eClinical vendors often delay building a dedicated SDR function because their buyers are technical, cycles are long, and product value is nuanced. Ironically, that’s exactly why a focused, evidence-based SDR engine drives outsized returns - if it’s scoped correctly.
Start by defining the problem your SDRs exist to solve. Is it net-new logos in mid-market biotechs, expansion into CRO accounts, or reactivating stalled evaluations?
Pick one to two outcome metrics for the first 90 days (e.g., 20 SQLs from target accounts, 30% increase in first meetings in CRO segment) and define a clear Ideal Customer Profile at the program level: therapeutic area fit, trial phase relevance, data stack compatibility (EDC/RTSM/eCOA), and triggers like protocol finalization or vendor consolidation.
Translate ICP into target account lists using conference exhibitors, trial registries, and partner ecosystems. Then right-size capacity. A three-rep team (2 SDRs + 1 Team Lead) is enough to prove the model without bloating cost. Document the funnel you’ll own (MQL → SAL → SQL) and the thresholds for acceptance.
Build your discovery spine around the business problems your product uniquely solves - data collection quality, site compliance, patient engagement, or trial timelines - and plan to back every claim with a one-sentence proof.
Use conservative goals first, then scale with data as you dial in. This discipline prevents thrash and makes it easier to secure executive sponsorship early.
Build a lightweight but robust stack that eliminates time thieves. At minimum: your CRM configured with lead routing, enrichment, and disqualification reasons; a sales engagement platform (e.g., Salesloft) for multi-channel cadences; data sources for contacts and buying committee mapping; and scheduling embedded in every touch.
Salesloft and similar platforms offer cadence best practices grounded in data; see this long-form guide: Salesloft cadence best practices. Design three archetypal cadences:
Align qualification with MEDDICC signals (metrics, economic buyer, compelling event) so early discovery sets opportunities up for enterprise rigor; reference overview: MEDDICC framework.
Equip SDRs with 1-page talk tracks, objection handlers for validation and InfoSec, and short customer stories tied to measurable outcomes (e.g., reduced site activation time).
Keep content modular and repeatable.
Lastly, implement a tidy meeting handoff: every booked meeting should carry context fields (problem, persona, proof points, blockers) and auto-create the opportunity with initial MEDDICC notes so AEs don’t start from zero.
Operate with clarity and a bias for iteration.
Publish SLAs that define speed-to-first-touch (e.g., under two business hours), minimum touch attempts (e.g., five touches in 72 hours across channels), and qualification/disqualification reasons.
Inspect daily during the first month: inbound queue aging, touch adherence, booked-meeting quality, and reasons for no-show.
Weekly, run a 45-minute review on the three core dashboards:
Borrow pipeline and process guidance from broader revenue operations playbooks; for example, see Salesforce pipeline management.
Make the handoff bulletproof: AEs accept or reject within 24 hours with codified reasons; if rejected, the SDR either rebooks or disqualifies with evidence.
Close the loop by tagging every SQL outcome back to the originating cadence and message so you can compound learnings.
By day 90, a well-run pilot generates proof you can take to leadership - consistent SLA adherence, a rising MQL→SQL conversion rate, and a documented playbook tied to your eClinical buyer realities. From there, you can scale headcount knowing you’re investing in a tuned system, not a hope. That’s how you build a durable, de-risked SDR engine in this market.
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