Account development representative
Also known as: account development rep
In short
An account development representative (ADR) is a sales role that prospects into a short, named list of target accounts. The ADR builds contact coverage, runs personalized outreach, and books meetings for an account executive.
The title is common in account-based teams. It differs from a generic outbound role because the ADR owns accounts, not a stream of individual leads, and success is measured by how deep and how well the account is engaged.
What an ADR does
- Researches accounts: Reads about the company, its priorities, and its org chart before any message goes out.
- Maps the buying group: Finds the several people likely to influence a deal, not just one contact.
- Runs coordinated outreach: Sends emails, calls, and social touches that reference the account's situation.
- Hands off: Passes a qualified meeting and context notes to the account executive.
ADR vs. BDR
A business development representative usually works a broad lead flow, often with a volume target. An ADR works a limited account list with a depth target. The two overlap, and some companies use the titles interchangeably, so check the job description rather than the title.
How an ADR day might look
Say an ADR owns 60 target accounts. In the morning they review which accounts showed new activity, such as a new hire or a pricing page visit. They then write a few tailored emails, make calls to contacts at the most active accounts, and add two or three new stakeholders to accounts where only one contact is known.
Metrics that fit the role
- Accounts engaged out of accounts assigned
- Contacts reached per account
- Meetings booked and meetings that become opportunities
Common mistakes
- Treating accounts like a lead list: Sending the same generic sequence to every contact defeats the point of a small list.
- Single-threading: Relying on one contact leaves the account at risk when that person is unresponsive or leaves.
- Weak handoff: An account executive who gets no context has to restart the conversation.
- Stale target list: If the list is not reviewed each quarter, the ADR spends time on accounts that no longer fit.
Account development representative FAQs
What does an account development representative do?
An account development representative researches a defined list of target accounts, identifies the people involved in a purchase, contacts them with tailored outreach, and books meetings for an account executive. The focus is on engaging the whole account rather than chasing individual leads.
What is the difference between an ADR and an SDR?
An SDR typically responds to inbound leads or works a broad outbound list, while an ADR focuses on a limited set of named accounts. ADRs go deeper on research and multi-contact coverage. In practice, companies often use the titles loosely.
How many accounts should an account development representative own?
There is no universal number. It depends on deal size, how much research each account needs, and how many contacts are worked. Higher-value accounts call for a smaller list with more personalization, so teams set it by testing workload.
Who does an account development representative report to?
Usually a sales development manager or a head of sales development, though in some account-based teams the ADR sits under marketing or a sales leader. The reporting line varies by company and is set by who owns pipeline creation.
