A sales development representative (SDR) is an entry-level sales role focused on outbound prospecting, lead qualification, and booking meetings for account executives. SDRs work at the top of the sales funnel, identifying potential buyers and starting conversations rather than closing deals.
This guide covers what SDRs do day-to-day, the skills that separate top performers from those who burn out, typical compensation structures, and how AI is changing the role.
What is a Sales Development Representative
A sales development representative (SDR) is an entry-level sales role focused on outbound prospecting, lead qualification, and booking meetings. SDRs sit at the top of the sales funnel. They research potential buyers, reach out through cold calls and emails, and determine whether a prospect is worth pursuing before handing them off to an account executive (AE) who runs the actual sales process.
The SDR role exists because closing deals and finding deals require different skills. Marketing generates awareness. SDRs convert that awareness into qualified conversations. AEs close. This specialization lets each person focus on what they do best.
Sales Development Representative Responsibilities
Most SDR days follow a predictable rhythm: research accounts, send outreach, follow up, qualify responses, book meetings, and update the CRM. The work is repetitive by design. Volume and consistency matter more than creativity.
Prospecting and lead research
Before reaching out to anyone, SDRs build lists of target accounts. They use data tools like ZoomInfo or LinkedIn Sales Navigator to find companies that match the ideal customer profile (ICP), which is a description of the company characteristics most likely to buy: industry, employee count, tech stack, growth stage.
Once the accounts are identified, SDRs dig into individual contacts. Who makes the buying decision? Who influences it? What problems might they have? This research shapes the outreach that follows.
Cold outreach across email, phone, and LinkedIn
SDRs contact prospects through multiple channels, usually in a coordinated sequence called a cadence. A typical cadence might look like this:
- Cold email: A short, personalized message designed to earn a reply
- Cold calling: Phone outreach to prospects who haven’t responded yet
- LinkedIn: Connection requests and direct messages
The goal is to start a conversation. SDRs who lead with curiosity and relevance get more responses than those who blast generic templates.
Qualifying inbound leads
When marketing generates leads through content downloads, webinar signups, or demo requests, SDRs assess whether those leads are worth pursuing. This is lead qualification.
Many teams use the BANT framework: Budget, Authority, Need, Timeline. Does the prospect have budget? Are they the decision-maker? Do they have a problem the product solves? Are they ready to act soon? Leads that pass become sales qualified leads (SQLs) and move to the AE.
Booking meetings for account executives
The primary output of an SDR is a scheduled discovery call or demo for the account executive. Once a prospect is qualified, the SDR hands off the opportunity. The SDR does not run the sales process beyond this point.
A clean handoff matters. The AE receives context on the prospect’s pain points, timeline, and any objections raised during the initial conversation.
Updating the CRM and sales pipeline
SDRs log every call, email, and meeting in the CRM. This data hygiene supports forecasting and helps managers coach reps. Without accurate records, prospects fall through the cracks and pipeline reporting breaks down.
Sales Development Representative Skills and Qualifications
Hiring managers look for a specific set of competencies when evaluating SDR candidates.
Written and verbal communication
SDRs write dozens of emails daily and make cold calls throughout the week. Clarity and brevity matter more than polish. The best SDRs sound human, not scripted.
Resilience and rejection tolerance
Most outreach goes unanswered. Cold calls get hung up. Emails get ignored. SDRs hear “no” repeatedly, and mental toughness separates those who succeed from those who burn out within months.
Qualifying inbound leads
When marketing generates leads through content downloads, webinar signups, or demo requests, SDRs assess whether those leads are worth pursuing. This is lead qualification.
Many teams use the BANT framework: Budget, Authority, Need, Timeline. Does the prospect have budget? Are they the decision-maker? Do they have a problem the product solves? Are they ready to act soon? Leads that pass become sales qualified leads (SQLs) and move to the AE.
Buyer research and account intelligence
The ability to quickly research a company’s business model, recent news, and pain points is a differentiator. SDRs who personalize outreach based on real insights earn more replies.
Time management and activity discipline
SDRs work against daily activity targets: calls made, emails sent, meetings booked. Success comes from consistent execution. The best SDRs treat their calendar like a production schedule.
