Sales teams perform best when responsibilities are clear and every rep knows where they make an impact. Without that shared understanding, reps lose focus, accountability breaks down, and results become harder to measure.
Our recent blog explored the difference between business development representatives (BDRs) and sales development representatives (SDRs) within the buyer journey. This article goes further, showing what each role owns day to day and how those distinctions help you build the right team.
Where BDRs Add the Most Value
BDRs are the first point of contact between your organization and potential customers. They focus on building awareness, starting conversations, and generating new opportunities in untapped markets.
Examples where a BDR is the right fit include:
Entering new markets or verticals
Pursuing a new region or industry? Let BDRs lead the charge. They should be researching accounts, identifying key decision-makers, and tailoring outreach across email, phone, and social platforms. A manufacturer expanding into aerospace, for instance, would use BDRs to find and connect with engineers, procurement leaders, and supply chain managers.
Re-engaging dormant accounts
If your CRM is full of leads or accounts that have gone cold, BDRs can breathe new life into them. They should target new decision-makers, test updated messaging, run personalized campaigns, and reintroduce your solutions in ways that reignite interest. Because they focus on outbound activity, BDRs are uniquely positioned to reactivate a lead or uncover fresh opportunities others might have written off.
Supporting account-based marketing campaigns
When targeting high-value or named accounts, BDRs manage the first wave of outreach. They should map the organization, identify multiple stakeholders, and coordinate personalized engagement with those contacts across touch points. Then once a prospect responds, they hand it off to an SDR for advanced qualification. This partnership ensures that even the most complex accounts get consistent, strategic attention.
Handling overflow or new initiatives
During product launches or campaign pushes, BDRs can help absorb overflow from inbound leads or assist with follow-up from trade shows and events. Their adaptability makes them valuable during times of rapid activity when speedy responses matter most.
How SDRs Build on the Momentum
SDRs take over once awareness turns to interest. They engage inbound leads and make sure only the most promising prospects reach your account executives. Whether potential customers are just getting to know you or need a nudge to take the next step, the SDR team keeps the pipeline moving.
Top priorities for SDRs include:
Managing inbound leads
Any time a prospect fills out a form, downloads gated content, or attends a webinar, the SDR is first in line to connect with them. They must respond quickly, assess fit, and uncover key details such as challenges, budget, and timeline. If the lead is ready, SDRs might schedule a demo or a meeting with the account executive. If not, they nurture that lead through steady outreach until the timing aligns.
Building trust through consistent follow-up
Not all leads turn into a meeting right away. SDRs are experts at maintaining contact without overwhelming prospects. Through thoughtful touch points (personalized emails, social engagement, and educational follow-ups), they keep the conversation alive until buying intent becomes clear. Their persistence often turns mild curiosity into qualified opportunity.
Collaborating on account-based efforts
In larger sales motions, SDRs often work hand-in-hand with BDRs to keep momentum going. Once a BDR sparks interest within a high-value account, the SDR handles ongoing communication, deepens discovery, and refines stakeholder targeting to advance the deal. They’re the bridge between early outreach and serious evaluation.
Maintaining pipeline health
SDRs keep your sales funnel clean and accurate. They document interactions, update the CRM, and provide clear context for every lead they encounter. This structure ensures account executives spend their time on closing conversations instead of chasing unqualified prospects.
Clear Roles Leads to Stronger Teams
Even experienced sales reps can struggle to deliver consistent results if roles overlap or lack direction. Before hiring or expanding your team, step back and assess how each function supports the overall sales engine. Many organizations discover their people are capable – they’re just misaligned.
By clearly defining the difference between BDR and SDR responsibilities, you can identify strengths and gaps in coverage. That clarity not only improves day-to-day execution but also guides smarter staffing decisions. Once the structure is in place, you're ready to focus on filling the right roles with the right talent.
