Having a strong inside sales process is a crucial component of effective sales enablement, and a key player on this team is a sales development rep (SDR), sometimes called a Market Development Representative (MDR). The SDR or MDR is the cornerstone of true sales enablement, functioning as a human bridge between sales and marketing teams.
Here’s a rundown on what this role looks like and what responsibilities they cover.
Concierge/Customer Service: The MDR is the first line of contact for your prospects. This person is your marketing team’s concierge, helping reach out to prospects visiting your website and engaging with your content on social channels. Their focus is on helping, much like customer service, and not on selling. They should be actively suggesting additional resources from your content library, and providing links to socially curated material as well. They are there to help be a “research assistant” before a prospect is ready to engage with sales.
Pre-Qualification: In additional to playing a service role, the MDR is an important pre-sales checkpoint to ensure that leads are ready and qualified for further engagement. In the same way that MDRs help prospects gather information about your solutions, services, and thought leadership, your MDR also should be gathering additional information about your leads. At Yesler, our MDRs are tasked with verifying the following information through LinkedIn prior to engaging with prospects or during their conversations to help fill in any unknown information gaps:
- Annual Revenue
- Number of Employees
- Job Title
- Other Helpful Qualification Questions:
- How did you hear about us?
- Tell me about your interest?
- Are there current initiatives that you need assistance with?
- What timelines do you have?
Call/Appointment Setting: If a prospect meets the qualification criteria, and has interest in engaging with sales, the MDR facilitates the hand-off between sales and marketing. They start by delivering a marketing developed offer that sales can then use as the first step in their process. This might be a demo, presentation, or assessment. If the prospect accepts, the MDR sets up an appointment and makes the introduction to a sales representative. At this point, the lead becomes sales qualified and is no longer serviced by the marketing team.
Having a clear workflow with a clean hand-off between sales and marketing helps marketing deliver better qualified leads, and ultimately ensures a seamless experience for your prospects. A well trained MDR with strong customer service, social media, listening, and communication skills can help make this kind of effective sales enablement a reality for your team.
Want to learn more about how marketing can truly enable sales? Check out our on-demand webinar "Building a Blueprint for B2B Sales Enablement Success,” for best practices on how B2B marketers can help their sales counterparts become sales super heroes.