When I started in sales 18 years ago, the sales development landscape looked nothing like it does today. Back then, salespeople were jack-of-all-trades – prospecting, closing, relationship building, all rolled into one. The concept of a dedicated Sales Development Representative (SDR) didn’t even exist.
The SDR revolution
SDRs were introduced to stop a feast-or-famine cycle that was destroying sales productivity.
Having an SDR became the best way for companies to solve their pipeline problem by separating prospecting from closing.
Fast forward to today and SDRs are commonplace.
But SDRs are no longer just an entry-level role. They’re sophisticated professionals requiring a complex, nuanced skill set.
The modern SDR: Far beyond a “phone monkey”
The evolving skill set
When I started, being good at sales meant being great on the phone. Now? The requirements are dramatically different. Your SDRs today need a much wider toolkit:
- Advanced research capabilities
Modern SDRs aren’t just collecting contact information. They’re conducting strategic research:
- Deep company analysis
- Understanding complex business models
- Identifying precise organisational pain points
- Crafting hyper-personalised outreach strategies
- Content creation and personal branding
The best SDRs understand they’re not just selling meetings – they’re building trust and establishing credibility. This means:
- Developing thought leadership content
- Creating genuine value for potential prospects
- Building a personal brand that transcends their current role
- Establishing expertise on platforms like LinkedIn and industry-specific forums
- Domain-specific expertise
An SDR with genuine industry knowledge isn’t just a sales role – they’re a strategic asset. For instance, an HR tech SDR who deeply understands talent acquisition challenges brings incredible value.
No one wants to be prospected by someone who doesn’t understand their industry. The most compelling SDRs are almost mini thought leaders – individuals who can speak credibly about industry challenges, trends, and solutions.
Hiring SDRs? Set yourself up for success
1. Embrace collaborative learning
Despite the remote work trend, here’s some hard-earned advice: get your SDRs together, at least part-time – and wherever possible. Some of the best sales techniques are learned through proximity and observation.
When I was 23, sitting near a top performer, I’d absorb techniques just by being in the same space. You can’t replicate that magic in a fully remote environment. Overhearing successful calls, understanding team dynamics, picking up subtle communication techniques – these are invaluable learning experiences.
2. Invest in continuous professional development
Don’t just hire warm bodies. Hire SDRs who are committed to becoming genuine experts:
- Encourage reading industry publications
- Support understanding complex market dynamics
- Train them to have substantive conversations that go beyond basic pitch scripts
3. Cultivate personal brand development
In today’s competitive landscape, SDRs need to be more than just employees. Encourage them to:
- Create thought-leadership content
- Share genuine industry insights
- Build a professional network that travels with them between roles
Leaner teams with bigger impact
We’re witnessing a dramatic transformation in the SDR role. The future is about fewer, but significantly more experienced professionals.
Salary Evolution Tells a Story
Look at the recent market trends:
- UK Market: SDR roles now commanding £60,000 basic salaries
- New York Market: SDR positions hitting $120,000
- Five-year salary growth: Nearly 100% increase
The underlying philosophy? One exceptional SDR with the right technology can outperform multiple junior resources.
Technology: An amplification tool, not a replacement
Technology amplifies human expertise; it cannot replace strategic thinking. Great technology combined with a mediocre SDR is a recipe for disaster. But a talented SDR leveraging cutting-edge tools? That’s a predictable growth engine.
The Ultimate Truth for Founders
You can never kill a company by generating too much high-quality pipeline. But insufficient opportunity generation? That’s a startup killer.
A truly great SDR doesn’t just book meetings. They:
- Generate the lifeblood of your sales engine
- Create conversations that transform into revenue
- Serve as your company’s critical first impression
Final wisdom
The SDR role isn’t just surviving – it’s evolving into a strategic growth function. Stop viewing it as an entry-level position and start recognising it as a pivotal revenue acceleration lever.
My biggest advice to the founders I speak to every week looking to hire SDRs is:
- Leverage technology intelligently alongside your SDR
- Get them create compelling, personalised content
- Ensure they are focused on building genuine connections with potential customers
Your pipeline – and potentially your company’s entire trajectory – depends on it.
Author: Matthew Codd
I’m Matthew, I have 15 years of commercial leadership experience, helping VC-backed B2B technology companies scale revenue and transition from founder-led sales.
I use my experience to help early-stage start-ups with GTM expertise, sales best practice, and hiring insights.
I co-founded Cosmic Partners in 2022. We are SaaS sales recruitment specialists for VC backed B2B tech companies.
