Who is an SDR? A Complete Guide to Sales Development Representatives

If you've ever wondered "Who is SDR" or what a Sales Development Representative actually does, you are in the right place. I’ve worked with startups and established B2B teams, and I still see confusion around the SDR role. So I wrote this guide to clear things up, share practical tips, and give you real-world examples you can use today.

This is for sales teams, startup founders, marketing pros, B2B owners, and anyone thinking about a career in sales. We’ll cover the SDR’s responsibilities, how they differ from a BDR, effective sales prospecting tactics, lead generation strategies, pipeline management, and SDR best practices. I’ll also point out common mistakes I see and offer simple fixes. If you want a quick win, skip to the section on outreach templates.

What is an SDR?

SDR is an abbreviation for the Position of a Sales Development Representative. To explain it simply, a Sales Development Representative is the one who researches and prepares new possible sales opportunities for the sales department of a company so that the sales team is able to make the final sales. They are the ones who initiate contact with potential customers and then pass on the most productive sales leads to customer managers or sales executives.

Who is SDR in a sentence? It’s the person who turns cold or lukewarm interest into meetings that actually matter. In my experience, great SDRs are curious, persistent, and comfortable with rejection.

SDR responsibilities

An SDR’s day-to-day is varied but focused. Here are the core SDR responsibilities you should expect:

• Prospecting and outreach - cold calling, email outreach, social selling, and networking
• Lead qualification - determining if a lead fits the ideal customer profile and has buying intent
• Setting meetings and demos - getting prospects on the calendar for account executives
• Research - understanding target industries, companies, and decision makers
• CRM management - logging activity and updating lead status for pipeline visibility
• Feedback loop - sharing market and messaging feedback with marketing and product teams

Those tasks look straightforward on paper. In practice, they require discipline and a repeatable process. I’ve noticed teams that fail to document their process get inconsistent results.

A day in the life of an SDR

Every SDR day is built around outreach, but the order and cadence matter. Here’s a typical routine I recommend:

• Morning: Quick review of lead queue, check urgent inbound leads, send follow-up emails
• Mid-morning: High-focus cold calls block - no meetings, just outbound calls
• Early afternoon: Social selling and LinkedIn connections, plus research for big accounts
• Late afternoon: Follow-up emails and scheduling demos, update CRM, prep for next day

Short blocks of focused work beat random multitasking. Try blocking two 90-minute sessions for outreach and one for research. That schedule keeps momentum while allowing for ad-hoc inbound work.

SDR vs BDR - what’s the difference?

People often use SDR and BDR interchangeably. They are similar, but there’s a subtle distinction worth noting.

• SDR - Typically focused on qualifying inbound leads or new outbound prospects and booking meetings. They handle early-stage qualification and intent detection.
• BDR - Usually targets long-term opportunities through account-based work. They might do deeper research and engage at a territory or named account level.

In many organizations the roles overlap. If your team is small, one person may wear both hats. If you want a crisp handoff, define your process up front. For example, set a clear lead scoring threshold that triggers the handoff from SDR to AE. That avoids confusion and improves conversion.

Why SDRs matter to revenue

SDRs are the engine that feeds your sales pipeline. Without consistent prospecting, your closers run out of qualified meetings. I've seen teams with brilliant AEs fail because their pipeline dried up.

Here’s how SDR work impacts revenue directly:

• More qualified meetings equals more opportunities to close
• Faster lead follow-up improves conversion rates
• Targeted prospecting helps reduce sales cycle length
• SDRs who give quality feedback help marketing sharpen campaigns

In short, investing in your SDR function accelerates growth. It’s often the highest leverage place to hire first when you want predictable pipeline.

Key skills for a successful SDR

You can train product knowledge, but some traits are hard to teach. When hiring SDRs, I look for these qualities:

• Curiosity - they ask good questions and research prospects deeply
• Resilience - they handle rejection and keep dialing
• Communication - clear, concise, and persuasive in email and on the phone
• Organization - they manage follow-ups and playbooks without dropping leads
• Coachability - they absorb feedback and iterate quickly

Pro tip: give candidates a short role play during interviews. Watch how they handle an unexpected objection. That tells you more than a rehearsed script.

Common SDR KPIs and metrics

Measure what matters. Here are the key metrics I use to judge SDR performance:

• Number of qualified meetings set - this is the primary output
• Conversion rate from contact to meeting - shows outreach effectiveness
• Lead to opportunity conversion - indicates lead quality
• Response rate to outreach - measures message resonance
• Activity metrics - calls, emails, social touches per week

One trap I see is focusing only on activity metrics. Calls and emails matter, but only if they turn into meetings and pipeline. Keep an eye on conversion rates and quality of conversations.

