Sales Development Representative (SDR)
A sales team member focused on outbound prospecting and qualifying leads before passing them to account executives.
A Sales Development Representative (SDR) is a specialized sales role dedicated to the top of the funnel. SDRs focus exclusively on outbound prospecting identifying potential customers, initiating contact, and qualifying leads. Once a lead is deemed sales-ready, the SDR hands it off to an account executive who manages the deal through to close.
The SDR role emerged as B2B sales organizations recognized the value of separating prospecting from closing. This division of labor allows account executives to spend their time on high-value negotiations while SDRs build a steady stream of qualified opportunities. SDRs typically measure success through metrics like meetings booked, qualified leads generated, and pipeline value created.
Modern SDRs rely heavily on technology to work efficiently. Combined with CRM systems, sequencing tools, and intent data platforms, SDRs can prioritize the right accounts and engage them with relevant messaging.
Key Points
- SDRs specialize in outbound prospecting and lead qualification, not closing deals
- They serve as the bridge between marketing-generated interest and the sales closing team
- SDR productivity depends on access to accurate contact data and efficient prospecting tools
Best Practices
- Set clear qualification criteria so SDRs pass only high-quality leads to closers
- Invest in ongoing coaching and role-play to sharpen SDR messaging and objection handling
Free Tools
Glossary
Business Development Representative (BDR)
A sales professional responsible for generating new business opportunities through outbound and inbound lead qualification.
Prospecting
The process of identifying and reaching out to potential customers who may be interested in your product or service.
Sales Enablement
The strategic process of providing sales teams with the tools, content, and training they need to effectively engage buyers and close deals.