CRM and sales tool fluency
SDRs learn software quickly. Familiarity with Salesforce, HubSpot, or similar platforms is often expected from day one.
Sales Development Representative Salary and Compensation
SDR compensation typically combines a base salary with variable commission tied to meetings booked or opportunities created. The total expected compensation when quota is met is called on-target earnings (OTE).
Compensation varies by geography, company stage, and industry. SDRs at enterprise software companies in major metros tend to earn more than those at early-stage startups in smaller markets. Commission structures also differ: some companies pay per meeting booked, others pay when the opportunity converts to pipeline.
SDR Career Path and Progression
The SDR role is often positioned as a proving ground rather than a long-term position. The typical trajectory moves from SDR to Senior SDR to Account Executive.
Some SDRs move into adjacent roles: customer success, sales operations, or sales management. The skills transfer well. An SDR who understands prospecting, qualification, and CRM hygiene has a foundation for multiple career paths. SDRs who consistently hit quota often become eligible for AE roles after twelve to eighteen months.
Inbound and Outbound SDRs
Some companies split the SDR function into two specializations:
- Inbound SDR: Responds to leads generated by marketing, such as form fills, content downloads, and webinar attendees. Leads are warmer, and qualification happens faster.
- Outbound SDR: Proactively prospects into cold accounts with no prior engagement. The rejection rate is higher, and persistence matters more.
Other companies have SDRs handle both. The structure depends on lead volume, deal size, and how the sales org is designed.
SDR Tech Stack and Tools
SDRs rely on a stack of software to execute their daily work.
CRM platforms like Salesforce and HubSpot
The CRM is the system of record for all prospect and customer data. SDRs log activities here and track lead status through the pipeline.
Sales engagement software like Outreach and Salesloft
Sales engagement platforms automate and sequence multichannel outreach across email, phone, and LinkedIn. They help SDRs execute cadences at scale without manually tracking every touchpoint.
Data and prospecting tools like ZoomInfo and Apollo
Data tools provide contact information, company data, and intent signals. SDRs use them to build prospect lists and find direct dials or email addresses.
Conversation intelligence platforms like Gong and Chorus
Conversation intelligence software records, transcribes, and analyzes sales calls. SDRs use it for self-coaching and to review their own calls for improvement.
How to Become a Sales Development Representative
SDRs rely on a stack of software to execute their daily work.
1) Build foundational B2B sales knowledge
Learn basic sales concepts: prospecting, qualifying, objection handling. Books, podcasts, and free online resources cover the fundamentals well.
2) Learn the SaaS and B2B tech landscape
SDRs at tech companies benefit from understanding software buying cycles, subscription models, and common buyer personas. Familiarity with terms like ARR (annual recurring revenue), MRR (monthly recurring revenue), and churn helps in conversations with prospects.
3) Master core sales tools
Hands-on practice with CRMs and sales engagement platforms builds confidence. HubSpot Academy and Salesforce Trailhead offer free certifications that demonstrate competence to hiring managers.
4) Practice cold outreach and objection handling
Mock cold calls and email writing exercises build the muscle memory that real outreach requires. Comfort with rejection comes from repetition.
5) Target the right SaaS companies and apply
Focus on companies with established SDR programs and clear promotion paths. Series A and B startups often hire entry-level SDRs and provide strong training.
Challenges SDRs Face on the Job
The SDR role is demanding. Understanding the challenges upfront helps candidates and managers set realistic expectations.
High rejection rates on cold calls and emails
Most outreach goes unanswered. SDRs develop thick skin and focus on activity volume rather than individual outcomes.
Quota pressure and burnout
Monthly or quarterly meeting quotas create sustained pressure. Without adequate support, turnover is high.
Poor lead quality from marketing
Friction between SDRs and marketing often stems from unqualified inbound leads. Alignment on lead scoring and ICP definitions reduces this problem.
Deliverability and domain reputation issues
Aggressive outbound email can damage sender reputation, making it harder to reach prospects. SDR teams monitor deliverability metrics and rotate sending domains to protect inbox placement.
