logo Warmly
AI Agents
AI Marketing Ops
TAM Analysis, Lead Scoring, and Routing
AI Demand Gen
Targeted campaigns at scale
AI SDR
Automated lead engagement
AI Co-Pilots
Facilitate more effective human-to-human connections
Solutions
Signals
Person-Based Signals
Target with real-time signals
1st Party
Web Intent
2nd Party
Social Activity
3rd Party
Research Intent
Data Sources & Integrations
Coldly Contact Database
Export lists of 250M+ cold contacts & companies
Integrations
Connect to all your favorite data & workflow tools
Features
AI Chatbot
Always on intelligent lead engagement
Warm Offers
Show relevant offers to every prospect
icon
AI Orchestrator
Agentic lead nurturing via email, LinkedIn, and paid ads
Resources
Academy
Getting started
Playbooks
Run our plays
Blog
Read our blog
Media
Customers
Pricing
Partners
Partner Discounts
Affiliate Partners
Agency Partners
Warmly Advocates
Reviews
About
Career
Join our team
Customers
Pricing
AI Agents
AI Marketing Ops
** Description **
AI Demand Gen
** Description **
AI SDR
** Description **
AI Co-Pilots
** Description **
Solutions
Person-Based Signals
Web Intent
1st Party
Web Intent
2nd Party
Social Activity
3rd Party
Research Intent
Data Sources & Integrations
Coldly Contact Database
Export lists of 250M+ cold contacts & companies
Integrations
Connect to all your favorite data & workflow tools
Features
AI Chatbot
Auto-chat website visitors
Warm Offers
** Description **
icon
Al Orchestrator
Auto-email & Auto-Linkedin warm prospects
Resources
Academy
Getting Started
Playbooks
Run our plays
Blog
Read Our Blog
Media
** Description **
Partners
Partner Discounts
Affiliate Partner
Agency Partner
Warmly Advocates
About
Career
Join our team
Log In
Looking for Zoom
Nametags? Visit here
Try Free
Book a Demo
Log In
Looking for Zoom
Nametags? Visit here
Try For Free
Looking for Zoom
Nametags? Visit here
Book a Demo

NEW Announcing our integration with RB2B - Click HERE

Go Back

Why Business Development Representatives Should Report to Marketing

Discover why Business Development Representatives should report to marketing. Learn how this shift can improve integration and boost conversions.

Time to read

Posted on

August 1, 2023

Alan Zhao

Head of Marketing

Why Business Development Representatives Should Report to Marketing
Table of contents
Book a Demo
linkedin logospotify logoyoutube logoinstagram logotik-tok logosocial logo x
Book a Demo
linkedin logospotify logoyoutube logoinstagram logotik-tok logosocial logo x

In the world of demand-generation marketing, the primary goal is clear: generate inbound leads for the sales team. However, a persistent challenge continues to loom large in many organizations: should the Business Development Representative (BDR) team report to marketing or to sales?

This question has sparked numerous debates, with compelling arguments for both sides. Ultimately, the decision hinges on a BDR's core responsibilities, which typically include booking meetings, engaging in sales-related activities such as calls and conferences, and liaising with both the marketing and sales teams.

In many organizations, the primary point of friction arises with inbound lead forms. When a visitor lands on your website and fills out a “Contact Sales” or “Book a Demo” form, it's clear that a BDR should be responsible for booking the meeting. But, who should be managing the BDR's activities? Should it be marketing or sales?

Traditionally, BDRs have often been housed under sales. However, with marketing's increasing influence over the website and its related activities, an argument can be made for shifting the BDR function under marketing. In this setup, BDRs would report to demand-gen marketers, who spend significant time optimizing the website and ensuring leads are booked.

This isn't a move to undermine the value of sales. Rather, it's about optimizing the use of website data and taking swift action based on that information. In the past, marketing teams would drive leads to the website, get them to sign up for a demo, and then throw those leads over the proverbial fence to the sales team. However, this approach often doesn't tie marketing directly to outcomes.

By placing the BDR team under marketing, the marketing department is tied to a more impactful goal: ensuring prospects show up for meetings. This benefits the sales team as well, as they receive better-qualified leads who are more likely to attend the meetings arranged by the BDRs.

The future of website engagement is evolving. Rather than waiting for someone to fill out a form, BDRs can get involved the moment someone lands on the website. Whether a prospect is browsing case studies or checking out pricing options, the BDR can engage them with messaging tailored to their activity. As the marketing team usually handles website optimization, it's logical for them to guide the BDRs in these interactions.

In conclusion, Warmly recommends moving the BDR function under marketing. This allows for more seamless integration between the marketing activities on the website and the critical sales-related tasks of the BDRs. Ultimately, this aligns with the incentives of marketing, sales, and BDRs, ensuring more effective conversions and business growth.

Become a Revenue Rebel
Subscribe to our newsletter for revenue leaders, by revenue leaders. Get updates on new show releases, practical advice, data-driven insights, and trending topics in GTM.
Thanks for subscribing to our newsletters.
Oops! Something went wrong while submitting the form.

Get Started In Minutes

You are one pixel away from converting more qualified accounts visiting your site.
Book a Demo
Try For Free
logo Warmly
linkedin logospotify logoyoutube logoinstagram logotik-tok logosocial logo xblog icon
PLATFORM
For Sales Teams
For Marketing Teams
Integrations
COMPANY
Pricing
Security
Blog
Zoom Nametags
RESOURCES
Help Center
ROI Calculator
Playbooks
Do Not Share My Data
Community
Compare
vs Drift
vs Clearbit
vs Qualified
vs Leadfeeder
vs Zoominfo
vs Demandbase
vs 6Sense
vs RB2B
vs Unify
About
Careers
LEGAL
Terms of Service
Privacy Policy
Privacy FAQs
Copyright © 2025 Warmly