The move from SDR to Sales Development AI CX Researcher

Research is the creation of new knowledge and/or the use of existing knowledge in a new and creative way so as to generate new concepts, methodologies and understandings.

The most significant change in the future of work has been the integration of AI technologies, especially within our revenue teams, to enhance the AI-human customer experience. This shift has had a substantial impact on the daily responsibilities of many roles that now leverage AI .

I’d like to initiate a conversation to shed light on the necessary shifts in job roles and responsibilities within our AI-human customer experience supporting teams. These changes will empower organizations to leverage their AI investments while ensuring the success and advancement of their human workforce. 

To begin, I’ll start this series by reviewing the SDR/BDR (Sales/Business Development Representative) role.

(In today’s business world, things have changed a lot. We now have AI working alongside humans in sales. This has shaken up the roles and responsibilities in many jobs. I want to start a conversation about these changes, especially within the Sales Development Representative (SDR) role.)

So, what do SDRs/BDRs do?

  • They find potential customers.
  • They reach out to them through calls, emails, and other ways.
  • They check if these potential customers are a good fit.
  • Sometimes they set up appointments or demos.
  • They keep all the customer info up to date.
  • They follow up with customers.
  • They give feedback to their team.
  • They keep learning about their products and market.
  • They keep an eye on how well they’re doing with numbers and reports.

How AI is changing the SDR role:

  • AI helps find the best potential customers from big piles of data.
  • It personalized emails and messages for each customer.
  • AI figures out which customers are the most promising.
  • It predicts which leads are likely to become customers.
  • AI chatbots talk to customers on websites and social media.
  • AI suggests what kind of info to share with different customers.
  • It watches what customers do online and tells SDRs.
  • AI tests different email and message ideas to see what works best.
  • It figures out the best times to talk to customers.
  • AI chatbots talk to customers in a natural way.
  • AI makes sure customers get quick responses to emails.

Looking at the list above, it’s becoming increasingly clear that AI is the one taking on the primary role of a Sales Development Representative (SDR). AI is now more involved in direct customer interactions and analyzing data from all interactions, even if it’s not the one directly engaging with the customers. 

This AI-driven approach allows AI to gain a deeper understanding of the customers within our customer journey .

In many situations, SDRs find themselves following the guidance provided by AI. I use the term “telling them” because human SDRs have fewer opportunities to provide their input. The AI has wider understandig of the customers due to its higher exposure, and data analysis capabilities making it an uneven environment for the human SDRs. It’s not a level playing field.

I think we have lost sight of what we want and need our SDRs to do. We were blinded by the efficiency model we have been given with the implementation of our AI investment. On a personal note, humans were eager to give up tasks that are repetitive and not enjoyable.

Here’s a secret: there are parts of everyone’s job that they don’t enjoy, but they are necessary to do if we wish to do our job well. Meaning to have exposure  and stay connected in order to have a personal perspective.

I’m not suggesting eliminating your AI investment, but I do suggest looking at the partnership differently and designing a vision of what you want this partnership to look like. I’m sure you’ve never even given it a thought. 

Let’s do it together.

Desired partnership:

The desired partnership between Sales Development Representatives (SDRs) and their AI counterparts is founded on maintaining a balance that leverages the strengths of each partner. 

AI excels in data analysis and handling repetitive tasks, while humans possess creative thinking that is rooted in SDR abilities to question AI recommendations and establish emotional connections with customers. 

This collaboration ensures that both AI and SDRs can work together effectively to provide exceptional customer experiences and achieve sales objectives for now and into the future.

How can we do that?

I believe we should see SDR as researchers. (The “R” in SDR should stand for “researcher.”)

Why, you might wonder? 

Well, think about what researchers do. They systematically explore and study various topics to gain a deeper understanding or contribute new knowledge in a specific field. They begin by setting research goals, reviewing existing knowledge, creating a research plan, gathering and analyzing data, making sense of their findings, and documenting their research through reports or presentations. Collaboration and following ethical guidelines are crucial elements of their work. Researchers continuously learn and stay updated on the latest developments in their field. Their work is vital for advancing knowledge, solving problems, and making contributions to different domains.

Our SDRs should become researchers, but not in the traditional academic sense. Instead, they should be researchers of our customer landscape. They learn all there is to know about our customers’ needs, values, and emotional connections. So when they receive recommendations from AI, they stand out as experts who truly understand our customers, becoming authentic counterparts to our AI.

From me:

I’m here to kick start conversations on topics that are often overlooked. I firmly believe that information, even if you don’t act upon it, holds immense power. It’s human-generated ideas that have the potential to spark innovative thinking, pushing us beyond our comfort zones into uncharted territories of creativity and fresh way of thinking, which is the only place new things will come from..

The true capabilities of AI and its ability to simulate human thinking remain a mystery to most. Even if we don’t fully understand it we need to know he is looking at information that already exists. And he is the gatekeeper of all information.

I often like to illustrate this with a simple question: When was the last time you did something entirely new, ventured beyond your typical choices, or explored a completely different perspective? For many, it’s not something that happens frequently. 

Humans don’t like changes. We like things the way they are. It does not come naturally to us to move from our comfort zone.

 This is precisely why we should view everything with a fresh lens and question the status quo, particularly in the age of AI. The implementation of AI should bring about change and innovation in various aspects of our lives. If we haven’t embarked on this journey yet, it’s never too late to start.

If AI is looking at past data and we are not comfortable with change how will we create a new future?

I’m here to provide you with fresh insights and information, to help you see the world from a new perspective. By doing so, we can unlock the potential of AI and discover exciting new possibilities.

In our case here. Start reviewing job descriptions from the length of AI partnership and not productivity. If not I am afraid we will lose what is the true gift we bring to work our human creative mind.

I hope you will need this, I have combined a new gift for you a job template you can play with for your next SDR recruitment.

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Written by

Sarit Lahav

I’m Sarit Lahav, a Strategy and Transformation consultant with a focus on developing impactful AI strategies that merge business insight and technological expertise. Leveraging my extensive experience as a co-founder and former CEO of a global high-tech firm, where I served over 5000 clients and spearheaded innovative technology solutions, I advocate for treating AI as a true team member. My goal is to harness AI to deliver tangible business results, emphasizing its role in augmenting rather than substituting the human touch. Let’s connect to redefine the synergy between AI and human collaboration for your business.

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