Sales Development Representatives (SDRs) are the backbone of any B2B sales organization, helping to generate a consistent pipeline and drive revenue growth. Whether your company’s go-to-market (GTM) strategy is inbound, outbound, account-based marketing (ABM), Buying Groups, or a hybrid of all these approaches, SDRs play a crucial role in keeping the pipeline flowing.
In recent years, high-growth companies have adopted best-in-class SDR tech stacks to increase productivity and efficiency. According to The Bridge Group’s Sales Development Report, the average sales tech stack consists of a CRM plus 4.5 additional tools. Interestingly, high-growth companies use one more tool compared to lagging companies. This begs the question: what is the secret sauce behind these high-performing companies?
The answer may surprise you: it’s not about automating SDR activities directly. Instead, the most successful companies invest in tools that ensure the quality of leads and inputs their SDRs receive. One such tool is lead-to-account matching and lead routing software, a category that’s quickly gaining traction as a must-have for sales teams.
Essential SDR Tech Stack Components
If you’re looking to optimize your SDR team’s efficiency, building a strong SDR tech stack is key.
According to The Bridge Group’s study, high-growth companies have transitioned from experimenting with new technologies to widely adopting core tools for SDR success. Here are the key components:
1. Sales Engagement Platforms (SEPs)
Sales engagement tools are essential for automating email outreach, tracking, and cadence-building. Nearly 66% of companies with over $5 million in revenue use SEPs like Salesloft, Outreach, and Groove to streamline SDR workflows. These platforms ensure reps are consistently engaging prospects, optimizing sales velocity.
2. LinkedIn Sales Navigator
For any outbound GTM motion or account-based approach, LinkedIn Sales Navigator is a must-have. It’s expensive, but with no real competitors in the market, it remains the go-to tool for SDRs to research and engage large buying teams.
3. Contact Data and Account Intelligence
SDRs need accurate contact data to prioritize the right leads. Tools like 6sense, Demandbase, and Dun & Bradstreet provide valuable insights on which accounts are most likely to engage, helping SDRs to prospect more efficiently.
4. Sales Dialer and Click-to-Dial Tools
For high-velocity inbound teams, dialers are critical. Tools like InsideSales.com (formerly Xant) allow SDRs to quickly connect with leads. Increasingly, dialer functionality is also integrated into sales engagement platforms.
5. Call Recording and Conversation Analytics
The shift to remote work during the COVID-19 pandemic made call recording and conversation analytics tools like Gong and Chorus invaluable for SDRs. These tools help teams analyze conversations and improve sales training.
The Missing Piece: Lead-to-Account Matching & Routing
Even if your team is using the most advanced sales engagement tools and contact intelligence platforms, they may still be missing a crucial component: lead-to-account matching and lead routing. High-growth companies know that SDRs only spend about a third of their time on actual selling activities. The rest is consumed by administrative tasks, many of which could be streamlined with better lead routing solutions.
Lead-to-account matching and routing tools ensure that leads are automatically assigned to the right SDR with all the necessary account context, so they can focus on meaningful engagement. This category has reached the “early majority” stage of adoption, meaning it’s a proven tool but not yet widely adopted by slower-moving companies.
Why Lead-to-Account Matching and Routing is the X-Factor
Incorporating lead-to-account matching and routing tools into your SDR tech stack can be a game-changer. Here’s how it works:
- A new lead enters your CRM.
- LeanData, a leading lead-to-account matching tool, automatically searches for a match within your existing accounts.
- Based on your GTM strategy, the system routes the lead to the correct SDR, ensuring they have the right account context.
- The lead is automatically queued for engagement through a sales sequence or cadence, improving speed-to-lead and boosting prospect conversion rates.
This process empowers SDRs to engage with leads faster, improving response times, prospect engagement, and overall sales efficiency.
What if You Don’t Control Lead Routing?
In many companies, lead routing is managed by Marketing Operations, Sales Operations, or Revenue Operations, but SDRs are the ones who benefit most from its proper implementation. If your SDRs are wasting time on unqualified leads or contacting the wrong accounts, it’s time to ask your operations team to invest in a better lead routing solution.
High-growth companies have already adopted lead routing tools, giving their SDRs the competitive edge they need to exceed their quotas. If your organization hasn’t made this investment yet, you’re leaving valuable opportunities on the table.
Supercharge Your SDR Tech Stack Today
To stay ahead in today’s competitive B2B landscape, it’s critical to build a comprehensive SDR tech stack that includes not only sales engagement tools but also solutions for lead-to-account matching and routing. By optimizing both the inputs and outputs of your SDRs, you’ll maximize their productivity and drive better business outcomes.
Ready to level up your sales development process? Talk to your operations team about implementing lead routing solutions, and see how tools like LeanData can help your SDRs close more deals faster.
By following this blueprint, you can ensure your SDRs have the tools they need to succeed—and your company will reap the rewards.
