When you are scaling to a new territory, sales development is going to be extremely important to your success. Traditionally of course, you would setup an office in the new country but the hassle involved in getting everything up and running makes this a lengthy, costly and potentially risky option. You would have to find a property, spend time hiring local sales staff and giving them long enough to become successful. Then there’s the local laws and taxes, market dynamics, possibly even a new language and a whole load of other stuff that is actually hampering your sales development rather than improving it. The important things to understand about sales development is that there are two types of leads it can bring in and the fact that you’ll have to use both if you want optimal results.
Sales development is a strategic process that focuses on identifying, engaging, and qualifying potential customers before they enter the sales pipeline. It is a crucial function in B2B sales, particularly for companies looking to scale into new markets, improve conversion rates, and increase revenue efficiency.
Rather than having account executives or sales managers spend time prospecting, sales development teams—typically led by Sales Development Representatives (SDRs)—are responsible for generating, nurturing, and qualifying leads before handing them off to closers.
Companies that leverage effective sales development strategies see shorter sales cycles, higher conversion rates, and a more predictable revenue stream.
Inbound Marketing
The first type of lead is known as an inbound lead and this is generated by the marketing department. They are able to get leads by taking a strategic approach to creating valuable content that aligns with the needs of the target audiences and inspires a long-term customer relationship. Despite the lead being generated by the marketing department, it will still need to be handed off to an SDR so they can qualify it. This involves engaging with that lead and qualifying their intent to purchase a product or service before deciding whether to spend more company resources pursuing this lead. Remember, just because they contacted you does not guarantee a sale and sometimes it is just better to move on to a more promising prospect. However, if the SDR decides it is worth continuing with the inbound prospect, the lead will be given to a business development manager.
Outbound Marketing
The second type of lead is commonly known as an outbound prospect and is a lead that has been found by the SDR. What happens is that the SDR identifies a lead that they believe would benefit from buying the product or service on offer. The SDR will discover leads through extensive research and an in-depth knowledge of the buyer persona.
Once an SDR has identified a lead that they wish to sell to, they will need to find a way to connect with that prospect. This is most often done by phone but increasingly, SDRs are using other outreach methods which may be more appropriate for the prospect they have in mind. These can include email, social channels like LinkedIn or even face-to-face contact at conferences and events. Regardless of how an SDR connects with a lead, the objective is always to get a positive response. This allows the SDR to open a conversation and begin to develop a relationship. In the process of developing that relationship, the SDR will be able to gauge the buying intention of the lead and drive them towards having a phone call with the business development manager.
What Makes SDRaaS Different?
Before you commit any resources to a new territory, you should remember that Aexus already have people on the ground who are ready to get your sales development off to the best possible start. You can even use us to test the appetite in the market for your product or service. This makes us a very cost-effective option.
What’s more, our people work to proven methodologies, are data driven and work with all the latest tools and technologies in order to streamline their activities. We also use the full range of outreach methods including phone, email, social and more. By covering all these bases with our SDR as a Service, we can give your sales development the boost it needs in any new territory.
Why sales development is important for market expansion
When entering a new territory or market, sales development plays a critical role in minimizing risk and maximizing efficiency. Traditionally, companies expanding internationally would:
- Set up a physical office in the target country.
- Hire and train local sales teams from scratch.
- Navigate local laws, taxes, and compliance regulations.
- Adapt to new market dynamics, cultures, and languages.
This lengthy, costly, and resource-intensive process can delay results and create significant operational challenges.
By contrast, sales development allows companies to test the market quickly and cost-effectively before committing major resources. With a structured sales development strategy—or by leveraging Sales Development as a Service (SDRaaS)—businesses can:
- Validate demand before making long-term investments.
- Quickly generate and qualify leads without hiring a local team.
- Reduce overhead costs while maintaining sales efficiency.
- Expand into new markets strategically, ensuring resources are allocated to the highest-value opportunities.
How SDRaaS is changing the sales development landscape
Sales Development as a Service (SDRaaS) allows businesses to outsource their SDR function to specialized sales teams who handle lead generation, prospecting, and qualification on their behalf.
Benefits of SDRaaS for Sales Development
- Faster Market Entry
- Companies can test demand, validate ICPs, and engage prospects in new markets without committing to full-time hires.
- Cost-Effective Scaling
- Avoid the high costs of hiring, training, and managing an in-house SDR team.
- Pay only for measurable results rather than full-time salaries and benefits.
- Proven Methodologies and Tools
- Access battle-tested outreach strategies, advanced CRM systems, and sales engagement technology without additional investments.
- Higher Sales Productivity
- Account executives can focus on closing deals while outsourced SDRs handle lead generation and qualification.
- Multi-Channel Expertise
- SDRaaS providers use data-driven, multi-channel prospecting strategies to ensure maximum engagement with the right buyers.