Purpose

The purpose of this study is to provide a contextualized understanding of how business-to-business (B2B) firms use the sales development function for efficient and effective lead funnel management.

Design/methodology/approach

The authors adopted a qualitative field-study approach and interviewed 13 people from eight firms. While software as a service (SaaS) firms are the most prevalent application context for the sales development function, the authors also included respondents from non-SaaS firms to develop an in-depth understanding of the contextualized nature of the sales development process.

Findings

Sales development processes can be applied in outbound prospect-focused, outbound account-based, inbound prospect-focused and inbound account-based lead management contexts. The sales development processes of lead research, engagement and handover vary depending on the nature of the lead management context. These processes are supported by the appropriate design of organizational, technological and people platforms.

Practical implications

The authors explain how sales development as a form of inside sales can support effective lead funnel management in B2B firms through technology-enabled lead research and nurture processes designed to prepare customers for meaningful conversations with field sales.

Originality/value

To the best of the authors’ knowledge, this study is the first to focus purely on the sales development function as a form of inside sales. They explain how the sales development processes relating to lead research, engagement and handover are conducted in four distinct application contexts to qualify leads for the outside salesforce.

中文翻译：

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对内部销售的情境化理解：销售发展在有效的潜在客户漏斗管理中的作用

目的

本研究的目的是提供对企业对企业 (B2B) 公司如何使用销售开发功能进行高效和有效的潜在客户漏斗管理的背景化理解。

设计/方法/方法

作者采用定性实地研究方法，采访了来自八家公司的 13 人。虽然软件即服务 (SaaS) 公司是销售开发功能最普遍的应用环境，但作者还包括来自非 SaaS 公司的受访者，以深入了解销售开发过程的情境化性质。

发现

销售开发流程可应用于以出站潜在客户为中心、基于出站客户、以入站潜在客户为中心和基于入站客户的潜在客户管理环境中。潜在客户研究、参与和移交的销售开发流程因潜在客户管理环境的性质而异。这些流程得到组织、技术和人员平台的适当设计的支持。

实际影响

作者解释了作为内部销售的一种形式的销售开发如何通过技术支持的潜在客户研究和培养流程来支持 B2B 公司的有效潜在客户漏斗管理，这些流程旨在为客户与现场销售进行有意义的对话做好准备。

原创性/价值

据作者所知，本研究首次将销售开发功能作为内部销售的一种形式进行了纯粹的研究。他们解释了与潜在客户研究、参与和移交相关的销售开发流程如何在四种不同的应用环境中进行，以使潜在客户符合外部销售人员的资格。