Building a Sales Development (SDR) Function

Chris Flores leads sales development at Bennie, and was previously head of sales development at Namely as the company grew from 4 to 600 employees and $0 to $65M in ARR. In this guide, he describes best practices for designing the SDR role, establishing processes, and building the team.

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Questions covered in this guide:

What does sales development do?

When does it make sense to build out an SDR function?

How many SDRs do you need?

Who should manage SDRs?

When you hire for SDR, what should you look for (and where)?

What’s the development path for an SDR?

What are the first steps in establishing an SDR function?

How do you train new SDRs?

High level what are the metrics for monitoring and comping SDRs?

Should SDRs optimize for quality or quantity in outreach?

How big does the database need to be, and do SDRs add to it?

How do the SDR and marketing databases work together?

What’s in the tech stack?

What are the most important pieces to get right?

What are the common pitfalls?

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