GTM Glossary · Roles & Teams
Sales Development Representative (SDR)
The person responsible for creating qualified first conversations, not for closing deals.
[01]What It Means
An SDR researches accounts, works signals, runs multichannel sequences, holds the first conversation, and hands over a qualified opportunity. In European markets the role demands native language, business-culture fluency, and enough seniority to be taken seriously by a director.
[02]Why It Matters
The SDR is the first impression of your brand in a market where nobody knows you. That is why the junior-and-cheap model that works for high-volume US SaaS damages premium positioning in DACH.
[03]Where It Goes Wrong
Hiring junior for a market where the buyer expects a peer conversation.Measuring SDRs on meetings booked rather than opportunities accepted.No feedback loop from AE outcomes back into targeting.
[04]Related Terms