Sales Development Representative (SDR)

What is an SDR?

A sales development representative (SDR) is a frontline role responsible for identifying, prospecting, and qualifying leads to support the sales team. SDRs are mainly responsible for prospecting new business opportunities and nurturing existing leads to help drive revenue growth. They use various sales methods like calling, emailing, and social media to engage with potential customers.  

SDRs also work closely with account executives to ensure a smooth handover of qualified leads, allowing the sales team to focus on closing deals. They play a crucial role in the sales process by establishing initial contact with prospects and setting the foundation for a successful sales cycle.  

SDRs are typically entry-level positions in sales and serve as a training ground for future account executives. They are essential members of any sales team as a driving force behind generating new business and building a strong pipeline of potential customers. Their efforts and success in identifying and qualifying leads ultimately contribute to the overall growth and success of their organizations. 

What Does an SDR Do? 

Key responsibilities of an SDR include: 

• Proactive Outreach and Lead Nurturing: SDRs reach out to prospects, identifying and engaging with the most promising leads. They set up initial calls with potential customers to understand their pain points, goals, and how to provide tailored solutions. 
• Relationship Building: Developing strong relationships with prospects is crucial. SDRs maintain regular contact to answer questions, provide timely feedback, and share relevant content. They act as trusted advisors, always keeping the customer’s best interests in mind. 
• Customer Interaction Tracking: SDRs track customer interactions using sales automation tools. This ensures they stay organized and up to date, enabling them to provide a seamless customer experience. 
• Lead Generation: Generating leads through networking and research is a key part of the SDR role. They ensure the sales rep has a steady pipeline of potential customers to contact.  
• Collaboration with Marketing and Sales: SDRs work closely with the marketing and sales teams to align on messaging, target accounts, and strategies. They provide valuable feedback from the field, helping to optimize campaigns and improve overall sales performance.  

Skills Needed to Be an SDR 

Successful SDRs combine technical expertise with interpersonal abilities to excel in their role. Here are the essential skills that make an SDR effective: 

Excellent Communication  

• Clear and concise verbal communication for cold calling and virtual meetings 
• Strong writing abilities for crafting personalized, compelling outreach 
• Active listening skills to understand prospect pain points and objectives 
• Ability to translate complex data into meaningful conversations 

Technical Proficiency 

• Mastery of sales and revenue intelligence platforms to identify in-market accounts 
• CRM platform expertise (Salesforce, HubSpot, etc.) 
• Sales engagement tool proficiency 
• Expertise with LinkedIn Sales Navigator and social selling 
• Understanding of intent data and buying signals 

Research and Planning 

• Skilled at using account insights and buying stage data 
• Mastery of strategic account prioritization based on intent signals 
• Understanding of ideal customer profiles (ICPs) and buyer personas 
• Ability to map key stakeholders within target accounts 

Sales Psychology 

• Objection-handling expertise 
• Understanding of complex B2B buying cycles 
• Ability to identify and engage decision-makers at the right time 
• Problem-solving mindset to address prospect challenges 
• Skill in using timing and intent data to inform outreach strategies 

Time Management 

• Efficient pipeline management 
• Strategic prioritization of accounts showing buying signals 
• Multi-tasking across numerous accounts 
• Goal-setting and progress tracking 
• Ability to focus efforts on accounts most likely to convert 

Industry Knowledge 

• Deep understanding of your company’s products/services 
• Awareness of competitor offerings 
• Knowledge of industry trends and challenges 
• Business acumen and market understanding 

Inbound vs. Outbound Sales 

Inbound and outbound sales are two distinct approaches within modern B2B sales organizations.  

Inbound Sales 

Inbound sales start with prospects who have already shown interest in your solution through digital channels. These leads typically come through marketing activities such as content downloads, website visits, and form submissions, making them generally warmer and more familiar with your offerings.  

SDRs handling inbound leads need strong qualification and nurturing skills to convert this initial interest into meaningful sales conversations. This approach is enhanced by 6sense’s intent data, which provides valuable insights into active research and buying signals. 6sense’s AI-driven platform identifies and prioritizes leads that are most likely to convert, allowing SDRs to focus their efforts on the most promising opportunities.   

Common channels for inbound sales include: 

• Chat interactions 
• Demo request follow-ups 
• Content download follow-ups 
• Website inquiry responses 
• Webinar attendee engagement 

Outbound Sales 

Outbound sales require SDRs to proactively identify and pursue potential opportunities, demanding strategic account selection and precise timing. This approach involves creating interest and awareness in prospects who may not yet know your solution, requiring strong research and personalization skills to create relevant connections.  

