A go-to-market strategy is essential for any business, no matter the size or stage of development. Various roles can play a part in your GTM strategy, and it’s necessary to understand what each one does to create an effective plan.
This blog post will define the four most common roles in a GTM strategy: SDR, BDR, ADR, and MDR. It will also include their responsibilities and fit into the overall plan. You’ll learn the difference between an inbound and outbound representative and what each role does for a business’ GTM strategy.
But first things first, what does GTM strategy mean?
Go-To-Market Strategy Defined: What Is GTM Strategy?
GTM strategy, or go-to-market strategy, is planning how a business will reach target accounts or target markets and achieve desired outcomes. It’s an essential part of any company, regardless of size or stage of development, and it encompasses all aspects of marketing, sales, and customer service.
GTM Process
Four main steps are involved in this process:
Market Segmentation
Targeting the Right Audience with Marketing Channels
Creating a Revenue Stream through Sales Activities & Processes
Evaluating Success Through Metrics and Feedback Loops
Now that we have a basic understanding of GTM strategy let’s dive into the different roles in a company and what they do.
The Four Main Roles in Go-To-Market Strategy: SDR, BDR, ADR, MDR
There are four prominent roles in a go-to-market strategy:
Sales Development Representative (SDR) // Inbound Follow Up
Business Development Representative (BDR) // Outbound Prospecting
Account Development Representative (ADR) // Prospecting Existing Accounts
Marketing Development Representative (MDR) // Inbound Follow-Up, Top of Funnel
Most of these roles require a bachelor’s degree in business, marketing, or a related field.
Regarding a company’s GTM strategy, the roles of SDRs, BDRs, ADRs, and MDRs can be confusing.
But do the titles matter? And what do each of these roles entail? Each role has different responsibilities and is integral to reaching a business’ target markets.
Let’s take a closer look at each one.
Important Note: Sales Qualified Leads (SQL) vs. Marketing Qualified Leads (MQL)
Before we get started on the official definition of each role, it’s worth mentioning the difference between MQL vs SQL. At In Motion Marketing, we classify them as stages in a sales funnel. We don’t have a marketing funnel, but it was replaced with a marketing flywheel.
MQL is a lead that has been assessed by the marketing team (e.g. marketing or sales development rep) and is ready to be passed to Sales.
SQL is a lead that has been assessed by the sales team (e.g. business development rep) and is ready to make a purchase – they enter the sales funnel.
These are stages not lead sources e.g. SQL isn’t lead generation from BDR, MQLs aren’t leads generated from a marketing campaign. The key is intent. Marketing or Sales team titles aside, it doesn’t matter who brings a lead into the CRM, the lead’s “readiness” to make a purchase determines whether they’re an MQL or SQL.
Sales Development Representative (SDR): Definition, Requirements, & What They Do
A sales development rep is a role that is responsible for inbound lead follow-up. They’re the first to reach out to a prospect and usually work within an inbound marketing strategy or similar, generating leads through social media, content marketing, etc. An SDR focuses on new customers and potential buyers.
Requirements of Sales Development Representative: Bachelor’s Degree and More
The requirements of a sales development representative vary depending on the company, but most require a bachelor’s degree in business, sales, or a related field and some sales experience.
Previous experience with cold calling and qualifying leads is also a plus. Having an early sales career may be a big boost here. They need a solid understanding of the product or service they’re working on and the ability to work in a self-directed manner, requiring minimal supervision.
Strong analytical capabilities to quickly and accurately identify patterns within data sets are also critical. Other requirements include excellent customer service, analytical skills, as well as exceptional communication skills, including active listening and negotiating at the highest levels.
SDR Responsibilities: What They Do
Sales Development Reps are essential for any business because they focus on generating qualified prospects and qualifying them to see if they are a good fit for the company. They work with leads to assess their needs and determine whether or not they are interested in what the company offers.
They work closely with marketers, inside sales teams, and subject matter experts (SMEs) daily to identify target accounts/leads and gather information about them, such as contact data or company information, such as size and revenue generation.
A sales development representative also closes sales by setting up meetings with prospects and providing them with information about their products or services.
They can also track engagement to provide insights about their clients’ buyer journey (and where they fall short).
