Learn the exact framework used by Oracle’s top SDR manager to dominate the Sales Development Representative role in 2025, from building AE trust to mastering cold calls, territory planning, and pipeline conversion.
This is the guide every new SDR wishes they had on day one. Whether you’re breaking into tech sales or trying to finally hit quota and earn your promotion, this is the complete roadmap.
Connor Murray, former #1 SDR and SDR Manager at Oracle, lays out the exact framework he used to build top-performing teams. If you're serious about standing out, building pipeline, and fast-tracking your career, keep reading.
The biggest mistake SDRs make is skipping the fundamentals. They go straight to copying cold call scripts or ChatGPT email templates before building the foundation that makes any of that actually work.
This is why Connor created the SDR Hierarchy of Needs. After managing multiple SDR teams at Oracle, he noticed the same patterns: the best reps weren’t necessarily the most experienced. They were the ones who mastered the basics, ran tight processes, and built strong internal alignment.
If your AE doesn’t trust you, it doesn't matter how good your messaging is. You're already playing from behind.
If you want to win as an SDR in 2025, this is the blueprint.
If your AE doesn’t trust you, you're not going anywhere.
The first thing you need to do is build a strong relationship with your AE. Not as their assistant. As their partner. Most reps either come in too passive or too aggressive. The key is balance.
Here’s a simple mindset shift that will change everything: Instead of asking, “Which accounts should I go after?” ask, “Which accounts should I avoid?” That one question signals ownership. It tells the AE you’re taking initiative while still respecting what’s already in motion.
Show up to AE syncs with a plan:
If that relationship is already shaky, you can still fix it. But you’ll need to be direct. Acknowledge that you were overwhelmed or lacked clarity when you started, and let them know you're focused now. Then back it up by booking meetings and making their life easier.
You’re not bothering people. You’re selling time.
This is where a lot of SDRs fall apart early. They show up on cold calls with shaky voices and apologetic language. Why? Because deep down, they don’t believe they’re offering value.
That mindset leaks into every word. Instead of saying “Let me know if you’re open to it,” they say “Would you maybe be interested?” That passive tone kills momentum.
Here’s what top reps believe:
Shift your tone. Be direct. Use downward inflection. Try this line instead:
“Let’s get 20 minutes on the calendar next week just to align. I can keep it brief and targeted.”
This small change in mindset will instantly boost your confidence and call performance.
Before you pick up the phone or send an email, plan your attack.
Coiling the spring means doing the upfront work to make every hour of your day more productive. Instead of wasting 90 minutes building a list in real time, you’ve already got lists of finance leaders, HR leaders, or supply chain contacts ready to go.
You’re also not sending the same email to every persona. You’re adjusting based on their world:
When you sit down at 8:00 a.m., the list is built. The messaging is loaded. The objections are anticipated. That’s coiling the spring.
Connor recommends spending the first few days of each quarter just doing this. That one move will save you dozens of hours and lead to more high-quality touches all quarter long.
Good messaging is simple, targeted, and repeatable.
Let’s talk cold calls. The basic structure Connor teaches is:
Because you’ve coiled the spring and grouped your outreach by persona, you don’t need to reinvent your message every time. You just adjust the pain points and priorities.
Same with emails. You don’t need fancy formatting or ChatGPT-generated fluff. You need:
And here’s the kicker: a 5 percent increase in your reply rate, over time, means dozens more meetings. But most reps never stop to measure what works.
The best reps aren’t guessing. They’re following a system.
Connor’s day looks something like this:
And here’s a simple ABAB cadence he uses:
This kind of repeatable structure helps you scale good messaging across more prospects. It also lets you track results and improve over time.
Most reps burn out because they wing it every day. This is how you avoid that.
Meetings booked is not the finish line. Opportunities created is.
Once meetings start rolling in, focus on conversion. Are you confirming the meeting on the phone? Are you sending a clear agenda? Are you looping in your AE early and giving them context?
It’s not just about quantity. You want quality.
The final step is tightening that feedback loop. What converts? What doesn’t? Then double down on what works.
Q: What is an SDR in tech sales?
A: SDR stands for Sales Development Representative. It’s an entry-level role responsible for generating pipeline by setting meetings with qualified prospects.
Q: How do I succeed in the SDR role?
A: Build strong internal relationships, master your mindset, plan your territory, use proven messaging, and follow a consistent daily process.
Q: What’s the biggest mistake new SDRs make?
A: They try to fix their performance by tweaking scripts, when the real problem is AE alignment, poor planning, or bad tonality.
Q: How many cold calls should an SDR make per day?
A: With proper prep, most reps can make 75–100 high-quality dials. But quality matters more than quantity.
Q: Can I go from SDR to AE in one year?
A: Yes. Many reps do. Especially if they hit quota consistently and build trust with their AE and manager.
→ Want direct coaching from the experts who built this framework? Join our SDR to AE Accelerator and join SDRs like James and Ian hitting 700%+ of quota at Deel and 300%+ at Elastic.
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