Is Sales Development Too Complex for Testing? What I’ve Learned from 20,000+ B2B Leaders
Teleprospecting has significantly more variables than email, landing pages, and direct mail, and therefore makes testing complex.
nikhil
“Every sales conversation tells a story,” a seasoned sales leader told me recently. “The challenge used to be capturing those stories. Not anymore.”
Think about it—today’s sales leaders have AI-driven platforms like Gong.io, Chorus.ai, and SalesLoft, which analyze thousands of sales conversations in real time, revealing insights no human eye could ever catch. We’re talking about pinpointing winning tactics, spotting patterns, and clearly seeing what works and what doesn’t.
But here’s the irony: even with this flood of data and breakthrough technology, many B2B companies are still stumped by a fundamental question—what really drives sales success?
After hosting countless interviews on the B2B Roundtable Podcast and observing passionate debates among the 20,000+ members of our LinkedIn B2B Lead Roundtable, I’ve noticed something fascinating: Sales development consistently sparks some of our fiercest debates. Despite all the tech, there’s still no one-size-fits-all answer.
The Great Sales Development Debates
Every week, I see passionate discussions about fundamental questions that shape how we approach sales development:
- Should SDRs leave voicemails in 2024?
- What’s the optimal number of activities per day?
- How should we structure SDR compensation?
- Should Sales Development report to Marketing or Sales?
- Is it better to outsource or build in-house?
Think about it. When you’re testing a landing page, you can change one element and measure the impact. But with sales development, you’re dealing with:
- Individual SDR capabilities and personalities
- Varying prospect engagement levels
- Complex compensation structures
- Multiple conversation paths
- Different market conditions
- Diverse tech stacks
- Countless activity combinations
The Human Element Makes Testing Tricky
SDR Differences:
- Experience levels
- Communication styles
- Product knowledge
- Territory familiarity
Prospect Variables:
- Decision-making authority
- Current pain points
- Budget cycles
- Previous interactions
Environmental Factors:
- Market conditions
- Competitive landscape
- Seasonal changes
- Economic climate
Your Turn
I’m curious about your experience with sales development testing:
- What have you tried to test?
- What challenges did you face?
- What successes have you seen?
Share your thoughts in the comments below.
