Advice from people who have done the job
Every advisor has built and run a sales development function. You are not paying a consultant to read about your problem.
Stop guessing. Start growing.
A 45-minute one-to-one session with a sales development leader who has already built what you're building. You leave with a personalised summary report: the actions to take, the frameworks to use and examples that work.
Why work with SDL: Advisory?
One session, one clear plan
45 minutes on your specific problem, then a written summary with the actions, frameworks and examples to take back to your team.
Backed by 200 SDR leaders
Our advisors run SDL, a community of more than 200 sales development leaders across EMEA. You get the collective view, not one person’s opinion.
How we help
Our advisors work with senior leaders across four groups. Select yours to see what we can help with.
Built for founders figuring out outbound
Whether you're hiring your first SDR or scaling your first pipeline motion, our advisors have been exactly where you are.
When to hire your first SDR
Avoid the most expensive mistake early-stage founders make: hiring too early, or failing to structure the role correctly from day one.
Build the function from scratch
Get the framework, the playbook and the sequencing right before you scale. Save months of costly trial and error.
Scale outbound predictably
Build a pipeline motion that generates consistent results without constant firefighting or dependence on a single rep.
AI and automation strategy
Use AI to multiply what your small team can do before you have the headcount to burn. Get this right early and it compounds.
Enter new markets confidently
ICP validation, territory design and account targeting for new geographies and segments, grounded in what actually works.
Choose the right tools
Navigate a crowded tech landscape without expensive, distracting mistakes. Know what to buy, what to defer and what to avoid.
Build the team. Hit the number.
From hiring your first SDR to fixing a broken pipeline, our advisors work on the problems you're dealing with right now.
Hiring, onboarding and ramping SDRs
Reduce time-to-productivity, cut early attrition and build a bench of consistent performers.
Coaching and performance culture
Build a team that performs consistently, not just in good quarters. The frameworks that actually work.
When your SDR leader isn't working out
Diagnose whether it's the person, the role or the setup, and decide what to do next with confidence.
Pipeline has collapsed
Triage the immediate problem, rebuild quickly and put structures in place to prevent the next dip.
Metrics and data-driven decisions
The numbers that actually matter and how to build a reporting cadence your team acts on.
First-time SDR leader
Frameworks, habits and priorities for stepping into the role and earning credibility quickly.
Align with sales. Drive pipeline.
Our advisors help you fix the alignment, the handoffs and the pipeline strategy so inbound and outbound work together, not against each other.
Inbound lead follow-up failure
Fix the gap between MQL and first contact. Stop letting marketing-qualified demand go cold.
Aligning ABM with SDR outbound
Make your account-based strategy a joint programme, not parallel efforts that talk past each other.
Reducing CAC through SDR efficiency
Find the real efficiency gains in the SDR motion before you spend more on demand generation.
Intent data for SDR prioritisation
Use buying signals without drowning in noise. Route intent to the right SDR at the right time.
AI and automation for pipeline quality
Which tools change the game for marketing-to-SDR handoffs, and which add noise without value.
Account-based prospecting strategy
Build an ABP strategy that converts, not just a target list. Align it with your SDR motion from the start.
Evaluate the function. Protect the investment.
We give you an independent view — and where needed, a direct intervention — to protect and accelerate sales development performance across your portfolio.
What does good actually look like
Benchmark a portfolio company's SDR function against what high performance actually requires at their stage.
Metrics that signal pipeline health
Lead indicators, not just lagging ones. Know what to ask for and what it means before you see the numbers.
Restructuring after hypergrowth
Rightsize the team without killing momentum or losing the performers who matter most.
Hiring the right SDR leader
What to look for, what to test and how to assess whether someone can build what you actually need.
Coaching and performance culture
What sustains SDR performance through market shifts, and what tends to break under hypergrowth targets.
Scaling outbound and pipeline predictability
The structures that make pipeline predictable at each stage, from seed through Series B and beyond.
Leaders who've built what you're building
Seasoned professionals with proven track records in sales development
Rich Belson
Sales Development Leader & SDL Co-Founder
Proven Sales Leader with 20+ years of experience building and scaling GTM and sales development functions.
Emily Parker
Sales Director & SDL Co-Founder
Building structured inside sales functions and championing women in sales leadership. Top 100 Sales Influencer 2025.
Stratford Canning
VP Revenue Development, Forrester & SDL Co-Founder
Running global sales development across 45+ markets and $200M+ in pipeline. Expert in culture, data-driven systems and sales innovation.
Ben Smith
Global Director of Marketing, Reachdesk
Scaled a global BDR team from 0 to $20M ARR. Expert in allbound strategy, ABM and bridging sales and marketing.
Simple process. Serious results.
From booking to action in four steps
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01
Choose your topic and schedule your session
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02
Attend your 45 min session with one of our advisors
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03
Receive your personalised summary advice report
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04
Take action with confidence
What leaders say about SDL
"I've been part of SDL since March 2025 and cannot speak highly enough of its impact on my role as BDR team lead. The group is welcoming with no egos, everyone is helpful and supportive when sharing how they tackle the challenges SDR leaders face.
The networking opportunities have been invaluable. I highly recommend it."
"Playbooks and support are aimed at SDRs. Sales Development Leaders offers a place for those who lead. Network with like minded leaders, who want to move their teams forward. Leaders share best practice tips, roles, tech and more, supported by those who volunteer their time to run the group. Any leader or aspiring leader should enquire to join."
Pick your starting point
One session costs less than a week of a new SDR’s salary. Getting the hire, or the motion, wrong costs a great deal more.
Single advisory session
£375
Perfect for targeted advice on a specific challenge.
- One 45-minute session
- Summary report including:
- Key insights
- Suggested actions
- Resources and examples
Bundle of 4 sessions
£1,350
Ideal for ongoing GTM work or coaching
- Four 45-minute sessions
- Consistent advisor relationship
- Priority scheduling
- Summary report after each session including:
- Key insights
- Suggested actions
- Resources and examples
Not sure which one is right for you?
Book a 20-minute discovery call. We will point you to the right advisor and format, and you can book your session straight afterwards.
Ready to start?
Pick a session or talk it through with us first
Bespoke advice or a general enquiry? Contact us
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