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Is Sales Development more of a sales function or marketing function?

Most of the time Sales Development rolls up to Direct Sales but sometimes it rolls up to Marketing. In your opinion, which one makes more sense and why? How have you seen the sales development function change depending on if itโ€™s part of marketing or sales?

Is sales development more like sales or marketing?
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3
Telehealth_2the_Moon
Notable Contributor
+12
Director of Business Development
B2B Marketing really should just be under the sales umbrella in my opinion. It's just the highest point of the same funnel most of the time. Unless you're a large company with a real advertising budget, marketing's goal is lead gen, just like sales.ย 
Donut_giveup
Praised Answer
+2
SDR Manager
Interesting perspective!
Donut_giveup
Praised Answer
+2
SDR Manager
At my current company, sales development used to roll up to sales and now it rolls up to marketing.ย 

the biggest change is we no longer have a designated inbound SDR. The inbounds are distributed across the team. Each day one SDR handles inbound inquiries but distributes to the appropriate sdrs territory to reach out.ย 
CuriousFox
WR Officer
+11
Needer of Life Alert
Marketing at my company.
Donut_giveup
Praised Answer
+2
SDR Manager
Does it work well for your company that way? How is inbound handled?
CuriousFox
WR Officer
+11
Needer of Life Alert
I'm going to say no. It's pretty frustrating.ย 
slaydie
Politicker
+5
Account Executive
Originally SDR's rolled up to sales at my company but then they switched to marketing...it's kind of bonkers to me as it truly is more of a sales job. They are all just doing outbound prospecting anyways and the inbound leads go to the AE so I am not too sure why it works this way. Would love to hear from a SDR/BDR manager or someone else who may know why
Donut_giveup
Praised Answer
+2
SDR Manager
Oh interesting that you give the inbound leads directly to the AE! ย We still give the SDR the chance to work the lead and set a meeting. Whether itโ€™s a content download or demo request... the SDR works those โ€œforโ€ the Ae.ย 

I kind of feel like sdrs are the liaison between sales and marketing. Regardless of which dept they roll up to they will interact with both. Sdrs are doing top of funnel work just like marketing is. But sdrs also need to work closely with AEs. So I see the role as a bridge.ย 
slaydie
Politicker
+5
Account Executive
Yeah, we used to give leads to the SDR but realized that it was just adding an extra step - in the customers process so we've been having better conversion rates since they funnel right into the AE now. I definitely see how it can work well both ways depending on the company, product and of course customers.
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