The role of a B2B Sales Development Representative (SDR) is one of the most all-encompassing professions in B2B sales & marketing.
The position not only demands creativity and ingenuity, but also a scientific approach where strategy and accurate judgement are needed for a rounded skillset.
The role also requires tenacity, resilience, a high level of motivation, constant adaptation and the ability to effectively multitask in a fast-paced, non-linear working style.
Successful B2B SDRs must be able to juggle multiple priorities and continuously adapt, measure, and refine their approach in order be effective.
Below we delve into the daily duties of an SDR and explore why this role, although challenging, is absolutely crucial to the success of the sales team as a whole...
SDR Daily Tasks: Prioritisation and Planning
After an obligatory morning coffee (emphasis on obligatory), every SDR must start their day with a clear focus on prioritisation and planning, and often this can begin before the office doors open - it may sound corny, but the maxim “fail to prepare, prepare to fail” is entirely apt.
If dealing with international prospects, one of the key tasks is reviewing overnight developments, especially when covering multiple regions with different time zones. Responding rapidly (particularly for regions where there is limited cross over of the working day) not only indicates to the prospect that they’re valued, but also maximises potential follow up time in cases where the available hours between the SDR and prospect are limited.
B2B SDR Best Practices - Plan the Work & Work The Plan
Due to the varied nature of the role, successful SDRs should walk into the day with a clear plan of action, knowing how they will be spending their time. This may be working to identify TAM (total addressable market), research into new prospects or focusing on outreach. If outreach activities are being carried out, then deciding who they should be reaching out to, and on what channels (phone, email or LinkedIn) is crucial.
Successful SDRs are also required to be familiar with a broad range of technologies, with a toolkit that may incorporate:
- - Structured data sources to identify TAM / target accounts that fit ICP (Ideal Customer Profile)
- - Contact data sources (SalesNav / Cognism / Lusha / Apollo etc.)
- - Intent platforms (G2 / Bombora etc.)
- - CRM – of course
- - Marketing automation platforms
- - Sales outreach tools (Salesloft etc.)
Whilst it is technically possible to be successful without most of the above, realistically having the appropriate tech stack enables a far greater degree of effectiveness and the most successful SDRs will be highly capable in using it.
With such a multifaceted role it is also essential that, whatever the activity plan contains, it all links back to the ultimate objective of identifying, engaging and driving appropriate prospects down the sales funnel. It’s all too easy to get caught up in individual activities and lose sight of the ultimate objective of the role.
B2B Lead Generation - Strategic Research Time
There is a point in the process when the focus shifts heavily towards research. Before starting your outreach, it’s important to know your target audience, from both an account and contact level. Whilst some of this may be done during the qualification of prospects, prior to this it is essential to carry out research to understand if your accounts fit your ICP, and if the contacts within those accounts fall within your target personas. This methodology allows SDRs to avoid the scattergun approach, which is both time-wasting and ineffective.
Multi-Channel Outreach
It’s important to note that whilst technology has brought with it a plethora of outreach channels, a combination of both online and offline approaches will always generate the greatest return.
Email components help to generate interest and provide a strong follow up mechanism, while inbound enquiries need to be filtered for quality then rapidly responded to, and the phone is a critical component to enable in-depth dialogue and bring in the human touch to the engagement process. Of course, not every conversation will go as planned, and some prospects will have objections that need to be handled there and then. However, a conversation is one the most effective tools in assessing whether an individual prospect is worthy of sales engagement.
It is also crucial to analyse each channel and identify which one is performing best. As a general rule of thumb, a best practice here is to measure which are your most effective outbound channels and sequences so they can be refined over time. To be effective, intelligence & personalisation are required. From short-form LinkedIn content to clever email cadences and timely phone calls, effective SDRs must adopt an intelligent targeted approach instead of a 'one-size-fits all' strategy.
Focusing on Outcomes, Not Just the Process
While the day-to-day role of the effective SDR involves multi-tasking, research, and outreach, the focus should always be on outcomes, not necessarily the process. It's easy to get bogged down with the mechanical, box-ticking nature of writing emails, making phone calls, managing CRM entries - but the real question is: Are you achieving your goals?
With the rise of new qualification frameworks, such as MEDDIC, SDRs need to move beyond traditional methods like BANT (Budget, Authority, Need, Timeline) to qualify prospects with a higher level of granularity. MEDDIC focuses on; Metrics, Economic buyer, Decision criteria, Decision process, Identify pain, and Champion Metrics, ensuring that SDRs can engage with prospects more effectively and drive better-qualified leads into the pipeline.
Effective SDRs know how to prioritise their time for maximum impact, which involves a strategic approach to planning the day, assessing which prospects to reach out to first and which channels are likely to yield the best results. SDRs should always focus on the end goal: driving qualified leads down the pipeline to the sales team.
Conclusion: A Constant Cycle of Adaptation
A day in the life of an SDR can be dynamic and demanding. Success hinges on the ability to test, measure, and refine, continuously evolving approaches based on the outcomes you’re aiming for. From starting the day with clear objectives to adjusting outreach based on feedback and performance data, the role is crucial for the growth of any business.
Ultimately, being an SDR is about focusing on the endgame: moving prospects through the pipeline, qualifying leads effectively, and supporting the sales team with high-quality opportunities.
With a strategic mindset, adaptability, and a focus on results, SDRs can thrive in this challenging yet rewarding role.
About Us
GCL is a B2B sales & marketing services provider specialising in Lead Generation through Telemarketing, Data and Research.
We have over 35 years of experience providing intelligent, unscripted demand generation services.
Our B2B demand generation service gives you the best possible start to conversations that can maximise your business return. Our expert multilingual staff engage with your prospect and client accounts on a personal level by taking a tactful, unscripted approach, nurturing when it is appropriate to do so.
If you would like to speak to us regarding your SDR resource requirement, please don't hesitate to get in touch.
If you would line to find out more about costing B2B SDR resource, take a look at our guide below...
