The importance of getting GTM right... and wrong – Part2

We are delighted to welcome back a well-respected authority on ‘Go To Market’ in the Payments Industry, Justin Hanna, as the guest contributor to our newsletter.

We would like to take this opportunity to congratulate him on his recent appointment as Head of Enterprise Sales, UK Europe for global acquirer- Nomupay. 

This week Justin is looking at the decline of SDRs in the world of enterprise sales. 

In enterprise SaaS and Payments sales, the role of the Sales Development Representative (SDR) is increasingly being questioned and I openly question the need for them. I have been an SDR, I have worked with incredible SDRs but I feel the sales process has moved on from requiring them in the enterprise sales cycle. 

Traditionally, SDRs have been responsible for the initial stages of the sales process, qualifying leads, and setting up meetings for more senior salespeople. However, as enterprise customers become more knowledgeable and demanding, this model is showing its weaknesses. 

Today’s enterprise buyers expect to engage with someone who has a deep understanding of their business and industry from the very first interaction. They don’t want to be passed through layers of sales reps before reaching someone who can actually address their needs. In my opinion, there is little room for traditional SDRs in enterprise SaaS sales anymore. Customers want to speak to experts from the outset—people who can provide value from the first conversation. 

That said, the SDRs who are thriving in this new landscape are those who have built strong personal brands. They are open and honest about their roles, and they bring a level of authenticity and expertise that resonates with modern buyers. These SDRs are the exception rather than the rule, and their success underscores the need for a shift in how we approach enterprise sales. Rather than clinging to outdated models, businesses must evolve to meet the demands of today’s customers, prioritising expertise and authenticity over volume and process. 

At Payments Leaders Advisory we work with Payments scaleups, corporates and merchants, to develop an effective Go To Market strategy that future proofs their business.

If you have a Go To Market need and would like to find out more please contact adrian@adrianevans.co.uk