Welcome to the latest episode of On the Up, Moneypenny’s podcast dedicated to exploring growth, innovation, and the tactics that lead to business success.
In this episode, Dan Marshall, Head of Digital at Moneypenny, sits down with Simon Burlison, Head of SDR at Moneypenny, to discuss the rising importance of SDR (Sales Development Representative) teams and how they bridge the gap between marketing and sales. Simon shares insights on building a high-performing SDR team from the ground up, the role of AI and automation, and the traits that make a great SDR.
Three years ago, Moneypenny’s SDR team started with just three people in the UK. Fast forward to today, and that number has grown to ten – with further expansion in the US. In that time, they’ve booked over 8,900 appointments and generated around £2 million in revenue, with a lifetime value of £7.5 million.
In this episode, Simon talks about how SDR’s are so important when it comes to reaching out to potential customers. He also discusses how cold calling has made a comeback and is still a key part of their approach and strategy.
Dan and Simon also discuss how important it is for SDRs, marketing, and sales teams to work collaboratively together. This teamwork helps to drive and increase revenue, improve the SDR process, and make sure everyone is on the same page with their messages using data about what customers want. If you’re thinking about starting an SDR team or making your current one even better, this episode is packed with practical insights.
Simon talks about how SDRs can be an important link between inbound marketing and outbound sales. They help educate potential clients about how Moneypenny’s services can help with their challenges and start meaningful conversations that can drive business.
Simon highlights that cold calling remains a fundamental tool for SDRs. The chance to talk to and engage with potential customers in real-time has seen a resurgence and is still a powerful way to reach out to people.
AI technology is constantly getting better and more advanced, and so now SDR teams are using automation tools to make their outreach better, find leads more easily, and work more efficiently. Moneypenny is also looking into partnering with AI-powered SDR solutions to make their processes even better.
Simon describes the key attributes that make a successful SDR: resilience, curiosity, emotional intelligence, and coachability. These characteristics help SDRs deal with challenges they may face day to day, adjust based on feedback, and continuously refine their approach.
It’s not just about bringing in leads – it’s about nurturing them. A great SDR team ensures high-value prospects move smoothly through the sales funnel, aligning closely with sales teams to maximise success.
In our latest playbook, The State of Lead Qualification 2025, Simon also shares his top recommended lead management tools, along with insights from other industry leaders on the best way to optimise the sales funnel.
Listen now to hear Simon share more of his expert tips on how SDR teams play an important role in any company’s sales strategy. You can find the full episode below or catch it on Spotify!
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