In the software-as-a-service (SaaS) industry, an SDR’s primary task is to identify potential customers who could benefit from using the company’s product. The role of an SDR has evolved over the years as the sales process has changed. In the past, sales reps would make cold calls to people in their target market and try to sell them on a product. Today, sales reps use various digital tools to find and connect with potential customers. Once they have made contact, they work to build relationships and trust before eventually pitching a product.