Sales Development Representative (SDR) in EdTech in London and UK

In the EdTech sector, the Sales Development Representative plays a crucial role in driving commercial growth. Their main responsibilities include generating pipeline, surfacing qualified opportunities, and creating momentum for Account Executives and Business Development Managers to progress deals through longer and more complex sales cycles. In education markets, where procurement can be slow and relationships matter, SDRs need more than resilience. They need empathy, attention to detail and an understanding of how schools, multi-academy trusts, universities and public sector organisations make purchasing decisions.

In the United Kingdom and especially in London, this role has become increasingly strategic. Many EdTech companies based in or around London offer remote and hybrid working options, while some retain office-based roles for more collaborative environments. Remote SDRs benefit from flexibility, often working from quieter regions while remaining highly productive. Hybrid models combine office-based collaboration with remote outreach tasks, supporting those who thrive in a team setting. In-person roles are often chosen for onboarding, training or during the early stages of company growth.

A typical SDR’s day is highly structured and requires momentum. Outbound-led roles focus on research, stakeholder mapping and personalised outreach across email, telephone and LinkedIn. Inbound-focused roles are more reactive, responding to demo requests and prioritising high-intent leads. Regardless of the approach, successful SDRs keep the customer relationship management (CRM) system updated, track engagement and report weekly activity to support wider sales planning.

Salaries vary depending on geography and company type. In London and the wider UK market, base salaries usually range from £28,000 to £38,000 with on-target earnings between £38,000 and £55,000. In the United States, similar roles offer base pay between $45,000 and $65,000, with total earnings reaching up to $95,000 depending on performance. SDRs with education sector experience or prior knowledge of school systems often command higher starting packages due to their ability to build trust more quickly.

This role suits people from varied backgrounds. Many successful SDRs have transitioned from teaching, tutoring or working in student recruitment. Others bring experience from customer service, events, or junior marketing roles. What hiring managers value most is communication ability, consistency, curiosity and sector awareness. Familiarity with artificial intelligence prospecting tools, CRM platforms and sales engagement tools such as Outreach or Apollo can provide an added advantage.

While early results in this role vary, candidates working in inbound-focused companies can often see impact within one to three months. Those focused on outbound outreach might take longer, typically three to six months, before deals begin to close. It is important that SDRs and their managers align on these expectations early. Progress should be measured by leading indicators such as meetings booked, stakeholder engagement and pipeline value created, not just closed revenue.

Career progression is strong. A clear path exists from SDR to Senior SDR, Account Executive and into sales leadership. Many SDRs also branch into marketing, partnerships, or product support roles due to the transferable skills developed in this position. In EdTech, this progression is closely tied to understanding how education systems work, staying visible in the sector and taking initiative outside of job descriptions.

Although gender balance in SDR teams is improving, many outbound-heavy teams are still male dominated. Research shows women excel in communication, active listening and stakeholder trust-building. For a sector serving a majority-female educator workforce, hiring more women into SDR roles strengthens diversity and commercial performance. RecruitHer continues to champion more women entering commercial pathways, starting with roles like SDR.

Asking for promotion should be based on performance, visibility and timing. If an SDR has met or exceeded key performance indicators over multiple quarters, contributed to discovery calls and built visibility within the EdTech space, they are ready to move up. Having open conversations with managers and using data to support the case helps ensure the process is collaborative and constructive.

The Sales Development Representative role remains one of the most critical positions in EdTech. Whether working remotely, in a hybrid setting or in the office, SDRs help companies grow by generating pipeline, opening doors and making early connections that influence purchasing decisions. With realistic expectations, structured training and visibility into education workflows, SDRs are well positioned to build successful careers in this sector.

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