In-house vs outsourced SDRs for lead follow-up

Key takeaways

In-house vs outsourced SDRs is a question of volume and ramp time. An in-house sales development rep (SDR) on £28,000 plus £6,000 commission costs about £39,000 a year, and takes months to ramp. Outsourced inbound follow-up and booking at an indicative £12–£18 per hour costs about £12,500–£18,700 for 20 hours a week.

• In-house SDR: about £39,000 a year with commission, before tools.
• Outsourced follow-up: about £12,500–£18,700 for 20 hours a week.
• In-house SDR: best for complex outbound selling.
• Outsourced follow-up: fast replies to inbound leads and booking.

What does an SDR do?

A sales development rep qualifies leads and books meetings for salespeople. Inbound work means replying fast to enquiries, asking qualifying questions and booking calls. Outbound work means researching and contacting prospects who have not enquired. Inbound follow-up is structured and suits outsourcing; complex outbound selling usually suits in-house.

• In-house vs outsourcing: which model is more cost-effective?
• Losing leads to slow follow-up? When to outsource it

What does an in-house SDR cost?

An SDR on £28,000 base plus £6,000 commission earns £34,000. Employer National Insurance and pension take employment costs to about £39,000 a year using 2026/27 rates, before CRM and data tools, equipment and management. New SDRs usually take months to reach full productivity.

• The cost of training a new employee

What does outsourced lead follow-up cost?

A managed team following up inbound leads, qualifying them and booking meetings costs an indicative £12–£18 per hour. Twenty hours a week, covering the hours when leads arrive, costs about £12,500–£18,700 a year. Some providers price per qualified appointment instead.

• Outsourced appointment booking and diary management

Why does speed of follow-up matter so much?

Buyers who enquire often contact several suppliers, and the first to respond usefully has an advantage. An in-house SDR covers their working hours; enquiries that arrive in the evening or while they are on another call wait. Outsourced cover can reply within minutes across longer hours.

• Slow response to enquiries: what it costs and the fix

What rules apply to calling and messaging leads?

Following up someone who has enquired is usually straightforward. Unsolicited marketing calls and messages are regulated by the Privacy and Electronic Communications Regulations (PECR): check the Telephone Preference Service before marketing calls, and get consent for marketing texts and emails to individuals. Your provider must follow the same rules.

• GDPR and social media marketing in the UK

When is an in-house SDR better?

When outbound prospecting needs deep industry knowledge, long conversations and judgement about fit, or when the SDR is training to become a salesperson. Complex B2B sales often fall here, with outsourced support for inbound speed and booking.

• The hybrid model: part in-house, part outsourced
• BPO Solutions for UK businesses

What should lead follow-up scripts include?

A short script keeps follow-up consistent and useful. It should confirm what the enquirer asked for, ask three to five qualifying questions, and offer a specific next step such as a call or site visit with available times. Record answers in the CRM so the salesperson starts with context.

• Confirm the enquiry and the need.
• Ask about timescale, budget range and decision-maker.
• Offer two or three specific appointment times.
• Log the answers in the CRM.

• Score website leads so the best get called first

What does this look like in practice?

A pattern we see in UK trades and home improvement firms: web and social enquiries arrive in the evening and are called back the next afternoon. A managed team replies within minutes, asks the qualifying questions and books surveys into the diary, so the sales team spends its time on quotes.

• See client work

SDR checklist

Use these steps to decide.

• Split your lead work into inbound and outbound.
• Measure how fast leads get a first reply today.
• Cost an in-house SDR with commission and ramp time.
• Price outsourced follow-up for the hours leads arrive.
• Write qualifying questions and booking rules.
• Check PECR rules for any marketing contact.

Next step

Send us your monthly lead volume and when leads arrive. We will cost in-house and outsourced follow-up in a 30-minute call.