Best Practices for Effective SDR Management


Aoife Daly

Best Practices for Effective SDR Management


Reading Time: 4 minutes

Best Practices for Effective SDR Management


Aoife Daly

Content Marketing Manager, Operatix

Effective SDR management is essential in instilling the key characteristics needed to build a performance-driven, motivated team. After all, you want your employees to evolve and grow just as the market does, otherwise, they’ll likely end up staying stagnant in their abilities. Management is one of the most crucial aspects of building and maintaining not only a successful team but a company culture that helps them thrive. 

Bad SDR management can result in a high turnover rate – something that management should aim to combat from the get-go. Discover our best practices for effective SDR management below. 

This blog was taken from our latest eBook, the SDR Handbook. This comprehensive guide contains everything you need to build and manage a successful sales development team. Download this free, ungated piece of content here.

Goal Setting for Effective SDR Management

Setting goals is critical to success in any business department, but it’s particularly important for sales teams. Clarifying expectations is vital in ensuring your team knows exactly what their daily activities are, as well as the productivity levels they should aim for. Likewise, it helps managers keep track of high-performers, areas of improvement and accurately predict revenue.

Goals vary per business, but it’s wise to provide clarity around the following:

  • Number of meetings booked and sat 
  • Activity levels: A target number of dials to be made and tailored emails to be sent out daily 
  • Number of opportunities created 
  • Pipeline & Revenue 

However, goals should not just surround the business. Setting personal and career goals can be a huge motivator for team members, as well as creating a better company culture. Ensure that managers sit down with their SDRs regularly to discuss beyond salary and conversion rates.

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Day-to-Day SDR Management

Don’t forget the importance of excellent management skills – even the best SDRs can only excel if management enables them to. They should have expert communication and coaching skills, as well as an analytical mind. More often than not, the best managers are those who strived in the SDR role themselves as they have an understanding of just how difficult the job can be. 

Below are things that all great SDR managers should prioritise to get the very best results out of their teams.

Hold Regular Meetings

Communication is key to maintaining a healthy team relationship, as well as ensuring management is aware of any issues that may be affecting performance. 

While these meetings don’t have to be daily, scheduling both one-to-one and team meetings regularly will help build trust, relay expectations and help your team grow. Only holding meetings when an issue has occurred will have the opposite effect, with your team starting to dread them rather than seeing it as a time to communicate openly.

Listen in to Calls 

Regularly listening to conversations will allow you to identify areas of improvement, as well as tactics worth sharing with the rest of the team. Provide actionable feedback with both positives and negatives to help your SDR continuously improve. 

The tone and language used are important here; new SDRs will likely feel nervous to have their calls listened to, which is why it should be constructive feedback rather than overly negative. Difficult conversations are to be handled with care, such as if an employee is not performing to standards or if they are making mistakes throughout their calls.

Keeping motivation high 

The sales floor is fast-paced and often stressful; if you aren’t careful, your employees may start to experience burnout. It should be part of the SDR management team to understand what motivates the team and keeps morale high. This is why setting both personal and professional goals is important.

SDR Scorecard

Having a daily, weekly or monthly SDR scorecard can improve the productivity of your team and optimize how they manage their time. Not only this, but it will allow the management team to see what areas the team may need to improve upon and what team members may need further coaching. 

This scorecard should revolve around the SDR’s main activities: prospecting, outreach and opportunity creation. Each step should be worth a different amount of points based on importance, with opportunities created/meetings sat being the most rewarding. Keep the scorecard simple, clear and easy to understand at a glance. 

Your scorecard could look something like this:

SDR management

Ensure to set a target to reach based on average conversion rates.

Sales Coaching

Once the initial onboarding process is complete, many sales leaders make the mistake of leaving training there. However, incorporating regular sales coaching into your team’s calendar ensures they are continuously improving and honing their skills as salespeople.

The world of sales and marketing constantly evolves, with new trends and techniques appearing regularly. Keeping up with the market is undoubtedly important in staying competitive, not to mention improving internal sales processes.

Start by determining which areas your team need to focus on by looking at their track record, results and listening to feedback. After all, you want the coaching to be beneficial to your SDRs, and thus evaluating their performance regularly is an essential part of providing coaching that resonates.

There are numerous different ways to provide effective sales coaching, such as online courses, video coaching tools, in-person talks from industry experts, one-to-one training with managers, role-playing and cold call analysis.

