How To Build Your Sales Development Team

Published on November 4, 2023 by Sawyer Middeleer

How To Build Your Sales Development Team

Building an effective Sales Development Team (SDT) is one of the most critical components of a successful sales operation, especially in the dynamic world of B2B selling. The sales development team is responsible for generating new leads, qualifying prospects, and filling the sales pipeline with opportunities that could eventually generate revenue for the company. Not only does a robust SDT keep your sales funnel full, but it also ensures that your Account Executives (AEs) are focusing their time on the most promising leads.

In this in-depth guide, we'll explore the strategic steps and considerations involved in building and scaling a high-performance sales development team from the ground up. Whether your company is in the early stages of growth or looking to refine its existing sales process, these insights will help you create a strong foundation for sustained growth and success.

Understanding the Role of the Sales Development Team

Before you begin constructing your team, it’s important to clearly define the role and purpose of sales development within your organization:

  • Lead Generation: Sales Development Representatives (SDRs) are often tasked with the initial outreach to potential clients, leveraging a mix of cold calls, emails, and social media engagement to ignite conversations.
  • Qualification of Leads: Not every prospect is a good fit. An effective SDT will filter out unqualified leads, ensuring that AEs spend their time on high potential opportunities.
  • Appointment Setting: Once a prospect shows interest, the SDT schedules appointments for AEs, facilitating the handoff from lead to potential customer.

The Blueprint for Building a Sales Development Team

Here's a strategic blueprint to guide you through the process of building your SDT:

Step 1: Define Your Objectives and Strategy

What are your sales goals, and how can the SDT support them? Establish clear objectives, such as the number of qualified leads and meetings required to meet revenue targets. Determine the ideal customer profile (ICP) to focus the team’s efforts on the most viable segments.

Step 2: Recruitment and Hiring

Recruit candidates with the right mix of enthusiasm, resilience, and communication skills. Look for people who can handle rejection and are driven by results. Hiring the correct profiles from the outset will save resources and cultivate a winning culture.

Step 3: Training and Onboarding

Develop a comprehensive training program that covers product knowledge, sales techniques, and your customers' pain points. Role-playing sessions and shadowing experienced colleagues can help new hires build confidence and competence quickly.

Step 4: Processes and Tools

Establish standardized processes for prospecting, qualifying leads, and setting appointments. Invest in sales automation tools and CRM systems to streamline workflows and maintain accurate records of customer interactions.

Step 5: Compensation and Incentives

Set up a compensation plan that motivates your team. This should include a base salary with a commission structure tied to targets like the number of qualified leads or meetings set. Periodic incentives for high performance can boost motivation even further.

Step 6: Performance Management

Create Key Performance Indicators (KPIs) to measure the success of your team, such as call activity, number of qualified leads, and conversion rates. Regularly review these metrics with team members to provide feedback and adjust strategies as needed.

Step 7: Lead Distribution and Territory Management

Decide on the most equitable way to distribute leads and manage territories. This could be geographic, by industry sector, or by company size. Ensure that the leads are evenly spread to maximize opportunities for everyone.

Step 8: Culture and Career Development

Foster a positive sales culture that celebrates wins and encourages continuous improvement. Provide pathways for career development within the organization to retain top talent.

Step 9: Scaling the Team

As business needs grow, you’ll need to expand the team. Always be recruiting, even before the need becomes urgent. Build an employee referral program and maintain a talent pool for future hiring.

Step 10: Continual Optimization

Regularly revisit and optimize your sales development strategies, processes, and tools to keep pace with industry changes and internal company growth.

Essential Elements for Success

  • The Right Leaders: Appoint experienced SDR managers who can coach and inspire their team. Leaders should embody the values and work ethic you expect from your team members.
  • Sales Development Tech Stack: Invest in a tech stack that maximizes efficiency and effectiveness. Tools like LinkedIn Sales Navigator, Outreach, or Salesloft for prospecting; ZoomInfo for data enrichment; and CRM solutions like Salesforce for managing interactions can have a major impact on your results.
  • Alignment with Marketing: Ensure that your marketing and sales development teams are closely aligned. This collaboration can lead to higher quality leads and a more cohesive buyer journey.
  • Regular Training and Coaching: There should be ongoing training focusing on product updates, sales skills, and personal development. Encouraging continued learning will improve performance and reduce turnover.
  • Creating Feedback Loops: Establish feedback loops between the SDT, AEs, and other parts of the sales organization. This continuous communication will help fine-tune processes and strategies.


Building a Sales Development Team is both an art and a science. When carefully crafted and managed, it can become the powerhouse of your sales operation, setting the stage for exponential growth. Embracing the best practices outlined in this guide will help you carve out the best path for your company's unique sales journey. And as you focus on refining your SDT, remember that tools like Aomni can be a pivotal asset in streamlining your sales process, driving efficiency, and unlocking unprecedented growth.

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