Sales Development (page 4)

Definitions of the sales development terms B2B teams use. To see how SalesHive provides a dedicated SDR team, visit our SDR Outsourcing page.

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Churn Rate

Churn rate is the percentage of customers or revenue a B2B company loses over a given period, typically monthly or annually. In sales development, it measures how effectively your SDR, outbound, and account teams convert pipeline into long-term, paying customers. Tracking churn by segment, product, and acquisition channel helps sales leaders refine targeting, messaging, and resource allocation.

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Chief Revenue Officer

A Chief Revenue Officer (CRO) is the executive responsible for owning and orchestrating all revenue-generating activities across sales development, new business, and expansion in a B2B organization. In modern go-to-market teams, the CRO aligns SDRs, AEs, marketing, customer success, and RevOps around a shared revenue strategy, pipeline targets, and predictable growth goals.

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Business Development Rep (BDR)

A Business Development Rep (BDR) is a specialized B2B sales role focused on generating pipeline by identifying, prospecting, and qualifying potential customers for account executives. BDRs run structured outbound and inbound follow-up campaigns across phone, email, and social, create sales-qualified meetings, and pass opportunities to closing reps so the sales organization can scale predictably and efficiently.

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B2B Marketing

B2B marketing is the set of strategies and channels companies use to identify, attract, and nurture other businesses as customers. In a sales development context, it focuses on creating qualified pipeline for SDR and AE teams by combining targeted messaging, content, data, and outbound programs (like email and cold calling) to generate and progress sales-ready opportunities across complex buying committees.

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Automated Follow Ups

Automated follow ups are system-triggered sales touchpoints, usually via email, calls, SMS, or LinkedIn, that are scheduled and sent based on predefined rules and prospect behavior. In B2B sales development, they help SDRs maintain consistent, timely contact with large prospect lists, reduce manual admin work, and ensure no qualified lead falls through the cracks while still allowing for personalization and human intervention when needed.

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Annual Recurring Revenue (ARR)

Annual Recurring Revenue (ARR) is the normalized annual value of all active, contracted recurring revenue in a subscription or usage-based B2B business. In sales development, ARR is the north-star metric that connects SDR pipeline creation, new logo wins, and expansion deals to predictable, subscription-based revenue, excluding one-time fees and non-recurring services so leaders can accurately measure sustainable growth.

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Ad-Hoc Reporting

Ad-hoc reporting is the ability to quickly build one-off, custom reports or dashboards on demand to answer a specific question, without waiting on IT or a data team. In B2B sales development, SDR leaders, sales ops, and reps use ad-hoc reporting to see in real time which list, sequence, or persona is converting best by flexibly slicing and filtering live data.

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