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SDR Management Summary Points:

  • Goal setting is an important part of maintaining a productive, high-performing team 
  • Personal and career goals should be discussed 
  • SDRs must be nurtured and be provided with constructive feedback regularly 
  • Regular sales coaching ensures your team stay competitive, as well as helping to hone their skillset and evolve with the market

Listen to More SDR Management Advice Below:

SDR Manager Effectiveness with Kyle Coleman

Identifying and Managing SDR Teams with Dave Sherry

Ramping up SDRs: the first 90 Days with Sam Nelson

About Operatix

Operatix is a Sales Acceleration company specialized in supporting B2B Software vendors to identify new revenue streams, increase qualified sales pipeline, and accelerate channel development across Europe and North America. Operatix has a wealth of experience in working with the biggest tech players worldwide as well as a multitude of emerging software vendors.

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Channel Transformation

Digital transformation is changing how companies buy and use business solutions, making vendors re-assess the capabilities of their channel ecosystem. With channel dynamics in constant flux, vendors need to be ready to cut ties with partners that don’t share their vision or have connections with the right B2B buyers.


Operatix has supported numerous vendors in their path to Channel transformation by assessing current partners and recruiting new partners that are more aligned with their new channel strategy. Once the right partners have been identified, Operatix built scalable outbound sales development programs that accelerated their routes to market.

Inbound Response Management

In a competitive industry like technology every lead counts. Operatix can help you maximize conversion from MQL to SQL and from lead to pipeline, increasing both your revenue and ROI on marketing activities.

Account Identification

Identifying the accounts that are more likely to buy from you is part of our expertise. We will research the market, identify verticals and industries that can benefit from your solution and set up qualified sales engagements for your teams to kick-off the sales process. 

Cold Prospecting

Our team will identify new sales opportunities within the strategic accounts that you haven’t been successful in penetrating through your sales & marketing efforts. By applying the ‘Challenger Sale’ methodology we use a tailored, multitouch approach to connect with prospects, generating qualified sales engagements for your team and ultimately increasing your pipeline.

Outbound Sales Development

Using a proactive outbound sales approach has been proven to be one of the most effective methods to engage with prospective customers. By applying the ‘Challenger Sale’ methodology we use a tailored, human approach to getting in touch with prospects to increase your qualified sales engagements and ultimately generate more pipeline.

Outbound Sales Development

Using a proactive outbound sales approach has been proven to be one of the most effective methods to engage with prospective customers. By applying the ‘Challenger Sale’ methodology we use a tailored, human approach to getting in touch with prospects to increase your qualified sales engagements and ultimately generate more pipeline.

Partner Concierge Service

Our Partner Concierge Service helps vendors accelerate their channel programs, by engaging and nurturing channel partners and supporting them to get to revenue quicker.

Demand Generation

Whether you need to implement a demand generation strategy or get more results out of your existing demand gen engine, Operatix can work alongside your marketing team to yield better results out of your demand generation programs.

Account-based Marketing

An Account-based Marketing strategy is only as successful as the revenue it generates. At Operatix we will support your 1:1, 1:few or 1:many approach to get your team in front of decision makers in the accounts that matter the most to you. 

Lead Qualification

If your marketing leads aren’t converting, it might be a lead qualification issue. Operatix can help sieve through leads that need further qualification, so they are ready for an AE or sales team member to engage with.

Account-based Selling

At Operatix we will support your 1:1, 1:few or 1:many approach to get your team in front of decision makers in the accounts that matter the most to you. 

Pipeline Generation

Generating Pipeline for our clients is our key-objective. And we do that by using a multi-touch, multi-channel approach to generate qualified sales engagements for our customers’ sales teams.   

Account Intelligence / Deep Dive

Understanding buying centres, hierarchies and relevant personas in strategic accounts is a fundamental step to increase conversion rates. By leveraging account intelligence in a sales conversation your team can tailor their message and provide value to their prospective customer. But sales & marketing teams often struggle to dedicate time and resources to do the deep research and this is where Operatix can help.

DMID – Decision Maker Identification

Finding quality data is an on-going challenge for B2B Tech vendors. The accuracy of data platforms is questionable and that is why Operatix developed a manual process to identify & verify contact details for decision makers within strategic target accounts.

Playbook design

Operatix can develop Sales Playbooks that enable teams to sell more effectively. Your Playbook will be fundamental to get your messaging right, accurately position your solution against competitors, and adapt the communication of your value proposition to different buyer personas.

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Sales Playbook Development

Operatix can develop Sales Playbooks that enable teams to sell more effectively. Your Playbook will be fundamental to implementing the correct messaging, accurately position your solution against competitors, and adapting the communication of your value proposition to different buyer personas.

Lead Qualification

If your leads aren’t converting, it might be a lead qualification issue. Operatix can help filter through leads that need further qualification, ensuring that they’re ready for an AE or sales team member to engage with and progress through the funnel. 

