Sales development representative (SDR)
In short
A sales development representative (SDR) is a salesperson who focuses on the start of the sales process: finding prospects, starting conversations, and qualifying interest. SDRs do not usually close deals. They book meetings or create opportunities for account executives.
The title is often used alongside BDR (business development representative). Where the two are split, SDRs commonly handle inbound leads and BDRs run outbound to named accounts, but companies define this differently.
A typical SDR day
- Review new inbound leads and respond quickly.
- Work an outbound list through sequences of email, calls, and LinkedIn touches.
- Research accounts to find a relevant reason to reach out.
- Log activity and notes in the CRM and book meetings on AE calendars.
Skills that make a good SDR
- Curiosity about the buyer and their business.
- Clear, short writing.
- Resilience, since most outreach gets no reply.
- Discipline with a repeatable routine and clean CRM data.
Example
Say an SDR owns 60 target accounts. She picks three accounts a day, finds a recent trigger such as a new hire or a funding round, writes a short email tied to it, and follows with a call. Over a few weeks she sees which triggers earn replies and shifts time toward them.
SDR vs BDR vs AE
- SDR: qualifies leads and books meetings, often inbound-heavy.
- BDR: usually targets named accounts through outbound.
- AE: runs discovery, demos, negotiation, and closes.
Common mistakes
- Hiring reps with no clear ICP or messaging to work from.
- Pushing volume while ignoring quality.
- No path to promotion, which drives churn in the role.
- Thin handoff notes that force AEs to restart.
Sales development representative (SDR) FAQs
What does a sales development representative (SDR) do?
An SDR researches prospects, contacts them by email, phone, and social channels, and qualifies their interest. The main output is a booked meeting or a qualified opportunity handed to an account executive who then runs the deal.
What is the difference between an SDR and a BDR?
The split varies by company. Commonly, SDRs follow up on inbound leads and BDRs prospect into named accounts through outbound. Both qualify and book meetings. Some companies use the titles as synonyms, so check how a specific employer defines them.
Do SDRs close deals?
Usually not. SDRs generate and qualify opportunities, then hand them to account executives who handle discovery, demos, negotiation, and closing. Some small teams let SDRs close small deals, but that is the exception.
What skills does an SDR need?
Good SDRs write short, relevant messages, research accounts quickly, handle rejection well, and keep clean CRM records. Curiosity about the buyer matters more than a scripted pitch, because relevance drives replies.
