Sales Development Representative

About Walker Advertising

Since 1984, Walker Advertising has bridged the gap between a law firm's need to grow and an underserved community's need for trustworthy legal services. Our teams lead with empathy and without ego to serve others through integrity and trust. We dare to think differently and work to consistently raise the bar, creating a workplace environment based on respect.

We believe that our employees are not just numbers; they are people. People with families and lives outside of work. We understand that a career is just one piece of the puzzle that makes people successful, happy individuals. That's why as we grow our teams, we focus on the whole person.

About The Role

The Sales Development Representative (SDR) is responsible for generating qualified pipeline for the Business Development Executive team by identifying and engaging law firms that could benefit from Walker’s legal lead generation programs.

This role focuses on outbound prospecting, consultative discovery, and opportunity qualification before handing off qualified opportunities to senior sales representatives. Walker sells complex, ROI-driven legal marketing programs. Successful SDRs in this role operate as both hunters and business advisors, capable of having thoughtful conversations with law firm decision makers.

Responsibilities

Client Management and Growth:

Support the development of qualified opportunities and contribute to long-term client growth by identifying strong prospective partnerships including:

• Opportunity Qualification
• • Conduct discovery conversations to assess whether a firm is a strong fit for Walker’s programs
  • Qualify practice areas such as Personal Injury and Motor Vehicle Accident
  • Identify key buyer personas including Managing Partners, Firm Owners, and Marketing Leaders
  • Evaluate the firm’s current marketing strategies and growth goals
  • Understand intake capabilities, case values, and geographic markets
  • Schedule qualified meetings with Business Development Executives within defined timelines
  • Document prospect engagement and qualification criteria within Salesforce
    
    
• Pipeline Development
• • Maintain consistent outbound prospecting activity and track engagement in Salesforce
  • Build and maintain a pipeline of qualified opportunities including meetings scheduled and held that lead to pipeline growth
  • Share outreach strategies, messaging improvements, and prospect insights with the sales team
    
    
• Sales Team Collaboration
• • Partner closely with Business Development Executives (BDEs) to ensure smooth handoff of qualified opportunities
  • Provide context and insights from prospect conversations
  • Contribute feedback that helps refine targeting, messaging, and outreach strategies

Client Prospecting:

Identify and engage prospective law firms that could benefit from Walker Advertising’s lead generation services including but not limited to:

• Conduct target account research to identify law firms that fit Walker’s ideal client profile
• Perform cold calling outreach to law firms and legal practices
• Execute personalized email prospecting along with structured outreach sequences
• Use LinkedIn prospecting and engagement to initiate conversations with legal decision makers
• Follow up on conference and event leads in a timely manner
• Identify and engage managing partners, firm owners, and legal marketing leaders
• Develop outreach messaging tailored to a firm's practice areas, market, and growth objectives

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