Learn More » The Ultimate Guide to Demand Generation: Boosting Your Business Growth
Business Development Representative (BDR): Definition, Requirements, & What They Do
The next role in GTM strategy is the business development rep. A BDR focuses on outbound sales to fill the sales funnel with new business opportunities. Their main strategies are social selling and emailing cold leads.
Requirements of Business Development Representatives
Like sales development representatives, most companies require their business development representatives to have a bachelor’s degree. BDRs typically have a bachelor’s degree in business or marketing and must work independently.
They should also be good at networking and building relationships. BDRs also need at least two years of experience in sales-related roles, with previous experience in cold calling and qualifying leads.
Excellent communication skills are also necessary because BDRs use them during presentations to convince leads about the value of their product or service. They must work self-directed, require minimal supervision, and have strong analytical capabilities.
The ability to quickly and accurately identify patterns within data sets and exceptional customer service skills are other requirements for business development reps.
BDR Responsibilities: What They Do
A business development representative is responsible for generating new leads and identifying prospects. They use various methods to find these prospects, such as social selling, networking events, tradeshows, cold emailing, and cold calling.
Once they’ve identified a prospect, they contact them and try to convince them to purchase the company’s products or services. A business development representative is also responsible for maintaining relationships with current customers and providing support as needed.
BDRs also handle negotiations with leads and update their progress throughout the sales process. They can track engagement to gain insight into their clients’ buyer journey (and where they fall short).
SDR vs. BDR: Similarities
An SDR and BDR are responsible for generating new leads and qualifying/identifying them to determine whether they fit the company well. They work together throughout the entire sales process.
They also use strong communication skills daily through cold calling or presenting their products or services to leads. Both roles require excellent customer service, attention to detail, and strong analytical skills.
Account Development Representative (ADR): Definition, Requirements, & What They Do with Account Executives
Account Development Representatives focus on existing clients (not potential leads) within an organization. They are account executives who identify which accounts would be the best fit for their products or services.
Account executives have more experience closing business. They help close deals with those organizations by following up with customers and providing support throughout the buying process.
Account Development Representative Requirements
ADRs must have excellent communication skills and should enjoy working with people. A bachelor’s degree in business, marketing, or a related field is typically required. They should also work independently and be motivated to achieve results.
To succeed as an ADR, you’ll need to understand the company’s products or services and identify opportunities quickly. You should also be familiar with the buying process to provide support throughout the sale.
An ADR must also analyze data and understand what actions could lead to better results.
ADR Responsibilities: What They Do
Once a company has identified a potential customer, the Account Development Rep contacts them and convinces them to purchase the product or service. An account executive also works with current customers and provides support as needed.
An ADR supports the sales team by following up with leads and providing feedback on their progress. They also understand a customer’s buying process and the sales cycle to provide support throughout the sale.
ADRs use data to track engagement and identify where customers are falling short of improving the success of future sales efforts.
Marketing Development Representative (MDR)
Marketing Development Representatives, or MDRs, are responsible for qualifying prospects and progressing them to the sales team. This means they ensure people learn about its products or services by developing campaigns encouraging individuals to consume content.
MDR Requirements
MDRs should have a strong understanding of the company’s products or services and the buying process. A bachelor’s degree in business, marketing, or a related field is typically required. They should also be familiar with various marketing channels to develop effective campaigns.
You’ll also need to analyze data and understand what actions could lead to better results. MDRs should make recommendations based on the insights they gain.
A marketing development rep should enjoy working with people and have excellent communication skills – primarily written communication. They also need to be able to manage projects and meet deadlines independently.
This role is an excellent fit for someone who loves working with people and finding business opportunities. MDRs should also organize them so they can manage their time and projects.
MDR Responsibilities: What They Do
MDRs play a crucial role in a company’s marketing strategy by focusing on top-of-funnel activities that align with the brand’s objectives.
Their primary function is to provide value to prospects, ensuring familiarity with the company’s offerings before purchasing decisions are made. It is essential that MDRs do not engage in direct selling, as this can lead to misaligned metrics and underutilization of their role.
Marketing’s purpose is to educate and inform, while Sales aims to facilitate transactions. MDRs distribute valuable content to attract new customers and re-engage existing ones.
They also collaborate with the sales team by following up on interested leads, scheduling meetings, and addressing inquiries to tailor proposals to prospects’ needs. Ultimately, the sales team takes over to nurture leads once a purchase consideration is established.
