What is the Role of SDR in Marketing and Sales

If you’ve ever wondered who’s behind the first conversation between a business and a potential customer—it’s usually the Sales Development Representative (SDR). They’re the ones driving the early stages of the sales process, reaching out, qualifying leads, and making sure only the right prospects make it to the sales team.

But SDRs don’t just belong to sales—they work across both sales and marketing. They follow up on leads from campaigns, give feedback on messaging, and ensure prospects are a good fit before passing them on. In short, they’re the bridge that keeps your pipeline moving and your teams aligned.

So, what exactly do SDRs do, what skills do they need, and how can they thrive in today’s fast-moving sales environment? Let’s break it down.

Who is a Sales Development Representative?

A Sales Development Representative focuses on the early part of the sales cycle. They’re the ones reaching out to potential customers—whether through cold outreach or by responding to marketing leads—to see if there’s a genuine fit between the prospect and the company’s offering.

Their main goal is to qualify leads by asking the right questions, understanding the customer’s needs, and deciding whether it makes sense to move forward. Once a lead is ready, it’s passed along to the sales team to continue the conversation and work toward a deal. SDRs help create a smoother process by setting clear expectations and building that initial connection.

Role of SDR in Marketing and Sales?

This is a common question, and the answer isn’t black and white. SDRs often work at the intersection of both. While their title includes “sales,” they also support marketing efforts in real time.

They follow up on leads generated by campaigns, offer feedback on how those leads are responding, and help refine messaging based on what they hear in the field. At the same time, they help the sales team by filtering out unqualified leads and saving time for reps who are focused on closing. So while SDRs may officially sit under one team, they’re involved in both.

Now let’s look into the top responsibilities and roles that SDR has to handle, i.e., who do SDRs do?

What Do Sales Development Representatives Do?

Is SDR marketing just about cold outreach? Not quite. SDRs wear many hats, and while outreach is a big part of the job, their responsibilities go beyond that. They play a key part in both sales and marketing efforts, contributing to pipeline growth and helping the company scale.

There are three core responsibilities that define the SDR role—each one playing a direct part in driving lead quality, improving team alignment, and moving deals forward.

Strategies for Effective Prospecting

If you're looking to grow revenue, prospecting isn't optional—it's foundational. And when done well, SDR prospecting does more than just fill the pipeline. It brings in leads that are actually aligned with your ideal customer profile (ICP), giving your sales team a stronger starting point.

• Identify Ideal Customer Profiles (ICP)

SDRs work with marketing and sales leaders to define who your ideal customers are. This includes pinpointing industries, company sizes, decision-maker roles, and specific needs that match what your product solves. The clearer the ICP, the more targeted and efficient the outreach becomes—helping SDRs focus their time on the most promising prospects.

• Conduct Outreach

Once the ICP is clear, SDRs start reaching out. But it's not just about sending emails or making cold calls. A strong outreach strategy involves multiple channels—email, phone, and social media—all used together to connect with prospects wherever they’re most active. In fact, multi-channel outreach has been shown to improve response rates by up to 70%.

By using this approach, SDRs increase their chances of getting noticed and starting meaningful conversations.

• Personalized Messaging

Generic outreach doesn’t cut it. SDRs take the time to understand a lead’s business challenges and tailor messages accordingly. This level of personalization helps build trust and leads to better engagement. 

For business leaders focused on return on investment, personalized outreach often translates to higher-quality interactions and stronger conversion rates.

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For this, solutions like Alisha (AI SDR) come in handy as they can automatically write personalized emails with an open rate of 50%.

• Lead Qualification and Nurturing

Getting a response is only half the job. The next step is figuring out whether a lead is actually worth pursuing—and if not, whether they might be later on.

• Qualify Leads

SDRs use frameworks like BANT (Budget, Authority, Need, and Timing) to assess each lead. This isn’t just about ticking boxes—it’s about making sure your sales team spends their time with prospects who have real potential. The result: better efficiency, more meaningful meetings, and fewer dead-end conversations.

• Nurture Leads

Not every lead is ready to make a decision today—and that’s where nurturing comes in. Nurtured leads have been shown to make 47% larger purchases than non-nurtured leads, underscoring the importance of consistent engagement.

SDRs stay in touch by sharing helpful content, checking in periodically, and staying top of mind until the time is right. This kind of consistent follow-up keeps the door open and builds trust.

