Building an effective sales development (SDR) and business development representative (BDR) function is critical for startups and growth-stage companies aiming to scale their revenue pipelines. Drawing from insights shared by industry leaders and successful organizations, there are several best practices to consider when designing, hiring, and managing these teams.

Strategic Hiring for SDR/BDR Teams

Start with Well-Rounded Generalists

Initially, prioritize hiring adaptable, full-stack candidates who possess a broad skill set. These all-around performers can handle various aspects of outreach, qualification, and initial engagement, allowing flexibility as your company’s needs evolve. Over time, you can specialize roles to focus on specific segments or outbound techniques.

Look Beyond Your Industry

Non-traditional candidates often bring valuable traits like perseverance and coachability. For example, some companies have successfully recruited former teachers or military personnel, who excel in discipline, communication, and resilience—qualities crucial for outbound prospecting and qualification.

Leverage Your Account Executives (AEs)

In early stages, AEs often have a clear understanding of what makes a successful SDR/BDR. Engaging them in defining ideal candidate profiles and interview criteria ensures alignment with real sales needs, improving hiring outcomes.

Design Targeted Interview Processes

Use a skills-based approach by listing key competencies—such as communication, persistence, and problem-solving—and testing these through tailored interview exercises. For instance, simulate a mock discovery call or a demo to evaluate candidate capabilities directly related to their future role.

Hire According to Go-to-Market (GTM) Priorities

• If volume is essential, select candidates with a knack for high call quotas and persistence.
• If your target market is niche or highly qualified, prioritize candidates with industry experience and thoughtful outreach skills.

Hire in Pairs or Small Groups

Onboarding multiple SDRs simultaneously fosters peer learning, creates healthy competition, and streamlines training. It also mitigates risks associated with individual underperformance, as team dynamics can help identify and support improvement.

Implement a “Slow to Hire, Fast to Fire” Philosophy

High-performing teams quickly address underperformance by setting high standards and removing low performers promptly. This approach cultivates a culture of achievement and continuous improvement.

Harnessing Technology and AI

Automate and Augment Outreach

Artificial intelligence tools are increasingly integral to scaling SDR/BDR efforts. Companies like 11x.ai and Relevance AI develop AI-driven agents capable of list-building, personalized outreach, and even booking meetings autonomously. These solutions can supplement or, over time, replace manual activities, enabling teams to focus on high-value tasks and scale efficiently without proportional headcount increases.

Tech Stack Essentials

• List Building & Cleaning: Platforms like ZoomInfo, Dun & Bradstreet, and AI tools for ICP analysis.
• Outbound Engagement: Outreach automation tools such as Outreach.io, Salesloft, and gamification platforms like Ambition.
• Demo & Call Coaching: AI-powered coaching tools like Gong or Clari improve call quality and conversion rates.

Effective Ramping and Performance Metrics

Structured Ramp Periods

Expect new SDRs/BDRs to reach full productivity within three to four months. During this period, focus on teaching self-coaching skills, such as reviewing call recordings and setting personal goals.

Focus on Customer Pain Points

Training reps to identify and focus on one pressing customer pain point during discovery calls leads to higher engagement and better qualification. For example, some organizations send new hires to work directly in customer environments—like restaurants or construction sites—to gain firsthand insights into client challenges.

Metrics That Matter

• For SDRs: Number of dials, connection rates, demo show rates, and pipeline generated.
• For BDRs: Response time, number of meetings booked, and pipeline sourced.

Regularly benchmarking touches and connection rates helps optimize outreach strategies. Gamification can motivate reps and foster a culture of continuous improvement.

Building Career Paths and Retention

Promotion and Growth

High-performing SDR/BDR teams often see up to 80% of their members promoted to Account Executive or other sales roles. To facilitate this, design clear career ladders and pair new hires with senior mentors. Recognize non-AE promotion paths, such as moving into customer success or partnership roles, to retain talent within the organization.

Short Tenures and Continuous Development

Average tenure for SDRs and BDRs tends to be around 14 months, highlighting the importance of ongoing coaching, skill development, and clear advancement opportunities to retain top talent.

Forming a Cohesive and Scalable Team

Start by working backwards from your revenue goals to determine the number of SDRs needed. For example, if each AE needs a specific pipeline volume to close deals at your close rate, you can calculate how many prospects each SDR must generate monthly. Grouping SDRs into pods aligned with AEs fosters better communication, feedback, and accountability.

Conclusion

Building a scalable, effective SDR/BDR function requires thoughtful hiring, leveraging technology, clear performance metrics, and a culture that promotes growth. Tailoring these principles to your company’s specific needs will help create a high-performance sales development engine capable of fueling long-term growth.