Sam Kuehnle joins Collin Stewart on this episode of the Predictable Revenue podcast to discuss re-envisioning the SDR role through a demand generation lens.   Sam is the VP of Demand Gen at Refine Labs, a marketing strategy and research firm for B2B SaaS companies.   Highlights include: the problem with the current B2B sales model (3:20), why sales leaders get stuck worrying about the volume of leads over the quality (8:00), how to navigate the transition from a volume-based approach (13:30), how a more targeted approach can improve conversion rates (15:38), the future of the SDR role (24:39), what sales development can learn from relationship-based marketing (30:34), how to stand out in a sea of automation (35:16), tips for navigating attribution when the lines blur between sales development and marketing (38:12), and how to use HIRO metrics to measure your pipeline with a focus on quality over quantity (45:09).