There are several scenarios when using a Sales Development Rep (SDR) is tactically correct. There are more scenarios when it’s not.

• If your company is in a mature market, already defined offering with market leaders and incumbents, use a Sales Development Rep. In this instance their role is to broadcast and amplify.
• If your industry is going into a recession and margins are being squeezed, use a Sales Development Rep. Their role is to get touches that will have a greater value when the market recovers.

Most startups should not be using an SDR. They never defined their product in the market, they send sales reps into the wild and tell them to come back when they find a prospect who can tell them what it is and how much to charge for it.

Why do startups hire an SDR team?

• To compensate for sales reps that don’t like to cold call
• The Execs are trying to recreate their former jobs and organizations

Do not hire even one SDR until everyone in the company can precisely say what the company does, who its prospect profile is, how clients are serviced and what the billing model is.

SDR’s should be the last hires in a company. 

The End?