The SDR isn't dead - it's evolving

Outbound is getting out of control.

SDRs are drowning in cold calls, mass emails, and sequence fatigue. The ones doing everything “right” still miss quota. And even the good meetings? Half of them no-show.

Sellers are burning out and leaders are scrambling for a better playbook.

So no, the SDR role isn’t dead. But it is overdue for a rethink.

Today, we’re breaking down: 

✅ Why the traditional SDR model is buckling under pressure
✅ What’s changed about how buyers want to be sold to
✅ The smarter way top sellers are building pipeline in 2024
✅ A network-powered playbook built around people, not just pipelines

Activity Is Up. Results Are Down.

We covered this in detail last week, but here’s the TL;DR:

• On average, it now takes 1,400+ outbound touches to generate a single deal.

• The more sellers push outbound, the worse it performs because everyone’s doing it.

• Even top reps are burning out just trying to stay above water.

I mean, just look at these numbers:

So if the old SDR playbook isn’t working anymore…

What’s the next move?

The SDR Role, Rebuilt for 2025

I’d like to introduce you to the Network Development Representative (NDR). 

And no, it’s not just a fancy new title. It’s a smarter way to build pipeline in a world where traditional outbound is on life support.

Where the SDR playbook is:

➡️ “Blast the list”
➡️ “Book the meeting”
➡️ “Hit your activity number”

The NDR playbook is:

✅ Build trust at scale
✅ Become known in your space
✅ Be top of mind when your buyers are actually ready

Instead of chasing cold leads all day, your NDR focuses on growing a network that drives real conversations. They pull the market in instead of pushing against it.

If the SDR was built for 2010, the NDR is built for 2025.

And the best part? You don’t need to blow up your team to test it.

We’ll get to that, but first…

The 90% Who Aren’t Buying (Yet)

It’s fairly commonly known that at any given moment, only 3–10% of your market is actually ready to buy.

The rest? They’re not ignoring you because your pitch was bad. They’re just not there yet.

But with the traditional playbook, most SDRs treat their entire lead list like it’s full of ready buyers. So they hit them with product pitches, aggressive CTAs, and "just checking in" follow-ups.

What happens next?

📉 Buyers tune out.
📉 Your brand takes a hit.
📉 Your reps waste time chasing ghosts.

The NDR sees the game differently.

They don’t just hunt for the 10%, they pull the other 90% into their network. That way, when those buyers do enter the market, your company is already on their short list.

It’s the difference between being top of inbox and being top of mind.

How to Test a Network-Driven Approach

You don’t need to rebuild your sales org from scratch to start thinking like an NDR. You just need a more network-drive approach to how you build pipeline.

Here’s how to get started:

1. Check out the full NDR Playbook

This newsletter scratches the surface. The full playbook goes deeper into:

• How to structure the NDR role

• What to measure (instead of just cold calls and meetings booked)

• Proven tactics around content, community, and connection

It also includes templates, examples, and insights from real sellers who’ve made the shift.

2. Audit your current outreach mix

Are your reps chasing the same cold list over and over?

Ask yourself: What percent of our time goes into short-term outreach vs long-term network building?

Even a 10% shift can add fuel to your network fire. 🔥

3. Start measuring network growth

Track how many ICP connections your team is adding per week. Warm intros. Community invites. Content engagement.

All of it counts, and compounds.

4. Experiment with a “lightweight NDR” pilot

Start by letting 1–2 reps run a quarter with NDR-style goals:

• Community engagement

• Referrals and warm intros

• LinkedIn content

Then, measure impact. See what actually moves the needle.

Look, I get it. Rewriting years of SDR muscle memory isn’t easy.

But staying stuck in the same broken plays? That’s way more expensive.

The Playbook That Got You Here Won’t Get You There

What will?

A playbook built for an ad-blocker, call-screener, AI-autoresponder world. One that doesn’t focus only on inboxes to be cracked, but also on people worth knowing.

With this new playbook: 

1. Reps treat their network like a pipeline channel. Because the warmest paths come from people who already trust you.

2. Outreach starts conversations, not just sequences. Because buyers respond when they feel seen and understood. 

3. Teams build brand and trust, not just meeting counts. Because long-term momentum beats short-term sprints every time.

Until next time,

Mac 🦕

P.S. Don’t forget to grab your copy of the NDR playbook before Benny the Bronto mistakes it for a midnight snack.