What is a sales development representative (SDR)?
A sales development representative (SDR) is a salesperson who prospects and qualifies leads, then books meetings for account executives.
Why it matters for sales teams
SDRs sit at the top of the pipeline. Their job is to turn names on a list into qualified conversations, so account executives can spend their time on deals instead of prospecting. A typical SDR day mixes cold calling, cold email and follow-up. Success is measured in meetings booked and sales-qualified leads passed on, not in closed revenue.
Because the role is activity-heavy, managers watch sales activity metrics such as dials, conversations and meetings set. The handoff to the AE matters most: a meeting with the wrong person or a poor fit wastes time on both sides.
Example
A software company hires four SDRs to work a list of mid-sized logistics firms. Each SDR researches accounts, calls and emails the operations leaders, and asks a few qualifying questions. When a prospect has a real need and agrees to a call, the SDR books it on an AE's calendar and logs the notes in the CRM.
SDR vs BDR
Some companies use the two titles interchangeably. Where they are split, SDRs often handle inbound leads and BDRs focus on outbound prospecting. The line varies from company to company, so the job description tells you more than the title.