[GTM glossary](/glossary.md) Account development representative Sales Development & Prospecting # 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. Share term --- ## More related phrases * [Multi-threading](/glossary/multi-threading.md) * [Outbound sales](/glossary/outbound-sales.md) * [Inside sales representative](/glossary/inside-sales-representative.md) ## Similar phrases * [Business development representative (BDR)](/glossary/business-development-representative.md) A business development representative (BDR) generates new pipeline by prospecting target companies and booking qualified meetings for account executives. * [Account-based sales development (ABSD)](/glossary/account-based-sales-development.md) Account-based sales development is an outbound approach where SDRs work a short list of target accounts with coordinated, personalized outreach to several contacts, instead of working individual leads. * [Account executive (AE)](/glossary/account-executive.md) An account executive (AE) is the salesperson who runs deals from first qualified meeting to signed contract, including demos, negotiation, and closing. * [Sales development representative (SDR)](/glossary/sales-development-representative.md) A sales development representative (SDR) is a sales role that prospects and qualifies leads, then books meetings for account executives to run. * [Sales prospecting](/glossary/sales-prospecting.md) Sales prospecting is the process of identifying and contacting potential buyers to start conversations that could turn into qualified sales opportunities.