• Focus on Quality

Rather than casting a wide net and hoping for the best, SDRs aim for precision. They focus on reaching out to prospects who not only match your ICP but also show signs of real interest. That attention to quality helps improve pipeline health and sets the stage for more successful sales conversations.

2. Communication and Collaboration Techniques

SDRs don’t just connect with prospects—they also connect teams. Sitting between marketing and sales, they help keep communication clear and handoffs smooth.

Educate Prospects

A big part of the SDR’s job is to help prospects understand how your product solves their specific challenges. To do this effectively, SDRs need to stay current on product updates, new features, and broader industry trends so they can speak with confidence and clarity.

Collaborate with Account Executives (AEs) and Business Development Reps (BDRs)

SDRs are often the first human interaction a prospect has with your brand. They act as a filter—qualifying leads, identifying fit, and passing them along to AEs (or ARs, depending on your org structure) who then take over and focus on closing the deal.

In larger teams, the structure might be split further: SDRs handle inbound leads, while BDRs focus on outbound outreach. 

Regardless of the setup, smooth handoffs are key. SDRs give AEs the context they need—such as what challenges the prospect is facing or what they responded to—which helps tailor the sales approach and improves close rates.

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ARs and AEs rely heavily on SDRs to keep the pipeline full of qualified leads. Without that filter, sales teams waste time on bad-fit prospects, which can lead to longer sales cycles and missed opportunities.

Also, it’s worth noting that many SDRs eventually move into roles on either the sales or marketing side. The skills they build—communication, research, strategic outreach—set them up well for either path.

Keep Detailed Records with CRM and Communication Tools

To stay organized and efficient, SDRs rely on CRM platforms to track every interaction, touchpoint, and follow-up. This not only helps SDRs stay on top of their work—it also creates a reliable system for handoffs between teams.

CRMs provide visibility across departments, hold reps accountable, and keep everyone aligned. For founders or sales leaders building out their teams, getting the right systems in place early on helps avoid confusion later and supports long-term growth.

We’ve discussed the role of SDR in sales and marketing, but what about the skills required? Let’s find out.

What Skills Does an SDR Need?

The SDR role requires a unique skill set that blends communication, research, and organization. Here are some key competencies:

Communication Skills

SDRs are in constant contact with prospects, whether it’s over a call, email, or social message. Being able to clearly explain what the product does, how it solves a problem, and why it matters is essential. Strong SDRs can adjust their tone, wording, and level of detail based on who they’re speaking to—be it a mid-level manager or a C-suite exec.

Active Listening

Listening goes hand-in-hand with communication. It’s not just about hearing the words—it’s about understanding intent. Active listeners pick up on buying signals, objections, and gaps the product can fill. It also helps move away from rigid scripts and toward real conversations, which builds trust faster.

“Active listening saves you time. If you don’t pay attention, you may realize at the end of the call that the lead was never a fit in the first place.” — Former SDR, Cognism

Product Knowledge & Buyer Personas

SDRs need to be more than just conversational—they need to be informed. Understanding how the product works and how it helps specific buyer personas is crucial for credibility. This means knowing the common pain points of your ICP and being able to tailor your message based on their industry, role, and goals.

Research & Personalization

Before reaching out, SDRs should research the lead’s company, role, recent news, and potential pain points. This allows them to personalize outreach and create relevance in the first message.

For example, a company hiring rapidly might be dealing with operational bottlenecks. That’s a perfect entry point for positioning a scalable solution.

Smart research also includes knowing the competitive landscape, market trends, and what’s happening in the customer’s industry.

Technical Proficiency

An SDR's day-to-day depends on tools. Comfort with the following is essential:

• CRM systems like Salesforce or HubSpot for tracking conversations
• Sales engagement tools like Outreach or Salesloft for sequencing and automation
• Lead data platforms like Apollo or ZoomInfo for enrichment
• Channels like email, phone, LinkedIn, and video for outreach

Using these tools well ensures SDRs stay productive, organized, and consistent across high volumes of outreach.

Emotional Intelligence

The best SDRs know how to read the room—even virtually. Empathy helps them understand the buyer’s mindset, respond to hesitation with tact, and make interactions feel like a conversation instead of a pitch.

This human connection makes it easier to uncover pain points, build trust early, and make a case for moving forward in the pipeline.

