State of EMEA: Sales Development Survey 2025
A Year of Growth & Resilience
Benchmark data from 168 SDR leaders across 15+ EMEA countries: team growth, AI adoption, compensation, quota attainment and leadership ratios.
About this resource
A Year of Growth & Resilience. The second annual State of EMEA Sales Development Survey captures responses from 168 SDR leaders across 15+ countries, spanning companies from under $1M to over $1B in revenue. It benchmarks how EMEA sales development is structured, paid, and performing in 2025, with year-over-year comparisons on team growth, AI adoption, ramp and retention, quota attainment, and leadership span of control. Whether you are defending headcount, redesigning comp, or building the case for AI and GTM engineering, the report gives you the quantitative and qualitative data points to take to senior leadership as you plan for 2026. Produced by SDR Leaders of EMEA, sponsored by Commsor.
What's inside
- 168 SDR leaders surveyed across 15+ EMEA countries (UK 48.7%, Germany 9.0%, Ireland 7.7%, France 7.1%)
- 55.9% grew their SDR team in the last 12 months
- AI SDR "never" stance collapsed from 91.2% to 56.5% year-over-year; 13.7% now run AI SDRs alongside humans, 29% are evaluating
- GTM Engineer role now present in 13.7% of EMEA companies
- The activity paradox: 75-99 daily activities correlates with the largest average deal size ($342k)
- Hybrid remains the dominant team model (43.1%) and work model (50.3%); 69.5% of SDR teams report to Sales
- Manager-to-director sweet spot peaks at 9:1 (93% average quota attainment)
Built with the people running SDR teams in EMEA, the USA and APAC. Every number and play in here came from members, not vendors.