"Leveraging BDR Expertise in Marketing: Aligning Sales and Marketing Teams"

Business Development Representatives (BDRs) have traditionally been associated with the sales team, however, more and more companies are integrating them into their marketing departments. A recent study found that such alignment brings 208% more value from marketing with 108% less effort, and businesses that have adopted the model close 67% more deals. Let’s explore this growing trend and how the synergy between BDRs and the marketing team can improve your strategy and outcomes.

Traditionally, marketing teams take care of inbound lead generation and content creation, while BDRs focus on outbound lead generation and qualification of inbound leads. This makes them more aligned with the sales team, acting as a bridge between potential clients and sales reps. However, sales reps and BDRs often ignore 50% of the leads generated by marketing teams, deeming them poor quality. This can cause tension between marketing and sales, but the issue is more likely to be miscommunication and asynchronous actions.

To meet the demands of customers, marketers should stay updated with changing customer needs, and frequently sync with BDRs to get instant feedback about the quality of the leads they bring. This allows them to tailor their marketing strategies on the go, and effectively address potential clients’ specific needs and pain points.

Leveraging BDR expertise in marketing brings many benefits, such as a continuous feedback loop, smoother customer journey, comprehensive sales funnel view, and increased revenue and growth. By understanding the sales process, marketers can build up more relevant touchpoints and address customer needs, pains and objections. Furthermore, it’s important to measure marketing performance by marketing-influenced revenue (MIR), as this takes into account the amount of marketing touches, which can lead to an increase in revenue.

To align BDRs and marketing it’s important to set shared goals, define MQLs and SQLs, establish unified lead scoring, schedule joint activities and foster a culture of collaboration. Doing this can create a cohesive business strategy where every department works harmoniously, allowing businesses to adapt quickly to market changes, innovate faster and stay ahead of the competition.

Originally reported by Martech: https://martech.org/how-embedding-bdrs-into-marketing-can-boost-your-sales/
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