What is an SDR and What Does It Do in a Company

An SDR (Sales Development Representative) is the person responsible for contacting potential customers, asking initial questions to determine if they're genuinely interested in the product or service, and passing that qualified opportunity to another salesperson who closes the deal. In a company, the SDR exists so the sales team doesn't waste time talking to people who will never buy.

If you're job hunting and have come across this acronym on job boards without knowing what it means, this article explains what an SDR does day-to-day, how they differ from other sales roles, and what companies look for when hiring someone for this position.

What is an SDR's role in a company

Companies that sell in an organized way divide the sales process into stages, because finding new customers and closing a sale are very different tasks that require different skills. That's where the SDR comes in: their function is the first part of the process—finding and filtering.

Without an SDR, the senior salesperson (who negotiates prices and closes contracts) would spend hours making cold calls, chasing unanswered emails, and discarding contacts who have no budget or real need. That's expensive for the company, because that salesperson earns more and their time is worth more. The SDR does that filtering first, so the closer only talks to prospects who have already shown real interest.

The sales funnel: where the SDR fits

In a typical sales process, the path looks roughly like this:

• Marketing generates leads through ads, content, or campaigns.
• The SDR contacts those leads, asks basic questions, and detects if there's interest and budget.
• The closer or account executive takes that qualified opportunity and negotiates until closing the sale.
• Customer success or post-sale ensures the customer is satisfied and renews.

The SDR is the bridge between marketing (which brings leads) and sales (which closes deals). If you want to better understand how the entire sales process works from scratch, it helps to read about how to start as a sales advisor.

What an SDR does day-to-day

An SDR's work is repetitive but requires discipline and good communication. Here are the most common tasks:

• Call or email new contacts (cold or from a campaign).
• Ask key questions to find out if the contact has a problem the product solves, if they make the purchase decision, and if they have budget.
• Schedule a call or meeting between that contact and the salesperson who closes the deal.
• Record all information in a CRM (the system where the company stores data on each potential customer).
• Follow up with contacts who didn't respond the first time.
• Meet daily or weekly targets for calls, emails, and scheduled meetings.

It's not about selling the full product or negotiating prices: the SDR opens the door, they don't close the deal. That makes it an ideal position to start in sales with no prior experience, because conversations are shorter and the goal is clear: qualify and schedule.

SDR, BDR, setter, and closer: differences worth knowing

In job postings you'll see several similar names and it's worth not confusing them before applying:

• SDR: works mainly with leads who have already shown interest (left their contact info in a form, asked for information).
• BDR (Business Development Representative): does more cold prospecting work, looking for new contacts who don't yet know the company. If you want to see job openings of this type, check the available BDR positions.
• Setter: is used a lot in digital product or info-product sales; their task is similar to the SDR's—scheduling appointments—but usually works with audiences who have already consumed the brand's content. You can check the setter vacancies if you're interested in this profile.
• Closer: is the one who receives the scheduled appointment and negotiates until closing the sale. They earn higher commissions because they take responsibility for the final result.

In many small and medium companies these names mix and one position can include both SDR and closer tasks at the same time. Before accepting an offer, ask exactly which part of the process is yours.

What profile do companies look for in this role

The good news is that almost no company requires years of prior experience to hire an SDR. What they do value:

• Good spelling and writing, because much of the contact is by email or messaging.
• Comfort speaking on the phone and handling basic objections.
• Organization to follow a call script without sounding robotic.
• Basic computer skills and willingness to learn to use a CRM.
• In some cases, intermediate English level if the company sells to international markets.

If you're going to apply, it's worth having a good resume ready and preparing for the interview with time, reviewing typical sales interview questions.

How much does an SDR earn

An SDR's salary typically has a fixed part, close to minimum wage or slightly above, plus a variable component for meeting targets (scheduled meetings, qualified opportunities that result in sales). Legal benefits (health, pension, severance) apply the same as in any employment contract, as long as the contract is fixed-term or permanent and not for services. To get a more complete idea of salary ranges and how that variable is structured, you can review the guide on salesperson salary.

How to start working as an SDR with no experience

Many companies, especially those selling software or internet services, hire SDRs in remote mode, which opens doors if you live outside major cities or are looking for work with schedule flexibility. If that interests you, check out remote SDR job openings and active opportunities in SDR employment.

If you prefer something in-person, there are openings in cities like Bogotá, Medellín, Cali, Barranquilla, and Bucaramanga, where local technology and services companies hire this profile year-round. Before applying to any offer, also check how to identify scam job postings, because it's a position that sometimes gets used to post vacancies with unclear commissions or no real contract.

One way to arrive more prepared for the interview is to practice a cold call or handling objections beforehand; in Ventaka you can rehearse these conversations with an AI customer before doing it with a real recruiter.

Did this article help you understand what an SDR is? Save it, share it with someone looking for their first sales job, and leave us your question in the comments if you still have any doubts.

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Frequently asked questions

Is SDR the same as a teleoperator or call center agent?
Not exactly. A teleoperator usually handles support calls or makes direct sales from start to finish. An SDR focuses only on finding and qualifying sales opportunities to pass to another salesperson who closes the deal.

Do I need to speak English to work as an SDR?
It depends on the company. There are SDR openings for the local market in English and others for companies that sell to the United States or Europe, where they do ask for intermediate or advanced English. Check each posting carefully before applying.

Can an SDR work from home?
Yes, it's one of the sales positions with the most remote options because all work is done by phone, email, and social media, without needing to visit customers.

How long does someone usually stay in an SDR position?
In general it's an entry-level position. Normally in six months or a year, if you meet targets, you move to a closer, account, or team leadership role.