Sales Development Representatives (SDRs) focus on inbound leads, responding to prospects who have already shown interest and qualifying them for the sales team. Business Development Representatives (BDRs) concentrate on outbound prospecting, proactively identifying and reaching out to new potential customers. SDRs manage and nurture existing demand, whereas BDRs create new demand by targeting untapped or less-engaged audiences.
Everyone's got a take on SDR vs. BDR, and many blur the lines or miss what matters. The difference is more than a title. It shapes how GTM teams build pipeline and which motion drives growth.
Here's what matters: who owns what, where the motions cross, and which role your team actually needs.
What Is an SDR?
An SDR (Sales Development Representative) responds to inbound leads who have already shown interest in your product or company. They qualify these prospects using structured frameworks, determine if they match your ICP, and pass sales-ready opportunities to account executives.
SDRs work demo requests, content downloads, and webinar signups. They qualify leads by checking budget, authority, urgency, and fit. Then they route clean opportunities to AEs and nurture warm leads until they're ready to convert.
SDR Responsibilities
SDRs handle the following core activities:
Acting on inbound leads fast
Qualifying based on your ideal customer profile (ICP)
Using a structured qualification approach to assess urgency, fit, and intent
Passing sales-ready leads to AEs for next-step conversations
Keeping CRM records accurate and current
Staying engaged with warm leads until they're ready to convert
What Is a BDR?
A BDR (Business Development Representative) proactively reaches out to prospects who haven't engaged with your company yet, focusing on demand generation through outbound channels. They build pipeline from scratch by researching target accounts, personalizing cold outreach, and opening doors into strategic or enterprise opportunities.
BDRs use cold calls, cold emails, LinkedIn, and deep research to create first conversations. No inbound? Chasing bigger logos? BDRs are your answer.
BDR Responsibilities
BDRs handle the following core activities:
Identifying and researching high-value target accounts
Building outbound sequences across phone, email, and social
Personalizing messaging to speak to industry and persona pain
Creating first-touch conversations that open pipeline
Qualifying early-stage interest and hand off to sales
Breaking into strategic or enterprise accounts where inbound falls short
SDR vs. BDR: Key Differences
Lead Source and Prospecting Approach
SDRs convert existing interest from prospects who already know your company. BDRs generate pipeline from scratch by reaching people who've never engaged. SDRs work inbound channels like form fills and demo requests. BDRs work outbound channels like cold calls and LinkedIn prospecting.
Lead sources break down as follows:
SDR lead sources: demo requests, content downloads, webinar signups, inbound inquiries
BDR lead sources: cold outreach, targeted account lists, LinkedIn prospecting, referral mining
Sales Funnel Position
SDRs engage leads who've already shown intent. BDRs kickstart conversations before any interest exists. This drives how you train reps, which tech you prioritize, and what skills you coach.
SDRs capture demand that marketing generates. BDRs create demand by opening net-new accounts.
Performance Metrics
SDRs are measured by speed-to-lead, qualification consistency, and handoff quality. BDRs are measured by account momentum, conversations started, and opportunities created. These are two different motions that need separate structure and metrics.
Key performance indicators by role:
SDR metrics: speed-to-lead, qualification rate, meetings booked, handoff quality
BDR metrics: accounts touched, conversations started, opportunities created, pipeline value
Required Skills
SDRs operate with structure: fast qualification, tight routing, and consistent follow-up. BDRs operate with persistence: deep research, personalized outreach, and door-opening into net-new accounts. Expecting one role to run both motions creates gaps in execution.
