A Day in the Life: Inside an SDR Director Role at EDB
In the high-velocity world of sales development, the role of a regional leader is about far more than managing activity—it is about architecting the "engine room" of growth. Across the diverse and rapidly evolving markets of Asia-Pacific and Japan (APJ), this requires a blend of strategic thinking and a relentless focus on people.
In our "A Day in the Life" series, we explore the essential roles and individuals creating market impact at EDB. In this spotlight, we chat with Max Lem, SDR Director, APJ, to learn how he is shifting the mindset from meetings to revenue outcomes and building future leaders, and why "Wellness Fridays" are the secret to sustainable high performance.
A Day in the Life: The Three Gears of Strategic Growth
For Max, the lack of a "typical" day is exactly what makes the role fulfilling. His daily rhythm moves between three critical gears: strategy, people development, and alignment.
"I’m constantly looking at how our SDR motion translates into real pipeline value–not just meetings or activity, but meaningful revenue impact," Max explains. This requires a strategy that can flex across different cultures while maintaining elite standards. Beyond the numbers, Max is dedicated to the "why" behind the work. "Success isn’t just hitting a target, it’s building future AEs and leaders who can own a number with confidence," he shares.
The Leadership Mindset: Curiosity and Growth
To thrive in a regional leadership role at EDB, Max believes you must be commercially minded and comfortable with evolution. “EDB is a place where you’re trusted to think, not just execute,” he says.
He challenges his team to think beyond scripts, focusing instead on industry pain points and commercial outcomes that create conversations that truly matter. “If you enjoy coaching, learning, and raising standards together as a team, you’ll find a lot of fulfillment here,” Max advises. “In sales development, we’re not just building pipeline, we’re building future leaders.”
Impact Beyond the Region: Architecting the ISR Motion
One of Max’s proudest achievements at EDB has been piloting and evolving the Inside Sales Representative (ISR) motion within APJ. As the market matured, Max recognized the need for a structured mid-funnel ownership model.
"I led the design of that ISR framework: defining the scope of ownership, qualification standards, success metrics, and how the role would integrate with SDRs and Sales," Max says. This initiative has strengthened pipeline progression and created a clearer, career path for high-performers. "When you build systems that both drive revenue and develop people, that’s where real, sustainable growth happens."
Culture and Perks: Openness and Sustainable Performance
In a role spanning multiple time zones, cross-functional alignment is everything. Max values the “no-silo” culture at EDB, where he collaborates directly with Marketing and Sales leaders to ensure everyone is "rowing in the same direction."
This intense pace is balanced by Wellness Fridays. "Having a built-in pause each month is more powerful than it sounds. It creates space to reset, think strategically, and return with clearer focus," Max shares. For him, it also provides the flexibility to be present for his three children. "In the long run, a well-rested team almost always outperforms a burned-out one."
Ready to join the engine room of growth and lead innovation across APJ? Explore our open positions and join the EDB team.