In most B2B companies with complex products or services, marketing-sourced leads rarely account for even half the revenue and often it is much less. To keep valuable field sales resources productive, many of the more innovative sales and marketing departments build “sales development” teams. Oracle. Marketo. HubSpot. HP. Salesforce.com. Just to name a few.
Very quickly, these teams contribute more pipeline than any other lead source.
Those sales development teams might follow up on inbound marketing leads or use outbound prospecting to set appointments or develop opportunities. They then turn over the appointment or the opportunity to a sales person. The benefits of such sales development teams are many:
- Better conversion and ROI on marketing qualified leads
- One of the most effective – if not the most effective – sources of pipeline deals
- Improved sales productivity
- A deep bench of talent to replace inside or field sales people who underperform, get promoted, or leave.