In a modern B2B sales organization, synergy between Sales Development Representatives (SDRs) and Account Managers (AMs) isn’t just nice to have; it’s critical for growth. Yet, many organizations struggle with a misalignment between these two roles, especially when it comes to lead quality. SDRs might be passing along leads they consider qualified, only for AMs to dismiss them as premature or off-target. The result? Wasted effort, missed opportunities, and friction between teams.
At Concept, we believe improving lead quality starts with improving collaboration. Here’s how to build a better bridge between your SDR’s and AM’s.
Start with Shared Definitions of a Qualified Lead
One of the most common disconnects stems from differing interpretations of what qualifies as a “good lead.” SDRs often rely on activity-based metrics, downloads, form fills, or email replies, while AMs focus on revenue potential, budget, and buying intent.
Luckily, the solution isn’t too complicated. Establish a clear, jointly agreed-upon lead qualification framework. Use criteria like BANT (Budget, Authority, Need, Timeline) or MEDDIC (Metrics, Economic Buyer, Decision Criteria, Decision Process, Identify Pain, and Champion), and revisit these definitions regularly to reflect shifting market conditions or product offerings.
Implement Feedback Loops (And Make Them Fast)
Real-time feedback is essential. When AMs receive a lead that misses the mark, that information needs to flow back to SDRs quickly and constructively.
The solution? Set up a consistent feedback loop, through CRM notes, weekly huddles, or a shared Slack channel, so SDRs can learn what’s working and what’s not. Celebrate the wins and coach through the misses.
Align Incentives
If SDRs are measured on volume and speed while AMs are measured on conversion and revenue, you're setting them up to work at cross purposes.
To help, tie SDR success metrics not only to activity but also to lead quality and downstream outcomes. Consider shared KPIs like pipeline contribution or meetings that convert to second calls or proposals.
Shadowing and Cross-Training
To bridge the gap between prospecting and closing, SDRs need to understand what happens after a lead is handed off. Likewise, AMs benefit from seeing the effort it takes to initiate a conversation.
Have SDRs sit in on discovery and proposal calls. Encourage AMs to listen in on outbound prospecting or cold calls. This builds empathy, improves messaging consistency, and helps both roles refine their approaches.
Centralize and Refine Your Messaging
Consistency matters. If SDRs are positioning the solution one way and AMs are taking a different tack, prospects get confused, and confidence erodes.
A simple solution is to create a unified messaging framework that includes value propositions, personas, pain points, and industry-specific language. Update it quarterly and ensure both SDRs and AMs are equipped and trained to use it.
Leverage Technology to Score and Route Leads Better
Modern CRMs and sales enablement tools can help prioritize the right leads and reduce friction in handoffs.
The solution? Use lead scoring models based on firmographics, intent data, and engagement history. Ensure those scores are visible to both SDRs and AMs and integrate automated alerts when a lead meets predefined thresholds.
It’s Time to Take a Closer Look at Aligning Teams
Improving lead quality isn’t about shifting blame; it’s about strengthening the partnership between the first touch and the close. At Concept, we’ve seen firsthand how aligning SDRs and AMs can drastically improve conversion rates, shorten sales cycles, and enhance customer experiences.
If your sales team is struggling with lead quality, it might be time to take a closer look at how your SDRs and AMs are working together and how you can empower them to succeed together. Contact us to learn how Concept helps B2B organizations streamline their lead handoff strategy and build a healthier pipeline.