What Is a Sales Development Representative (SDR)?

A Sales Development Representative (SDR) is a B2B sales professional who specializes in outbound prospecting, qualifying inbound leads, and generating pipeline for Account Executives to close. SDRs sit at the very top of the revenue funnel — they are the engine that fills the pipeline every AE depends on to hit quota.

The SDR Role in the Modern Sales Organization

The SDR function emerged in the early 2000s as B2B companies recognized that separating prospecting from closing improved both activities. Today, the SDR model is standard across SaaS, fintech, and B2B services companies of every size. An SDR daily work centers on three activities:

• Outbound prospecting — identifying target accounts, researching decision-makers, and initiating contact through cold calls, cold emails, and LinkedIn outreach
• Inbound lead qualification — following up on demo requests, content downloads, and marketing-qualified leads (MQLs) to determine fit
• Meeting booking — scheduling qualified discovery calls and demos for Account Executives

SDR Metrics and Quota

SDRs are measured on activity volume and pipeline output. Common KPIs include meetings booked per month (typical quota: 8-15), Sales Qualified Leads (SQLs) generated, pipeline value created, and email/call activity rates. SDR quota attainment across the industry averages 65-70%, meaning a well-designed quota leaves room for growth without demoralizing the team.

SDR Compensation

SDR base salaries in the US range from $45,000 to $65,000, with OTE of $70,000-$95,000. Top performers at well-funded startups can earn $100K+ OTE. Variable comp is typically tied to meetings held, SQL conversion, or pipeline value — not just meetings booked, to align SDR incentives with AE outcomes.

SDR Career Path

The SDR role is the standard entry point into B2B sales. Most SDRs promote to Account Executive within 12-18 months. Promotion criteria typically include: consistent quota attainment (90%+ for 3+ consecutive months), demonstrated discovery call skills, and pipeline management discipline. Some SDRs move laterally into marketing, customer success, or revenue operations.

How to Hire SDRs Faster

Average time-to-hire for SDRs is 36 days through traditional channels. That is 36 days of missed pipeline. AI-powered hiring platforms like Shortlist deliver pre-screened, scored SDR candidates in 48 hours — cutting time-to-hire by 80% and reducing cost per hire by up to 70%. Get a free SDR candidate shortlist