Sales prospecting that actually works

Sales prospecting is the bread and butter of SDR work. Done well, it fills the top of the funnel with qualified leads. Done poorly, it wastes time and frustrates prospects.

Here are practical prospecting tactics I use with teams:

• Begin with ICPs - characterize your perfect customer profile by turnover, sector, technology, and team size. 
• Gather targeted lists - leverage behavioral signals, LinkedIn, and demographic filters. 
• Combine channels - integrate email, call, and social media interactions within a specific sequence. 
• Customize large quantities - adopt a content with modification of the initial or the second sentence to the recipient. 
• Always keep in touch - most B2B deals need several contacts to be made before they close.

Quick example: If you sell HR software to companies with 200 to 1000 employees, craft messages around payroll headaches or onboarding bottlenecks. That shows you understand their day-to-day and gets better replies.

Lead generation strategies that convert

Lead generation is marketing and SDRs working together. Here are strategies I've found effective in the real world:

• Content-driven outreach - use a recent blog or case study to open a conversation
• Webinar and event follow-up - convert attendees into qualified leads quickly
• Intent-based lists - buy or build lists around search and intent signals
• Partnerships and referrals - these often convert at higher rates
• ABM for key accounts - tailor multi-channel campaigns to named accounts

Don't overcomplicate it. A simple webinar follow-up sequence with personalized emails and two calls often beats a fancy automation campaign. I say that from experience.

Outreach sequences that get responses

Most B2B outreach fails because it's either too generic or too salesy. Keep sequences short and purposeful. Here’s a simple 5-touch sequence I use:

1. Personalized email referencing recent activity or content
2. Quick LinkedIn connection with a brief note
3. Short follow-up email with a value point and call to action
4. Phone call with a voicemail that asks a question, not for a demo
5. Final email that either offers a calendar link or asks for a referral

Short messages. Clear asks. No long paragraphs. Ask one question that helps you learn about the prospect. Questions open doors more than statements.

Sales pipeline management for SDRs

Managing the funnel is part of an SDR’s job. Better pipeline hygiene results in faster handoffs and fewer lost leads. Here’s a checklist I recommend:

• Define stages clearly - awareness, engaged, qualified, booked
• Use lead scoring - assign points for firmographic fit and intent signals
• Daily CRM updates - every interaction should be logged same day
• Regular pipeline reviews - weekly syncs with AEs to validate opportunities
• Retarget stale leads - keep a re-engagement cadence for older contacts

One mistake I commonly see is leaving leads in limbo when an AE is on vacation. Set ownership rules to avoid that. You want leads moving forward, not sitting in a queue for weeks.

Tools and tech every SDR should know

There are many sales tools out there. Here are the ones I consider must-haves for an efficient SDR team:

• CRM (Salesforce, HubSpot) - one central location for leads and activity 
• Sales engagement platform (Outreach, SalesLoft) - simplifies sequences and recording 
• Prospecting tools (LinkedIn Sales Navigator, ZoomInfo) - to create targeted lists 
• Calling tools (Aircall, RingCentral) - seamless calling and call data 
• Email tracking (Yesware, Saleshandy) - keep track of opens and clicks to plan follow-ups

Pick tools that integrate. If your CRM and engagement platform don’t talk to each other, you’ll get data leakage and frustrated reps.

Onboarding and training SDRs

Good onboarding makes or breaks an SDR. I’ve onboarded teams in 30, 60, and 90 day plans. The 90 day plan usually works best because it balances learning and production.

Here’s a simple 90-day structure:

• First 30 days - training on product, value props, ICP, and shadowing experienced reps
• Next 30 days - coached outreach, role plays, and small live campaigns with reviews
• Final 30 days - full quota and independent prospecting with weekly coaching checkpoints

Crucial detail: give new SDRs early wins. A few quick meetings in week two builds confidence and accelerates learning.

Common mistakes and how to fix them

I've seen the same mistakes across companies. They’re fixable if you know what to look for.

• Mistake: Measuring only activity. Fix: Track outcomes like qualified meetings and conversion rates.
• Mistake: Poor lead handoff. Fix: Create clear criteria and a formal handoff process with AEs.
• Mistake: Overpersonalizing to the point of weirdness. Fix: Keep personalization relevant and factual.
• Mistake: Underusing CRM. Fix: Make logging activity part of daily routine and tie it to performance reviews.
• Mistake: No feedback loop with marketing. Fix: Hold monthly debriefs to share messaging insights and campaign performance.

Small changes here can give you big lifts in pipeline efficiency and close rates.

SDR best practices

If you want a short list of actionable SDR best practices, here it is:

• Focus on quality over quantity. One qualified meeting is worth many fruitless calls.
• Personalize meaningfully. Mention a recent event or challenge the prospect likely faces.
• Keep messages short. People scan emails. Make it easy to reply.
• Time follow-ups. Most replies come after the third touch, so don’t stop early.
• Use multi-channel approaches. Email alone rarely works with mid-market and enterprise buyers.

