The SDR/BDR Role

What is an SDR/BDR?

Sales Development Representatives (SDRs) and Business Development Representatives (BDRs) serve as the crucial first line in the modern B2B SaaS sales process. These entry-level sales roles focus on prospecting, qualifying leads, and setting up meetings for Account Executives, who then guide opportunities through the closing process.

While the titles SDR and BDR are often used interchangeably, some organizations make a distinction:

SDRs (Sales Development Representatives) typically focus on inbound leads – prospects who have already shown interest by downloading content, requesting information, or otherwise engaging with the company's marketing efforts.
BDRs (Business Development Representatives) usually handle outbound prospecting – identifying and reaching out to potential customers who haven't yet expressed interest in the company's solutions.

Regardless of the specific title, these roles represent the foundation of the sales organization and the starting point for most successful careers in tech sales.

Key Responsibilities of an SDR/BDR

The daily activities of an SDR/BDR revolve around a consistent set of responsibilities:

1. Prospecting and Research

Identifying potential customers who fit the company's ideal customer profile
Researching companies, industries, and individual prospects
Finding relevant trigger events or pain points that create sales opportunities
Building and maintaining prospect lists in the CRM

2. Outreach and Engagement

Executing multi-channel outreach campaigns (email, phone, social)
Crafting personalized messages that resonate with specific prospect needs
Following up persistently without being pushy
Engaging with prospects across digital channels (especially LinkedIn)

3. Qualification

Conducting initial discovery calls to understand prospect needs
Qualifying opportunities using frameworks like BANT or MEDDIC
Identifying key stakeholders in the buying process
Determining budget and timeline considerations

4. Meeting Setting

Scheduling demos or discovery calls between prospects and Account Executives
Preparing detailed handoff notes for Account Executives
Ensuring prospects understand next steps in the process
Following up on no-shows or reschedules

5. Pipeline Management

Maintaining accurate and up-to-date CRM records
Tracking outreach activities and prospect engagement
Reporting on key metrics and activity levels
Forecasting pipeline contribution

Required Skills and Traits for Success

The SDR/BDR role demands a specific set of skills and personal characteristics:

Technical Skills

CRM proficiency: Ability to efficiently use Salesforce, HubSpot, or other CRM platforms
Sales technology: Familiarity with prospecting tools, email automation, and LinkedIn Sales Navigator
Data analysis: Basic ability to track metrics and identify performance patterns
Written communication: Excellent email and messaging skills with attention to detail
Verbal communication: Clear articulation of value propositions over the phone

Personal Traits

Resilience: Ability to handle rejection and maintain positive energy
Curiosity: Genuine interest in prospects' businesses and challenges
Coachability: Openness to feedback and continuous improvement
Self-discipline: Consistent execution of daily activities without close supervision
Competitive drive: Motivation to exceed targets and benchmarks
Empathy: Understanding prospect needs and challenges from their perspective
Time management: Efficiently balancing multiple priorities and activities

A Day in the Life of an SDR/BDR

While schedules vary by company, a typical day for an SDR/BDR might look like:

8:30-9:00 AM: Morning preparation and planning the day's activities

9:00-10:00 AM: Team huddle and training session

10:00-12:00 PM: Active phone calling block (peak answering hours)

12:00-1:00 PM: Lunch break

1:00-2:30 PM: Email outreach and follow-ups

2:30-3:30 PM: Research and list building for tomorrow's prospects

3:30-4:30 PM: Second calling block

4:30-5:30 PM: CRM updates, pipeline reporting, and next-day planning

Throughout the day, SDRs/BDRs must remain flexible to accommodate scheduled discovery calls and unexpected prospect responses.

Key Performance Indicators (KPIs)

SDRs/BDRs are typically measured on both activity metrics and outcome metrics:

Activity Metrics

Number of calls made
Emails sent
LinkedIn connections and messages
New accounts/contacts created
Total meaningful conversations

Outcome Metrics

Meetings/demos scheduled
Meetings/demos held (accounting for no-shows)
Qualified opportunities created
Pipeline value generated
Conversion rates at each stage

Most SDR/BDR roles come with clearly defined quotas for monthly or quarterly meeting/opportunity generation.

