Three Stages of SDR Evolution
David Wilkins
I help SDR Leaders to be the best possible leaders for their team and themselves | Founder @ SDR Leaders of EMEA | Co-Founder @ SDR Leaders of USA
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Content of the week
What am I seeing this Week: The new 3 Stages of SDR Evolution
A question leaders often ask me is: ''So if outbound is going to change, what will it look like?''
I believe that in the next 3 to 4 years, we will have a leaner, more tenured SDR workforce. Ultimately, we will still have graduates enter organisations via the Sales Development function, but they will be in the seats in the group for 2-3 years.
We will also see AEs who don't want the 'pressure of the number' re-enter the SDR org as senior SDRs. Let's break it down:
Entry level: Will focus on Data quality control; they will understand the basics of the business more analytically. Will use AI tools to build account maps and plans for the Sr SDR
SDR: Lead scoring is going to get REAL and EFFECTIVE. It will be based on signals such as website views, other intent scoring, comments in interviews, and annual reports. AI will formulate the bespoke message once the lead has triggered 'MQL,' but there will still be human review before anything is sent. Ultimately, these 'MQLs' will have low volume and high conversion.
Sr SDR: This will be super strategic, with the SDR working tightly with an AE (most likely 1:1) on breaking into the most critical accounts for the business. The SDRs will be either SDRs who have come through the system after 2-3 years or AEs who love sales but want to take a step back.
What do you think?
Let me know!
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Five Questions of the Week: James Drummond
Firstly, tell me a little bit about your journey? How did you end up at this point?
I studied HR and Psychology as an undergrad and knew I loved working with people. Having worked in HR for a couple of years, I didn't really enjoy being on the back end of the business, and I wanted a more front-facing, fast-paced and target-led role where I could make some decent money. So I started doing some research and, after a few informational interviews, landed my first Business Development role. After realising that a 360 role wasn't where I wanted to start, I joined Kantata as a BDR, and after internal movements, started leading the team after a year, grew it out from 3 people to 10, and now am here sharing my story. If there is anything I've learnt along the way, I still LOVE working with people and have found a new love in Business Development.
What is it about your role that you love?
Typically, the BDR role, being entry-level, attracts early-stage talent. Having the opportunity to hire, develop, and see people in the formative years of their careers blossom under your leadership brings me to work every day. Business development is also a rapidly changing beast that requires adaptability, agility, and immense problem-solving skills. Along with sales pressure, business development creates a very demanding but enjoyable and rewarding environment. I wouldn't have it any other way.
When did you realise that leadership was the career path you wanted to follow, and how did you make it happen?
Having worked as a shift manager at McDonald's through university and in leading a team there, I realised that I was truly rewarded and interested in people leadership and business management. From then on, I knew it was a path I wanted to take. It was only when my line manager took unexpected leave that I stepped up into an unofficial team lead position and, in turn, offered full-time management of the EMEA BDR team. I never expected it to be something I did so early on in my career, but I am highly grateful to have had the opportunity to do so.
Drawing on all your experiences so far, what advice would you give your younger self on their first day as a manager?
Hiring is the most important thing you will do. Create a strong hiring process with great parameters and interviewers, and the team's success will follow. Secondly, culture is everything. Build a culture where people want to come to work every day and revel that they will be making a difference to their career and the people around them.
With AI looking to disrupt the SDR space, what do you see the role of the SDR evoloving in the next 36 months?
Even in my time from starting as a BDR 3 years ago to now leading a team focused on quality pipe, the wide net and see-what-sticks approach that worked for me no longer works for the reps in my team. With more and more organisations taking on an Allbound approach, Outbound efficiency is the name of the game, and using AI to create account maps and territory plans and gather vital research to align on value will enable teams to be better at spending their time where it matters. Time is spent building relationships, truly becoming subject matter experts on their accounts and delivering value so that when the buyer's ready to buy, they'll be knocking at your door.
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Book of the week
Objections: Jeb Blount
When is an objection a real objection? It can be difficult to ascertain sometimes. This classic can help unearth what the prospect is thinking when you prospect to them. I always come back to this book when i need some inspiration.
Director, Sales Development | EMEA
7moGreat read James Drummond
Kudos on a job well done!