From fragmented to focused: A blueprint for sales leaders to unite SDRs and BDMs

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I have had the pleasure of training and leading salespeople for over 20 years. During this time, I have gained deep insight into what makes a successful sales operation. The dynamic of the Sales Development Representatives (SDRs) and Business Development Managers (BDMs) are two essential components of a successful sales team. SDRs are responsible for generating leads and nurturing them until they are ready to be passed on to BDMs tasked with closing deals. However, it is not uncommon for there to be a disconnect between SDRs and BDMs, which can lead to missed opportunities and lower productivity. As a result, sales leaders must take a proactive approach to foster collaboration between these critical teams.

This blog aims to give Sales Leaders the tools they need to bring SDRs and BDMs together, creating a unified front to drive sales and help the organisation achieve its goals. I will cover the key elements of collaboration, including defining roles and responsibilities, establishing a communication system, fostering a collaborative culture, and aligning goals and metrics.

Defining roles and responsibilities

The SDRs’ roles and responsibilities

Sales Development Representatives (SDRs) are responsible for generating leads and nurturing them until they are ready to be passed on to Business Development Managers (BDMs). SDRs are the front line of the sales process, responsible for identifying potential customers and building relationships with them. SDR tasks include conducting research, reaching out to prospects, and providing them with information about the organisation’s products or services. SDRs play a critical role in sales by generating interest in the organisation and qualifying leads for the BDMs.

The BDMs’ roles and responsibilities

Business Development Managers (BDMs) are responsible for closing deals and growing the business. They take the leads generated by SDRs and work to turn them into customers. BDMs build relationships with prospects, negotiate deals, and close sales. They are also responsible for maintaining ongoing relationships with existing customers to encourage repeat business and upselling.

SDR vs BDM responsibilities

While SDRs and BDMs are critical to the sales team’s success, they have distinct responsibilities. SDRs are focused on generating leads, while BDMs focus on closing deals. However, the two roles often overlap, with SDRs supporting BDMs in the sales process and BDMs guiding SDRs on lead nurturing.

Importance of clear roles and responsibilities

Sales leaders must define the roles and responsibilities of SDRs and BDMs clearly. This clarification ensures that all salespeople understand their precise roles within the team and reduces the risk of overlap or confusion. By establishing clear roles and responsibilities, sales leaders can ensure that everyone is working towards a common goal and that the sales process runs smoothly. Additionally, by providing clear guidelines for each role, sales leaders can help their team members focus on their areas of responsibility and develop their skills.

Establishing a communication system

Effective communication is key to the success of any sales team, especially when it comes to the collaboration between SDRs and BDMs. Without an established communication system, it can be difficult for these two teams to work together effectively and efficiently. As a result, there may be miscommunications, missed opportunities, or confusion over who is responsible for what.

Types of communication methods

Sales Leaders can use several communication methods to establish a communication system between SDRs and BDMs. These include email, phone calls, instant messaging, video conferencing, and project management software. Of course, the best method will depend on the organisation’s specific needs. Still, choosing a method that allows for real-time communication that both teams are comfortable using is essential.

Importance of real-time communication

Real-time communication is essential for effective collaboration between SDRs and BDMs. Delayed communication can result in missed opportunities, sharing of incorrect information, or sales process delays. Both teams can work together using real-time communication methods, ensuring that everyone is up-to-date and that the sales process runs smoothly.

Steps to implement a communication system

To implement a communication system, sales leaders should first assess the needs of their organisation and determine what type of communication methods will be most effective. Next, they should involve SDRs and BDMs in the process and ensure everyone is on board with the chosen method. Finally, they should provide training and support to help both teams use the communication system effectively.

Fostering a collaborative culture

The culture of a sales team can have a significant impact on its success. A positive, supportive culture can help SDRs and BDMs to work together effectively and achieve better results, while a negative culture can lead to frustration, miscommunication, and missed opportunities.

Best practices for building a collaborative culture

Building a collaborative culture starts with the sales leader. Establishing a clear vision for the team and creating a positive, supportive environment where SDRs and BDMs feel valued and respected is essential. Leaders can also foster a collaborative culture by encouraging teamwork and open communication, recognising and rewarding good work, and providing professional development and growth opportunities.

Ways to encourage teamwork

There are several ways to encourage teamwork between SDRs and BDMs. These include creating opportunities for cross-team collaboration, encouraging open communication and feedback, and providing training and support to help both teams work together effectively. It is also important to recognise and reward good teamwork, as this can help to reinforce the importance of collaboration and to encourage both teams to work together even more effectively.

The role of the sales leader in fostering a collaborative culture

The Sales Leader plays a critical role in fostering a collaborative culture. They are responsible for setting the tone and creating a positive, supportive environment where SDRs and BDMs feel valued and respected. They should encourage open communication, recognise and reward good teamwork, and provide professional development and growth opportunities. Doing so can help create a culture that supports collaboration, teamwork, and success.

Aligning goals and metrics

A clear understanding of goals and metrics is essential for sales teams to work effectively together. Aligning goals and metrics between SDRs and BDMs can ensure that everyone is working towards the same objectives.

Steps to align goals and metrics

To align goals and metrics between SDRs and BDMs, it is crucial to start by setting clear, measurable goals for the team. Next, they should define specific metrics to measure progress towards these goals. Finally, it is essential to review progress and adjust goals and metrics regularly.

Best practices for setting shared metrics

When setting shared metrics for SDRs and BDMs, choosing relevant, meaningful, and actionable metrics is essential. Some effective metrics include lead generation, deal conversion, customer satisfaction, and revenue. In addition, choosing metrics easily tracked and understood by both teams is also important.

The role of the sales leader in aligning goals and metrics

The Sales Leader is critical in aligning goals and metrics between SDRs and BDMs. They are responsible for setting clear, measurable goals for the team, choosing relevant metrics, and regularly reviewing progress.


As a Sales Leader, your role is to help your team work effectively together to achieve better results. Following the tips and advice outlined in this blog, you can create a more collaborative and supportive environment where SDRs and BDMs can work together to generate leads, close deals, and achieve success. Remember, the key to a successful sales team is clear communication, a collaborative culture, and aligned goals and metrics. By focusing on these areas, you can create a team that works together seamlessly, delivering better results and building long-lasting customer relationships. So if you want your SDRs and BDMs to work better together, take these tips to heart and start building a more collaborative and successful sales team today.

Dominate your market with Resonate’s sales expertise

At Resonate, we understand the complexities of the sales process and can help your business overcome the challenges of uniting SDRs and BDMs. We can provide expert guidance on developing a sales strategy that aligns your business goals and metrics with your sales team’s roles and responsibilities. Additionally, we can help you streamline your sales process by providing SDR outsourcing services, freeing up your BDMs’ time and allowing them to focus solely on closing deals. We dedicate ourselves to helping you grow your business by maximising its sales potential. Contact us to discuss how we can help you achieve your sales goals.

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RK is the CEO & Co-Founder of Resonate.

RK is Resonate’s chief strategist, thought leader, and IT industry veteran. Our clients depend on RK to advise on their business strategy, channel strategy, and sales strategy. 

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