You’ve hired an SDR or two… now what?

Congratulations—you’ve taken the important step of hiring Sales Development Representatives (SDRs). But hiring is just the beginning. Getting SDRs on the right track requires effective SDR management…which may seem like a no-brainer but is often underestimated or given minimal attention.

Set clear expectations and goals

Effective management starts before hiring even begins—by clearly setting expectations in the recruitment process. Many managers inadvertently create a high churn rate by overselling the role. Instead, clearly communicate the complexity, challenges, and grit required. Be brutally honest: describe the job realistically to prevent disappointment and turnover within the first 90 days.

Once onboard, clearly defined expectations and SMART goals (Sales, Academy, Marketing, Recruiting, Technology Services) are foundational. Goals must be achievable yet challenging. Many companies mistakenly set targets based purely on company objectives rather than realistic benchmarks.

SDRs should be primarily measured on factors within their direct control:

• Quantitative metrics:Activity volume (calls, emails, meetings booked)

• Qualitative metrics:Meeting quality, opportunities created, pipeline generated

I have lots of thoughts about how to think about quality over quantity (especially when it comes to meetings) – here’s a quick piece I did on that. Avoid directly tying SDR compensation to closed deals unless they have explicit influence over the sales process post-initial outreach. Offering bonuses tied to closed revenue as an additional incentive is appropriate, but basing primary compensation on outcomes beyond their control is demotivating.

Provide thorough onboarding and ongoing coaching

Effective onboarding ensures SDRs understand the personas they target and the challenges these individuals face. While understanding your solution matters, knowing customer pain points and market context is often more valuable during initial outreach.

Consistent coaching should integrate modern technology. Historically, managers relied solely on live listening and manual feedback. Today, AI-driven tools (like Gong, Zoom IQ, Coach360, Jiminy) provide automated call scoring and personalized insights, saving managers significant time and effort.

Think about doing regular group reviews of best and worst calls to build team-wide learning and involve senior SDRs in coaching sessions or lunch-and-learns to help disseminate best practices efficiently. Tribal knowledge and cross-pollinating great ideas – fast wins.

Address retention proactively

Retention goes beyond professional development; managers must regularly conduct structured quarterly reviews covering both professional and personal goals. Understanding and supporting individual ambitions—whether training for a marathon or managing childcare—creates meaningful emotional bonds that monetary rewards alone can’t replicate. Proactively fostering this personal connection significantly reduces turnover.

Master outbound account-based sales

Successful outbound strategies emphasize deeply understanding the customer and market pain points, even above in-depth product knowledge. Early SDR interactions should focus on value creation—understanding customer pain points and teaching SDRs to navigate stakeholder relationships effectively using a clear playbook.

You’ll also want to consider team size and seniority when managing remote SDRs. Smaller teams (2–5) manage remote work effectively, but teams of 10 or more—particularly junior SDRs—benefit significantly from in-office interaction. The “office radio” effect (overhearing experienced SDRs and AEs) significantly boosts morale, knowledge transfer, and skill development.

Help SDRs see their business impact

Visualizing individual impact matters immensely. Create transparent dashboards tracking SDR performance and regularly share these metrics with the team. Weekly dashboards promote healthy competition, clearly demonstrate individual contributions, and motivate SDRs by fostering friendly rivalry.

Develop SDR communication and phone presence

Professional phone presence is essential. Regularly conduct role-play exercises and call reviews. Today’s AI-driven tools (Second Nature, Balto, Salesken) offer virtual role-playing environments, enhancing SDR confidence and professionalism through scalable and consistent practice. I also wrote a piece about research conducted by Assistant Professor Bitty Balducci from Washington State University, which uncovered patterns that extend far beyond script and product pitch – check it out.

Foster emotional intelligence and soft skills

SDRs need emotional intelligence (EQ) to effectively manage rejection, build empathy, and foster resilience. Managers must themselves be trained as coaches and leaders—not merely managers—to cultivate these soft skills effectively. Structured manager training in leadership and coaching techniques significantly boosts overall team EQ and morale.

Prioritize hiring, onboarding and performance management

Effective SDR management begins with thoughtful hiring. Prioritize assessing core traits like curiosity, resilience, accountability, and coachability through a multi-stage interview involving diverse interviewers. This ensures a varied and high-performing team rather than a group mirroring the manager’s traits.

Optimize technology and time management

Ensure SDRs fully leverage their sales technology stack—including CRMs, sales engagement tools, and intent data platforms—through regular audits and continuous training. Effective daily prioritization enhances productivity, reducing administrative burden and freeing SDRs for revenue-generating activities.

Close the feedback loop consistently

Regular, detailed feedback after each interaction is crucial. Actively encourage SDRs to engage in satisfaction surveys and post-interaction reviews, clearly identifying areas for improvement. Positive reinforcement replicates successful behaviors, while constructive feedback provides tangible opportunities for growth.

The bottom line

Managing SDRs well isn’t easy—it takes clear communication, consistent coaching, smart hiring, and balancing metrics with a personal touch. Without intentional management, it’s easy for SDR teams to lose direction, leading to high turnover and missed goals.

At memoryBlue, our whole focus is on helping SDR teams succeed. Whether you’ve built your team in-house or outsourced, our customized management training programs give you the tools and strategies to keep your SDRs motivated, productive, and driving growth for the long term. Reach out if you want to learn more about those.