Sales Development Representative

A Sales Development Representative (SDR) is a specialized sales role focused on the top of the sales funnel. Their primary function is to qualify inbound leads generated by marketing activities, such as content downloads, webinar sign-ups, or demo requests. The SDR's goal is to determine if a lead has a genuine need and is a good fit for the company's solution before passing them on as a qualified opportunity.

Key responsibilities

The day-to-day work of an SDR involves a high volume of structured communication. Core responsibilities include responding promptly to inbound inquiries, using qualification frameworks like BANT to assess lead quality, and conducting initial discovery conversations via phone, email, and social networks. An SDR does not close deals; instead, their main performance metric is the number of qualified meetings or demos they book for quota-carrying Account Executives. They are also responsible for meticulous record-keeping in the company’s CRM.

SDR vs. BDR

While often used interchangeably, the SDR role is classically distinct from a Business Development Representative (BDR). SDRs typically focus on qualifying inbound interest that comes from marketing campaigns. In contrast, BDRs focus on outbound prospecting, where they research and initiate contact with potential customers who have not yet shown interest. In practice, many organizations blend these roles or use the titles differently, but the core distinction lies in the source of the lead.

Role in the revenue engine

SDRs are a critical bridge between Marketing and Sales, ensuring that expensive, top-of-funnel interest is converted into valuable pipeline. The role is a foundational component of most sales-led growth strategies, as it allows senior sales reps to focus their time on closing high-value deals rather than prospecting. The efficiency of the SDR team, often supported by Sales Operations, directly impacts overall sales productivity and the health of the revenue pipeline.