenue numbers. Every modern marketing org today wants to be measured on pipeline, not leads, but it's hard to do that if you have to just pass leads over and hope sales…
- a) follows up
- b) touches them enough
- c) is making enough quality touches
- d) books a meeting.
If marketing owns SDRs, the sales role literally becomes about SELLING. Not prospecting, not qualifying. But getting on the phone and selling -- which should ultimately result in better conversion rates (they just have to focus on selling aka helping people buy) and a better prospect experience (reps can get great at the pitch, the demo, the questions, the pain vs. having to do 15 things everyday on top of taking calls).
Then as a marketing leader, I can actually sign up for a revenue number (pipeline) and feel good about being accountable for it, because my team owns that part of the funnel.
Owning SDRs in marketing would also help with consistency of message and being in the loop on all of the content & product marketing you're putting out - because everyone is sitting on the same team. Imagine all the SDRs in the weekly + monthly marketing meetings as a part of the team. And then they go out and try and turn new leads into meetings.
One Caveat: Size Matters
- If your are selling to enterprises (long sales cycle and big deals) SDRs should be in marketing.
- If SMB (short sales cycle and smaller deals) then SDRs should be in sales (if you have it at all).
What's your take? SDRs in sales? In marketing?
Would love to hear!