Episode 18
Why SDR Performance Breaks (and How to Fix It Without Burning Your Team)
Glyn Lewis
Sales Leader
The conversation
Milan Savov talks with sales leader Glyn Lewis, who has built SDR teams at companies including Paddle and Monday.com, about why SDR performance drops and how to fix it without burning people out. Glyn says underperformance is rarely an effort problem, so leaders should first diagnose whether it is a quantity or a quality issue and map the whole SDR workflow to find where conversion breaks.
He explains that motivation lasts when reps' personal goals are tied to company targets. He recommends fixing the system rather than blaming the rep, using tools like reverse shadowing, process mapping and structured feedback loops. Sustainable performance, he says, comes from trust, clarity and alignment, not pressure.
What came up
Introduction to Glyn Lewis
Building trust in sales conversations
Quality vs quantity in sales performance
Diagnosing SDR underperformance
Motivation and personal goals
Reverse shadowing explained
Setting expectations in sales
Building sustainable SDR teams
How to build your first SDR team
Advice for SaaS leaders
About the guest
Glyn Lewis
A sales leader with nearly a decade in SaaS, including Paddle and Monday.com. He specialises in building and scaling SDR teams and diagnosing performance issues.
Have a story like this one?
You don't need a huge company. You need a real story and the willingness to tell it honestly.