SDR (Sales Development Representative)
Definition
The SDR (Sales Development Representative) is a sales role focused on qualifying leads and generating opportunities for the sales team. Positioned upstream in the sales cycle, the SDR is the first human point of contact with prospects, carrying out outbound prospecting and qualifying inbound leads. Their objective 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 carries out several essential tasks in the sales process. Outbound prospecting involves identifying and proactively contacting prospects that 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 real sales potential. Nurturing warm prospects keeps them engaged until they are ready to move forward. Booking qualified meetings for AEs is the primary deliverable, measured by the number of meetings accepted and attended.
SDR vs BDR
The SDR/BDR distinction varies by organization. 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 split between these activities? These distinctions affect the required skills and performance metrics.
Skills and typical profile
A high-performing SDR combines several skills. Resilience is crucial when facing 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. Mastery of tools (CRM, sequencing tools, data enrichment) accelerates productivity. Curiosity and the ability to learn quickly allow one to get up to speed on the product and the market. This role is often an entry point into B2B sales careers.
SDR performance metrics
SDR performance is measured across several indicators. Activity metrics include the number of calls, emails, and LinkedIn touches per day/week. Outcome metrics include meetings booked, held, and qualified (accepted by the AE). Conversion rates measure effectiveness at each stage: contacts → meetings, and meetings held → qualified. The pipeline generated, measured in value, quantifies the contribution to future revenue. SLAs for the speed of processing inbound leads measure responsiveness. The balance between volume and quality must be calibrated according to the GTM strategy.
SDR Team Organization
The organization of SDRs 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 multiple 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 is traditionally a stepping stone to more senior sales positions. The natural progression is into 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 representatives. Others shift into Customer Success, Sales Enablement, or RevOps roles. The average tenure in an SDR role is 12–24 months, during which core sales skills are developed.
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