Time Management and Organization

SDRs handle a lot: follow-ups, note-taking, updating CRMs, booking meetings, and staying on top of their pipeline. Without a system, things fall through the cracks. With strong time management, SDRs keep their activity consistent, hit their daily/weekly targets, and maintain clean records that help AEs close faster.

Understanding the Customer's Journey

It is crucial for SDRs to understand the customer's journey and the differentiation of roles in sales and marketing. This includes qualifying inbound marketing leads without over-qualifying them to avoid inefficiencies and ensure a well-structured go-to-market (GTM) strategy.

Along with acquiring the right skills, you also need to adopt the right attitude to succeed as an SDR.

How to Succeed as a Sales Development Representative 

Succeeding as an SDR goes beyond hitting numbers. It’s about building the habits, mindset, and strategies that help you consistently deliver value across both marketing and sales functions. Here’s how to thrive as an SDR.

Stay coachable and curious

Top-performing SDRs never stop learning. They regularly seek feedback, apply it quickly, and stay curious about how their product fits into the market. This curiosity extends to prospects, competitors, and industry shifts. 

The more context you have, the more relevant your outreach becomes. Being coachable also means showing you're open to better ways of working and growing within the team.

Check out: How AI is Revolutionizing Sales Enablement: Real-World Use Cases and What's Next!

Know your role—and your metrics

SDRs don’t all operate under the same expectations. Success in one company might mean booking qualified meetings; in another, it might come down to raw outreach volume. 

Understand your company’s sales goals, how your performance is measured, and where you fit into the go-to-market motion. Ask early, clarify often, and align your daily focus with what matters most to the business.

Build product knowledge and customer insight

You can’t connect with prospects if you don’t understand what you’re offering—or who it’s for. Learn the product thoroughly, study how current customers use it, and pay attention to who tends to convert. 

This will help you identify better-fit leads and speak confidently during outreach. Deep product knowledge paired with an understanding of your buyer personas sets you up for smarter conversations.

Structure your workflow for consistency

Consistency beats intensity. It’s easy to burn out if you treat prospecting as a sprint. Instead, build systems—use time blocking, organize your follow-ups, and rely on your CRM and automation tools to stay on top of every lead. A clear workflow ensures no one falls through the cracks and your pipeline stays healthy over time.

Drive better handoffs

Your job doesn’t stop once the meeting is booked. A strong SDR ensures the AE has the full context they need to take the conversation forward. 

That includes the lead’s pain points, objections, timelines, and stakeholders involved. A proper handoff avoids repetitive questions and gives the AE room to dig deeper, improving the chances of a successful close.

Stay adaptable

What worked last month might not work now. SDRs need to test different outreach styles, messaging strategies, and tools to stay effective. That could mean experimenting with video prospecting, switching up email formats, or shifting your cadence. Staying flexible helps you respond to changes in buyer behavior and adjust to evolving team strategies.

Practice resilience and confidence

Rejection is part of the job—but it shouldn’t define your mindset. Effective SDRs keep showing up with energy, even after a rough day of no-shows or hang-ups. 

Confidence in your process, your product, and your contribution to the team helps you bounce back and stay consistent. Resilience, over time, becomes one of the most valuable traits in this role.

Build strong internal and external networks

SDRs who connect with peers across marketing, sales, and operations tend to progress faster. Internal collaboration helps improve lead quality and sales alignment. 

Meanwhile, engaging with the broader SDR community—through events, communities, or informal peer groups—keeps you exposed to new tactics, tools, and mindsets.

By focusing on these metrics and skills, you can excel in SDR marketing, fueling your company’s pipeline and bridging the gap between marketing and revenue.

Now, let’s dive into the tools that SDRs can utilize to boost their work performance.

Tools and Platforms for SDRs

A strong tech stack plays a major role in helping SDRs work smarter and faster. In fact, a recent LinkedIn poll by PeerSignal found that 53% of respondents believe the future of marketing lies in a combination of AEs, AI, and SDRs—underscoring just how central tech has become to modern sales development

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A variety of tools support SDRs in executing their roles effectively. Here are some of the most commonly used types:

Lead Qualification Tools

Lead qualification tools help SDRs score leads, generate sales-qualified leads, prioritize high-potential clients, and streamline the qualification process.

