The Emerging Role of the Sales Development Rep in Demand Generation Marketing

Sales | 5 minutes to read

14th Feb, 2021

SDRs are a critical component of the demand generation marketing process. Well-trained SDRs or sales team can productize the path to purchase and enable smoother conversions. This article highlights the significance of a SDR in the demand generation cycle.


    • Sales excellence or sales enablement heavily rests upon the skills of a sales representative. They play an important role in the business expansion process.

    • However, most sales conversations have moved to online platforms, and the lead conversion demands a good understanding of shifting trends or intricacies, buyer’s needs, and synergy with marketing functions

    • Sales is a cyclic process and enterprises sales professionals can deliver notable improvements in the modern-day demand generation marketing process.

    In a demand generation sales cycle, SDRs stand at the frontline. They connect with as many leads as possible and educate & qualify the leads. Sales is now a cyclic process and needs synergy between sales & marketing teams.

    In modern-day demand generation, Sales Development Representatives need to have extensive skills in product knowledge, communication attributes, organizational framework, time management, etc. Therefore, should train sales development reps to convert a lead seamlessly and smoothly into an opportunity.

    Gravity of SDRs in the demand gen marketing cycle

    Modern customers crave timely, relevant, and hyper-personalized services. Therefore, brands that master personalization at the initial stages of the buying cycle get an extra edge in the targeted marketing process. As it all comes down to personalization, here is how a sales development rep can drive the demand generation marketing cycle:

    #1 Facilitating a standardized lead follow-up process

    SDRs have the flexibility to manage multi-channel campaigns that are necessary to reach leads. Sales Development Reps are the human element that interact with the prospects on the base level. If they bring their best side on, they can reduce the lead response time, hence hiking the conversions. Enterprises can address this need by imparting training to sales.

    #2 Mitigating the chances of marketing failures

    Marketing models can fail because of the ignorance of prevailing market drifts, or the lack of proper execution. SDRs can coordinate a successful marketing campaign with limited resources and minimal time restraints. Skilled Sales development Reps can talk to the prospects and convince them for the purchase. They handle everything at the front-end and so they can lead marketing schemes towards success.

    #3 Improving marketing and contact data vastly

    Relevant data is necessary for marketing strategies to optimize programs. Knowledgeable SDRs are remarkably good at providing data because they literally live in the CRM applications all day. Hence, Sales Development Reps can stitch the contact thread between businesses and prospects by gathering factual contact data via several channels.

    #4 Increasing productivity and efficiency for higher revenues

    Ranging from proposing, pitching to negotiation, and trying to get buyers back in the purchasing loop, SDRs increase the marketing efficiency for better revenues. They reduce the odds of marketing failure and decrease sales cycle length.

    #5 Gathering constructive feedback

    Feedback is necessary for every organization, it demystifies the gaps in marketing implementation. With a trained sales rep, the procedure of feedback can become comparatively easy and streamlined. Feedbacks can in-turn improve marketing inputs, and eventually hike the ROI.


    A few years back, SDRs mostly focused on taking warm calls from inbound leads or making cold calls for outbound campaignsmm. But now, to hike sales margins, SDRs must upgrade their skills and expand their repertoire. Customers expect a higher degree of personalization than ever before. To do this, the need for more robust SDR involvement in demand generation should be amplified. However, Customer Acquisition Costs (CACs) are increasing exponentially because SDRs aren’t prepared enough to face the sky-rocketing competition. SDRs need to keep up with sales technologies to exceed expectations at every customer interaction, for which training for sales is a mandate and no more an elective.

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