3 Areas of an SDR Function That Are Here to Stay

In 2022, we’ve seen companies redefine themselves in their sales motion. Some companies have had to become very creative to create the pipeline, and we’ve highlighted several of the tactics here on this blog.

In our experience, only some of these tactics will remain. Here at Tenbound, we have had the privilege to talk to Sales Development Leaders (SDR) who are on the leading edge in their industry. Based on those conversations, we’ve highlighted three main areas of the SDR  functions that will grow and become more important in the future.

Automated Tools for SDRs

Over the past five years, we’ve seen the rise of artificial intelligence tools, but they haven’t been widely adopted by sales organizations. However, over the past eighteen months, we’ve heard good things about automated dialing platforms like ConnectandSell and Orum.

With these tools, SDRs can now handle twice as many calls per day than before. The hope is that they can use the extra time to perform additional tasks like personalizing emails.

Another tool that has recently gained traction among revenue leaders is Lavender.  Let’s face it, most SDRs aren’t copywriters. We can always use a little bit of help getting an initial concept off the ground or clearly and succinctly conveying our point. This is why most people use Lavender. 

We’ve found it works especially well when SDR Management doesn’t have the time to read each and every email their sales reps send. Honestly, you shouldn’t be reading them yourself either.

SDR Support team

If you ask any SDR manager, they’ll tell you that they have a plan to get each new SDR to ramp up and be at full productivity. The average time they’ll give you is 3 months.

What they fail to tell you, is how little support they receive from other areas of the company and how that ultimately affects the BDR ramps time. We’ve seen SDR teams get looked over, because enablement and sales operations focus on Account executives first, and then dedicate whatever time they have left to the SDR function. But let’s face it, they rarely have any time left.

In the last 9 months, several companies have advocated for a dedicated SDR Ops and enablement headcount. The idea of having a dedicated support team for your SDRs is alluring, especially for those managers who juggle it all by themselves. We predict that this is a trend that will continue to grow, especially as teams further specialize and become more strategic.

SDR Process Changes

Two major process changes have also appeared. One of them is focused on Product led growth. CEOs have seen the growth of Slack and Twilio – among others – and want to replicate it.

We should note that the SDR functions generally start a long time after these companies get going, so it’s mainly focused on going up market. This is a specialized skill set that we are starting to see CEOs ask for.

The other process change that we are starting to see, (and that we are very very excited about. Did we mention how excited we are?!) is the emphasis on coaching. So much so that Cory Bray and Hillmon Sorey are attacking this issue

At the end of the day, nothing will grow your team more or increase retention than dedicated coaching. 

We expect to see teams focus on improving their current team – and to do so, they’ll need to ensure that their SDR teams are coached in the best way possible.


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