1. Apollo: Apollo offers an extensive database of prospects enriched with contact details and behavioral insights that SDRs can use to identify and qualify leads. Apollo’s advanced filters help SDRs find leads that match the company’s Ideal Customer Profile (ICP), boosting the efficiency of prospecting efforts.
2. Resquared (Re2.ai): Resquared is a powerful sales automation tool tailored for reaching local businesses. It offers a comprehensive local business database and advanced sales features. It simplifies lead generation by connecting sales teams with the right local prospects while automating outreach to maximize efficiency.
3. SurfaceLabs (withsurface.com): SurfaceLabs provides AI-driven, no-code forms designed to elevate lead capture, qualification, and nurturing. With seamless CRM integration, it automates workflows, delivering enriched data and qualified leads directly to sales teams.

CRM Systems

Customer Relationship Management (CRM) platforms are essential for tracking leads, managing communication, and collaborating with team members.

1. HubSpot CRM: HubSpot CRM is known for its intuitive interface and rich feature set. It offers comprehensive lead management, automated call and email tracking, and customizable reporting, making it ideal for SMBs looking for powerful yet user-friendly CRM capabilities.
2. Salesforce CRM: A market leader in CRM, Salesforce provides advanced customization and a powerful suite of features for larger teams. It is designed for businesses that require a flexible, scalable CRM solution with integration across multiple departments.
3. Zoho CRM: Zoho CRM is another excellent choice, particularly for smaller teams that need a comprehensive yet affordable solution. With Zoho, SDRs can manage contacts, automate outreach, and monitor lead progress.

AI and Automation Tools

Automation tools enhance SDR productivity by handling repetitive tasks like email follow-ups and outreach scheduling, freeing SDRs to focus on more strategic activities.

1. Alisha AI SDR: Alisha AI SDR is a virtual assistant explicitly designed for SDRs. It handles tasks like lead follow-ups and data entry. This tool uses AI to learn from past interactions, enabling it to make smarter recommendations for future outreach. Its powerful ThorV2 engine can generate more accurately than ChatGPT’s model.
   

2. Roger Tool (thanksroger.com): Roger is a smart e-contract app designed to streamline contract creation, signing, and management all in one place. It lets you securely send, track, and sign documents online, making contract workflows faster and hassle-free. With ThanksRoger, you can skip the paperwork and manage all your contracts digitally, anywhere, anytime.
3. Outreach.io: Known for its robust sales engagement features, Outreach.io automates entire communication sequences, helping SDRs maintain consistent contact with leads. It also provides engagement analytics, helping SDRs fine-tune their approach over time. 

Each tool has a unique USP, so assess your needs and then choose a combination of tools best suited to your requirements.

Conclusion

SDRs are the engine behind consistent pipeline growth. They help businesses stay on top of lead generation, qualify the right prospects, and keep sales conversations moving—all while juggling a fast-paced workload. 

With the right tools in place—like CRM platforms, automation, and lead scoring—SDRs can cut through the noise, focus on high-potential leads, and drive better results without spinning their wheels.

But as targets rise and pressure builds, even the best SDRs can’t do it all manually. That’s where Floworks steps in. Built for founders, CEOs, and sales managers, Floworks gives your SDR team the boost they need by automating routine tasks and sharpening lead qualification. 

With Alisha, your AI SDR assistant, your team can spend less time on repetitive work and more time on what matters—strategic outreach, stronger engagement, and driving revenue without burning out.

Alisha AI SDR

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FAQs

What are the three key criteria for being successful as an SDR in your opinion?

Success as an SDR requires resilience to handle frequent rejections, strong communication skills to engage and qualify prospects, and exceptional time management to effectively juggle multiple leads. Persistence and adaptability in different sales scenarios can also give SDRs an edge.

What is the responsibility of SDR?

An SDR's primary responsibility is to generate qualified leads for the sales team by identifying potential clients, initiating conversations, and nurturing interest. They focus on early-stage relationship-building to create a pipeline of prospects ready for deeper sales discussions.

How to describe SDR on the resume?

On a resume, highlight your lead generation and prospecting skills, emphasizing achievements like "increased qualified leads by X%" or "consistently achieved X% of monthly quota." Mention experience with CRM tools and metrics showing your impact on pipeline growth.

What is the role of SDR?

The SDR role focuses on top-of-the-funnel activities, such as finding and engaging new leads, qualifying them based on their potential fit, and passing them to sales reps. It's a key entry-level sales position that lays the foundation for successful sales conversions.