Most SDR budgets get built around a salary, because the salary is the number everyone can see. It's about 40% of what the hire actually costs. Here's every other line - NI, the seat, the data, the tools, the recruiter, the manager's time at 2026 UK rates.

Enrichment gives you raw data. Verification tells you which contacts are actually reachable. Without both, 30 to 40% of your outbound is wasted before your SDR picks up the phone. Here's why the distinction matters and what it's costing you.

SDR pick-up rates have dropped to historic lows, and making more calls is making it worse. The problem isn't your team. It's that everyone is calling the same prospects from the same databases. Here's what actually fixes it.