Glossary:

Sales Roles & Team Structure

Master the essential revenue and financial metrics that drive B2B SaaS success. From ARR and MRR to retention metrics and customer economics, these terms are critical for understanding pipeline health, forecasting growth, and making data-driven decisions.

Sales Development Representative (SDR)

Short Definition

Qualifies inbound leads and prospects outbound to generate SQLs, handing them off to Account Executives for closing in B2B SaaS.

Definition

The Sales Development Representative focuses on the top of the funnel, identifying and qualifying potential customers through inbound lead response and outbound prospecting. SDRs use email, calls, LinkedIn, and tools like Apollo/Salesloft to book meetings, ensuring only high-fit opportunities (SQLs) reach AEs. In B2B SaaS, they filter noise, accelerate pipeline generation, and maintain high activity volumes while honing discovery skills for future AE roles.

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Unlike AEs (who close), SDRs specialize in volume-based qualification using frameworks like BANT or CHAMP, typically handling 50–100 touches/day across 40–60 accounts/week.

Responsibilities

  • Inbound Response: Qualify MQLs within SLA (ideally <30 min), conduct discovery to validate fit.
  • Outbound Prospecting: Research ICP accounts, multi-thread (3–5 contacts/account), personalized cadences.
  • Meeting Booking: Schedule discovery calls/demos with AEs, maintain 10–15 meetings/week.
  • Pipeline Hygiene: Accurate CRM updates, disposition leads, feedback loops to marketing.
  • Tool Mastery: LinkedIn Sales Nav, Outreach/Apollo, Gong for call analysis.
  • Collaboration: Handoff SQLs with intel (pain, budget, timeline).​

SDR Levels & Focus

Level Meetings/Week Key Focus Ramp Time
SDR (Entry) 8–12 Inbound + light outbound 30–45 days
Senior SDR 12–18 Heavy outbound, ABM 60 days
Outbound SDR 15–20+ Net new accounts only 45–60 days

Performance Metrics

  • Meetings Booked: 10–15/week (top performers 20+).
  • SQL Conversion: 40–60% of meetings become SQLs.
  • Pipeline Generated: $500K–$1M/quarter per SDR.
  • Activity Volume: 50–80 calls/day, 60–100 emails/day.
  • Promotion Rate: 60–70% promote to AE within 12–18 months.

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Ramp Targets: 50% productivity Month 1, 75% Month 2, full quota Month 3.

Real-World Examples

  • An SDR responds to 25 inbound MQLs/day, qualifies 8 into SQLs, generating $750K pipeline/month via 12 AE handoffs.
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  • An Enterprise Outbound SDR targets VP Finance at 50 F500 accounts, books 16 meetings/quarter through personalized video + LinkedIn + email.
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  • A high-velocity SDR team (4 reps) generates 60 meetings/week, converting 55% to SQLs, fueling AE pipeline at 4x coverage.

Common Challenges

  • Burnout: High-volume cold outreach rejection rates (95%+).
  • Poor Leads: Marketing sends low-fit MQLs wasting SDR time.
  • Tool Fatigue: Managing 5+ tools (CRM, dialer, email, LinkedIn).
  • Handoff Friction: AEs reject "weak" SQLs hurting metrics.
  • Promotion Pressure: "AE or GTFO" culture after 12 months.​
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The Fix: ICP clarity, lead scoring, A/B cadence testing, joint SDR/AE handoff process, career pathing.

Frequently Asked Questions

What’s the difference between an SDR and a BDR?

Usually,
SDR = inbound + outbound. 

BDR (Business Development Rep) = outbound only.

What's a good SDR ramp time?

30–45 days to full productivity. 

Week 1: training & tools. 

Month 1: ramp.

Should SDRs demo product?

Not usually. Demo execs and sales engineers typically run demos. SDRs are responsible for booking the meeting.

What’s the ideal SDR to AE ratio?

Mature Teams: 1:1 to 1:2 

Early-stage: 1:3+, since AEs close more.

How do I retain my top SDRs?

Clear the AE promotion path (12–18 months), shadow ramps, give quota relief during transition.

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‍Last Updated: December 18, 2025

‍Reviewed by: Ben Hale

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