🎯 Enterprise SDR (ABM-Focused) Compensation & Performance Playbook

A Strategic Guide & SOP for Modern Revenue Teams

1. Purpose of This Playbook

This playbook serves as the standard operating procedure for compensating, enabling, and managing the performance of Enterprise Sales Development Representatives (SDRs) who operate within Account-Based Marketing (ABM) motions. These SDRs play a vital role in driving strategic pipeline by engaging high-value accounts using personalized, multi-threaded outreach strategies.

2. Role Overview: The Enterprise SDR in an ABM Context

Enterprise SDRs operate with the mindset and skill set of a business development executive. Unlike traditional SDRs focused on volume, the Enterprise SDR is deeply aligned with complex, high-value accounts. Their objective is to:

  • Initiate and maintain strategic engagement with senior decision-makers.

  • Use CRM systems, calling platforms, and ABM tools to manage contact over extended sales cycles.

  • Book qualified meetings (demos) with enterprise prospects who are aligned to the ICP (ideal customer profile).

  • Stay engaged post-ghosting, reviving interest and guiding mid-funnel reactivation.

  • Track early contact as a “prefunnel deal” in the CRM, giving it a 1% weight until qualified — an approach that mirrors full-cycle enterprise sales logic.

This role is not junior. Enterprise SDRs are often full-cycle-capable sellers who choose to specialize in top-of-funnel work and deserve to be treated and compensated accordingly.

3. Compensation Structure & Philosophy

Enterprise SDR compensation must reflect the strategic value and complexity of the role. Compensation should include:

  • A base salary that provides stability and reflects their expertise.

  • A variable compensation plan tied to high-impact outcomes like qualified meetings, opportunities created, and stakeholder engagement.

  • A total on-target earnings (OTE) package that is 15–20% higher than a Senior SDR role.

Compensation should reward quality over quantity. The long sales cycles and intricate stakeholder maps in enterprise sales demand persistence, personalization, and strategy.

As Ebsta notes in their 2025 GTM Digest, “just 14% of sellers drive 80% of revenue,” highlighting the importance of rewarding top contributors appropriately (Ebsta, GTM Digest, 2025, 12).

4. Core Performance Metrics & Evaluation

Enterprise SDRs should be evaluated based on outcomes that demonstrate real pipeline value, not just activity volume.

Core KPIs to monitor:

  • Number of qualified demos booked with ICP-aligned enterprise buyers.

  • Number of sales-qualified opportunities (SQOs) generated and accepted by Account Executives.

  • Mid-funnel reengagements such as reviving ghosted prospects or expanding contact within accounts.

  • Completion of CRM tasks, stakeholder mapping, and campaign execution using ABM and intent data platforms.

Ebsta’s research confirms that “top performers qualify early, engage multiple stakeholders, and focus on RoI-driven selling” to prevent deal slippage — a major threat to revenue (Ebsta, GTM Digest, 2025, 10).

5. Bonus Structures and Performance Incentives

To reinforce high-impact behaviors, leadership should implement the following incentives:

  • Accelerators for converting Tier 1 target accounts.

  • Quarterly bonuses for engaging two or more stakeholders per account.

  • Additional rewards for ABM campaign participation and multi-channel personalization (email, direct mail, social outreach).

  • Team-based bonuses tied to pipeline goals shared with AEs and Marketing.

Incentives must align with the modern GTM model, where cross-functional teams are expected to collaborate seamlessly across the buyer journey. “Success requires collaboration across marketing, sales and CS teams,” as the 2025 report emphasizes (Ebsta, GTM Digest, 2025, 6).

6. Onboarding & Ramp Strategy

A structured 90-day ramp is essential for productivity and morale. Here’s how to onboard Enterprise SDRs:

Month 1:
Focus on onboarding, research, account segmentation, CRM training, and campaign preparation. Guarantee full base compensation and introduce the strategic mission of the role.

Month 2:
Introduce light KPIs, with partial comp tied to first demo booked and CRM accuracy. SDRs should begin executing account outreach and ABM cadences.

Month 3:
Full performance-based comp begins. SDRs should be delivering consistent meeting volume and influencing early-stage pipeline.

Provide a kickoff bonus for achieving first qualified meeting within 30 days to accelerate early wins and reinforce the behavior.

7. Tech Stack & Sales Enablement

Enterprise SDRs cannot succeed without the right tools. Provide access to:

  • A robust CRM (e.g., Salesforce, HubSpot).

  • ABM platforms like 6sense, Demandbase.

  • Sales engagement tools such as Outreach or Salesloft.

  • Intent and enrichment data from providers like ZoomInfo or Bombora.

  • AI-driven analytics such as Ebsta RIaaS™ to monitor deal health and engagement.

According to the GTM Digest, “81% of businesses now use AI for pipeline generation,” and 91% prioritize automation to eliminate inefficiencies (Ebsta, GTM Digest, 2025, 2). This reflects the need for scalable systems and clear data.

8. Coaching, Support & Performance Management

Enterprise SDRs thrive with consistent coaching and structured feedback loops. They should be involved in:

  • Weekly 1:1s focused on call reviews, sequence optimization, and objection handling.

  • Bi-weekly pipeline strategy sessions with AEs to align on account progress.

  • Monthly reviews of ABM campaign performance and account engagement.

The goal is to help SDRs become strategic operators, not task machines. As noted in the internal guide, “mentorship from sales leadership is intricate and essential,” particularly in enterprise motions.

9. Alignment with Full-Cycle Sales Philosophy

Modern go-to-market teams are moving away from siloed roles. In fact, 46% of companies now use full-cycle sellers who prospect, close, and manage early expansion (Ebsta, GTM Digest, 2025, 6). Enterprise SDRs must be equipped and recognized as critical contributors within this model — especially since they are often the first trust-building contact for executive buyers.

10. Final Words: Efficiency + Strategy = Impact

The Enterprise SDR is no longer a junior role. This individual represents the tip of the spear in building intelligent, efficient, and scalable pipeline within your ABM program.

Success comes from compensating for outcomes, not output, rewarding relationship-building, and aligning around strategic revenue architecture. The teams that do this will see stronger pipelines, faster cycles, and lower CAC.

“The future favors those who sell smarter — not harder”
— Ebsta, GTM Digest, 2025

đź“š Bibliography

Ebsta and Pavilion. GTM Digest: Sales Efficiency. Ebsta Ltd, 2025.

“Unveiling the Role of Enterprise Sales Development Representatives.” Internal Company Playbook, 2024.