Partner Portal / Marketing Concierge Service

Vendors often spend thousands of dollars building multifunctional Partner Portals to help channel partners educate their teams, manage opportunities, and create marketing programs. Still, these portals are often underutilized due to lack of bandwidth and capacity from vendors to offer support in enabling their partner community. Operatix, through their Partner Development team, can support your partners to make the best use out of your partner portal, managing the relationship with your partners and helping them set up co-marketing campaigns to drive more revenue for both businesses. 

Marketing & Sales Alignment

The sales development function is often seen as the “glue” that brings sales & marketing teams together. By working as an extension of your teams, Operatix will be your predictable source of pipeline, sales & revenue.

Optimization of MDF

Market Development Funds are an important component of any channel ecosystem, though vendors believe they are not maximizing the return on investment they should be getting from their MDF programs. At Operatix, we build scalable outbound sales development programs that will give you the visibility of return over the invested spend and will provide clear value for your channel partners.

Increase Partner Productivity

The 80/20 rule is still very applicable to the channel, which means that investing in partner productivity should be a priority for vendors looking to grow their businesses. Operatix can increase partner productivity and shorten sales cycles, by identifying ready to engage sales opportunities for your most valued channel partners.

Virtual Channel Account managers

Our VCAM team is responsible for building, maintaining, and managing sound relationships with current and prospective channel partners. They can get involved in opening up new sales conversations as well as closing small businesses up to $ 10k.

Tier 1 & Tier 2 Activation

Whether your business decided for a Tier 1 or Tier 2 distribution model, Operatix can help your channel partners get to revenue quicker. By providing qualified sales engagements to your channel partners we can accelerate your route to market with tangible and easily measurable results.

Solution Selling Training

Far too often vendors insist on enabling their channel partners to talk about features and technical details of their solutions. Customers don’t buy features; they buy the benefits your solution can bring. Operatix will work with your partner community to train them in articulating your message from a high-level business perspective, enabling them to talk to prospects about the value your solution can bring to their company from a board-level perspective.

Channel Enablement

Enabling your channel partners have measurable wins for your business when done right. Operatix has a proven track record in enabling channel partners from a sales & marketing perspective, providing them the knowledge and tools to successfully pitch your solution and sell the value & benefits of it. 

Partner Recruitment

Recruiting the right Channel Partners is the first step for a successful channel program. Operatix has helped over 350 B2B Software vendors recruit suitable channel partners across EMEA and North America, supporting them to scale and expand their presence in different geographies and verticals. 

Risk/Reward Business Model

To truly work as an extension of our client’s sales & marketing teams, we have also adapted our business models to show how our clients operate, and how their success is measured. With our risk/reward business model your investment is proportional to the results our team delivers.

Sales Qualified Leads

On average, 52.5% of the sales engagements set up by our team progress into a next step in the sale process. That means that 5 out of 10 meetings will progress either into a POC, a Demo or a pipeline opportunity.

Geographical Scale

Trading in different geographical markets not only requires a knowledge of the native language, local rules & policies, but a deeper understanding of the local culture and habits. We have the ability to deliver campaigns in multiple countries with flexible resource allocation. This is through our team of international speakers, who have the ability to sell in 17 different languages across the globe.

Increase Revenue & Decrease Cost

Building an internal sales development team comes with many additional costs and challenges that aren’t always taken into account: recruiting resources, training and enabling them etc. You also need to take into account the need for having the data and tools to make them successful, which in turn requires time, capital and effort. By outsourcing your sales development to Operatix you will see your revenue increasing, while decreasing costs and business risk.

Predictable Pipeline Generation

On average, our clients see a 26X ROI on the programs we deliver. By understanding your revenue targets and sales pipeline gap, we will work on a sales & marketing plan that will deliver tangible results.

Vertical Growth

Entering new industries or launching new product lines? Operatix can accelerate your growth by supporting your go-to-market strategy, and getting your sales teams in front of decision makers in key target accounts.

Reduce Headcount

By outsourcing your sales development and partner programs to Operatix; we reduce headcount and the challenges that come with managing people, technologies, and processes. We take care of your sales development, so you can focus on what matters the most: growing your business.

Revenue Acceleration

Operatix helps your business get to revenue quicker. By providing qualified sales engagements for your direct sales team (to kick-off new sales cycles), or by accelerating the growth of your channel partners, our focus remains on delivering tangible results for your business. 

Persona-based Selling

Operatix team will design specifically tailored messages to influence the different levels of decision makers in the sales process, tailoring the communication according to each job function. Our focus is to sell the value of your solution from a business perspective, not its features.    

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