SDR Manager

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Founder and CEO - Vergo
We needed an SDR to help us book meetings with hard to reach prospects and that's exactly what we got.
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Co-Founder and CEO - Archetype

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What Is a Sales Development Representative Manager?

A Sales Development Representative Manager (SDR Manager) oversees the Sales Development Representative (SDR) team, focusing on the initial stages of the sales process. Their key responsibilities include recruiting, training, and coaching SDRs to ensure they perform effectively in their roles.

Primary Functions:

  • Management: They develop strategies for generating leads and setting appointments for the sales team to pursue. It is their role to set clear team goals and monitor the achievement of these goals.
  • Leadership: As team leaders, they motivate the SDRs, cultivate a competitive yet collaborative team environment, and foster career growth within the sales organization.
  • Performance Tracking: The SDR manager analyzes key performance indicators (KPIs) to gauge team effectiveness and optimize processes for better results.

In Practice:

  • SDR Managers conduct regular training sessions to improve the SDRs’ sales techniques and product knowledge.
  • They utilize CRM systems to manage the sales pipeline and ensure SDRs are following up with prospects efficiently.
  • The role involves collaborating with other departments, such as marketing and product teams, to align strategies that improve lead generation and sales outcomes.

SDR Managers hold a pivotal position within sales leadership; their actions directly impact the company’s revenue stream by ensuring a steady inflow of qualified leads. They must have excellent communication, analytical, and management skills to effectively direct the SDR team toward achieving sales objectives.

What Does an SDR Manager Do?

An SDR Manager is responsible for overseeing the day-to-day operations of Sales Development Representatives (SDRs). Their primary focus lies in coaching and training SDRs to ensure they perform optimally in their role. The manager implements strategies for effective prospecting and guides the team toward better conversion rates.

The role involves close monitoring of performance metrics to assess each SDR’s progress. SDR Managers set clear Key Performance Indicators (KPIs) to measure outcomes, such as the number of calls or emails sent, and the number of qualified leads generated. They adjust strategies accordingly to meet the team’s sales targets and improve sales processes.

Analytics play a significant part in an SDR Manager’s job. They analyze data to gain insights into the team’s performance and the effectiveness of their sales strategy. They use this analysis to identify areas of improvement and to inform future training modules.

  • Management responsibilities include:
    • Allocating and managing resources effectively.
    • Ensuring the team’s alignment with the company’s goals.
    • Providing continuous feedback to team members.

Lastly, SDR Managers are pivotal in crafting a sales strategy that aligns with the company’s goals. They ensure that the strategies are adaptable and that they yield desirable results. Through a blend of leadership and data-driven decision-making, SDR Managers aim to foster a high-performance environment that consistently hits or exceeds sales targets.

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An SDR (Sales Development Representative) Manager requires a strong skill set to effectively oversee the SDR team and ensure they contribute significantly to the company’s sales pipeline and revenue.

They must excel in communication, both written and verbal, to align the team with organizational goals and craft compelling messaging.

Prospecting and Pipeline Management:

They should have a strong foundation in prospecting techniques and be adept at managing the sales pipeline, ensuring a consistent flow of opportunities.

Core SkillsDescription
ProspectingIdentifying and engaging potential leads
Pipeline GrowthNurturing leads to maintain a healthy pipeline

Coaching and Mentorship:
Coaching is central to their role; they provide guidance and mentorship to SDRs, helping them improve their outreach strategies and soft skills.

Development AreasDetails
CoachingPersonalized feedback to team members
MentorshipCareer growth support for SDRs

Analytics and Tech Proficiency:

SDR Managers need a data-driven mindset and should be comfortable with analytics tools to track performance and make informed decisions.

Comfort with CRM and Sales Enablement Tools:

Familiarity with relevant tech tools like CRM software is critical for managing leads and ensuring efficient operations. As well as sales engagement platforms.

Lastly, they must exhibit strong time management abilities for task prioritization and deadline adherence, contributing to the overall productivity and success of the sales team.

An SDR Manager oversees the Sales Development Representative (SDR) team and is pivotal in building and maintaining a strong sales pipeline. They are responsible for setting clear quota targets and ensuring team members are aligned and capable of meeting these goals.

The following are primary duties and responsibilities of an SDR Manager:

  • Hiring: Recruiting skilled SDRs that would fit in with the company culture and contribute effectively to the sales team. They should identify candidates with potential and relevant sales experience.
  • Training & Development: Providing comprehensive training programs for new hires and continually developing the skills of existing team members to improve performance.
  • Performance Management: Regularly evaluating SDRs’ performance using data-driven analytics. A key aspect involves tracking metrics such as call volume, response rates, and appointment-setting success to gauge efficiency and quota attainment.
  • Motivation & Leadership: Continuously motivate the SDR team, fostering a competitive yet collaborative environment. They need to inspire their team to excel and push beyond their comfort zone.
  • Pipeline Management: They must ensure that the SDR team generates a steady influx of qualified prospects to maintain a robust sales pipeline.
  • Strategy & Analytics: Implementing strategies using sales analytics tools to understand trends and adjust tactics accordingly. This includes understanding lead conversion rates and identifying areas for process improvement.

