SDR 101. What is the Sales Development Representative Role in Your Business?

Sales development is the combination of important business processes that act as the main driving force for your sales. Without a properly established sales development department, your business has fewer chances to reach out to your key customers and boost sales rates. We’ve interviewed several sales development representatives in the Fortune 500 enterprises to understand how their job affects your company’s results. Starting from today, we’re launching a series of articles related to SDR.  In this post, we will explain what SDR means and how it benefits your business.

Who Is a Sales Development Representative?

“SDRs are the tip of the spear when it comes to reaching out to prospective clients and introducing them to the solution. SDRs try to start initial conversations with these prospects through calling, emailing, and connecting through social networks. SDRs are compensated based on how many of these conversations they’re able to start”, says one of our interviewees. 


SDR or a sales development representative is the one person who is responsible for research, prospecting, and lead qualification. To put it shortly, SDRs don’t focus on closing deals but connect your marketing and sales teams to enable a more efficient outreach process. Their main goal is to identify whether generated leads fit your business or not and provide sales reps with more detailed information on how it’s better to reach these potential customers.

Sales Development Representative: Job Description

So what does a sales development representative do for your business? The sales development representative role is an entry-level position in your sales team. SDRs are responsible for filtering out leads and keeping data only on those who fit your business. As a result, sales teams don’t waste their time on leads that are no good customer fit and only outreach to leads that are likely to convert into sales. 


Sales development representative responsibilities include:

  • Research and strategy development. SDR is responsible for market research and strategy development that will help sales teams to find and engage more leads.
  • Lead generation. SDRs are the first ones to find and contact leads and identify whether they can become your customers or not.
  • Lead qualification. This is the most important task for employees taking the SDR position. The goal is to discover the needs and qualify the interests of potential customers. As soon as those needs are identified, SDRs should provide leads with product/service information. For instance, software 
  • Data collection. To increase sales efficiency, SDRs collect and upload relevant data on leads to the CRM platform to keep sales teams up to date. This data includes all of the information a sales rep needs to reach out to customers, from the most preferable contact method to the client’s status.

Companies can also implement software and process automation to help sales development representatives automate their tasks and increase their productivity. For instance, popular CRM platforms such as Salesforce and Microsoft Dynamics allow SDRs to streamline their operations and exchange important data with the rest of the team.

As for the methods used by SDRs to connect with leads, these are six most common among them:


  • Phone calls. This is probably one of the most classic ways to contact potential clients. The cold calling technique has been used in various markets for decades and proved its effectiveness. 
  • Social networks. With the introduction of social media and business networking, it has become easier for sales professionals to find and reach out to new clients. Depending on the type of your products and services, you can find customers on Facebook, LinkedIn and other networks. 
  • Emails. Email marketing is one of the most efficient ways to contact leads. However, since people receive dozens of emails every day, the goal of SDRs is to make sure that their message stands out of the competition. 
  • Direct mail. Prospects can get sales materials containing information on your products/services through delivery services or postal mail. For instance, this method is particularly popular in retail.
  • Events. Visiting various events can get you new contacts. Make sure your SDRs participate in business-related conferences to search for new clients. 
  • Personalized content. If you want to engage more clients, personalized content is a must. If you are not sure what content your customers need, you can always turn to content development services by OMI

Key Sales Development Representative Skills to Master

The effectiveness of SDRs directly depends on how many leads they move through the sales pipeline. If you are an SDR or would like to join the position, here are some top skills to develop in order to succeed.



  1. Product/service knowledge. No one can become a good salesperson without knowing what is needed to be sold. Becoming an expert on your company’s products and services is a must for a professional SDR.
  2. Time management. Keep up with the deadlines and know how to organize your working day to engage and qualify more leads.
  3. Organizational skills. This skill is crucial for any position in the labor market. As long as you can organize your tasks and internal processes, you are safe.
  4. Active listening. Every member of the sales team, including SDR, should be a good listener and identify customer’s key needs and pain points. This is the only way to find out whether these leads can become your clients.
  5. Conversational skills. As an SDR, your job is to build strong relationships with potential customers and draw their attention to your business. Analyze your leads and learn how to communicate with different people across various channels.
  6. Adaptability. Know how to change your conversation with leads in case of various situations. Try to avoid cliches and have a real talk with a customer.
  7. Self-control. It is another common but still very important hard skill for every employee. The SDR’s job is pretty tough, can be exhausting and requires resilience.
  8. Coachability. Alongside with self-awareness, SDRs should analyze their strengths and weaknesses and understand when it’s time to learn something new. Gather feedback from managers to figure out what needs to be improved.

Final Thoughts

Adding sales development to your processes will help you ensure your team is reaching out only to leads that are likely to convert into real sales. If you want to learn more about the sales development representative role in your business, keep track of the OMI blog for our next article on SDR.


If you are looking for a professional CRM support for your company, get in touch with our specialist today. Discover the OMI services and find the one that best suits your business needs.