SDR Incubator: Building Your Revenue Engine by Owen McCabe

Life as an SDR is fast-paced, high-pressure, and an incredibly rewarding path if you know how to navigate it.

Think of an SDR’s career in three stages: an incubator where raw potential is developed, refined, and then propelled into the next logical step for an SDR, most likely an AE, but any role where the skills are transferable. I’ve often had SDRs move to Customer Success, Solution Engineering, and even Marketing.Ahead of getting into these three stages, you first need to hire a high-potential SDR. I recently wrote a LinkedIn post on how to stand out during an SDR interview, and hands down, those who displayed the below have been the most successful SDRs.  In short, I expect candidates to complete the below during the interview process.

Connect with purpose ahead of any interview, either over email or LinkedIn.

Multithread just like you would an account. Have you reached out to your future peers or your future VP to learn more about the company and role?

Follow up straight after every interaction and summarise the meeting with your key findings, learning, and proposed next steps.

Have a strong "why." Why this role? Why this company? Why now?

Go beyond the brief. The brief is the minimum; show us how you’ll push yourself and show you can work on your own initiative.

Now you’ve hired a high-potential SDR, lets focus on the three phases I see that grows and nurtures them into rockstars.

0–6 Months: Progress, not perfection

The first six months in the SDR seat are make-or-break. This is their foundational phase where habits, mindset, and muscle memory are built. The goal here isn't perfection, it’s progression.

Start strong by:

Aligning on clear development plans. Have a 30/60/90-day plan that covers tools mastery, persona fluency, and messaging confidence.

Creating and facilitating feedback loops. As a manager, with other SDRs and AEs. Create the habit of seeking feedback.

Coaching over managing. Micro-coaching, not micromanaging. Tactically dissect what’s working and what’s not, and tie feedback to outcomes.

Celebrate small wins. First booked meeting, first positive reply, first objection handled, and of course first SQL/SAO

Use this phase to build confidence, resilience, and consistency.

6–9 Months: Fine-Tuning

Time to move from execution to excellence. At this stage, SDRs should be taking ownership of their role and demonstrating adaptability.

Here’s how to level them up:

Strategic prospecting. Teach SDRs how to think like AEs. Get them familiar with a full sales cycle and not just the first meeting.

Elevate discovery. Move from pitching to provoking thought. Think about asking sharper questions, listening more actively/deeply, and pitching to pain, not feature/function.

Peer-to-peer learning. Encourage top reps to lead sessions both internally and externally. Create a culture where excellence is shared.

Success here means transforming reps into thoughtful and strategic prospectors who know how to build pipeline and influence pipeline.

9+ Months: Next Play

By now, you and your top-performing SDRs should be looking at what’s next.

Support your SDRs by:

Building robust IDPs. This should identify what the gaps are for their future role, not their current one. Help your SDR by getting exposure to their future role and help fill any gaps where possible.

Stretch projects. Give top SDRs a chance to run strategic initiatives for the team/business. Keep them engaged and get them to put all their knowledge to good use.

Mentorship programs. Pair experienced SDRs with new hires or mentors in their desired next role.

Internal referrals. Proactively sponsor SDRs into internal roles they’re ready for and want to explore. Like I said in the opening, we’ve often had SDRs go into CS, S,E and even Marketing. Don’t let good talent walk after developing them.

A well-run SDR incubator doesn’t just build pipeline, it builds careers. When you invest in each phase with intention, you don’t just create high-performing reps. You create future leaders.

Focus on coaching, clarity, and career growth. One meeting booked and one promotion at a time, the results will show.