The State of EMEA Sales Development Survey 2024 highlights key trends shaping the Sales Development Representative (SDR) landscape across Europe, the Middle East, and Africa (EMEA). Here’s a breakdown of the findings and their significance for Sales and Marketing leaders.
Key Findings
Revenue Contribution of SDRs
SDR teams have become essential for pipeline generation and revenue. Notably, companies with SDR teams aligned to marketing reported higher average deal sizes ($100K) compared to those aligned with sales ($73K).
Significance: Leaders should evaluate team structures and cross-departmental alignment to maximize deal value and efficiency.
Ramping and Retention
SDRs with 12+ months of prior professional experience generate higher average deal sizes ($103K vs. $73K for less-experienced hires).
Rapid ramping correlates with promotion rates—SDRs who ramp in 2 weeks to 2 months are twice as likely to be promoted within 12–18 months compared to slower rampers.
Significance: Accelerated onboarding and hiring experienced candidates can increase productivity and retention, fostering long-term team stability.
Quota Attainment and Metrics
While SDR teams sourced a significant portion of company pipelines, hitting quotas remains challenging. Teams with AI-assisted SDRs reported higher activity levels (105 daily activities vs. 84) and better quota attainment.
Significance: Leveraging AI can boost efficiency and pipeline contributions, making it a critical investment area for SDR leaders.
Compensation and Tech Stack
The average SDR compensation in EMEA reflects a shift toward performance-driven models, with 28% of plans requiring minimum attainment thresholds (average: 53% of quota).
Companies using AI in SDR processes reported increased efficiency in meeting quotas and generating leads.
Significance: Competitive compensation packages and investments in technology directly influence SDR performance and morale.
Leadership Development
77% of hybrid SDR teams mandate in-office days, reflecting an ongoing need for in-person collaboration. However, many SDR leaders feel under-enabled and would benefit from additional professional development and training.
Significance: Leadership enablement is a critical area for growth, ensuring managers have the tools and training to drive team success.
Why This Matters
The 2024 survey underscores the growing role of SDRs in driving revenue and pipeline for sales organizations. Leaders who embrace AI, optimize team structures, and invest in professional development will position their teams for success in 2025. By addressing gaps in enablement and leveraging data-driven strategies, companies can maximize SDR contributions and stay ahead in a competitive market.
