In the rapidly evolving business environment of 2024, the role of the Sales Development Representative (SDR) is under scrutiny. With changes in market dynamics and purchasing behaviors, we need to reassess the value and function of the SDR team in B2B Sales.
The Transformation of the SDR Model
The traditional notion that increased SDR activity leads to a larger sales pipeline is being challenged. In the current market buyers are facing outreach fatigue and, more activity doesn’t automatically translate to more sales pipeline.
In many GTM teams, the conversation is shifting from Sales Development to Business Development or Account Development, with the approach varying based on your business model. For example, In PLG companies, focus on product engagement is essential, while in SLG companies, the emphasis should be on intent signals. This customized approach is vital across different GTM models.
Key (New) Responsibilities of 2024 BDRs/ADRs
- Tracking and engaging accounts and contacts based on signals like customer job changes, hiring, dark social signals, product engagement, account engagement with website/social or company announcements on 10K, press releases, social media, etc. This approach exemplifies data-driven sales and customer tracking.
- Creating awareness about the problem/solution with all target personas in the target account and monitoring intent signals to see how they react
- Being able to engage with the customer and partner ecosystem to find warm leads and intros to target buyers and accounts, which is a key aspect of customer relationship marketing
- Embracing AI into every SDR job. From research, prospecting, tracking signals, personalization etc. This involves leveraging best prospecting tools and personalization tools.
As a consequence of this, the nature of outreach will also evolve from heavy-duty outreach to thoughtful and purposeful outreach.
Skill Development Strategy
Traditionally we have trained SDRs on email and calling skills… and the more progressive sales teams also train SDRs on research skills. But 2024 calls for a completely new set of skills and knowledge. For example, how to work with partners to break into focus accounts? How to ask customers for warm intros? How to find and prioritize the right signal? How to use that signal in outreach?
Looking ahead
The landscape for SDRs in 2024 is set to be more dynamic and challenging than ever before, yet it also presents numerous opportunities for those willing to adapt and learn. By leveraging AI and automation, focusing on tracking signals and using them for personalization, and prioritizing continuous learning, SDRs can thrive in this ever-changing environment.
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