TECH SUPPLIER Jan 2019 - IDC Survey Spotlight - Doc # US44761819

Are Tech Marketing Organizations Investing in Sales Development Staff?

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


This IDC Survey Spotlight discusses the investment in sales development representatives/business development representatives (SDR/BDRs) within tech marketing organizations. In IDC's 2018 Tech Marketing Investment Survey, IDC found that 45% of tech companies currently have SDR/BDRs in marketing and 50% of those who have the role are going to increase investment in that area. Does this show a shift in marketing staff strategy or a situation unique to the current time? This IDC Survey Spotlight examines what this trend means to tech marketing now and in the future and provides guidance for managing this important role in marketing organizations.


Subscriptions Covered

CMO Advisory Service

Regions Covered


Topics Covered

Marketing operations, Sales enablement

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