b2bmarketing demandgeneration salesdevelopment

Inbound Lead Qualification: Best Practices, RACI Matrix, SDRs Reporting to Marketing

We recently moved inbound lead qualification from the Sales Development team to the Marketing team to create a more streamlined end-to-end process.

Here’s how we’ll continue to keep a close connection between Sales Development & Marketing.

We created a RACI matrix to define how to collaborate and delineate roles & responsibilities (kudos Lyndsey Lumpkin!).

We wanted to ensure:
– That the Inbound SDR will continue to have a peer group of people in a similar role
– There is a career path for them into Sales (or Marketing)
– They can benefit from the great training from Sales Development on soft skills, sales techniques, product training, etc.

Again, kudos to Lyndsey for creating this and for Caleb Norris and Nick Latz’s input on this and our overall plan.

We can foresee a future in which we route leads directly to AEs, but we’re not there yet.

What would you change or add to this matrix?
Does yours look similar?