Definition
An SDR (sales development representative) is a salesperson who focuses on the top of the funnel: researching prospects, reaching out, qualifying interest and booking meetings for account executives (AEs) who close deals.
What SDRs do
- build and research prospect lists
- send cold emails, make calls, message on LinkedIn
- follow up with leads
- qualify interest and fit
- book meetings and hand them over
- log everything in the CRM
SDR vs BDR
Companies use the terms differently. Often an SDR handles inbound leads and qualification, while a BDR (business development rep) focuses on outbound prospecting. In many teams the roles are the same.
Typical metrics
- activities (emails, calls)
- replies and conversations
- meetings booked and held
- pipeline created
Tools
- lead sources and enrichment (e.g. Prospect Cheap for local businesses, creators and startups)
- sending tools for email sequences
- a dialer and CRM
Small businesses without SDRs
Founders and freelancers often do SDR work themselves. A simple weekly routine and good lists make a big difference — see lead generation for freelancers.
Example
An SDR's day: build a list of 50 new prospects, send personalised first emails, make 30 calls, handle replies, and book three meetings for the account executive.
Key takeaways
- SDRs prospect, qualify and book meetings.
- Good lists make SDRs far more productive.
- Founders often do SDR work themselves early on.