SDR skills:
Fast, structured qualification
Strong discovery and listening
Pattern recognition across inbound signals
Consistent follow-up and handoff discipline
BDR skills:
Research and account mapping
Personalized outbound messaging
Multichannel prospecting
Persistence in generating net-new opportunities
SDR vs. BDR at a Glance
The table below summarizes the core differences between SDRs and BDRs:
Factor | SDR | BDR |
|---|---|---|
Primary Focus | Inbound qualification | Outbound prospecting |
Lead Source | Marketing-generated leads | Self-sourced target accounts |
Key Activities | Qualify, route, book meetings | Research, cold outreach, open doors |
Main KPIs | Speed-to-lead, meetings booked | Pipeline created, opps generated |
Reports To | Sales or Marketing | Sales or Growth |
Best For | High inbound volume | New markets, enterprise expansion |
When to Hire SDRs vs. BDRs
SDRs usually sit closer to inbound demand or marketing teams, while BDRs align with outbound sales or strategic growth. Clear ownership keeps the motions from overlapping.
Start with the funnel. If inbound is steady but reps are buried in unqualified leads, you need SDRs. If inbound volume is low and pipeline is thin, you need BDR outbound motion.
Next, look at growth strategy. New verticals, bigger logos, or enterprise expansion require BDRs. Poor inbound conversion or untouched leads signal an SDR gap.
Signs You Need an SDR
You need SDRs when inbound demand is outpacing your team's ability to qualify and route effectively:
High inbound volume: Marketing is generating leads but they're not getting worked fast enough
AEs buried in qualification: Closers are spending time on unqualified leads instead of selling
Poor speed-to-lead: Response times are measured in days, not minutes
Leads falling through cracks: Good prospects go cold because no one followed up
Signs You Need a BDR
You need BDRs when your pipeline depends on creating net-new opportunities rather than capturing existing demand:
Low inbound volume: Marketing isn't generating enough demand to feed the sales team
Thin pipeline: Not enough opportunities to hit quota
New market expansion: Entering verticals or geographies where you have no brand awareness
Enterprise push: Targeting bigger logos that won't come inbound
When to Hire Both
If you're scaling fast, odds are you'll need both roles. A blended role often weakens both motions because you need to capture existing demand and create new demand simultaneously.
Define what strong performance looks like before you start interviewing. For SDRs: fast follow-up, clean qualification, smooth handoffs. For BDRs: conversations started, opps created, actual pipeline. When those lines blur, so does performance.
Both roles often lead into AE positions over time, with the pace of progression shaped by team structure and how reps grow in the role.
How to Set Up SDRs and BDRs for Success
Hiring the right role is only the start. Teams need structure, data, and alignment to execute.
Define Qualification Criteria
Establish clear qualification frameworks and handoff rules so reps know what "qualified" means and when to pass to AEs. Without clear criteria, SDRs pass junk and BDRs chase wrong accounts.
Qualification criteria should cover:
Budget: Can they afford the solution?
Authority: Is this person a decision-maker or influencer?
Need: Do they have a problem you solve?
Timeline: Are they buying now or someday?
Provide Accurate Prospect Data
BDRs need reliable contact and company intelligence to target the right accounts. SDRs need clean routing and enrichment for speed-to-lead. Bad data means wrong numbers, bounced emails, and misrouted leads that waste both roles' time.
Good data enables the following:
For SDRs: Clean lead routing, accurate contact info, fast enrichment for speed-to-lead
For BDRs: Reliable account lists, verified contacts, org charts to map buying committees
Teams who invest in data quality see measurable improvements in pipeline and time savings. Companies like Sendoso have reduced data inaccuracy and manual enrichment work while generating more pipeline through accurate prospect intelligence.
Align Sales and Marketing Teams
SDRs sit between marketing and sales, requiring shared SLAs, clear lead definitions, and unified data for smooth handoffs. When marketing and sales disagree on what "qualified" means, SDRs get blamed for both sides' problems.
BDRs need marketing alignment too. Intent signals and content engagement data help BDRs prioritize accounts and personalize outreach for better targeting.
SDR vs. BDR: The Bottom Line
SDRs qualify inbound demand. BDRs create outbound pipeline. Most scaling teams need both, with success depending on clear ownership, quality data, and Sales/Marketing alignment.
When SDRs qualify fast and pass clean, AEs close more. When BDRs open the right doors with the right message, pipeline grows.
Build each function with purpose, measure what matters, and give both teams the structure and tools to focus on active selling rather than administrative work.