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Marketing for “Lead Generation” and “Lead Development” Market development rep (MDR) doing research and responding to inbound leads Sales development rep (SDR) generating leads via outbound prospecting techniques Account executive (AE) getting initial customer commitment Onboarder (ONB) to guide the customer to first value sits with a sales engineer Customer success manager (CSM) orchestrating the customer’s ongoing experience Account manager (AM) helping the customer grow the business When executed well, job specialization can increase sales velocity and improve effectiveness. Organizations need to ensure that specialization is paired with a well-defined, cross-functional process and job training for each role. Without a well-defined process, customers and win rates will suffer from poor handoffs between functions. We have seen it again and again: Without a well-defined onboarding and coaching program, the reps will fail.
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Jacco van der Kooij (The SaaS Sales Method: Sales As a Science (Sales Blueprints Book 1))