Sales Development Representative

About Us

SFG20 is the industry standard for building maintenance, providing services and pioneering technologies that empower people to create and sustain safer buildings. Our mission is to make buildings better using our standard, software and expertise. Our vision is to become the leading authority for built environment maintenance that protects and enhances quality of life.

About The Role

The Sales Development Representative (SDR) plays a crucial role in achieving our mission as a front-line sales role, by identifying and connecting with potential customers, introducing them to our innovative solutions for building maintenance. By generating new business opportunities, the SDR builds a strong new business pipeline and drives revenue by appointment setting for product demos. The role will require travel twice a month to our Manchester offices.

Key Responsibilities

• Pipeline Generation (Outbound-Led)
  • Own the creation of a high-quality pipeline through structured, outbound prospecting into target accounts aligned with SFG20’s Ideal Customer Profile (ICP).
  • Identify, prioritise, and systematically engage key accounts using a multi-channel approach (phone, email, LinkedIn, and strategic research).
  • Map target organisations to identify key stakeholders, decision-makers, and influencers, building a clear view of the account structure and potential opportunities.
  • Drive proactive outreach campaigns that align with defined sales plays and industry-specific value propositions.
  • Take ownership of early-stage opportunity development, moving prospects from initial engagement to qualified pipeline.
• Qualification & Sales Framework Alignment
  • Qualify opportunities against a defined sales framework (e.g. MEDDICC/BANT), ensuring all pipeline meets clear criteria before progressing.
  • Uncover and validate customer pain points, business drivers, decision processes and commercial potential.
  • Ensure all opportunities are aligned to SFG20’s ICP, with strong fit, clear need and realistic buying intent.
  • Maintain high standards of pipeline quality, not just volume, challenging and disqualifying where appropriate.
• Appointment Setting & Opportunity Handover
  • Secure high-quality meetings and product demonstrations for Account Executives, with a clear purpose and defined next steps.
  • Provide well-documented handovers, including stakeholder mapping, identified pain, qualification criteria and deal context.
  • Act as a strategic partner to AEs, ensuring continuity and momentum through the sales process.
• Account-Based & Market Engagement
  • Build deep understanding of SFG20’s target industries, buyer personas and core use cases.
  • Continuously refine target account lists based on insight, data and market feedback.
  • Position yourself as a credible, insight-led first point of contact, bringing value to every interaction.
  • Stay informed on industry trends, competitor activity and market dynamics to identify new entry points and opportunities.
• Mindset & Ownership
  • Operate with a true "hunter" mentality, self-sourcing opportunities and taking ownership of pipeline creation.
  • Balance activity with effectiveness, focusing on outcomes (qualified pipeline and revenue impact) rather than volume alone.
  • Continuously test, iterate and improve outbound approaches to increase conversion and engagement rates.

Essential Experience

• Proven experience in a Sales Development, Business Development or similar outbound-focused role within a SaaS, software or technology-led environment.
• Demonstrable success in generating pipeline through proactive outbound prospecting, with a track record of engaging and converting target accounts into qualified opportunities.
• Experience working with defined Ideal Customer Profiles (ICP) and applying account-based prospecting strategies to penetrate and develop key accounts.
• Strong discovery and qualification skills, with experience using structured sales frameworks (e.g. MEDDICC, BANT) to assess opportunity quality.
• Highly confident communicator, able to engage senior stakeholders, build credibility quickly and lead value-driven conversations.
• Proficient in using CRM systems (e.g. Salesforce) and modern sales engagement tools to manage pipeline, track activity and drive consistent performance.
• Commercially minded, with the ability to identify genuine business problems, align solutions and prioritise high-value opportunities.
• Resilient and self-motivated, with a strong "hunter" mentality and comfort operating in a high-activity, target-driven outbound environment.
• Strong organisational skills and attention to detail, particularly in managing account research, stakeholder mapping and opportunity tracking.

Desirable

• Experience within the Facilities Management (FM), built environment or property-related sectors.
• Previous experience with HubSpot.

Additional Information

All candidates must be able to demonstrate a pre-existing right to work and travel within the UK. Unfortunately, we are not able to offer sponsorship. Documentary evidence will be required. All offers are subject to satisfactory vetting and reference checks.

Our Benefits

• 26 days holiday + Bank holidays + buy up to 5 days
• Private Medical insurance with BUPA
• Remote/Hybrid first policy
• Employee Assistance programme with WeCare
• Enhanced Family Friendly Benefits
• Gym Discounts
• and more!

Equal opportunities for everyone

Diversity and inclusion are our priorities, and we’re ensuring we have lots of support so our people can grow at SFG20 and do their best work! We embrace diversity by fostering an inclusive environment where everyone feels welcome, safe and able to bring their whole self to work. We’re an equal opportunity employer. Applicants will be considered for employment without attention to age, ethnicity, religion, sex, sexual orientation, gender identity, family or parental status, national origin, veteran, neurodiversity or disability status. If there’s anything we can do to accommodate your specific situation, please let us know.