Client’s marketing team was generating piles of leads, but sales reps were too senior to effectively follow up in a systematic way. The ROI on marketing spend was low and frustration from both marketing and sales was reaching a boiling point.
There is a fundamental disconnect between sales and marketing due to the experience of the sales team and the inability to provide the required attention to the marketing leads.
Client needed a team of focused Sales Development Reps who would aggressively and systematically follow up on all Marketing Qualified Leads (MQLs). This team uses a DbD cadence to contact these MQLs and nurture them to conversion into Sales Qualified Leads (SQLs). DbD recruits, hires, trains and manages the SDR team to ensure they have the proper focus and activity level.
The SDR team began generating initial SQLs within the first 60 days. They achieved full productivity within 90 days. The field sales team expanded their pipeline by over 50% and overall sales grew by over 30% within the first 6 months of this team being in place. Marketing and sales now have much more effective relationship partially due to the detailed feedback that the SDR team can provide based on the feedback from the customer.