SDRs are not typically involved in relationship management outside of making an excellent first impression on leads. It's that first impression that can convince a lead to continue the conversation, so it's instrumental at that stage for the relationship to be positive if an SDR is to move that lead to the next stage successfully.
Similarly, if they're doing any qualifying calls, they want to keep a positive attitude and inspire confidence in prospects. But that's as far as they go when it comes to relationship management.
AEs take over the brunt of this side of the equation. They keep prospects interested and the conversation flowing to be more likely to reach an agreement that will result in a deal closing. And the more they can inspire confidence in the company, the likelier it is for a prospect to recommend them to a colleague or to be convinced to expand the order or request, thereby expanding the account.
Both SDRs and AEs, however, use Customer Relationship Management (CRM) tools to accomplish their tasks. In this vein, they both impact relationship management. Examples of CRMs include HubSpot
, and more. When used correctly, they are a great boon to any team. When misused, they can be considered an unnecessary headache, and that's the last thing you want.
CRMs help you keep an eye on customer relationships and how they're doing, the next steps, and predict what's most likely to close at any given time.