Should Inside Lead Reps Report To Marketing Or Sales? [UPDATED]

They should report to sales. And while we’re on the topic, perhaps even more importantly, they should be compensated on a mix of “qualified leads” and revenue sourced from the leads. (Of course, this means the organization needs to agree on a definition for a “qualified” lead, and must have a way to track them!)

An exception:
If no one in sales has the capacity or interest to nurture the inside lead qualification / prospecting (non-quota carrying) sales reps, have the reps report to the person most able to give them management attention…as a stopgap for while you hire or develop a sales manager to own the team.

Really, companies need a “sales development” manager or executive, who can own the inbound and outbound lead generation reps, to bridge the divide between sales and marketing.

By the way, Forrester seems to disagree, but they are entitled to their opinion:
http://blogs.forrester.com/marketing/2007/01/does_inside_sal.html

Anyone who agrees with Forrester, I will happily have a conversation around this to explain why you’re wrong.