The SDR model isn't dead. But it needs to evolve—quick.
Here are a few ways the SDR model is evolving:
✅ Hiring industry vets and paying really well
I see this in niche, industry-specific solutions. Example: A solution for the largest commercial construction contractors in North America.
They hire reps with 5+ years of experience working in that industry. And they do way more than cold calling and cold emailing.
These reps attend events and work a tight ABX strategy on large enterprise accounts. And their OTE is $150k+
This isn't a common model (yet) but can work well w/ enterprise ACVs.
✅ Providing deal assistance
SDRs help AEs re-engage closed/lost or stalled deals. They work new contacts, old ones, etc. and then loop in the AE. They provide multi-threading support early in sales cycles.
This has become a common trend in the last few years.
This can work well with experienced SDRs and a great RevOps team to help with workflow.
✅ Super lean SDR teams that rely on AI/tech-stack
The SDR team is small and mighty. Reduced headcount in exchange for technology. They use tools like Clay to automate 99% of account selection, list-building, etc.
Sounds great in theory, but I've only seen talking heads on LinkedIn talk about this approach.
Never seen it in action. And when I ask? No one can show me.
I don't believe this is the future for enterprise. Could work for SMB.
✅ Connecting to revenue
Most SDR orgs are moving toward measuring SDR success on qualified pipeline and closed/won revenue.
Comp. on meetings & demos set should be little to none of SDR's OTE. It incentivizes the wrong outcome.
Many orgs are already doing this and you're behind if you aren't.
This is a great forcing function.
✅ More enablement
This isn't anything new. But a few years ago you could get away with feature dumping and pitching in cold emails and cold calls.
That just isn't the case anymore. And it's getting worse.
I can't tell you how many companies I work with who don't provide dedicated enablement for SDRs.
⛔️ AE Self-Sourcing: A necessity, but not the new model
I'm bullish on AE self-sourcing. The best AEs self-source 30-50% of their opportunities. In many orgs right now, it's the only you'll beat your quota.
But I don't see a future where AEs self-source 100% of their pipeline.
It sounds great in theory, but the required culture change is too much.
Everyone needs to chip in to win: AE self-sourcing, SDR sourced, marketing sourced.
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Ashley Kelly (VP of Global Sales Development at Rippling) has 350 SDRs in their org.