Account Executives and Their Role
Account executives are crucial in driving business growth by managing client relationships and identifying new revenue streams. They ensure clients are satisfied with the company’s products or services and look for opportunities to upsell or cross-sell.
By keeping a direct relationship with clients, account executives can understand their needs better. This allows them to provide tailored solutions that improve customer satisfaction and loyalty.
Relationship between Account Executives and SDR/BDR/ADR/MDR
Account executives depend significantly on the support of SDR, BDR, ADR, and MDR teams. These teams provide qualified leads and help close deals.
SDRs and MDRs generate and qualify inbound leads, while BDRs and ADRs concentrate on outbound prospecting and account development. This collaborative approach ensures that account executives have a steady stream of potential clients to work with.
In return, account executives provide valuable feedback and insights to these teams, helping them refine their strategies and improve lead quality. This synergy between roles enables companies to optimize their sales processes and achieve better results.
How Account Executives Drive Business Growth
Account executives drive business growth by:
Building strong relationships with existing clients to increase retention and upsell opportunities.
Identifying new revenue streams through upselling and cross-selling.
Collaborating with SDR, BDR, ADR, and MDR teams to ensure a seamless customer experience.
Providing valuable feedback and insights to improve sales strategies and lead quality.
By focusing on these areas, account executives can significantly increase the company’s revenue and help achieve its mission statement.
Impact on Revenue: How SDR, BDR, ADR, and MDR Roles Contribute to Growth
SDR, BDR, ADR, and MDR roles all contribute to revenue growth in different ways:
SDRs generate qualified leads and set up meetings with potential clients, laying the foundation for future sales. By ensuring that leads are well-qualified, SDRs help increase the likelihood of successful conversions.
BDRs focus on outbound sales, identifying new business opportunities, and filling the sales funnel. Their prospecting and cold outreach efforts help expand the company’s customer base and drive new revenue streams.
ADRs work with existing clients to identify upsell and cross-sell opportunities, increasing the average room rate and occupancy rate. By nurturing relationships with current clients, ADRs help maximize the value of each customer.
MDRs develop marketing campaigns to encourage individuals to consume content, generating interest in the company’s products or services. Their top-of-funnel activities help attract new prospects and keep existing customers engaged.
By working together, these roles can significantly impact revenue growth and help companies achieve their mission statement. The combined efforts of SDRs, BDRs, ADRs, and MDRs ensure a comprehensive approach to sales and marketing, ultimately leading to increased room revenue and a higher average daily rate.
SDR vs. BDR vs. ADR vs. MDR: So Do the Roles Matter?
Despite the confusion surrounding the different roles in a company’s sales & marketing departments (SDR vs. BDR vs. ADR vs. MDR), they all play an essential part in the overall strategy.
While some people may be better suited for one role over another, it’s essential to have everyone working together towards a common goal.
Sales Development Representatives are inbound follow-up. They work with potential customers who have already expressed interest in their product or service.
Business Development Representatives are outbound. They reach out to potential customers who don’t yet know about the company and get them interested.
Account Development Representatives are outbound and focused on ABM. They work with customers the company has already identified as a good fit for their product or service.
Marketing Development Representatives are inbound follow-up. They focus on getting people interested in the company’s product or service to become a potential buyer in the future.
In the hospitality industry, understanding key metrics like average price, average rate, and room rates is crucial for revenue management and performance evaluation. These metrics help hotel operators determine pricing strategies, occupancy levels, and revenue generation.
For instance, to calculate ADR (Average Daily Rate), you divide the rooms revenue by the number of rooms sold, excluding complimentary rooms. This calculation highlights the significance of occupied rooms and rooms sold in determining accurate ADR metrics.
Remember, SDRs focus on inbound lead qualification and follow-up, BDRs focus on prospecting outbound leads, ADRs focus on outbound and account development, and MDRs focus on inbound follow-up and top-of-funnel activity.
The Bottom Line of SDR vs. BDR vs. ADR vs. MDR
Businesses need a better understanding of their customer’s journey to utilize each role fully. Focusing heavily on over-qualifying inbound marketing leads or scaling outbound lead prospecting is a giant waste of time without knowing how your consumers are making their purchasing decisions.
Now that you know what each role should focus on, make sure you’re building up a team to add value to your customers every step of the way. Your GTM strategy is a framework that ties together all of your business’ marketing channels to give it the best chance at success. As highlighted, different types of reps play different roles in this strategy.
