Glossary

Sales Development Representative (SDR)

A Sales Development Representative (SDR) is a specialized outbound and/or inbound sales role focused on generating and qualifying new pipeline for Account Executives or closing reps. SDRs engage prospects early in the sales cycle—typically at the top of funnel (lead generation, qualification, and initial discovery) before opportunities move into full evaluation and negotiation. Key stakeholders include marketing, sales leadership, Account Executives, RevOps, and occasionally customer success for handoffs; related terms include Business Development Representative (BDR), inside sales, top-of-funnel sales, and pipeline development.

Importance in B2B Sales

A Sales Development Representative (SDR) function is critical for B2B organizations because it creates a consistent, predictable flow of qualified opportunities into the sales pipeline. By specializing in outreach, research, and qualification, SDRs allow Account Executives to focus on deep discovery, solution design, and closing, which increases overall win rates and deal size. SDRs also provide rapid, structured follow-up on marketing leads, improving conversion rates from MQL to SQL and maximizing return on marketing spend. Strategically, SDR teams become an early-warning and insight engine, feeding back market signals (common objections, competitor mentions, buying triggers) to sales, marketing, and product. Operationally, a strong SDR motion is a primary lever for scaling pipeline and revenue without linearly increasing senior sales headcount.

FAQ

What does a Sales Development Representative (SDR) actually do day to day?

An SDR researches target accounts and contacts, runs outbound prospecting (email, phone, social), responds to inbound leads, and qualifies interest and fit based on predefined criteria. They then book meetings or discovery calls and pass qualified opportunities to Account Executives with clean notes and context.

How is a Sales Development Representative (SDR) different from an Account Executive (AE)?

An SDR focuses on creating and qualifying pipeline, while an AE focuses on advancing and closing deals. SDRs work at the top of the funnel—sourcing, qualifying, and setting meetings—whereas AEs run full sales cycles, conduct in-depth demos, handle pricing and negotiation, and manage stakeholders through to signature.

When does it make sense for a B2B company to hire its first Sales Development Representative (SDR)?

It typically makes sense once you have at least a handful of repeatable wins in a defined ICP, some marketing-driven lead flow, and AEs spending too much time prospecting instead of selling. Early-stage companies often add 1–2 SDRs once they see consistent close rates and need more at-bats to hit revenue targets.

How should Sales Development Representative (SDR) performance be measured?

Common SDR metrics include activity (calls, emails, conversations), conversion rates (lead → meeting, meeting → opportunity), and outcomes (sales-qualified opportunities created, pipeline value generated, and meetings held). Many teams also track quality indicators such as opportunity acceptance rate by AEs, opportunity win rate, and revenue attributed to SDR-sourced pipeline.

What do buyers typically experience when interacting with a Sales Development Representative (SDR)?

Buyers usually first encounter an SDR via a targeted outbound email or call or as the first responder to a form fill or demo request. A good SDR quickly establishes relevance, confirms fit and timing, and then facilitates a smooth handoff to the right specialist or AE, minimizing friction and repetitive questions for the buyer.