Over the last decade, the hottest trend for fast-growth sales organizations is the birth and dominant role of sales development teams to accelerate lead generation and the creation of qualified opportunities. Even as recently as five-years ago, sales development was still being adopted by only the most forward-leaning companies. Today, sales development is de rigueur. If you're a company that's committed to serious growth, a sales development function is pretty much table stakes.
In our own way, we've contributed to this reality. In 2015, I spoke at Inbound sharing how sales development was not only a complement to Inbound Marketing, it was necessary to successful execution. Back then (if two and a half years ago can be considered "back then") my topic was controversial with many people arguing against it. Today if I were to present such a topic I'd be lucky if anyone other than a member of my team was present for the session.
I talk with executives every day about growth. I see how the strategy how gets implemented today. While there is a tremendous amount of content available on sales development (with more coming every day), one question doesn't seem to be asked: is it still a viable strategy?