TL;DR
Hire your first SDR only after you've personally closed 5–10 customers and can articulate exactly what messaging, ICP, and objection handling worked. An SDR hired before the founder has figured out the sales motion will fail — they need a playbook to follow, not to build one from scratch.
The most common first-SDR mistake: hiring before the founder has done enough selling to teach the role.
An SDR is a process executor, not a process creator. If you don't have a clear ICP, a tested messaging sequence, a set of objection responses, and a working definition of "qualified meeting" — you're not ready to hire an SDR. You're ready to do more founder-led selling.
Signs you're ready: - You've personally closed 5–10 customers in your target ICP - You can write down exactly what outreach messaging has worked - You have a clear definition of what makes someone a qualified meeting (ICP + trigger + meeting criteria) - You have a CRM set up with a working pipeline process
What to look for in your first SDR: - 1–3 years of outbound experience (BDR/SDR at a similar-stage company) - Coachable, not arrogant — this is a playbook execution role, not creative autonomy - Strong phone and writing fundamentals - Hunger for quota and competitive drive - Previous cold calling/email experience in your category is ideal
Compensation: Entry-level SDR in 2025 is $50–70K base + $20–40K OTE in major US markets. Total comp $70–110K for a first hire.
Where to find them: LinkedIn (post a job ad, direct-source SDRs at companies where your product would fit), your network (warm referrals are the best), and SDR-focused communities like RevGenius.
Onboarding plan: The first 30 days should be structured, not "figure it out." Document your ICP, the 5-email sequence, the 10 objections and responses, the criteria for a qualified meeting, and your tech stack. The SDR should shadow your calls in week 1, run practice calls with you in week 2, and make real calls with your oversight in week 3.
Warning: Don't hire two SDRs simultaneously as your first hire. Hire one, prove the playbook with them over 60–90 days, then hire a second with the validated playbook.
From Cactus: Cactus often serves as a fractional SDR function before clients are ready to hire — building the playbook that the first in-house SDR will follow when the role is filled.
Cactus Marketing embeds with B2B tech startups to turn strategy into pipeline. We've worked with 60+ companies, supported 12 exits, and contributed to $7B+ in client valuations.
Book a free 30-minute call — we'll give you a concrete plan for your situation.
Book a free strategy call →What should an SDR quota be?
A typical SDR quota in B2B SaaS is 8–15 qualified meetings booked per month, or $150–300K in pipeline generated per quarter. The right number depends on your ACV, lead source, and market. Set quota based on what's achievable from proven activity metrics, not what would be convenient for the business.
How do I onboard an SDR?
Build a structured 30-60-90 day plan with clear milestones: product mastery in week 1, ICP and messaging training in week 2, supervised calling in week 3, and independent ramping with quota from day 31. Document everything — the SDR should have a playbook on day one, not six weeks later.
What is a good SDR conversion rate?
A good SDR conversion rate is 2–5% of outbound contacts to qualified meeting, and 25–40% of qualified meetings to SQL (sales accepted opportunity). Below these benchmarks suggests targeting, messaging, or qualification issues — not necessarily SDR execution.
How do I build a sales sequence?
Build a 5–8 touch sequence over 3–4 weeks across email and LinkedIn. Alternate channels, add value at each touch, and end with a breakup email. Each touch should have a clear purpose — not just 'following up.' Test copy variants systematically rather than changing everything at once.