What Is an SDR (Sales Development Representative)?

A Sales Development Representative (SDR) is a sales professional responsible for outbound prospecting, lead qualification, and booking meetings for Account Executives. SDRs are the engine of the modern B2B sales pipeline — they make the first contact, validate fit, and hand off qualified opportunities to closers.

What Does an SDR Do Day-to-Day?

The SDR role is laser-focused on top-of-funnel activity. A typical day includes 50–80 cold calls, 30–50 personalized emails, LinkedIn outreach, and CRM hygiene. SDRs don't close deals — they create pipeline. Their success is measured by meetings booked, qualified opportunities generated, and pipeline value created.

High-performing SDRs master objection handling, personalized messaging, and multi-channel sequencing. They work closely with marketing (for inbound lead follow-up) and AEs (for handoff quality).

SDR Compensation & Career Path

SDR base salaries in the US range from $45,000 to $65,000, with OTE (On-Target Earnings) of $70,000–$95,000 depending on market and company stage. Top performers at well-funded startups can clear $100K+ OTE. The role is typically a 12–18 month stepping stone to Account Executive or sales leadership.

SDR vs. BDR: What's the Difference?

The distinction varies by company, but generally SDRs focus on outbound prospecting while BDRs handle inbound lead qualification. Some companies use the titles interchangeably. Read our full SDR vs. BDR comparison for a detailed breakdown.

How to Hire Great SDRs

Hiring SDRs is notoriously difficult — average time-to-hire is 36 days, turnover is high (35% annual), and the cost per hire ranges from $8,000–$15,000 through traditional recruiting. AI-powered platforms like Shortlist deliver pre-screened, scored SDR candidates in 48 hours — cutting time-to-hire by 80%.