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The 2024 State of Sales Development

Orum worked with PureSpectrum to survey 1,000 sales leaders about Go-To-Market strategies, pipeline generation, outbound channels, AI, customer acquisition cost, sales cycles, and the overall health of their sales development process. In this report, you’ll learn where sales leaders are investing resources in the near future, how tactics are evolving, and expectations for pipeline generation strategies moving forward.

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70%
of the respondents say the majority of their pipeline comes from the phone
53%
of revenue pipeline generation comes from Account Management
70%
of respondents expect to add more SDRs to their team in the next 12 months
67%
of respondents say reps spend at least 11 hours weekly on research and follow-up
87%
say AI has positively impacted their sellers' daily work experience
75%
of respondents say the majority of their SDRs are hitting quota

Summary

Sales development remains essential but is evolving and expanding across the entire revenue organization. It’s no longer the responsibility of just frontline sellers. AI implementation is empowering, not eliminating, sales professionals, and SDRs remain within their organizations in far greater numbers than in years past.

Quotas continue to increase, but reps are hitting their numbers at higher rates than in previous years, with advanced tooling and better outreach being responsible. This advanced tooling is improving the customization of that outreach, but as these personalized approaches become the norm, conversations, and trust become more essential than ever.

The true benefit of advancing technology is that it gives sellers more time to converse with prospects, identify their pain points, and offer better solutions.

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What to Expect

Data on shifting pipeline generation responsibilities and GTM approaches broken out by organizational size
Strategies on where to focus omnichannel selling
Insights on how AI is positively impacting the sales process
Analysis of how the SDR role is shifting
A breakdown of why the phone remains pivotal in this age of ever-advancing technologies