Over the last decade, many sales organizations have split their sales teams into specialized roles, with Business Development Representatives (BDRs) focusing solely on prospecting and “closing” left to Account Executives.

However, a noticeable shift is happening in the industry: more companies are returning to full-cycle sales reps.

This trend is reshaping how sales teams operate and offers reps a unique opportunity to strengthen their skills throughout the sales process.

Here’s why this shift is gaining traction and how it might impact your sales team:

1. Improved Customer Experience

One of the most significant advantages of full-cycle sales reps is their seamless experience with prospects and customers. The buyer feels more understood when a single sales rep manages the entire process—from the initial outreach to closing the deal. This eliminates the handoff friction often seen between BDRs and Account Executives, ensuring that rapport and trust built early in the process stay intact.

With full-cycle reps, prospects no longer have to repeat their pain points or objectives to different reps. This continuity leads to stronger relationships and a more favorable sales experience.

2. Greater Accountability and Ownership

Full-cycle sales reps take complete ownership of the sales pipeline. There’s no one else to pass the lead off to, which naturally fosters greater accountability. When reps are responsible for prospecting, nurturing, and closing deals, they become more invested in the success of each opportunity. This can increase motivation, as they have more control over the outcome.

For sales managers, this shift means training and coaching reps to develop a broader range of skills—from initial outreach strategies to negotiating the close.

3. Higher Skill Versatility

The demand for full-cycle sales reps is growing because they bring versatility to the table. A successful full-cycle rep must be adept at prospecting, qualifying, presenting, and closing.

This range of skills makes them more valuable to their company and more resilient in a competitive marketplace.

In a world where automation is becoming more prevalent in sales prospecting, having reps who can excel at every stage of the sales process makes teams more adaptable to changing conditions.

4. Reduced Role Fragmentation

While it brought focus, role specialization in sales often led to bottlenecks, where deals could be delayed simply due to miscommunication or process inefficiencies. Combining roles into full-cycle reps reduces fragmentation, streamlines processes, and shortens the sales cycle.

This shift is especially important for smaller sales teams where every team member needs to wear multiple hats and operate efficiently.

5. Challenges to Consider

While moving to full-cycle sales has clear benefits, it’s not without challenges. Transitioning from a specialized role to full-cycle selling can feel overwhelming for some reps, especially if they’ve never been responsible for closing deals. Comprehensive training and ongoing support are crucial for success.

Sales managers must invest time in coaching their reps to be comfortable across every stage of the sales process. Additionally, evaluating the right balance between technology and personal engagement will help reps stay effective.

Conclusion

Moving from BDRs back to full-cycle sales reps signals a shift toward a more customer-centric, efficient approach to selling. For sales teams, this means embracing versatility, accountability, and the ability to manage the entire sales journey. By equipping your reps with the skills they need to succeed in a full-cycle role, your team can be more agile, motivated, and ultimately more successful.

As this shift continues, companies must assess whether this model is right for them and how best to support their teams through the transition.