Sales Development Representatives (SDRs) are overloaded with tasks, many of which are tied to complex cadence tools that demand too many touchpoints—emails, LinkedIn messages, follow-ups, and more. While these cadence tools help create engagement workflows, the reality is they distract SDRs from the most important task: dialing. It’s time to rethink this approach and let SDRs do what they do best—make calls. Meanwhile, marketing can handle the automation of nurture sequences and broader engagement strategies.

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More and more companies are starting to question the value of these all-encompassing engagement solutions. We often hear from teams saying they're thinking about dropping certain tools, even though they are considered "best-in-class." These tools have become little more than glorified task managers, bogging SDRs down with non-revenue-generating activities. Back in the day, SDRs and AEs were making over 100 dials a day while managing demos and prospect workflows. Fast forward to today, and many companies struggle to get their SDRs to make 100 dials in a week because they're too focused on managing cadences.

The solution is clear: streamline the process. Let marketing take over nurturing emails, LinkedIn messaging, and retargeting campaigns. SDRs should focus on what moves the needle—calling prospects. By using a dialing solution that integrates directly with your CRM, SDRs can execute call cadences and blitzes without being bogged down by endless tasks. The beauty of this model is its simplicity. It frees SDRs to upskill and execute effectively on the phone, rather than relying on tools to manage every step of a cadence.

Many companies are already moving in this direction. They’re shifting responsibility for outbound emails and LinkedIn outreach back to marketing, who are better suited to handle this at scale. This also allows for more targeted marketing strategies, such as retargeting based on LinkedIn behaviour or website visits. The result? A streamlined, cost-effective approach where SDRs focus on high-value activities—dialing—and marketing provides the air cover needed to nurture leads in the background.

This model is not only more efficient, but it’s also more cost-effective. Companies are realising they no longer need to pay for individual licenses for each SDR to use engagement tools. Instead, they can centralize those licenses within the marketing function, saving significant costs while improving operational efficiency. By doubling down on calling, companies can ensure that SDRs are doing the high-impact work that actually drives revenue.

Ultimately, success in this model requires skill. SDRs need proper training and development to execute efficiently on the phone. It’s not a turnkey solution, but one that focuses on building the skills necessary to succeed in an environment where calling is prioritised. Moving away from reliance on cadence tools and task managers is the first step toward empowering SDRs to focus on what really matters: connecting with prospects and closing deals.

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