SDR, BDR, and AE are three distinct roles in B2B sales teams. SDRs (Sales Development Representatives) focus on outbound prospecting to generate qualified leads. BDRs (Business Development Representatives) also generate leads but often focus on inbound or strategic partnerships. AEs (Account Executives) carry a quota and close deals. Understanding the differences helps you build a better sales org or choose the right career path.
SDR (Sales Development Representative) is an outbound-focused role responsible for prospecting, cold outreach, and qualifying leads before passing them to AEs. SDRs typically work from lead lists and use multi-channel outreach (email, LinkedIn, calls) to book meetings.
BDR (Business Development Representative) is a lead generation role that overlaps with SDR but often handles inbound leads, partner-generated leads, or higher-value accounts. In some orgs, BDRs focus on strategic accounts while SDRs handle volume.
AE (Account Executive) is the closing role. AEs own a quota, run the full sales cycle from demo to negotiation to close. They receive qualified leads from SDRs/BDRs and are compensated heavily on commission.
What Is an SDR?
The SDR role emerged as a specialization within B2B sales to separate prospecting from closing. SDRs are measured on activity metrics: calls made, emails sent, meetings booked. They do not carry a dollar quota. Their output is qualified opportunities for AEs.
SDRs typically work with a high volume of leads (100+ touches per day) and use sales engagement platforms like ACA, Salesforce, or Outreach. The career path usually moves SDR → BDR → AE, though some stay in revenue development.
Key skills: resilience, organization, communication, and the ability to handle rejection. In our experience, top SDRs book 10-15 meetings per week from cold outreach.
What Is a BDR?
BDR is a broader term that sometimes means the same as SDR. In companies that distinguish between the two, BDRs handle inbound leads (demo requests, content downloads) and partner channels, while SDRs focus on outbound prospecting. BDRs may also work on larger accounts or in a more consultative capacity.
In some organizations, BDR is the entry-level role, and SDR is the more senior outbound specialist. In others, the roles are interchangeable. The distinction matters mostly for internal team structure and compensation tiers.
BDR comp is similar to SDR: base salary plus commission on meetings booked or opportunities generated. However, BDRs may have a higher base if they handle more complex inbound inquiries.
What Is an AE?
AEs are the closers. They take qualified leads from SDRs/BDRs and run the rest of the sales cycle: discovery, demo, proposal, negotiation, close. AEs carry a revenue quota (e.g., $100K per quarter) and are paid a higher base with substantial variable compensation.
Most AEs come from an SDR or BDR background. The role requires product knowledge, discovery skills, and the ability to handle objections and negotiate price. AEs typically close 20-40% of the opportunities they work, depending on deal size and sales cycle length.
SDR vs BDR vs AE: Key Differences
| Dimension | SDR | BDR | AE |
|---|---|---|---|
| Focus | Outbound prospecting | Inbound + outbound (often higher-value) | Closing deals |
| Metric | Meetings booked | Meetings/opportunities | Revenue closed |
| Quota | Activity-based | Activity + pipeline | Revenue quota |
| Comp mix | 60-70% base, 30-40% variable | 60-70% base, 30-40% variable | 50-60% base, 40-50% variable |
| Handoff | Passes to AE after qualification | Passes to AE after qualification | Owns from qualification to close |
| Career path | SDR → BDR → AE | BDR → AE or strategic roles | AE → Senior AE → Sales Manager |
How These Roles Hand Off
The handoff from SDR/BDR to AE is the most critical transfer point in the sales process. If done poorly, qualified leads go cold, and both roles suffer. Best-in-class teams use a structured handoff process:
- SDR books a meeting after qualifying the prospect (budget, authority, need, timeline).
- SDR sends a handoff note to the AE with context: pain points, objections, next steps. The AE should never enter a meeting cold.
- AE takes over for the discovery call or demo. The SDR may or may not join the meeting depending on org structure.
- AE owns the deal from that point. If the deal goes back to qualification (e.g., budget not confirmed), it may return to SDR.
In many orgs, BDRs follow the same handoff process. The difference is that BDRs often handle inbound leads that are already somewhat qualified, so the handoff is quicker.
Compensation Comparison
Compensation varies by industry and company size, but typical ranges in B2B SaaS:
- SDR: $40K-$60K base + $20K-$40K variable = $60K-$100K OTE (on-target earnings). Top performers can exceed $120K.
- BDR: $45K-$65K base + $20K-$50K variable = $65K-$115K OTE. Higher if handling strategic accounts.
- AE: $60K-$100K base + $60K-$150K variable = $120K-$250K OTE. Enterprise AEs at top firms earn $300K+.
These ranges are estimates based on publicly reported data and our experience working with B2B sales teams. Actual numbers depend on geography, product price point, and company stage.
Choosing the Right Role for Your Career
If you are new to B2B sales and want a fast path to closing, start as an SDR. It teaches prospecting skills, resilience, and qualification that every future AE needs. Most AEs who skipped the SDR role struggle with pipeline discipline.
If you prefer working with warm leads and strategic accounts, consider a BDR role at a company that distinguishes the roles. BDR often has higher base pay and less cold outreach.
If you already have sales experience and want to own a quota immediately, look for direct AE roles at companies that hire from non-SDR backgrounds (e.g., account managers moving into sales).
Choose SDR if: you want to learn outbound prospecting from scratch and build a foundation for closing. You enjoy high activity and competition.
Choose BDR if: you prefer working with inbound leads or strategic accounts and want a higher base salary. The line between SDR and BDR is blurry in many orgs, so check the job description carefully.
Choose AE if: you have sales experience and want to own a revenue quota. The earning potential is higher, but so is the risk.
Career progression speed: Top SDRs typically move to AE within 12-18 months. BDRs may move to AE within 12-24 months. AEs typically stay 18-36 months before moving to senior roles or management. Source: aggregated from LinkedIn career data and ACA community surveys.
Frequently Asked Questions
What is the difference between SDR and BDR?
In most B2B orgs, SDRs focus on outbound prospecting while BDRs handle inbound leads or strategic accounts. However, many companies use the titles interchangeably. Always read the job description to understand the actual responsibilities.
Do SDRs and BDRs get commission?
Yes, both typically earn variable comp based on meetings booked or qualified opportunities generated. Commission is lower than AEs but still a significant part of total comp (30-40% variable).
How do SDRs hand off to AEs?
After the SDR qualifies a lead (BANT or similar framework), they schedule a meeting and provide context to the AE via a handoff note or CRM update. The AE then runs the sales process. Some teams include the SDR in the first call for a warm handoff.
Which role pays the most?
AE pays the most on average, with OTE ranging from $120K to $250K+ in SaaS. Top enterprise AEs can exceed $400K. SDR/BDR OTE is typically $60K-$115K.
Can I move from SDR to AE without being a BDR?
Yes. Many SDRs move directly to AE after 12-18 months if they consistently hit quota and demonstrate discovery skills. A BDR stint is not required.
What tools do SDRs and BDRs use?
Common tools: CRM (Salesforce, HubSpot), sales engagement platforms (ACA, Outreach, SalesLoft), LinkedIn Sales Navigator, and data enrichment tools (ZoomInfo, Clay). ACA is increasingly popular for its multi-channel outreach across email, LinkedIn, WhatsApp, and Instagram.