The Prospecting Charter: Effectiveness By Design

Effective prospecting requires complex orchestration — coordinated interactions of people, process, and enabling technology — between at least two business functions (typically marketing and sales). A charter simplifies complex interdependent operations by aligning stakeholders, setting expectations, defining dependencies, and documenting joint commitments. A prospecting charter is a best-practice document that applies to sales reps and business development reps (BDRs). In this report, we guide sales leaders in building a prospecting charter to foster alignment, defeat complexity, and infuse excellence into prospecting efforts for sales reps and BDRs.