The SDR model isn't dead. But it needs to evolve—quick

The SDR model isn't dead. But it needs to evolve—quick.

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Here are a few ways we're seeing the SDR model evolve:

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✅ 1) Hiring industry vets and paying really well

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I see this in niche, industry-specific solutions. Example: A solution for the largest commercial construction contractors in North America.

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They hire reps with 5+ years of experience working in that industry. And they do way more than cold calling and cold emailing.

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These reps attend events and work a tight ABX strategy on large enterprise accounts. And their OTE is $150k+

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This isn't a common model (yet) but can work well w/ enterprise ACVs.

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✅ 2) Providing deal assistance

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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.

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This has become a common trend in the last few years.

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This can work well with experienced SDRs and a great RevOps team to help with workflow.

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✅ 3) Super lean SDR teams that rely on AI/tech-stack

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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.

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Sounds great in theory, but I've only seen talking heads on LinkedIn talk about this approach.

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Never seen it in action. And when I ask? No one can show me.

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I don't believe this is the future for enterprise. Could work for SMB.

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✅ 4) Connecting to revenue

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Most SDR orgs are moving toward measuring SDR success on qualified pipeline and closed/won revenue.

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Comp. on meetings & demos set should be a half or less of an SDR's compensation. It incentivizes the wrong outcome.

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Many orgs are already doing this and you're behind if you aren't.

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This is an excellent forcing function.

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✅ 5) More role-specific enablement

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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.

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That just isn't the case anymore. And it's getting worse.

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I can't tell you how many companies I work with who don't provide dedicated enablement for SDRs.

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⛔️ 6) AE Self-Sourcing: A necessity, but not the new model

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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 way you'll beat your quota.

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But I don't see a future where AEs self-source 100% of their pipeline.

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It sounds great in theory, but the required culture change is too much.

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Everyone needs to chip in to win: AE self-sourcing, SDR sourced, marketing sourced.

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~~~

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What are you seeing in your org?

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