In the world of demand-generation marketing, the primary goal is clear: generate inbound leads for the sales team. However, a persistent challenge continues to loom large in many organizations: should the Business Development Representative (BDR) team report to marketing or to sales?
This question has sparked numerous debates, with compelling arguments for both sides. Ultimately, the decision hinges on a BDR's core responsibilities, which typically include booking meetings, engaging in sales-related activities such as calls and conferences, and liaising with both the marketing and sales teams.
In many organizations, the primary point of friction arises with inbound lead forms. When a visitor lands on your website and fills out a “Contact Sales” or “Book a Demo” form, it's clear that a BDR should be responsible for booking the meeting. But, who should be managing the BDR's activities? Should it be marketing or sales?
Traditionally, BDRs have often been housed under sales. However, with marketing's increasing influence over the website and its related activities, an argument can be made for shifting the BDR function under marketing. In this setup, BDRs would report to demand-gen marketers, who spend significant time optimizing the website and ensuring leads are booked.
This isn't a move to undermine the value of sales. Rather, it's about optimizing the use of website data and taking swift action based on that information. In the past, marketing teams would drive leads to the website, get them to sign up for a demo, and then throw those leads over the proverbial fence to the sales team. However, this approach often doesn't tie marketing directly to outcomes.
By placing the BDR team under marketing, the marketing department is tied to a more impactful goal: ensuring prospects show up for meetings. This benefits the sales team as well, as they receive better-qualified leads who are more likely to attend the meetings arranged by the BDRs.
The future of website engagement is evolving. Rather than waiting for someone to fill out a form, BDRs can get involved the moment someone lands on the website. Whether a prospect is browsing case studies or checking out pricing options, the BDR can engage them with messaging tailored to their activity. As the marketing team usually handles website optimization, it's logical for them to guide the BDRs in these interactions.
In conclusion, Warmly recommends moving the BDR function under marketing. This allows for more seamless integration between the marketing activities on the website and the critical sales-related tasks of the BDRs. Ultimately, this aligns with the incentives of marketing, sales, and BDRs, ensuring more effective conversions and business growth.
Frequently Asked Questions
What is Why Business Development Representatives Should Report to Marketing?
Why Business Development Representatives Should Report to Marketing refers to the concepts and strategies covered in this article. Understanding these fundamentals helps B2B teams improve their sales and marketing effectiveness.
Why is Why Business Development Representatives Should Report to Marketing important?
This matters because it directly impacts pipeline generation and revenue. Teams that master these concepts see better results from their go-to-market efforts.
How can I implement this?
Start with the strategies outlined above. For B2B teams, combining these tactics with tools like Warmly—which identifies website visitors and automates engagement—can accelerate results.
What tools help with Why Business Development Representatives Should Report to Marketing?
Several tools can help, depending on your specific needs. Warmly is particularly useful for identifying high-intent website visitors and engaging them before they leave your site.
What are the best practices for Why Business Development Representatives Should Report to Marketing?
Key best practices are covered throughout this article. Focus on the fundamentals first, measure your results, and iterate based on data rather than assumptions.