In B2B sales, titles can get confusing fast. SDR, BDR, AE, appointment setter… it’s easy to get lost in the acronyms. But if you’re hiring for your sales team or outsourcing lead generation, it’s important to know who does what — and why it matters.
Today, we’re clearing up a common question:
What’s the difference between SDRs and appointment setters?
Let’s break it down in plain English.
What Does an Appointment Setter Actually Do?
An appointment setter focuses on one goal: getting qualified meetings on the calendar. That’s it.
They don’t sell. They don’t pitch. They’re not handling demos or pricing discussions. Their job is to identify the right contact, reach out with the right message, and secure a time for someone else (usually a closer or account executive) to take it from there.
Here’s what a typical day might include:
- Cold calling or emailing prospects
- Confirming basic qualification (like job title or company size)
- Handling objections like “I’m not the right person” or “not right now”
- Scheduling discovery calls or demos
They’re often the first person a prospect hears from — which makes them crucial to shaping the first impression of your brand.
What is an SDR?
An SDR, or Sales Development Representative, is usually one step above an appointment setter in terms of scope. They still handle top-of-funnel work, but with a little more depth.
In many companies, SDRs are responsible for:
- Researching and targeting ideal accounts
- Personalizing outreach messages
- Running qualification frameworks like BANT or MEDDIC
- Nurturing leads over time
- Setting up meetings and handing off notes to the sales team
Think of them as a more strategic version of an appointment setter. Some SDRs also handle inbound leads, not just outbound. They might respond to demo requests or qualify form submissions.
The big difference? SDRs usually spend more time qualifying prospects and aligning them with the right solution.
So… Are They the Same Thing?
Not quite — but they’re related.
Here’s a quick comparison:
| Role | Focus | Skills Needed | Tools Used |
| Appointment Setter | Booking meetings | Call handling, objection rebuttals, basic qualification | Dialers, calendars, CRM |
| SDR | Qualifying leads + booking meetings | Research, messaging, light discovery, qualification frameworks | CRM, email tools, LinkedIn, data tools |
The main differences lie in the depth of research, qualification process, and strategic input. Appointment setters are more tactical; SDRs are more strategic.
In smaller teams, these roles often overlap. One person may wear both hats. But in fast-growing B2B companies or outsourced sales teams, the distinction becomes clearer.
When Should You Hire One Over the Other?
Here’s a simple way to decide what your company needs:
You may want appointment setters if:
- You need quick coverage of a large lead list
- Your closers have no time for outreach
- You already know who your ideal buyer is
- You want to outsource top-of-funnel work without complex training
Appointment setters are great for booking volume — especially if you have a strong internal sales process to handle the next steps.
You may want SDRs if:
- You need deeper qualification
- Your deals are complex or long-cycle
- You want more personalization and targeting
- You’re focused on pipeline quality over quantity
If you’re selling high-ticket products or into very specific industries, SDRs often provide the extra layer of insight needed to warm up leads properly.
Why This Difference Matters
Your sales process is only as strong as your people. If you expect an appointment setter to act like a senior SDR, you’ll be disappointed. And if you ask an SDR to just “dial and book,” you’re not using their full skillset.
Knowing the difference between these two roles helps you:
- Hire the right talent
- Set the right expectations
- Design better workflows
It also helps when choosing an outsourced sales partner. Some agencies only provide appointment setters. Others — like FunnL — specialize in building SDR teams that can adapt to your sales strategy.
Final Takeaway
Both roles are valuable. The key is knowing what stage your business is in — and what kind of support your sales team actually needs.
If you’re struggling to fill your calendar, appointment setters can help you move fast. If your team is overwhelmed with low-quality leads, SDRs can improve your pipeline.
Either way, it all starts with the right conversations — and the right people to start them