Sales Development Representative: Facts, Skills, and Next Paths

A Sales Development Representative (SDR) generates new business opportunities by identifying, contacting, and qualifying potential customers. Day-to-day work involves outbound prospecting via phone, email, and LinkedIn, as well as managing leads in a CRM. This entry-level role builds a foundation for a career in sales, marketing, or business development.

The core responsibility is top-of-funnel lead generation: running multichannel outreach sequences, qualifying prospects through cold calls, and scheduling meetings for Account Executives. At Hyland, for instance, an Associate SDR focuses on connecting with as many leads as possible to identify the best customer fits. At Luminovo, an SDR uses tools like Apollo and Sales Navigator to reach technical buyers in the electronics industry. The role typically reports to a Sales Manager or Director of Business Development.

The median salary for SDRs is $85,500. The most requested skill in current job postings is Prospecting & Outreach (90% of listings), followed by CRM (60%), Spreadsheet Modeling (40%), User Acquisition (30%), and Business Development (30%).