← Glossary Sales

SDR (Sales Development Representative)

The salesperson who finds and qualifies leads, then hands them to an AE for closing.

Explained simply.

SDRs do prospecting: researching accounts, sending cold outreach, making discovery calls, qualifying leads. They don't close deals themselves. They hand qualified opportunities to an AE (Account Executive), who takes over. The split exists because prospecting and closing are very different skills, one is volume + persistence, the other is deal shaping + relationship.

An example.

100 accounts in an SDR's weekly queue. They send 500 outbound emails and calls. 20 respond; 8 agree to an intro call; 3 become qualified opportunities. Those 3 go to AEs. The SDR's quota is meetings booked, not revenue closed.

Why it matters.

The SDR-AE split is the backbone of B2B sales for deals over $10-20k. If your deals are smaller, self-service might beat SDRs. If larger, you probably want BDRs (outbound SDRs) AND inbound SDRs AND AEs, a small sales org already.