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Sales Dev Reps: What Do They Do?

What do sales development representatives do?

What do sales development representatives do?

Sales development representatives (SDRs) play a crucial role in the sales process of a company. They are responsible for generating leads, prospecting potential customers, and setting up appointments for the sales team. In this blog, we will explore the key responsibilities of SDRs and the impact they have on the overall sales performance.

Lead Generation

One of the primary tasks of an SDR is to generate leads. They utilize various strategies to identify potential customers who may be interested in the company’s products or services. This can include cold calling, email campaigns, social media outreach, and attending industry events.

SDRs conduct thorough research to understand the target market and create a database of potential leads. They analyze customer profiles and behavior to identify the most promising prospects. By effectively generating leads, SDRs contribute to the growth of the sales pipeline.

Prospecting and Qualification

After identifying potential leads, SDRs engage in prospecting to determine their level of interest and qualification. They reach out to the leads through phone calls or emails to understand their needs, challenges, and buying potential. This enables them to qualify the leads based on specific criteria set by the sales team.

SDRs use their communication and persuasion skills to engage with prospects and build relationships. They ask targeted questions to gather relevant information and assess whether the prospect is a good fit for the company’s offerings. By effectively qualifying leads, SDRs ensure that the sales team focuses their efforts on the most promising opportunities.

Appointment Setting

Once a lead is qualified, SDRs are responsible for setting up appointments between the prospect and the sales team. They coordinate with both parties to find a mutually convenient time and ensure that all necessary information is shared prior to the meeting.

SDRs play a crucial role in the smooth transition of a lead from the prospecting stage to the sales stage. By effectively setting up appointments, they provide the sales team with valuable opportunities to convert leads into customers.

Collaboration with Sales Team

SDRs work closely with the sales team to align their efforts and optimize the overall sales process. They provide regular updates on lead generation, prospecting, and appointment setting activities. This collaboration helps the sales team understand the quality and quantity of leads generated, enabling them to prioritize their efforts accordingly.

Additionally, SDRs gather feedback from the sales team regarding the quality of leads and the effectiveness of the prospecting process. This feedback loop allows for continuous improvement and refinement of the lead generation strategies.

Metrics and Performance Tracking

SDRs are responsible for tracking and analyzing key metrics related to their activities. These metrics include the number of leads generated, the conversion rate from lead to appointment, and the overall contribution to the sales pipeline. By monitoring these metrics, SDRs can identify areas for improvement and optimize their strategies for better results.

Furthermore, SDRs track the performance of individual leads and provide insights to the sales team. This data helps the sales team understand the effectiveness of their sales process and make data-driven decisions to improve their conversion rates.


Sales development representatives play a vital role in the success of a company’s sales efforts. Their responsibilities encompass lead generation, prospecting, appointment setting, collaboration with the sales team, and metrics tracking. By effectively executing these tasks, SDRs contribute to the growth of the sales pipeline and increase the chances of converting leads into customers.

It is important for companies to invest in training and supporting their SDRs, as they are the driving force behind the initial stages of the sales process. By providing them with the necessary tools and resources, companies can empower their SDRs to excel in their role and achieve outstanding results.

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