Compensation Structure

SDR/BDR compensation typically follows a base-plus-commission model:

Base salary: Usually represents 60-75% of on-target earnings
Commission/bonus: Variable compensation tied to meetings set, opportunities created, or pipeline generated

Total on-target earnings (OTE) for entry-level SDR/BDR roles typically range from:

Early-stage startups: $50,000-$70,000 OTE
Mid-market companies: $60,000-$85,000 OTE
Enterprise SaaS organizations: $70,000-$95,000+ OTE

Top performers can exceed these figures significantly, especially with accelerators for exceeding quota.

Career Progression Path

The SDR/BDR role serves as the entry point to numerous career paths within tech companies:

Traditional Sales Path

SDR/BDR (12-24 months)
Account Executive (closing role with full sales cycle responsibility)
Senior Account Executive
Sales Management (Team Lead → Manager → Director → VP)

Customer Success Path

SDR/BDR (12-24 months)
Customer Success Manager
Senior CSM or CS Team Lead
CS Management (Manager → Director → VP)

Alternative Paths

Sales Operations: Process improvement and systems management
Sales Enablement: Training and resource development
Solutions Consulting/Engineering: Technical pre-sales support
Account Management: Post-sale relationship and growth
Product Marketing: Messaging, positioning, and sales collateral development
Revenue Operations: Cross-functional alignment of sales, marketing, and customer success

Most companies have established promotion paths from SDR/BDR to closing roles after 12-24 months of successful performance.

Common Challenges for New SDRs/BDRs

First-time SDRs/BDRs typically face several challenges as they adapt to the role:

1. Rejection Management

Handling frequent "no's" without becoming discouraged or taking rejection personally is a significant adjustment for many new reps.

2. Activity Consistency

Maintaining high activity levels day after day, even when motivation fluctuates or results aren't immediate.

3. Meaningful Conversations

Moving beyond basic script following to have valuable, needs-focused conversations with prospects.

4. Time Management

Balancing prospecting, research, CRM updates, and meeting preparation without neglecting any critical activities.

5. Product Knowledge Development

Learning complex technical products sufficiently to explain value propositions convincingly.

6. Pipeline Generation Pressure

Meeting monthly or quarterly targets, especially during slow periods or market downturns.

Tips for SDR/BDR Success

Experienced sales leaders recommend these practices for new SDRs/BDRs:

1. Establish Productive Routines

Block your calendar for specific activities (calling, emailing, research)
Create morning and end-of-day checklists
Identify your peak energy periods and schedule challenging tasks accordingly

2. Invest in Continuous Learning

Study successful outreach messages and calls
Read sales methodology books (SPIN Selling, Gap Selling, etc.)
Follow sales thought leaders on LinkedIn and other platforms
Take advantage of all available training resources

3. Develop Personalization Efficiency

Create templates for common scenarios but customize critical elements
Research efficiently by focusing on the most relevant details
Build industry-specific messaging that can be adapted for multiple prospects

4. Master Objection Handling

Document common objections and effective responses
Practice addressing objections verbally, not just in writing
View objections as opportunities for conversation, not rejection

5. Build Internal Relationships

Partner effectively with your assigned Account Executives
Learn from high-performing peers
Seek mentorship from those who previously excelled in your role

6. Analyze Your Performance

Track which activities generate the best results
Identify patterns in successful meetings vs. unsuccessful outreach
Regularly review recorded calls to improve your approach

The SDR/BDR role represents the ideal entry point to tech sales, combining accessible requirements with tremendous upside potential. By mastering this foundational position, you'll develop the skills, knowledge, and track record needed to advance into higher-level sales positions or explore the many alternative career paths that build upon this experience.