Success in outbound sales is increasingly enhanced by 6sense predictive analytics that help identify accounts showing readiness to buy, ensuring SDRs reach out at the right time with the right message. Using predictive analytics to analyze vast amounts of data, 6sense provides SDRs with actionable insights into which accounts are most likely to convert – then prioritize their outreach efforts more effectively.  

Primary outbound channels include: 

• Cold calling 
• Targeted email campaigns 
• LinkedIn outreach 
• Strategic social selling 
• Multi-channel cadences 

Key Differences 

• Prospect Intent: Inbound leads are seeking solutions, while outbound prospects may not yet recognize their needs. 
• Engagement Style: Inbound is more consultative and responsive, while outbound may require longer nurturing periods. 
• Lead Quality: Inbound leads typically have higher initial interest but may not always fit ideal customer profiles, while outbound targets are strategically selected but require more nurturing. 
• Timing: Inbound responds to immediate interest, while outbound success relies on identifying and acting on buying signals. 
• Scale: Inbound is limited by marketing reach, while outbound can be scaled through strategic prospecting and automation using tools like 6QAs and AI email assistants. 

Modern Integration 

Today’s most effective SDR teams blend both inbound and outbound approaches, using AI-powered revenue platforms to: 

• Identify which accounts are actively researching solutions 
• Determine the best time for outbound outreach 
• Enhance inbound follow-up with account insights 
• Create personalized messaging based on account activity 
• Prioritize efforts across both inbound and outbound opportunities 

The SDR Sales Process: How Reps Build Pipeline 

While sales development reps kick off the sales process, the insights they garner play a role throughout the buying process. 

Strategic Prospecting 

SDRs generate and identify potential opportunities through multiple channels and methods: 

• Using intent data to identify accounts actively researching solutions 
• Conducting thorough research on target accounts and key decision-makers 
• Monitoring competitor contract renewal dates 
• Attending industry events and trade shows 
• Mining social media platforms, especially LinkedIn 
• Analyzing technographic data to identify companies using complementary technologies 
• Using account insights to understand prospect’s tech stack and business challenges 

6sense for Sales pulls together all the necessary research in one place, saving SDRs valuable time that would otherwise be spent tracking down details. The platform provides a comprehensive view of target accounts, including intent data, technographic insights, and information about key decision makers. By consolidating this data, 6sense helps SDRs focus on building relationships and drive pipeline growth. 

Intelligent Qualification 

Modern SDRs use a data-driven approach to evaluate leads and determine fit: 

• Assessing prospects against ICP criteria 
• Analyzing buying signals and engagement patterns 
• Evaluating budget availability and purchasing authority 
• Understanding prospects’ timeline and urgency 
• Identifying key stakeholders in the buying committee 
• Determining technical and organizational readiness 
• Gauging competitive situation and incumbent solutions 

6sense for Marketing matches historic customer patterns against current buyer behavior to understand which accounts to prioritize. Using AI and machine learning, 6sense for Marketing helps SDRs focus on the most promising opportunities. 

Strategic Account Development 

Once prospects are qualified, SDRs focus on building relationships and moving opportunities forward: 

• Creating personalized outreach strategies based on account insights 
• Developing multi-threaded relationships within target accounts 
• Crafting tailored value propositions that address specific pain points 
• Providing relevant content and resources at each buying stage 
• Coordinating with account executives for smooth hand-offs 
• Managing and updating pipeline data in CRM systems 
• Setting up discovery calls and product demonstrations 

Pipeline Management 

Successful SDRs maintain a healthy pipeline through consistent organization and prioritization:  

• Regular pipeline reviews and updates 
• Prioritizing accounts showing active buying signals 
• Tracking engagement levels across accounts 
• Managing follow-up cadences and touchpoints 
• Documenting all interactions and next steps 
• Monitoring conversion rates at each pipeline stage 

Collaboration and Integration 

Modern pipeline building requires coordination across teams: 

• Working with marketing to use actionable campaign insights 
• Partnering with account executives on strategic accounts 
• Coordinating with customer success for reference stories 
• Consulting sales operations for data and insight support 
• Engaging subject matter experts for technical validation 

Continuous Optimization 

SDRs regularly refine their pipeline building approach by: 

• Analyzing successful deals for common patterns 
• Testing different outreach methods and messages 
• Adjusting qualification criteria based on win/loss data 
• Optimizing time allocation across pipeline stages 
• Incorporating feedback from prospects and team members 
• Staying updated on industry trends and buyer behaviors 

Challenges Faced by SDRs 

SDRs face challenges in their daily work. Understanding these challenges — and knowing how to overcome them — is crucial for long-term success in the role. Here are the primary challenges they encounter and proven strategies to address them. 

