SDR (Sales Development Representative)
Definition
The SDR (Sales Development Representative), or Sales Development Representative, is a sales role focused on qualifying leads and generating opportunities for the sales team. Positioned early in the sales cycle, the SDR serves as the first human point of contact with prospects, performing outbound prospecting and qualifying inbound leads. Their goal is not to close deals but to generate qualified meetings for Account Executives, thereby creating a pipeline of sales opportunities.
Role and responsibilities of the SDR
The SDR performs several essential tasks in the sales process. Outbound prospecting involves identifying and proactively contacting prospects who match the ICP via cold emails, cold calls, and social selling on LinkedIn. Inbound lead qualification consists of evaluating the MQLs generated by marketing to determine their true sales potential. Nurturing warm prospects keeps them engaged until they are ready to move forward. Booking qualified meetings for AEs is the main deliverable, measured by the number of meetings accepted and held.
SDR vs BDR
The SDR/BDR distinction varies across organizations. Traditionally, the SDR focuses on qualifying inbound leads generated by marketing, while the BDR (Business Development Representative) works outbound on targeted accounts. Some companies reverse these definitions or use the terms interchangeably. The important thing is to clarify responsibilities: who handles inbound? Who does outbound prospecting? How is time divided between these activities? These distinctions affect the skills required and performance metrics.
Skills and Typical Profile
A high-performing SDR combines several skills. Resilience is crucial in the face of the frequent rejections inherent to prospecting. Active listening enables effective qualification by understanding prospects’ real needs. Written and verbal communication skills help capture attention and build engagement. Proficiency with tools (CRM, sequencer, enrichment) accelerates productivity. Curiosity and the ability to learn quickly make it possible to grasp the product and the market. This role is often an entry point into B2B sales careers.
SDR Performance Metrics
SDR performance is measured using several indicators. Activity metrics include the number of calls, emails and LinkedIn touches per day/week. Outcome metrics cover booked, held and qualified meetings (accepted by the AE). The conversion rate measures effectiveness at each stage: contacts-to-meetings and held-to-qualified meetings. The pipeline value generated quantifies the contribution to future revenue. SLAs for the speed of processing inbound leads measure responsiveness. The balance between volume and quality should be calibrated according to the GTM strategy.
SDR Team Organization
SDR organization can follow several models. The territory model assigns geographic regions to each SDR. The segment model differentiates SMB, Mid-Market, and Enterprise. The Account Executive model pairs an SDR with one or more specific AEs. The hybrid model combines several approaches. The SDR/AE ratio typically ranges from 1:1 to 3:1 depending on the complexity of the sales cycle. Managing SDRs requires intensive coaching on skills and objection handling, as well as rigorous tracking of metrics to maintain motivation and performance.
Career progression
The SDR role has traditionally served as a springboard to more senior sales positions. The natural progression leads to Account Executive roles, where a proven SDR can manage the full sales cycle. Some move into Team Lead or SDR Manager positions, overseeing a team of sales development reps. Others pivot into Customer Success, Sales Enablement, or RevOps. The average time in an SDR role is 12–24 months, during which core sales skills are acquired.
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