B2B outbound email campaigns are a function of demand generation, marketing or sales?

Writing effective cold outbound emails is considered a critical sales skill, not just a marketing function. Experienced sales reps should know how to craft compelling cold outreach. However, many sales teams struggle with writing good cold emails, and this task often ends up falling to marketing or dedicated sales development teams.

There is a divide between sales and marketing on who should be responsible for outbound lead generation. Marketing is responsible for generating demand and providing leads, but sales should also be doing their own prospecting and outbound research.

Successful outbound email campaigns require a combination of marketing strategy (defining the target audience, messaging, etc.) and sales execution (personalization, follow-ups, etc.).

Companies often try to make outbound prospecting easier for sales reps by investing in tools and technology, but this can backfire if reps don't learn the underlying skills.

In summary, B2B outbound email campaigns involve both marketing and sales functions. The ideal approach is for sales and marketing to closely collaborate on outbound strategy and execution, with sales taking primary responsibility for the outreach itself. However, in many organizations this division of effort is not clear, leading to gaps in outbound lead generation capabilities.

SuperRep.ai can bridges the gap of letting marketing define the positioning, while personalizing messages for every prospect using Generative AI (like ChatGPT) without any efforts from outbound sales SDR or BDR.