Father and son, business development reps a generation apart

Starting out in sales as a business development rep (BDR) is like boot camp for the business world. You learn resilience, understand rejection, and develop grit—qualities that stick with you throughout your career.

I began my own career as a BDR, hammering out cold calls, compiling prospect lists with hardly any data, and spending hours researching targets, often wondering if I was reaching the right people. Back then, BDRs like me had to rely on a lot of manual effort and intuition to guide our day-to-day work. Every interaction felt like a shot in the dark.

Fast-forward to today: My son is now starting his own career as a BDR, and it’s eye-opening to see what a different world it is for him. He has the same role I did, but his tools and methods are worlds apart from what I had back then. Thanks to data and AI-powered insights and automation, he can skip the guesswork and dive straight into conversations with prospects who actually want to hear from him. Watching him, I realize that technology hasn’t just made the BDR role faster or easier; it’s transformed it into something more strategic and impactful.

The BDR role: Then vs. now

When I started as a BDR, the tools at my disposal were minimal at best. My week would begin with a list of potential prospects—sometimes provided by a manager, sometimes cobbled together on my own. The logic behind whom to call and why was often unclear. I would reach out to companies one by one, hoping I’d eventually stumble upon someone in the market for what I was selling.

My son’s experience? It couldn’t be more different.

He begins each day with a list of accounts automatically curated based on real-time data that indicates which companies are most likely to be interested right now. AI-driven insights prioritize accounts based on behavior and intent, so he’s not making cold calls; he’s connecting with accounts where there’s a real opportunity. This shift from arbitrary lists to AI-powered targeting means his time is spent on higher-value activities right from the start.

Beyond targeting, the research process itself has been revolutionized. I used to spend hours manually searching for information about a company—reading news articles, checking recent press releases, and piecing together any insight that might make a prospect want to talk to me.

My son? He logs in and instantly sees an AI-generated account summary that provides him with all the relevant insights that allow him to dive right into meaningful conversations.

Identifying decision-makers was another challenge. For me, finding the right contacts within an organization felt like playing detective. I’d hunt through directories, call receptionists, and hope to find someone who could introduce me to the decision-makers. Today, artificial intelligence automatically enriches my son’s customer relationship management platform with updated contacts, showing not only who’s on the buying team but also what roles they play. This allows him to skip the detective work and move straight to meaningful engagement with all the right contacts—ensuring efficient multi-threading from day one.

How AI agents take outreach to the next level

Another game changer for today’s BDRs is access to generative AI agents that can automate much of the initial outreach, a major leap forward from where I started. These agents monitor real-time buyer signals and use that data to generate personalized, context-driven, on-brand messaging. Instead of spending hours crafting emails or follow-ups, today’s BDRs can rely on AI agents to initiate conversations, nurture multiple personas at each account, and handle responses until a prospect is ready to engage further.

This automation frees up BDRs to focus on higher-level work—building rapport, strategizing, and engaging in more meaningful conversations rather than getting bogged down by repetitive, time-consuming tasks. AI agents enable BDRs to scale their outreach without sacrificing the personal touch, making each interaction timely and relevant. It’s a shift that adds incredible value to the BDR role and maximizes efficiency across the board.

The new BDR role, defined by precision and efficiency

Looking at my son’s journey as a BDR, I have to admit to feeling a little envious of the powerful tools at his fingertips. Today’s BDRs are no longer bogged down by endless research or outdated contact lists; they’re empowered by technology that brings accuracy, efficiency, and relevance to each touchpoint. AI and data have shifted how BDRs operate, allowing them to be more precise, efficient, and strategic in their approach.

This shift isn’t just about making BDRs more productive; it’s transforming the entire business-to-business sales process. With tools that ensure relevance, accuracy, and personalized engagement at each touchpoint, AI has made it possible to align more closely with buyer needs, creating a more connected and impactful sales experience.

A look to the future

Watching my son start his career in such a dynamic environment fills me with excitement for what’s ahead. The BDR role isn’t being replaced by AI; it’s evolving, and those who embrace this new approach will be the ones who thrive. As technology continues to reshape how we sell, BDRs like my son, who blend tech and human touch, will lead the way forward.

In a profession that once relied heavily on manual efforts and intuition, today’s BDRs are equipped to be true revenue drivers. With data and AI, including generative AI agents by their side, they’re shaping the future of sales, proving that technology doesn’t replace the role—it elevates it.

Jason Zintak is CEO of 6sense.