Brag document template for sales development representatives
SDRs are measured on qualified meetings that became real pipeline, not on activity volume. The distinction is the whole argument for promotion.
What this role is judged on
- Qualified meetings booked and how many converted to opportunities
- Conversion rate from outreach to meeting, against the team baseline
- Quality of qualification, measured by what account executives kept
- Messaging and sequence experiments that improved team results
- Readiness for the next role, evidenced rather than asserted
What this role is measured on
The trap in this role is that activity is easy to count and easy to mistake for the job. Calls made, emails sent and sequences completed are inputs, and a review built on inputs reads as someone who was busy rather than someone who was effective. The output is qualified pipeline that account executives were glad to receive.
Meetings booked is the headline number, but it is only half of it. The number that actually matters is how many of those meetings became opportunities that survived past the first conversation, because a meeting an account executive disqualifies in ten minutes consumed everyone's time and produced nothing.
Conversion rate against the team baseline is where individual skill shows. Booking more meetings than a colleague who sent twice as many emails is a claim about effectiveness; booking more meetings because you sent more is a claim about hours.
Qualification quality is the axis that determines your reputation internally. Account executives quickly learn whose meetings are worth taking, and that reputation is worth more to your progression than any single quarter's number.
Experimentation is the fourth axis and the clearest promotion signal. Testing a message and improving results for the whole team is behavior from the next role up.
Wins that read well for this role
- "Booked
qualified meetings, of which became opportunities, a rate of against a team average of ." - "Held a reply-to-meeting conversion of
on , above the team baseline." - "Sourced
that became , from cold outreach." - "Tested
across , improving team reply rate from to , and the team adopted it." - "Maintained a disqualification rate of
on handed-off meetings, meaning account executives kept nearly everything I passed them."
Common undersell
SDRs undersell by reporting activity, and it is understandable because activity is what the dashboard shows and what gets managed. But activity numbers cannot distinguish you from anyone else with the same hours, and effectiveness numbers can.
The second undersell is the account executives' side of the story. Ask the ones you work with what they thought of your meeting quality and record their answer, because their opinion is what actually determines whether you get promoted and it appears nowhere in any system.
The third is the experiment. Improving the team's messaging is the single clearest evidence that you are ready for more responsibility, and it gets recorded as "helped with the sequence" if it gets recorded at all.