Have You Defined Your B2B Sales Roles to Achieve the Best Results?

By Jeff Kalter

Have You Defined Your B2B Sales Roles to Achieve the Best Results?

In the early 1900s Henry Ford pioneered mass production of automobiles. He divided the roles of workers so that they each specialized in one aspect of production, thus increasing productivity and lowering costs.

Similarly, companies now seek to bring efficiencies to their lead management and sales processes. The purpose is to close more deals faster and more cost-effectively. Just as Ford used specialization on the manufacturing floor, sales and marketing leaders are learning the value divvying up sales roles to achieve higher revenues.

There are two reasons why narrowly defining your sales roles can increase your success. First, each sales associate is empowered to become an expert in their more focused position. Second, different sales functions require unique skills and personality characteristics. If you split up the responsibilities, you can hire people who are most likely to succeed in each specialty.

The Four Sales Roles

Inbound and outbound business development representatives (BDRs) are responsible for the top of the sales funnel. They ensure a lead is qualified — worth the time for an account executive to pursue it. Once the BDR qualifies a lead, he or she manages the handoff to the account executive, who is responsible for closing the sale. After that, an account manager is assigned to retain and grow the customer.

Below is more detail on the four roles necessary to implement this sales process.

    • The Lead Farmers: Inbound BDRsInbound BDRs are responsible for qualifying leads that come from incoming calls and from those who fill in forms on your website. Their job is to ensure these leads are interested in solving a problem which fits with the company’s expertise, have a budget to invest in the solution, the authority to make the decision and the urgency to take action. Once they qualify the leads, BDRs set up appointments with them for your account executives.

      Because a quick response to incoming leads significantly increases the chance of qualification, the inbound rep must follow up rapidly — within five minutes of a phone call and 30 minutes of a content download. Sometimes BDRs can qualify leads immediately. In many cases, however, the BDR needs to nurture the lead via email, content and phone calls. As nurturers, they are the farmers of the sales and marketing process along with the marketing team that may supplement their efforts by sending automated emails.

      Once a lead score is high enough to indicate they are ready to talk with an account executive, the inbound rep ensures all background notes about them are clear, summarizes next steps and either introduces the two parties by email or makes a phone appointment or arranges an online meeting.

      When looking for inbound reps, seek professionals with the competencies similar to those of customer service reps. They must have excellent communication and active listening skills, be quick learners and possess a customer-first attitude. Also, because they need to react quickly to new leads, they must have a sense of urgency.

    • The Bloodhounds: Outbound BDRsOutbound BDRs are the bloodhounds of sales who have to track down their leads …read more

      Read more here:: B2CMarketingInsider

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