I tell SDRs to think like reporters. Ask who, what, why, and how. That gives you useful conversation starters and helps prospects open up.

Simple outreach examples

Here are quick, human examples you can copy and adapt. Keep them short and specific.

Cold email example:

Hi [Name], saw [Company] just launched [initiative]. We helped [similar company] cut onboarding time by 30 percent. Any chance you have 15 minutes next week to see if this makes sense? - [Your Name]

Phone voicemail example:

Hey [Name], this is [Your Name] from [Company]. Saw your team is scaling up HR. Quick question - are you looking to speed up onboarding? Call me back at [number].

LinkedIn message example:

Hi [Name], congrats on [recent milestone]. I help teams reduce time to value for [problem]. Happy to share a quick idea if you’re open.

These are short, plain, and respect the prospect’s time. No fluff. No jargon. Just a clear signal of relevance.

Career path - where do SDRs go next?

SDR roles are common starting points for sales careers. After 12 to 24 months, many SDRs move into these roles:

• Account Executive - closing deals and managing the sales cycle
• Sales Operations - using data and process skills to support sales teams
• Marketing roles - especially demand generation or content for sales
• Customer success - if they enjoy long-term relationship management

I encourage SDRs to keep learning sales craft and product knowledge. Track wins and build a portfolio of successful campaigns to show when applying for promotion.

Hiring and scaling an SDR team

Scaling an SDR team requires repeatable processes and predictable outcomes. Don’t hire a bunch of reps without playbooks, training, and tooling. You’ll burn cash fast.

Here’s a simple playbook for scaling:

• Document your ICP and outreach playbooks
• Create a standard onboarding program with measurable milestones
• Invest in an engagement platform and CRM integrations
• Run weekly coaching sessions and monthly calibration with AEs
• Measure and optimize sequences every two weeks

Small teams can be scrappy. Larger teams need structure. Build the shortest path from leads to meetings and iterate on the steps that matter most.

How SDRs partner with marketing and product

SDRs benefit when they work closely with marketing and product. Marketing feeds leads. Product offers credibility. SDRs provide market feedback. It’s a simple loop that often gets ignored.

Practical ways to collaborate:

• Share messages that work - SDRs should tell marketing which subject lines and email bodies get replies
• Co-create content - brief blog posts or case studies that address common pain points discovered in calls
• Run joint campaigns - marketing provides warm content, SDRs provide outreach muscle
• Product feedback sessions - relay feature requests and objections from prospects to the product team

When teams share insights, everyone gets better. Marketing learns what resonates. Product learns what buyers care about. SDRs get higher quality leads.

Realistic expectations for results

Don’t expect instant miracles. It takes months to optimize SDR sequences and messaging. Here’s a realistic timeline:

• First month - ramping and learning. Expect low output but rapid improvement.
• Second month - consistent activity with early qualified meetings.
• Third month - predictable meeting volume and steady conversion metrics.

I’ve seen teams give up too early. If you hire SDRs, give them the tools and at least three months to show traction. Also track trends not just absolute numbers. Are response rates improving? Are meetings more qualified? Those are positive signals.

Measuring ROI of your SDR program

To prove value, connect SDR activity to pipeline and revenue. Here’s a simple framework:

• Track meeting-to-opportunity conversion rate
• Track opportunity-to-close conversion rate
• Multiply the number of meetings by average deal size and win rate
• Subtract SDR cost to calculate net pipeline ROI

For example, if SDRs book 40 meetings a quarter, and 20 percent convert to deals with an average deal size of $25,000, that’s $200,000 in pipeline influenced. Put your costs against that to see ROI. It’s surprisingly straightforward when you keep the math simple.

Also Read:

• Compound Annual Growth Rate: Understanding Business & Investment Growth
  
• Top Wireframe Tools for SaaS and Startup Website Design
  

Conclusion - who is an SDR in one line

Who is SDR? They are the hungry, disciplined sales professionals who create the pipeline your company needs to grow. They qualify leads, schedule meetings, and give your closers the opportunities to win business. Treat them well, measure the right things, and coach relentlessly.

If you want to improve your SDR program, start with clear roles, repeatable processes, and simple metrics. Invest in onboarding and give reps early wins. Test outreach templates, iterate quickly, and keep the feedback loop tight with marketing and product.

Helpful Links & Next Steps

• Agami Technologies Pvt Ltd
• Agami Technologies Blog
• Learn how SDR strategies can boost your sales performance

Want help building or optimizing your SDR team? Learn how SDR strategies can boost your sales performance by scheduling a one-on-one with us. We work with B2B teams to create predictable pipeline and faster growth.