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Does your SDR team have a mission statement?

Giving your SDR team its own mission statement tells everyone in the team – and your organisation – what they are there to do. What mission is your team on?

If you don’t know what you’re aiming towards, how can you measure success? I spend a lot of time with companies that are building SDR teams for the first time or evaluating their existing teams' success. I often ask them what the mission statement is for their SDR team. I have to say, most of the time, I’m met with blank faces.


Formulating a separate mission statement for your SDR team may sound unnecessary when you first think about it, but it can be beneficial. It gives everyone in the team an identity and lets them know why they do what they do. The mission statement also conveys that message to the wider organisation.


In this article, I’ll give you three ideas you can use to lay down a mission statement for your SDR team – and how you can measure its success. Let’s go!

Frameworks for SDR success


I was recently on a panel where was asked about the strategic frameworks I recommend for thinking about your SDR team.


I talked about my 4S framework:

  • Skills – Ensuring your reps have the attributes they need to succeed
  • Structure – Setting your team up for success with the right roles and metrics
  • Strategy – Targeting the right people with the correct messaging
  • Systems – Enhancing your team with the best tech


However, with SDR teams, it’s good to think about the team's purpose before you dive into the 4 S’s. That’s where a mission statement comes in. Your mission statement can be anything you choose, but it has to be clear, measurable and specific.


Here are three ideas you can use as a base for your SDR team mission statement.

1 – Talent


If your SDR team's primary purpose is to build a talent pool for your organisation, put it down in the mission statement. 

If you hire, train and develop your SDRs to keep them in your organisation and progress them to AE level and beyond, make it official. It lets your SDRs know that the company is investing in their future and that the rewards are there if they work hard. 

Make it measurable by tying metrics to it beyond your usual KPIs, for example:

  • Percentage of SDRs progressed into new roles
  • Attrition (regretted v non-regretted hires)

2 – Training


Perhaps you’re building a world-class training and development programme for graduates. This approach delivers fast results, creating SDRs that achieve great things during their tenure in the role.


This helps your team members realise that they are the competitive edge for the organisation and that the company respects their value.


You can measure the effectiveness of this approach by taking account of:

  • Ramp time
  • Average cost to hire
  • Time to hire

3 – Output


Our final idea is making your SDR team’s mission to be a strategic partner for your field sales team, delivering quality pipeline.


This focuses your SDR team on their output and emphasises their role in winning deals and bringing in revenue for the organisation.


Evaluate its success by looking at:

  • SDR KPIs
  • ROI on quality and output

Find out more


While a successful SDR team will be all three of these things – a well-trained team of individuals, delivering excellent results while on a career path – distilling it into one, clear, undiluted message can be extremely valuable. 


Try it and see.



Request a consultation to learn more about how SalesWorks can partner with you to improve performance through sales training.

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