Lead Leakage and Follow-up Timing 

Challenge: Inbound leads falling through the cracks or receiving delayed follow-ups, especially during high-volume periods. 

Solutions:  

• Implement strict service level agreements (SLAs) for inbound lead response times 
• Use intent data to prioritize high-potential leads 
• Create automated nurture tracks for leads not ready to engage 
• Use an AI email assistant to automate follow-up 
• Set up alerts for re-engagement signals from past leads 
• Develop a systematic approach to lead recycling 
• Track and analyze reasons for leaked leads 

Multi-Threading at Scale 

Challenge: Building relationships with multiple stakeholders across numerous accounts simultaneously. 

Solutions: 

• Map buying committees using org chart data 
• Obtain contact info for key personas and enroll them in persona-tailored marketing campaigns 
• Track engagement levels across different stakeholders 
• Customize messaging for various roles and personas 
• Use account insights to identify additional contacts 
• Maintain detailed relationship maps for key accounts 
• Coordinate outreach across decision-makers 

Nurturing Long-term Relationships 

Challenge: Keeping prospects engaged over extended sales cycles without becoming pushy or forgotten.  

Solutions: 

• Create nurture cadences that provide value through industry reports, event invites, and relevant content specific to prospect pain points 
• Monitor intent signals for optimal re-engagement timing 
• Share relevant industry insights and content 
• Maintain periodic check-ins based on buying stage 
• Track competitor engagement within accounts 
• Use trigger events for personalized outreach 

Territory and Account Overlap 

Challenge: Navigating complex account ownership and ensuring coordinated outreach across teams. 

Solutions:  

• Clear documentation of account ownership rules 
• Regular communication with account executives 
• Use of territory management tools 
• Coordinate efforts on shared accounts 
• Track and manage account hierarchies 
• Regular territory review and optimization 

Pipeline Quality vs. Quantity 

Challenge: Balancing aggressive meeting quotas while ensuring high-quality opportunities. 

Solutions:  

• Focus on accounts showing active buying signals 
• Develop clear qualification frameworks 
• Track conversion rates by lead source 
• Regular pipeline review with sales leaders 
• Adjust outreach based on historical conversion data 
• Prioritize quality over volume when resources are limited 

Data Management and Hygiene 

Challenge: Maintaining accurate, up-to-date prospect and account information across multiple systems. 

Solutions:  

• Regular data cleaning and verification 
• Consistent CRM update protocols 
• Use of data enrichment tools 
• Clear documentation of customer interactions 
• Regular database maintenance 
• Integration of various data sources 

Handling “Not Ready” Prospects 

Challenge: Managing prospects who show interest but aren’t ready to buy without losing them entirely. 

Solutions: 

• Create segmented nurture tracks 
• Monitor intent signals for buying windows 
• Develop educational content sequences 
• Set up automated re-engagement triggers 
• Track competitive engagement 
• Maintain light-touch relationships 

SDR vs. BDR: What’s the Difference? 

While SDRs and BDRs (Business Development Representatives) share similar foundational skills, these roles have distinct differences in their focus and responsibilities. Understanding these differences is crucial for organizations building their sales teams and professionals choosing their career paths. 

Primary Focus 

SDRs typically work with inbound leads and focus on qualifying prospects who have already shown interest in your solution. They respond to demo requests, handle website inquiries, and follow up with marketing qualified leads. Their primary goal is to convert existing interest into qualified opportunities. 

BDRs concentrate on outbound prospecting and creating new opportunities from scratch. They identify potential accounts, conduct research, and proactively reach out to build relationships with prospects who may not be familiar with your solutions. Their focus is on expanding the business into new markets or accounts. 

Key Responsibilities 

SDR key responsibilities include: 

• Responding to inbound inquiries promptly 
• Qualifying marketing-generating leads 
• Following up on content downloads and website visits 
• Converting interest into sales meetings 
• Nurturing leads through early buying stages 
• Working closely with marketing teams 

The 6sense Team
6sense helps B2B organizations achieve predictable revenue growth by putting the power of AI, big data, and machine learning behind every member of the revenue team.