What Does an SDR Do? A Sales Development Rep's Day Explained
An SDR finds and qualifies prospects, then books meetings for the sales team. See the daily tasks, the skills that matter and how SDRs are measured.
By the Zenstack team · · 2 min read
SDR stands for sales development representative. It is the first role in most sales teams and often the first sales hire a startup makes. Here is what the job involves.
The SDR's job in one sentence
An SDR finds people who might buy, starts a conversation, checks they are a real fit, and books a meeting with someone who can close the deal.
What an SDR does each day
- Builds prospect lists. Finds companies and people that match your ideal customer.
- Researches. Looks for a reason to reach out, such as a new hire, a funding round or a job post.
- Sends cold emails. Short, personal messages in a planned sequence.
- Makes calls. Often 50 or more dials in a focused block.
- Uses LinkedIn. Connection requests and messages alongside email.
- Handles replies. Answers questions and objections, and qualifies interest.
- Books meetings. Puts qualified prospects on the calendar.
- Updates the CRM. Records every touch so nothing is lost.
A typical day
- Review overnight replies and book any meetings
- A call block to the day's list
- Research and add new accounts
- Personal emails and LinkedIn messages
- Update the CRM and send a short summary
What an SDR does not do
SDRs do not run demos, negotiate price or close deals. That is the account executive's job. We explain the split in SDR vs account executive.
Skills that make a good SDR
- Clear writing. Most first contact happens by email.
- Confidence on the phone. Calm, friendly and brief.
- Curiosity. Good research produces better messages.
- Resilience. Most outreach gets no reply. The job needs steady effort.
- Organisation. Following up on time matters more than talent.
How SDRs are measured
The headline number is qualified meetings booked. Behind it sit activity numbers such as emails sent, calls made and reply rates. See the full list in SDR KPIs: the metrics to track.
SDR, BDR and appointment setter
Many companies use SDR and BDR (business development representative) for the same job. An appointment setter is different: they follow up leads you already have. See appointment setter vs SDR.
Do you need one?
You likely need an SDR if founders are doing all the prospecting, your closers have empty calendars, or outbound happens only when someone has spare time. For timing, read when to hire your first SDR.
A full-time remote SDR through Zenstack works your exact hours in your CRM, with rates from $12 an hour. For the numbers, see how much an SDR costs.
Frequently asked questions
What does SDR stand for?
Sales development representative. The role focuses on finding and qualifying prospects and booking meetings for the sales team.
Is an SDR an entry-level job?
It is often the first role in a sales career, but experienced SDRs are much more effective. Skill in writing, calling and research takes time to build.
Can an SDR work remotely?
Yes. The work is done by email, phone, LinkedIn and CRM, so it suits remote work well, as long as the SDR works your business hours.