What does a SDR?
A SDR focuses on top-of-funnel outreach to generate leads for the sales team. They research prospects, conduct outreach via email and phone, and qualify leads based on predefined criteria.
Key responsibilities include identifying target customers, booking discovery calls, maintaining CRM records, and supporting pipeline growth. SDRs often work closely with account executives and marketing teams to align messaging and targeting.
In startups, SDRs may support the full sales cycle. In larger organisations, they focus exclusively on lead generation, often specialising by industry, region, or product line with clear paths into closing roles.
Key responsibilities of a SDR.
SDRs focus on lead generation and qualification for the sales team. Responsibilities include:
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Researching prospects and identifying target accounts
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Conducting outbound outreach via email, phone, and LinkedIn
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Qualifying leads and booking discovery meetings
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Maintaining accurate records in the CRM
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Collaborating with account executives to align messaging
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Following up with inbound leads and nurturing prospects
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Learning and communicating value propositions effectively
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Managing pipeline and performance metrics
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Supporting marketing campaigns with lead follow-up
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Continuously improving outreach strategies through testing
This role blends outbound engagement with qualification and sales support.
Skills and requirements for a SDR.
SDRs generate leads and build pipelines through outbound prospecting. Employers typically look for:
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1–3 years of experience in sales or business development
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Strong written and verbal communication skills
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Confidence in cold outreach, objection handling, and qualification
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Familiarity with CRM platforms like HubSpot or Salesforce
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Ability to research and identify target prospects
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Experience scheduling meetings and discovery calls
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Self-motivated, target-driven, and resilient attitude
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Understanding of the sales funnel and lead nurturing
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Comfortable in fast-paced, high-volume environments
Most SDRs initiate conversations and qualify opportunities for sales teams.
Average salary for a SDR.
In the UK, the average salary for a sales development representative (SDR) typically ranges from £28,000 to £38,000, often with commission or bonus structures.
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Mid-level SDRs earn between £28,000 and £33,000
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Senior SDRs or those hitting high pipeline targets may earn between £34,000 and £38,000
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OTE (on-target earnings) regularly push actual take-home beyond base salary
Strong salaries and accelerators are seen in B2B tech, SaaS, and enterprise sales teams.
Career progression for a SDR.
An SDR is responsible for generating and qualifying leads, playing a crucial role in the top of the sales funnel. This role often acts as a fast-track into closing roles or sales leadership. A typical progression includes:
Sales development representative (SDR)
Prospects leads, qualifies inbound enquiries, and books meetings for account executives. Builds cold outreach and CRM experience.
Business development manager
Owns the full sales cycle — from discovery to close. Meets quarterly revenue targets.
Sales manager
Manages a team of closers or SDRs. Tracks pipeline metrics, performance, and forecasting.
Sales director / Head of business development
Leads the sales department. Aligns sales strategy with business goals, revenue targets, and market expansion.
salary guide
Our UK operations salary guide.
SDRs identify leads, build pipelines, and support early-stage sales conversations. Salary should reflect outreach volume, CRM experience, and communication skills.
Our UK operations salary guide includes benchmarks for SDR roles, 2024 comparisons, hiring insights, and projections through to 2026.
FAQS
Sales development representative FAQs.
B2B SaaS, fintech, and martech firms are the most common in-house employers. These businesses value SDRs who can engage mid-market and enterprise prospects. Agencies and outsourced sales partners often support high-volume outbound, but product-driven firms prefer internal teams to ensure message alignment.
Inbound SDRs focus on qualifying leads from content, demos, or webinars. Outbound SDRs prospect cold — researching, crafting messages, and booking first meetings. Outbound roles are more research- and resilience-heavy, especially in competitive UK sectors.
After 12–18 months, many SDRs move into account executive roles, handling full sales cycles. Others progress into revenue operations, SDR team lead, or customer success — depending on skillset and company structure.
Curiosity, coachability, and written communication. Experience with outreach tools like Salesforce or HubSpot helps, but personality fit and motivation usually matter more — especially in high-volume outbound teams.
