SDR attrition: six reasons reps leave and what to do about each
Losing SDRs fast? Module 6 of the SDR Programme Playbook has a comp calculator. It shows what each rep earns at each level of attainment. Module 10 covers coaching and a 90-day ramp. £29 + VAT.
The Bridge Group's 2025 SDR study put median annual attrition at 40%. The middle half of companies sat between 21% and 57%. Some of that is promotion, which is healthy. The rest is a manager problem you can fix.
Six causes and one fix each
- Pay that punishes a bad month. Run the plan at 80% of target. If the rep earns little more than base, expect exits. See the comp plan guide.
- No path. Publish the criteria for a move to AE, with dates. See promotion criteria.
- Poor leads. If lead quality is the problem, no amount of coaching helps. Fix the routing first.
- No coaching. A weekly 1:1 with one thing to practise beats a monthly pep talk. See the coaching framework.
- Unclear targets. Reps who cannot say what counts as a meeting get frustrated. Write the definition down.
- A bad first month. A rep who feels lost early may start looking early. Use a written onboarding plan.
Count it properly
Split exits into three groups each quarter:
- Promoted to AE or another internal role.
- Left for another company.
- Let go for performance.
Only the second group points at your management. Without the groups, you cannot tell if 40% is good news or bad.
See inside
A monthly retention check
- Who has been in role over 12 months with no review of next steps?
- Whose pay was under target for two months running?
- Who has gone a month without a coaching session?
- Who has not heard about promotion criteria since they joined?
Pick one name from the list and have a direct conversation this week.
Ask people why they stay
Run a short stay interview with each rep twice a year. Three questions are enough. What do you look forward to at work? What would make you leave? What would you change first?
Next step: see where your team sits against the benchmark. The free SDR KPI cheat sheet has the full set of sourced numbers.
Sources
Questions
What is a normal SDR attrition rate?
The Bridge Group's 2025 study found a median of 40% a year. The middle half of companies sat between 21% and 57%.
How do you reduce SDR turnover?
Check pay at 80% attainment and publish promotion criteria. Coach weekly and write down what counts as a meeting. Track exits by type to see which are promotions.
How often should I check SDR retention?
Monthly. Check pay at 80% attainment, coaching gaps and promotion conversations for each rep.
Also: SPIFF and contest ideas, SDR performance review.
Related guides
SDR to AE promotion criteria
Four areas to assess, a scorecard and how to say "not yet".
SDR coaching framework
A weekly rhythm, call reviews and a simple coaching scorecard.
SDR and BDR KPIs
What to measure, and 2024-2025 benchmarks to sense-check against.
Turn this into a programme you can run
Module 6 has a comp calculator that shows pay at each level of attainment. Module 10 has a 90-day ramp and a GROW 1:1 template. £29, one payment, plus VAT for UK and EU buyers.
Treat benchmarks as starting points. Tune them to your market, deal size and sales cycle. Every figure shows its source and year.