Definition
SDR (Sales Development Representative)
An SDR is a sales team member focused on outbound prospecting and qualifying leads, typically responsible for booking meetings rather than closing deals directly.
SDRs typically run outbound email and calling sequences, qualify inbound leads against defined criteria, and hand off qualified conversations to account executives who own the closing process. Many companies now outsource this function entirely rather than hiring in-house, since it requires specific infrastructure (sending domains, dialers, sequencing tools) and a different skill set than closing.
SDR in practice
An SDR at a software company researches 40 target companies a week, sends personalised emails and LinkedIn messages to decision-makers, calls people who show interest, and books qualified meetings into an account executive's calendar, logging every touch in the CRM.
Related terms
Common questions about SDR
What's the difference between an SDR and an account executive?
An SDR finds and qualifies prospects and books meetings. An account executive runs those meetings and closes the deals.
What does an SDR do day to day?
Researches target accounts, sends personalised emails and LinkedIn messages, makes calls, follows up and qualifies interest before handing over to sales.
How is SDR performance measured?
By meetings booked and held, how many of those meetings turn into real sales opportunities, and response rates on outreach.
Should you hire an SDR in-house or outsource?
Outsourcing is usually faster to start and easier to scale up or down, while an in-house SDR builds deeper product knowledge over time. Many companies test outsourced SDR work first, then hire once the process is proven.
