TECH BUYER Mar 2020 - IDC Perspective - Doc # US46108619

Marketing Expands the Business Development Role

By: Warren LaneResearch Analyst, Kathleen SchaubProgram Vice President, CMO Advisory & Customer Experience

Abstract

This IDC Perspective provides a description of the business development rep (BDR) role, outlines considerations for the reporting structure, and shares tips from BDR managers on making the role successful. More than half of tech companies deploy business development reps in marketing where they now comprise nearly 5% of total marketing staff. In companies with complex products, the role is an important bridge between the highly digital early customer engagement managed by marketing and the sales team.

"Human interaction will always be vital to a B2B company's ability to move a customer through the funnel, despite advancements in digital technology," said Warren Lane, research analyst, CMO Advisory Services. "Business development reps are becoming an essential part of the tech marketing organization."


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