Improving the Onboarding Process for Sales Development Representatives at Company X
Murgasova, Karolina (2025)
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2025111027580
https://urn.fi/URN:NBN:fi:amk-2025111027580
Tiivistelmä
This bachelor thesis explores the onboarding process for Sales Development Representatives at a case company. The main focus is on identifying challenges, analysing current practices and developing recommendations for improvement. The primary research question focuses on current challenges and pain points guiding the study. While four additional questions explored how onboarding can be structured to better support learning, made more visual, made intuitive and supportive for entry-level Sales Development Representatives, and whether differences are needed for specific SDR roles.
The study was conducted during a period of active employment as Team Lead Sales Development, allowing direct access to internal processes. The research was conducted between August 2025 and November 2025. The timing of the study aligned with the onboarding of a new SDR at the start of the research, which allowed for real-time observation, feedback and analysis of the onboarding processes.
The study combines theoretical and applied perspectives. The thesis begins with a case company presentation and theoretical framework. Three onboarding theories and models are used to support this research. After the theoretical part, methodology and data collection design are explained. The research used qualitative data collected through interviews with colleagues and qualitative data collected from a supportive survey. The survey was conducted with sales and presales professionals. The finding & analysis chapter is the longest and most detailed section of this thesis. The data collection helps with understanding of onboarding challenges such as information overload, technical complexity, reliance on asking questions and inconsistent exposure to tasks. Insights from these data sources informed the development of suggestions for the onboarding.
This thesis presents a proposed onboarding structure aligned with organizational needs and theoretical principles, aiming to improve clarity, reduce uncertainty and support entry-level Sales Development Representatives in developing competence and confidence.
The study ends by proposing areas for future research and continuous improvement. It empathizes the importance of ongoing evaluation and adaptation in effective onboarding practices. The last chapter also involves its own reflections on the research process, professional learnings and practical application within the Team Lead role.
The study was conducted during a period of active employment as Team Lead Sales Development, allowing direct access to internal processes. The research was conducted between August 2025 and November 2025. The timing of the study aligned with the onboarding of a new SDR at the start of the research, which allowed for real-time observation, feedback and analysis of the onboarding processes.
The study combines theoretical and applied perspectives. The thesis begins with a case company presentation and theoretical framework. Three onboarding theories and models are used to support this research. After the theoretical part, methodology and data collection design are explained. The research used qualitative data collected through interviews with colleagues and qualitative data collected from a supportive survey. The survey was conducted with sales and presales professionals. The finding & analysis chapter is the longest and most detailed section of this thesis. The data collection helps with understanding of onboarding challenges such as information overload, technical complexity, reliance on asking questions and inconsistent exposure to tasks. Insights from these data sources informed the development of suggestions for the onboarding.
This thesis presents a proposed onboarding structure aligned with organizational needs and theoretical principles, aiming to improve clarity, reduce uncertainty and support entry-level Sales Development Representatives in developing competence and confidence.
The study ends by proposing areas for future research and continuous improvement. It empathizes the importance of ongoing evaluation and adaptation in effective onboarding practices. The last chapter also involves its own reflections on the research process, professional learnings and practical application within the Team Lead role.