Toward a contextualized understanding of inside sales: the role of sales development in effective lead funnel management

Purpose The purpose of this study is to provide a contextualized understanding how business-to-business (B2B) firms use the sales development function for efficient and effective lead funnel management. Design/methodology/approach authors adopted qualitative field-study approach interviewed 13 people from eight firms. While software as service (SaaS) are most prevalent application context function, also included respondents non-SaaS develop an in-depth nature process. Findings Sales processes can be applied in outbound prospect-focused, account-based, inbound prospect-focused account-based management contexts. research, engagement handover vary depending on context. These supported by appropriate design organizational, technological platforms. Practical implications explain form inside support B2B through technology-enabled research nurture designed prepare customers meaningful conversations with field sales. Originality/value To best authors’ knowledge, first focus purely They relating conducted four distinct contexts qualify leads outside salesforce.