Their role balances the forward momentum of the sales process, team management, and strategic planning, which are all essential for a sustainable sales environment.

The title SDR Manager may vary across organizations, reflecting a diversity of roles and responsibilities. Commonly, this individual can also be recognized as:

  • Sales Development Manager: Emphasizing their role in cultivating the sales pipeline and overseeing the growth of sales opportunities.
  • Team Leader: This title underscores their leadership position, guiding a team of Sales Development Representatives (SDRs) towards achieving sales targets.
  • BDR Manager: Some companies use these titles interchangeably. 

The operational scope of an SDR Manager aligns with general sales leaders who are responsible for steering the sales strategy and empowering the sales team to excel.

In some instances, titles may be combined or varied to signal specific organizational goals or structures:

  • Sales Development Leader/Coach: This variant emphasizes mentoring and coaching of SDRs to enhance performance and career progression.

These alternate titles all converge on a central theme: a commitment to guiding and developing a team of sales professionals to drive business growth.

An SDR (Sales Development Representative) Manager primarily oversees the SDR team’s operations. These managers focus on the early stages of the sales pipeline, nurturing leads and interacting with prospects to identify potential opportunities.

They collaborate closely with Sales Managers and Account Executives to ensure a smooth transition of qualified leads into the sales process. SDR Managers are a specific type of Sales Manager.

Sales Managers, on the other hand, have a broader scope. They are involved in orchestrating the entire sales strategy, managing the sales reps, and are ultimately responsible for achieving revenue growth.

While an SDR Manager works to feed the pipeline, a Sales Manager takes a lead through the entire sales cycle, overseeing the negotiations, closing deals, and ensuring customer satisfaction.

SDR ManagerSales Manager
Nurtures early-stage leadsManages sales reps and closes deals
Prioritizes lead generation and outreachFocuses on overall revenue growth
Reports to Sales ManagersUsually the head of the sales department
Works with Account ExecutivesOversees Account Executives
Focuses on the top of the sales funnelLooks at the entire sales funnel
Supports business development initiativesDrives business development and expansion

SDR Managers are pivotal in building a strong sales foundation by qualifying prospects and cultivating initial interest. Their role is more specialized, targeting the efficiency and effectiveness of the prospecting process.

The Sales Manager’s role is comprehensive, ensuring that the efforts of the SDRs and the sales reps align with the company’s business goals and objectives. Both roles are integral to the success of a company’s sales development and revenue generation efforts.

An SDR Manager is responsible for overseeing the Sales Development Representative team and ensuring optimal performance.

This individual plays a key role in managing and driving the SDR team to achieve monthly quota and pipeline goals.


  • Hiring: Recruit top-tier talent to constantly reinforce the SDR team’s capability.
  • Training Sessions: Conduct regular training sessions to equip SDRs with the necessary skills and knowledge.
  • Coaching Sessions: Implement ongoing coaching sessions to refine reps’ approach and technique.

Performance Metrics and Salary:

  • Establish performance metrics to measure the effectiveness of sales strategies.
  • Structure compensation plans including a base salary with a variable commission based on quota attainment.

Sales Leadership and Enablement:

  • Collaborate with sales leadership to align SDR strategies with overall business objectives.
  • Oversee enablement resources to assist SDRs in their prospecting efforts.

Meetings and Reporting:

  • Lead regular team meetings to maintain communication and cohesiveness.
  • Monitor and report on team performance to upper management.

The SDR Manager’s role is instrumental in building a resilient and effective sales team, directly influencing the company’s growth trajectory through strategic oversight and hands-on leadership.

An individual aspiring to become an SDR (Sales Development Representative) Manager should have a blend of experience, leadership abilities, and a solid foundation in sales. Here’s a concise guide on the steps to take:

Education and Training
  • Education: A bachelor’s degree in business, marketing, or a related field is often preferred.
  • Sales Training: Participation in relevant sales training programs can provide a competitive edge.
Gaining Experience
  • Sales Experience: Starting as an SDR allows you to understand the intricacies of prospecting and sales processes.
  • Tenure: Aim to have several years of successful tenure as an SDR, consistently meeting or exceeding sales targets.
Developing Skills
  • Prospecting Skills: Master the art of prospecting to guide and train upcoming SDRs effectively.
  • Management Skills: Acquire skills in team management, such as time management, conflict resolution, and performance appraisal.
  • Leadership: Cultivate leadership qualities; mentorship and the ability to inspire the team are crucial.
Performance and Advancement
  • Track Record: Maintain a record of high performance as an SDR.
  • Challenge: Demonstrate the ability to handle the challenge of meeting quotas and solving complex customer problems.
Transition to Leadership
  • Mentorship: Seek a mentor within the sales management realm to gain insights and guidance.
  • Management Roles: Secure a position as a team lead or in a junior management role to bridge the transition to an SDR Manager.


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